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The Anatomy of a Successful Instagram Ad Campaign

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Marketers live and breathe ad campaigns. A lot of effort is put into them and yet, not all campaigns turn out satisfactorily. How can we turn the tide?

This webinar uncovered:

- A step-by-step process for launching effective ad campaigns
- Creative best practices & advanced ad targeting options
- The KPI's you should be measuring

Published in: Technology
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The Anatomy of a Successful Instagram Ad Campaign

  1. 1. Webinar The Anatomy of a Successful Instagram Ad Campaign. #FalconEd
  2. 2. Your Presenters. Sarah Cunningham Marketing Manager Maria Toft Demand Generation #FalconEd Dino Kuckovic Customer Experience
  3. 3. Today’s Agenda. Ads are getting smarter. Step-by-step to effective Instagram campaigns: 1. Objective 2. Format & placement 3. Audience targeting 4. Budget 5. Bidding 6. Measurement Creative best practices. Q&A. #FalconEd
  4. 4. ADS ARE GETTING SMARTER
  5. 5. Add this to the endangered list: blank spaces. #FalconEd
  6. 6. 1 2 3 Access to high-quality data. Intersection of advertising and marketing technology is unstoppable and massive. Trust, safety and the pursuit of transparency in advertising. #FalconEd
  7. 7. #FalconEd
  8. 8. Engaging, quality content No hacking! Evergreen following Higher ad budget Go live! #FalconEd
  9. 9. Instagram / Active Users. Statistics & Facts. Source: Instagram Business 800 Million+ monthly active users 500 Million+ daily active users 80% of accounts follow a business 300 Million+ daily active users of Stories 375 Million+ daily active users of Direct 2 Million+ monthly active advertisers
  10. 10. Why Instagram? People come to Instagram to be inspired and discover things they care about, and that includes content from brands and businesses. Source: Instagram Business 25 Million+ business profiles worldwide 80% increase watching video 200 Million+ visit at least 1 business profile daily 1/3 of most viewed Stories are from businesses 60% of people discover new products
  11. 11. Advertising Projections. Distribution & Statistics on the Advertising Industry (2020). Ad spend - billion USD 0 100 200 300 400 335 247 210 45 21 Print Billboards/Posters TV/Radio Mobile Digital Source: Statista - Global Advertising Market
  12. 12. CHOOSE OBJECTIVES CHOOSE FORMAT & PLACEMENT BEST PRACTICES
  13. 13. 1 Choosing the right objectives. #FalconEd
  14. 14. Source: Beauty Path to Purchase by GfK (Facebook commissioned study of 3,648 women ages 18+ who have shopped for a beauty product within the prior 3 months in DE, FR, GB, UAE, UK), Jan 2017. Role of Social Media. …in influencing the purchase cycle.
  15. 15. Determining Objectives. It’s important to decide before your campaign begins. Conversions ● Conversions ● Product catalog sales ● Store visits Awareness ● Brand awareness ● Reach Consideration ● Traffic ● Engagement ● App-installs ● Video views #FalconEd
  16. 16. 2 Choosing the right ad format & placement.
  17. 17. Photo Ad - Tell your story visually - Brand awareness - Engagement - Product catalog #FalconEd
  18. 18. Video Ad - Less than 60 seconds - Upload with thumbnail - Brand awareness #FalconEd
  19. 19. Carousel Ad - Multiple photos or videos - 2 or more or less than 10 - Swipe left on first picture or video #FalconEd
  20. 20. Stories Ad - Post photos or videos up to 15 seconds - Use filters, text or draw images - Exclusively on IG - Ads disappear after 24 hours #FalconEd
  21. 21. EX: Creative best practices.
  22. 22. Our minds process images 60,000 times faster than words... #FalconEd
  23. 23. Keep creative fresh! - Brand colors - Your logo - Spokespeople or ambassadors - Your office or shopfront - Use a #! #FalconEd
  24. 24. Focus on craft! - Rule of thirds - Frame your shot - Balancing the image diagonally - Symmetry - Leading the eye toward the subject - Using empty space #FalconEd
  25. 25. Video! - 10 seconds for stories. 30-60 for posts. - Ideal aspect ratio is widescreen or 1:1 and portrait mode for Stories - Write a script: keep it clear, conversational and engaging - Use a #!
  26. 26. AUDIENCE TARGETING BUDGET BIDDING MEASUREMENT
  27. 27. Audience Targeting. 3
  28. 28. Audience Targeting Options. Core Audience Custom Audience Lookalike Audience #FalconEd
  29. 29. Core Audience. #FalconEd
  30. 30. POLL TIME. #FalconEd
  31. 31. Custom Audience. Data files Website visits Actions #FalconEd
  32. 32. Custom Audience: Tip Exclude people who know your brand. CORE AUDIENCE Website Visits Facebook Followers Customer File App Users CUSTOM AUDIENCES AD CREATIVETARGET AUDIENCE #FalconEd
  33. 33. Custom Audience: Tip Smarter Remarketing with Segmented Custom Audiences WEB VISITS FB ENGAGEMENT CUSTOMER FILE APP USERS Page A Page B Followers Non- Followers New Customers Loyal Customers New Users Highly active Users #FalconEd
  34. 34. Only use your best Custom Audiences Min. of 1000 is a good starting point Choose a smaller audience size: (1%) Layer on other targeting options Include targeting expansions Lookalike Audience: Tips #FalconEd
  35. 35. Smart Budgeting & Bidding. Daily vs. lifetime budgets Standard vs. accelerated Turn on budget optimization 4/5
  36. 36. Bidding. Use reach and frequency buying with exposure-based objectives like Reach, Brand Awareness, and Video Views #FalconEd
  37. 37. Bidding. Set your bid based on the value of your desired action. #FalconEd
  38. 38. Bidding. Unsure? Use the lowest cost bid strategy Don’t make multiple changes in a short time frame Adjust bid strategy to different audiences #FalconEd
  39. 39. 6 Measurement.
  40. 40. Tracking Performance. Without analytics, IG marketing efforts are hit-or-miss. - Ensure UTM’s are set up! - Define your metrics. - What is a conversion? - Calculate the cost to acquire a lead. - Business impact. #FalconEd
  41. 41. WHO DOES IT WELL?
  42. 42. Work & travel abroad program for professionals. Remote Year provides a foundation for professionals to work and explore the world as part of a vibrant global community. #FalconEd You don’t have to choose between work and travel. You can do both.
  43. 43. One Effective Instagram Ad. Why single this ad out? A visual can stop a scroller Experience-oriented Clear CTA It looks “native” Modern trend Tells a complete story What if you could live and work in a different city every month?
  44. 44. #FalconEd QUESTIONS?
  45. 45. REFERENCES. AdRoll Handbook - Instagram Creative: Best Practices Beauty Path to Purchase by GfK (Facebook commissioned study of 3,648 women ages 18+ who have shopped for a beauty product within the prior 3 months in DE, FR, GB, UAE, UK), Jan 2017. Instagram Business Statista: Global Advertising Market Statista: Advertising in the US Statista: Advertising Spending in the US Statista: Digital Advertising #FalconEd
  46. 46. @falconIOfalcon.io welcome@falcon.io

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