Instagram Ads: Complete Guide (Part II)

In the previous post I spoke about:

  1. What is Instagram ads?
  2. Main reasons to make Instagram Ads
    • Effectiveness.
    • Evolution
    • Segmentation
  3. Is Instagram advertising adequate to reach your target audience?
    • With photo.
    • With video.
    • By sequence.
    • Collection.

3. Is Instagram advertising adequate to reach your target audience?

Types of advertisements

Ads with video / presentation

Instagram Ads Complete Guide (Part II)

This type of format allows you to create a presentation based on a set of images (between 3 and 10 images) in a video of up to 15 seconds.

They can be made in square or vertical format, in case the location is in the stories and the platform provides you with several templates that you can choose for your ads.

4. Instagram Stories Ads

According to the network itself, more than 500 million accounts use Instagram stories on a daily basis.

These data show how much traffic there is through the stories and how beneficial it is for advertisers to place the ads in stories.

Story ads are an essential part of your Instagram marketing strategy because it means being able to share your message with an audience that is already viewing content from the people who follow.

In stories, the ads are full screen and vertical, so when you view them, all you see on your mobile is the content of the ad.

When a story is over, it either ends or manually slides up with the date of the call to action to get to the landing page you set up your campaign.

Story ads, like feed ads, are hard to differentiate from other organic content.

Apart from the word “advertising” that appears in the publication, they are very similar to other organic publications.

5. Creating ads from the app vs. from the ad manager

Instagram Ads Complete Guide (Part II)

Through the ad manager you have a great variety of advanced options that you don’t have access to from the app.

Here are the main differences between making ads from the Instagram app or from the Facebook ad manager.

Publishing types and location

From the app you can only advertise the publications you already have published in your feed, and also promote your stories, as long as they do not contain tags, .gif and the image or video is of good quality.

Through the ad manager, however, you can advertise both in the feed and in the stories with gifs and tags, without having to be a high quality photo/video.

You can also do it with publications you already have in your feed, so you can keep the social proof.

Advertising objectives

If you promote your ads through the mobile application you will only be able to:

  • Get more visits to your profile and on the website.
  • Reach a group of people from a specific location.
  • Send direct messages.

Similarly, “call to action” (CTA) buttons are quite limited from the app.

However, from the ad manager you will be able to choose between a greater number of objectives, as well as between a great variety of calls to action for your campaigns, that will allow you to describe much better the action that you want the users to carry out in these campaigns.

Limiting audience segmentation

When advertising a publication from the app you can only select your target audience in two ways:


Instagram creates an audience that believes may be interested in your brand because it is similar to the followers you currently have in your profile.


It allows you to configure your own public manually but with many limitations, since you can only segment by demographic and geographic data or interests (very few).

However, by advertising from the ad manager, you can strategically configure your campaigns with the different audiences that Facebook Ads allows you, as well as depending on where they are within the sales funnel of your business.

You can also include and exclude audiences within your campaigns to maximize your budget.

In this way, excluding your personalized audience, you do not send your ads to users who have already achieved the goal of your campaign.

If you have configured the campaign correctly, you will surely have excluded the people who arrive at the landing page to confirm their registration, that is, the people who sign up.

Budget Allocation

In the application you can only choose a total budget of your promotion for the period of time you indicate.

However, through the ad manager you can choose a daily budget or the set of ads.

Also recently, you can optimize the budget at the campaign level.

From September onward, it will be compulsory to set a budget at campaign level, rather than for each ad group.

If you choose a daily budget, you can leave your ad in circulation until you manually pause the campaign, or select a start and end date.

Through Facebook business manager you can create, for example, personalized audiences of your customers, uploading a file of your contacts.

A very useful option to optimize your campaigns and not direct your ads to people who have already bought you or are already using the service you promote.

6. How to advertise on Instagram Ads?

Next I’m going to explain how you can create your first ad.

Link your Instagram account to Facebook

The first thing you need to do in order to create ads is to link your Instagram account to your Facebook page.

This step will only be done once.

Go to your Facebook page and in the upper right click on “Settings”.

Once there, at the end of the options in the left column you will see “Instagram” appear, click and add your account by logging in, adding your username and password.

Create an advertising campaign from the ad manager

Once you have linked your account to your fan page, go to the Ad Manager to create your campaign.

If you have already created ads on Facebook, most of this process will be very familiar to you.

Within the Ad Manager, click create and it will take you to the choice of your campaign target.

You can continue reading at: Instagram Ads: Complete Guide (Part III)