This document provides guidance on setting up and optimizing Instagram ad campaigns. It outlines the different types of Instagram ads such as photo, video, carousel and story ads. It also lists common campaign objectives for Instagram ads like traffic, brand awareness, reach, app installs, conversions and engagement. The document then describes the step-by-step process for creating an Instagram ad campaign through the Facebook Ads Manager and linking an Instagram account. It includes details on setting the campaign objective, ad format, targeting, budget and uploading visual assets. Examples are also given of Instagram ad campaigns from Gap and Ashley Home Store that achieved their business goals.

1. Unit #6: Benefits of Instagram Ads | Ads Types |
Instagram Ad Campaign Objectives | Full Guide
to Your First Instagram Ad Campaign

2. Advertisement on Instagram
Sponsored Posts /
Influencer Marketing
Native Instagram Ads

3. Sponsored Posts / Influencer Marketing
Ad

4. Sponsored Posts /
Influencer Marketing
No accountability or recourse if they don’t deliver
Often expensive
Requires reaching out and negotiating
Limited audience targeting

5. NativeInstagramAds

6. NativeInstagramAds
RobustReportingsoYou’reinControl
ScalablePricing
Self-ServeandInstant
HighlyrefinedaudienceTargeting

7. 5 Reasons to Start
with Insta Ads:
It’s Easy if You Already Use Facebook
Instagram’s Audience is Huge
Engagement on the Platform is High
Instagram Ads Look and Feel Like Organic Content
Instagram is Already a Big “Shopping” Destination

8. Types of Instagram Ads:
Video Ads
Stories Ads
Photo Ads
Carousel Ads
Collection Ads

9. Stories Ads

10. Photo Ads

11. Video Ads

12. Carousel Ads

13. @kayla_itsines

14. Collection Ads

15. Storefront
template
Lookbook
template
Storytelling
template
Customer
Acquisition
template

16. Instagram Ad Campaign
Objectives:
Traffic
Brand Awareness
Reach
App installs
Conversions
Engagement
Lead Generation

17. Brandawareness

18. Reach

19. Traffic

20. App installs

21. Engagement

22. VideoViews

23. Lead Generation

24. Conversion

25. How to Create Instagram Ads
Create your ad set
Link your Instagram account
to your Facebook page
Create an Instagram ad campaign
Analyze and optimize your Instagram ads

26. Step 1: Link your Instagram Account
to your Facebook Page
Fb

27. Visit the Settings for your Facebook page and click
on “Instagram Ads.”
1.1

28. Next, click “Log In”
and fill in your Instagram login
credentials.If you don’t already
have an Instagram account,
you can also create one now.
1.2

29. Step 2: Create an Instagram Ad Campaign

30. Step 2: Create an Instagram Ad Campaign
In the Ads Manager, click on the “Campaigns” tab and
then “+ Create” near the top left corner of the screen.
2.1

31. Next, choose your campaign objective.
Remember, not all objectives are compatible
with Instagram Stories Ads.
2.2

32. Step3:CreateYourInstagramAdSet

33. Step3:CreateYourInstagramAdSet
OntheAdSetpage,
you’llbeabletochoose
“Purchase”asthetype
ofconversionyouwant
tooptimizefor.
3.1

34. You can also choose to add an Offer, which will
help drive even more conversions on your ad.
3.2

35. Next, define who you want
to see your ads and how much
money you want to spend.
All the same targeting options
are available for Instagram
ads as for Facebook ads.
3.3

36. Next,selectyourad
Placements.You’llsee
theoptiontorunyour
campaignonInstagram,
aswellasFacebook
andMessenger.
3.4

37. When figuring out how much you want to spend when
you advertise on Instagram, start low. You can always
increase the budget later if your ad is performing well.
3.5

38. On the next screen you’ll see an option to choose your
Instagram ad format. Note that the Canvas format is not
compatible with Instagram. Once you’ve decided, scroll
down to upload your images or videos.
After you’ve uploaded your visuals, scroll down further,
and you’ll see an option on the left to add text to your ad.
3.6

39. Finally, to the right of the text editor, you’ll be able to
preview how your ad will look on Instagram. Here’s how
an example ad would look. You can also see how your ad
would look in any other formats selected.
3.7

40. DONE!
PROMISE!
The first Instagram ad is always the hardest.
Once you’ve conquered your first one,
it’ll be much easier the second time around.

41. @gap
GAP
To create buzz around its “Logo Remix” collection
of T-shirts, sweatshirts and rugby shirts, which
showcased a decades-long archive of one
of the world’s most recognized company logos.
Goal

42. @gap
GAP
After its 19-day campaign, Gap saw
a 73% higher click-throughrate than
in its past Instagram ad runs, along
with an ad recall of 17 points and
4-point risein message association.
Results

43. @ashleyhomestore
AshleyHomeStore
Drivemoretraffictoitse-commerce
websiteandpromotein-storeretail
purchases.
Goal

44. @ashleyhomestore
AshleyHomeStore
Whenallwassaidanddone,themonth-long
campaignreached2.2millionpeople,resulting
ina30%increaseinon-siteproductviewsata46%
lowercost-per-viewand9.7%liftinshoppingcart
additions.
Results

45. Try Out
Total Profile Examination
Aesthetics, Branding, and Tone Analysis
Content Creation Analysis + Content Ideas
Captions Analysis
Hashtags Analysis
Account Engagement Analysis