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5 Tips to Maximize Your Instagram Ads

If you are already running Facebook ads, chances are you’re running Instagram ads as well. Facebook owns Instagram, and Ads Manager is the platform for both. By default, ads created through Ads Manager run to IG. However, as Instagram continues to grow in both users and significance to marketers, now is the time to give your IG ads a little extra TLC.

Understanding the importance of their IG audience, we worked with our ads client Cooper and Binkley to build out their ads with Instagram in mind. Highlighting their example below, here are 5 easy tips to making sure your IG ads go the extra (digital) mile.

  1. Quality images: IG is an image-focused platform so the images and videos you choose should be top-notch. That doesn’t mean they have to be professionally done, but it does mean that they should be clear, eye-catching and easy to interpret. Just think of how your eyes behave when you’re scrolling through the IG feed.
  2. Use a healthy content mix: Yes, IG is image-focused, but that doesn’t mean it should be all pretty product shots. Mix in people, the store (if you’re a physical location), the community, humor and more. Make use of IG’s fun tools like polls and quizzes and, of course, video!
  3. Be on brand: Your visual content should tell the brand story as much as the copy. Be consistent with your brand colors, fonts (if you overlay text), filters, emojis, and tone. Your audience should know it’s you instantly.
  4. Have a clear Call-to-Action: Make sure you have a strong CTA in the text and it supports the CTA button. Is it a product? Use Shop Now. An Event? Learn More. Are you building your email list? Sign Up! The best marketing instructs your audience on what they should do, simply and clearly.
  5. Utilize the Swipe Up feature on Stories: A huge benefit of advertising is having the swipe-up feature on Stories. Organic Stories require you to have 10k+ Followers to add a swipe-up option, but not so with ads! The feature will show whatever Call-to-Action you’ve chosen and made it easy for them to follow through with a simple swipe.

👉 Pro Tip: If you have already built out your Product Catalog on Facebook, be sure to tag your products in the ad. It allows users to instantly connect with the product on your website. With just the click of a button!

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All About Ads Audiences

Earlier this month, I asked our Insiders about their biggest roadblocks when it comes to running their Facebook Ads. The answers are in! It turns out that determining which audiences to use, and building those audiences, causes the most headaches.

Which audiences should you be using? How many different ones are out there? To give you a little insight, here are the top audiences performing for my ad clients right now:

  • Fans Lookalike + Interest
  • Website Traffic/Website Traffic Lookalike
  • Video Views/Video Views Lookalike

**Pro Tip: You can create audiences based on specific Videos which means even MORE detailed targeting.

Three tips to making the most of your audiences:

  1. Test, test, test – Start with 2-3 audiences and test to see which ones work for you. Introduce different audiences as you go and keep on testing.
  2. Don’t be afraid to move audiences around to other ad objectives – Use a Video View audience for Traffic ads, Previous Event Engagement with Reach ads, etc.
  3. Think outside the box! – When it comes to choosing Interests, consider everything that makes up your Perfect Customer Group. For instance, advertising furniture? Think about using Interests such as Newlyweds, Recently Moved or Have Small Children in addition to just choosing Furniture or Interior Design. Also, be sure to take advantage of Facebook’s suggestions.

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How Three Retailers are Driving Traffic and Sales with Facebook Ads: The Modern Marketing Show, Episode 82

Are you using any kind of social advertising? If not, then you should be! Running Facebook ads is one of the most cost-effective ways to drive traffic directly to your store. We manage ads for a handful of retailers and the results they are seeing are amazing. They’re selling more product and spending less money by utilizing this tool.

Watch the full episode:

Retailer #1: ZaZu (Reach Ads)

We started running reach ads in November for ZaZu Gifts that targeted audiences interested in jewelry and the specific brands she wanted to promote. We shifted to audiences interested in Christmas gifts as well as continuing the jewelry push for December.

  • Average people reached weekly grew 260% during November, the first month we ran ads. That number continues to grow by 12% during December.
  • Sales for the two product lines targeted increased by 13% and 14% from the previous year’s November and December

The client told us: “My sales were up 23% for the month of December! I do feel a big part of it is because of the social media presence.”

Retailer #2: Mary Todd’s Hallmarks (Video View Ads)

We coached client Mary Todd’s Hallmark in a 12 Days of Christmas campaign using video to promote the daily specials and sales.

In November, they saw in total 2,603 video views, received 7,777 post engagements, and the cost per video view was $0.04. Then in December (when they started using video view ads) they saw a total of 7,184 video views, 13,728 post engagements, and the cost per video view dropped to $0.01. That means…

  • Video views increased by 175.9%
  • Engagement increased by 75.6%
  • Cost per Video View decreased by 75%

Retailer #3: Revolutionary Concord 

The client told us: “Someone came in and said they saw our Facebook Ad. They live 5 towns away but clicked on the ad, went to the website and Facebook page and said, ‘that’s a place I want to go.’ They came into the store, bought $200 worth of merchandise and signed up to become a frequent shopper.”

This is a great example of the ripple effect ads can have on your business. By driving in new customers, you’re able to grow other parts of your business at the same time.

If you’re overwhelmed by ads or simply feel like you don’t have the time to learn, we can help. We offer Facebook and Instagram Ads Management, click here to learn more.

You can catch new episodes of The Modern Marketing Show every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.

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Stop Hitting Boost Start Seeing Results With Facebook Ad Campaigns: The Modern Marketing Show, Episode 70

We had 100’s of retailers register for our Facebook and Instagram Ads Masterclass. It took place over two weeks in October and covered everything one needs to know about running social ads. Not only did students walk away with tons of valuable information, but also with confidence in their ability to run successful Facebook ad campaigns. Which is why we’ll be sharing the top three takeaways from the masterclass in this post. We absolutely believe you can benefit from them too!

Watch the full episode:

Takeaway #1

There’s so much more you can be doing than just boosting your posts. With all the ad types and tools available at your fingertips, you’re doing yourself a disservice by not utilizing them and running ad campaigns.

Takeaway #2

You should test different audiences with different ad types. You can use Facebook’s Detailed Targeting feature to find your Perfect Customer Groups, or what we call your PCGs, and advertise to them.

Takeaway #3

The holidays mean more competition from other retailers running ads in November and December. This typically means you’ll see higher ad costs and a lower reach. You may want to consider setting aside a little extra money for your ad budget these next two months.

Ads are going to be the most cost-effective way to gain exposure, engagement, and traffic (online and offline) during the holidays. Remember, you can do this! We know retailers who are seeing results from ads every single day. Click here to find out how you can get your hands on the Ads Masterclass.

You can catch new episodes of The Modern Marketing Show every Monday at 10 a.m PST on our Facebook Page. Never want to miss an episode? Click here to join our list!

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3 Facebook and Instagram Ad Updates: The Modern Marketing Show, Episode 57

Facebook is always making changes. We’re going to share with you three changes to ads and the Ads manager platform and tools that are coming.

Watch full episode:

Quick Recap:

  • Partner categories in Detailed Targeting are being removed. This includes retail purchase behaviors, so no more 3rd party information.
  • New updates to the creative tools inside the Facebook Ads Manager app.
  • Advertise Instagram posts directly from Facebook Ads Manager.

You can catch new episodes of The Modern Marketing Show every Monday at 10 a.m PST on our Facebook Page. Replays will be available on the blog each week.