There’s no two ways about it: we love Instagram and Facebook ads.
And we’re not just saying that. When done properly, social media ads deliver tremendous results.
There’s a reason Facebook is one of the largest companies in the world.
Facebook has developed an extremely powerful advertising machine. You just need to know how to fly it. Err, wait that’s Twitter. With Instagram you need to know how to drive it. Like a spaceship!
We are confident that once your business starts running ads on Instagram and Facebook you will wonder how you ever lived without them.
Why Are Instagram Ads So Effective?
In a word, people. There are a lot of people that use Instagram and Facebook.
But it’s not just the staggering amount of people that use Instagram that make Instagram ads a great choice.
It’s the way you can target all of those people.
Many of the businesses we work with are — in some way — specialized. They generate revenue because they do one particular thing better than anyone else.
Maybe you’re an interior designer. Or an investment quant. Maybe you’re a construction company. Or a commercial real estate company. Or a kitchen design firm.
You get the picture. Perhaps you’re a photographer?
Social media is perfect for specialized businesses.
The benefit of operating a specialized business is that it appeals to a specialized audience.
Running Instagram Ads To A Niche Audience
We can run ads in the inboxes of millions of people who use Facebook’s popular messaging app.
But we don’t want to reach millions of people. We only want to reach the people who are likely to buy.
This is an ad ran in the inboxes of certain types of parents living in Vancouver, BC.
This ad is only shown to parents of adult children because they are most likely to have kids attending a post secondary institution.
That’s why we use the word “kid” and the motivational text “move on”. This is what most parents want their kids to do after graduating.
The Rise of “Dark” Marketing
Dark marketing is a new moniker for digital marketing that is only shown to a select segment. The ad above is an example. The messaging of this ad would be wasted on anyone who is not a parent of an educated adult child.
Let’s demonstrate how we combined this targeted creative with Facebook’s audience targeting.
Social Media Audience Targeting Is The Best Thing Since Sliced Bread
Above: We are able to target parents with adult children 18-26 years who also live in Vancouver and are at least 50 years old.
The reason we target parents is that they are the ones who finance this type of career counselling.
One more important thing to note is that we exclude anyone (any parent in this case) who doesn’t hold at least a bachelor’s degree. We include this additional educational targeting because parents who hold advanced degrees recognize the importance of specialized student career counselling.
This leaves us with a very narrow audience of 46,000 parents — perfect for a niche business like this.
The Benefit of Narrow Targeting
If we are able to lock in to an audience of 40,000 people — which also happens to be the minimum size of a Facebook custom audience — then we can test variations of creative while building frequency.
In other words, we’ll expose a micro-audience to different Instagram ads that we will continually measure and refine.
This process of testing and strengthening Instagram leads to high click-through rates — much higher than the industry average. Combined with narrow targeting, high click through rates means that you are giving your audience what you intended. Success!
Next… We’ll look at how we measure Instagram ad results.
Above: This is an example of our process. With all of our Instagram campaigns we start with three versions of an ad and test for performance. We then refine the winning ad until we see high sustained rates of traffic driven by high click through rates.
We can clearly see that Ad Set 2 outperformed the other options.
Industry-leading KPI dashboards to track all aspects of your campaigns
Why We Test And Measure Paid Social Media Ads
Back in the dark ages — 2014 — Instagram didn’t have nearly the number of users or creative options it has today.
Today, Instagram provides agencies and advertisers with access to the most powerful dashboard of creative options available in the world.
Armed with an Instagram agency account, we can start running Instagram story videos or appearing in the Instagram feed in minutes.
We can include buttons so people can call. Or buttons so people can buy. Our favourite button is one that sends traffic to a web page. We love that button.
Instagram is a marketer’s dream. If you have something to sell we’ll help you figure out a way to sell it using Instagram.
Instagram and Facebook Ad Formats
There are thirteen different types of image ads. Each type of ad must be formatted properly so that it can be served and displayed. These are some examples of Instagram and Facebook image ads.
Mobile News Feed
Mobile Marketplace
Instagram and Facebook Stories
Desktop Marketplace
Audience Network (Native)
There are many other types of ad formats, including carousel ads (great!), Video ads, Collection ads (for displaying variations of items such as different coloured purses or style of pant), and more!