Instagram Ads: Choosing the Best Objective

We talk a lot about Facebook Ads and how beneficial they can be for your business. But Facebook’s sister network, Instagram, has a lot of opportunity as well!

There are two ways to set up Instagram Ads:  On the Instagram app on your phone or where you set up your Facebook Ads. We prefer to set them up through Facebook because you have more options. No matter which option you decide to use, you’ll choose a new campaign for your first ad.

You’ll need to choose an objective for your campaign. You may notice that not all of the objectives available to you in Facebook Ads are options for Instagram Ads. These are the objective you have to choose from:

  • Brand Awareness
  • Reach
  • Traffic
  • App Installs
  • Engagement
  • Video Views
  • Conversions
  • Lead Generation

Your objective will depend on your end goal:

  • If you want to increase overall awareness of your brand, you’ll want to choose Brand Awareness.
  • If you want to reach as many people in your area as possible,  you’ll want to choose Reach.
  • If you’d like to send people away from Facebook, to the app store to download an app or to your website, you’ll want to choose Traffic.
  • To get people to specifically download your app, you’ll choose App Installs
  • To get more post engagement, you’ll choose Engagement
  • To get more views on a video, you’ll choose Video Views
  • To increase conversions on your website or app, you’ll choose Conversions
  • To collect new leads for your store, you’ll want to choose Lead Generation

If you’re not sure which objective you’d like to start with, here are a few ideas:

  • Choose the Traffic or Video View objective, film a new product arrival video and link a “Shop Now” button to your website, blog post or contact page. If you sell online, consider running a conversion ad. 
  • Choose the Traffic objective and send people to a special offer on your website. Be sure that you have the Facebook Pixel set up on your website, and you can use it to retarget the people who visit your website from your ad.
  • Choose the Engagement objective and feature locally made products, or products to support your local team in the graphic. For text, try something like, “Tailgating this weekend? Cheer on the {team name} in style!”
  • Choose Engagement and target users who have a relationship status of “engaged.” Feature your top wedding gifts to appeal to couples prepping for wedding season.
  • Promote your spring cleaning sale with a Video View Ad. Under detailed targeting, you can choose the partner category of “homeowner” or “renter” to target people who may be sprucing up for spring.
  • If you’re running a contest, you can share the details in a Conversion, Engagement or View View ad, depending on the contest, or put in-store contest details on your website and send people there with a Traffic Ad. Be sure to review Instagram’s contest guidelines.

It’s important that you test all of your ads. Not performing well? You may need to adjust the graphic, text or targeting. Paying attention to what is working and what isn’t can help you keep your costs lower and help you become a pro at targeting YOUR perfect customers on Instagram.

Have you tried Instagram Ads yet? Which ad type have you found works best for you? Have you tried a video ad yet? Comment below!