Instagram Ads: Complete Guide (Part III)

In the previous post I spoke about:

  • Is Instagram advertising adequate to reach your target audience?
    • With video / presentation.
  • Instagram Stories Ads.
  • Creating ads from the app vs. from the ad manager
    • Publishing types and location.
    • Advertising objectives.
    • Limiting audience segmentation.
      • Automatic.
      • Manual
    • Budget Allocation
  • How to advertise on Instagram Ads?
    • Link your Instagram account to Facebook
    • Create an advertising campaign from the ad manager

6. How to advertise on Instagram Ads?

Create an advertising campaign from the ad manager

Brand recognition

Instagram Ads: Complete Guide (Part III)

Brand recognition campaigns are the ones that help you increase the number of people who know your brand, fundamental to build, maintain and ensure it is strong.

This type of objective is very useful when you start a business and want to be known among your potential audience.


In this case what you want is to maximize the number of people who see your ads.


This goal is for when you want to send as many people to your website, so you’ll need to provide a link to direct them to click on the ad to your website or the one you want them to visit.


When you want people to react to your ad and interact.

This type of target is only available for announcements in the Instagram news section.

App downloads

When your main desire is for people to install your application.

To configure this campaign you will have to choose the application you want to use.

Video reproductions

Creating creative videos is one of Instagram’s most effective marketing strategies, offering you an easy and attractive way to showcase your products and services.

With this type of objective, very easy to configure, you don’t need any additional step, just choose the video that you want to broadcast in your campaign.

With this in mind, Facebook ads will make the maximum number of people visualize it in Instagram.

Generation of potential customers

Instagram Ads: Complete Guide (Part III)

This type of objective is to capture leads using the advertisements of this social network.

In delivery optimization, it will put you directly “potential customers”, to show your ads to the largest number of potential customers at the lowest cost.


Through this you will be able to direct your potential audience to perform a certain action on your website or within your application.

You must have configured the Facebook pixel or an application event, depending on the website or application you want to promote.

This way, you will be able to track conversions and create future re-marketing actions for people who visited your landing page but did not convert.

Once the objective has been chosen, name your campaign that best helps you identify it, so that you can easily distinguish it from other campaigns you carry out.

For example, you can always put the objective of the campaign first + the name of your promotion + the country where you run the campaign + the segmentation you use.

Create your ad set

The first thing you’ll need to do is name the ad set and then define who will be able to see your ads and where.

Segmentation of the ads

You have different ways of segmenting your audience, depending on the audience your ads are aimed at.

In Facebook ads, in order to display your ads in Instagram you can create a saved, personalized or similar audience.

The saved audience is the one that you can manually segment according to the interests of the audience.

It is a cold audience because it has never heard of your brand and, once created, you will be able to save it for future campaigns.

The personalized audience is people who already know your business and have interacted with it on some occasion.

You can create it thanks to having installed the tracking pixel on your website and with which you can do re-marketing campaigns.

The similar audience is created by people who may be interested in your business because they look like a personalized audience.

They look like your customer list, the visits to your website, the people who like your page or your Instagram profile.

Let’s take a closer look at each of their audiences.

Saved Audience

It is the public created from the interests, demographics and behavior of users.

You can segment by place (and even by zip code), gender and age, language, interests and a detailed segmentation that gives you demographic data, interests or behaviors.

The detailed segmentation section is where you have to put the maximum focus to reach the people who really are likely to see and respond positively to your ads.

For example, if we were creating a product campaign for babies, you would choose “new parents (from 0 to 12 months).

And then you would put interests like “baby”.

You can also limit your audience by putting some data, such as interest in “twins”, assuming, for example, that your product is related, putting it in another segmentation box.

In this way, we would be limiting the audience in order to better target our advertisements.

You can also exclude people who are not interested in seeing your ads, for example, people interested in “ecology” and I would put it in the “exclude” section.

and then click on the blue “create audience” button.

Personalized audience

When it comes to creating a personalized audience, we have multiple options, depending on the audience to whom you want to target your ads.

These audiences, as I mentioned before, already know your business or have visited your website, they are already your clients (you upload a client file), they have interacted with you in Instagram, etc.

Next, you have to choose the type of audience that suits your strategy to achieve your goal.

Let’s say you want to show your ads to people who have interacted with your publications or ads.

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