One of the few good things about COVID-19 is that Instagram ads have become cheaper than I have ever seen. Now is a great time to check if and how you can make Instagram ads profitable for your business. And if you don't believe that your customers are going to buy in this crisis (which I don't think), you can use this time to build your lead list cheaper than usual. Let's get those first 10k followers so we can finally use that sweet swipe-up link feature in our Instagram stories. Instagram is quite a unique platform for ads, and we should treat it differently than Facebook ads, even though you can manage both from your FB Business Manager. So let's talk about topics like: ∙ How to add videos longer than 15sec into your story ads ∙ How to have an interactive poll on your story ads ∙ Splitting your newsfeed ads from your story ads ∙ How to have the same targeting power on your mobile app as on the desktop browser ∙ Why you should start Instagram ads from your mobile app if you want to get more followers and NOT on your desktop browser (better CTAs and Statistics) ∙ and much more

1. MAKE
INSTAGRAM ADS
PROFITABLE
AGAIN
May 6th
2020
MEETUP
get.pirateskills.com/instaprofit

2. • Creating engaging ads
• Targeting your audience
• Structuring campaigns
• Analyzing your results
PROFITABLE
INSTAGRAM ADS

3. BEN SUFIANI

4. • Founder since 2008
• Growth Marketer
• Host of Pirate Skills
• I spend like a gazillion
euros on Instagram ads
since 2016
BEN SUFIANI

5. PROFITABLE
INSTAGRAM
ADS?
get.pirateskills.com/survey
SURVEY

6. SURVEY RESULTS

7. SURVEY RESULTS

8. SURVEY RESULTS

9. • Creating engaging ads
• Targeting your audience
• Structuring campaigns
• Analyzing your results
PROFITABLE
INSTAGRAM ADS

10. CREATING
ENGAGING
INSTAGRAM
ADS

11. GET MORE
INSTAGRAM
FOLLOWERS

12. VISIT PROFILE AD

13. INSTAGRAM APP

14. PROMOTIONS

15. CHOOSE POST

16. CTA: YOUR PROFILE

17. DEFINE AUDIENCE

18. CHOOSE BUDGET

19. REVIEW AD

20. PREVIEW FEED AD

21. PREVIEW STORY AD

22. REVIEW SUCCESS

23. • < 10ct per click
• > 20% followers / view
• < 50ct per follower
FOLLOW AD
TARGET GOALS

24. BOOK
RECOMMENDATION

25. INSTAGRAM
STORY ADS
3X 45 SEC

26. CASE STUDY

27. CASE STUDY
PirateX Guide Book
pirate-x.com/remote-events-guidebook

28. EXAMPLE

29. FACEBOOK ADS
MANAGER

30. CAMPAIGN BUDGET
OPTIMIZATION

31. CONVERSION
GOALS

32. CHOOSE YOUR
AUDIENCE

33. INSTAGRAM STORY
PLACEMENT

34. CAROUSEL
AD

35. ADD 3 VIDEOS
15 SEC EACH

36. 45 SEC STORY ADS

37. ADD
TRACKING MAGIC

38. utm_source={{site_source_name}}&
utm_medium={{placement}}&
utm_campaign={{campaign.name}}&
utm_content={{ad.name}}&
utm_term={{adset.name}}
UTM PARAMETER
GOOGLE ANALYTICS

39. • Creating engaging ads
• Targeting your audience
• Structuring campaigns
• Analyzing your results
PROFITABLE
INSTAGRAM ADS

40. TARGETING
YOUR
AUDIENCE
INSTAGRAM
ADS

41. • Interests & Demographics
• Engagement Audiences
• Lookalike Audiences
• Pixel-based Retargeting
TARGETING YOUR
AUDIENCE

42. CASE STUDY
PirateX Guide Book

43. FB = INSTAGRAM
AUDIENCES

44. INTERESTS &
DEMOGRAPHICS

45. INTERESTS &
DEMOGRAPHICS

46. CREATE SAVED
AUDIENCE

47. DETAILED
TARGETING

48. TARGET
DEMOGRAPHICS

49. TARGET
INTERESTS, ETC ...

50. ENGAGEMENT
AUDIENCES

51. ENGAGEMENT
AUDIENCES

52. VIDEO VIEW
AUDIENCES

53. LOOKALIKE
AUDIENCES

54. LOOKALIKE
AUDIENCE

55. LOOKALIKE
AUDIENCE

56. PIXEL-BASED
RETARGETING

57. PIXEL-BASED
RETARGETING

58. WEBSITE
SOURCES

59. PIXEL-BASED
EVENTS

60. SET A
TIME LIMIT

61. CREATE A NICE SET
OF TARGETING
AUDIENCES

62. • Creating engaging ads
• Targeting your audience
• Structuring campaigns
• Analyzing your results
PROFITABLE
INSTAGRAM ADS

63. STRUCTURING
INSTAGRAM
CAMPAIGNS

64. • Campaigns (Goal, Budget)
• Ad Sets (Audience, Placement)
• Ads (Creatives, Text)
CAMPAIGN
STRUCTURE

65. • Prospecting Campaigns
• Keep the funnel fresh
• Retargeting Campaigns
• Increase conversion rate
in your funnel
BASIC
CAMPAIGN
STRUCTURE

66. • How many campaigns?
• Weekly budget
• Cost per conversion
• Adsets need 50
conversions / week
PROSPECTING
CAMPAIGNS

67. • 600€ per week
• 4€ per lead
• 150 conv / week
• Max. 3 ad sets
• 👉 1-3 campaigns
PROSPECTING
EXAMPLE

68. 1. NF | Story + Lookalike
2. NF | Story + Interests
3. NF | Story + No targeting
3 ads each
PROSPECTING
CAMPAIGNS

69. 1. NF | Story + Engaged
2. NF | Story + PageView
3. NF | Story + AddToCart
3 ads each
RETARGETING
CAMPAIGNS

70. • Creating engaging ads
• Targeting your audience
• Structuring campaigns
• Analyzing your results
PROFITABLE
INSTAGRAM ADS

71. ANALYZING
INSTAGRAM
CAMPAIGN
RESULTS

72. • Facebook Ads Manager
• Facebook Analytics
• Google Analytics
ANALYZING
INSTAGRAM ADS

73. FACEBOOK ADS
MANAGER

74. FACEBOOK ADS
MANAGER

75. FACEBOOK ADS
MANAGER

76. LANDING PAGE
DESKTOP

77. LANDING PAGE
MOBILE

78. ADS MANAGER
ANDROID vs iOS

79. ADS MANAGER
FEMALE vs MALE

80. • Look for lower than average
cost per conversion
• Campaign, Ad Set, Ad,
Gender, Age, Placement,
Device, …
• Do more of what’s cheaper
ANALYZING
INSTAGRAM ADS

81. MAKE
INSTAGRAM ADS
PROFITABLE
AGAIN
May 6th
2020
MEETUP
get.pirateskills.com/instaprofit