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ADVERTISING ON

INSTAGRAM

The Ultimate Guide


May 2019 edition
PAGE 3 1. INTRODUCTION
3 MAKE THE MOST OF INSTAGRAM ADVERTISING IN NO TIME!
5 QUICK HISTORY OF INSTAGRAM
6 WHO USES INSTAGRAM?

8 2. INSTAGRAM FOR RETAIL AND E-COMMERCE


10 SHOPPING CHECKOUT: SELL DIRECTLY ON INSTAGRAM
11 DYNAMIC CREATIVE OPTIMIZATION
12 LEVERAGING INFLUENCER CONTENT

14 3. AD FORMATS
15 PHOTO ADS
16 VIDEO ADS
17 CAROUSEL ADS
18 INSTANT EXPERIENCE
20 INSTAGRAM STORIES ADS
23 MAKEMEREACH & FASTORY : TAKING STORIES ADS UP A LEVEL!
24 CAROUSEL ADS IN INSTAGRAM STORIES
26 STORIES ADS, SIMPLIFIED
27 COLLECTION ADS
29 THE MAKEMEREACH CREATIVE CENTER

30 4. ADVERTISING OBJECTIVES
33 THE FRANCHISE FEATURE

34 5. CHOOSE YOUR TARGET


35 GET YOUR TARGETING RIGHT WITH THE FACEBOOK PIXEL
36 TARGET PEOPLE YOU KNOW ALREADY
37 TARGET PEOPLE WITH SIMILAR INTERESTS TO YOUR CUSTOMERS
37 TARGET PEOPLE BASED ON THEIR INTERESTS

39 6. SET BUDGET AND BID TIP: Click


41 AUTO-PROMOTE IN THE MAKEMEREACH the page numbers
AUTOMATION CENTER to go straight

42
to the chapter

7. INSTAGRAM ADS BEST PRACTICES

45 8. THINK BEYOND JUST INSTAGRAM


48 ADVERTISING TODAY NEEDS TO BE UNITED

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1
Make the most
of Instagram advertising
IN NO TIME!

1
BILLION
MONTHLY
ACTIVE USERS

Instagram’s user base has grown From the launch of the network right up until
dramatically since the platform’s creation now, numerous new features and evolutions
in 2010. With 1 billion monthly active users, have been introduced, in terms of design
Instagram offers a unique opportunity for and user experience, search functions, filter
marketers to reach their target audiences choices and of course, advertising options.
through advertising. This updated guide will help you make
sure you have all the information you
need to get the most out of your Instagram
advertising investment.

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BUT SETTING UP YOUR INSTAGRAM ADS
REQUIRES A LOT OF THOUGHT:
1

WHAT SHOULD YOUR TARGET WHAT SHOULD YOUR WHAT IMAGE SHOULD
AUDIENCE LOOK LIKE? COPY SAY? YOU USE?

NOT TO MENTION, THE MORE TECHNICAL ASPECTS LIKE WHAT SIZE YOUR IMAGE
NEEDS TO BE OR HOW LONG YOUR ADS SHOULD RUN FOR.

As an extremely visual social network, We’re updating our Instagram guide to


Instagram’s unique offering to advertisers keep you in the know on the latest ad
is a blend of inspiration and performance. formats available on Instagram—and on
Instagram advertising offers brands the direction the network is moving when
the ability to inspire and then drive it comes to advertising opportunities.
purchases, build communities and Since we published the last edition
deeply engage prospects. of this guide in August 2018, a lot has
happened. As a place where users come
for inspiration and to discover the latest
And, if you’re already running ads on trends, Instagram is a key network for
Facebook, you could be making the retail and e-commerce—one that is
most of Instagram advertising in no only becoming more important. To help
time! Not only do you not require an retailers reach more customers on the
Instagram for Business account to start network, Instagram has introduced
running Instagram ads (you only need brand new shopping tools, which will
a Facebook Page), in one click you can certainly expand in the future. Influencer
also use mixed placement to run the marketing is also an increasingly
same Facebook ads across Instagram! important part of many brands’
advertising strategies and Instagram is
rolling out tools in response to this.

To help you in the process of creating Instagram ad campaigns, and to lead you towards
greater success, this guide will also show you the steps of setting up and running
campaigns and ads. Read on for tips and tricks to getting the most out of your Instagram
advertising, as well as detail about the different ad formats available and more!

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1
OCTOBER 2010
Instagram launches with the vision
of facilitating communication
through images DECEMBER 2010
1M monthly active users

JANUARY 2011
Instagram adds hashtags to help
users discover both photographs
and each other SEPTEMBER 2011
10M monthly active users

APRIL 2012
Facebook acquires Instagram
for approximately US$1 billion
FEBRUARY 2013
100M monthly active users

JUNE 2013
Instagram launches
video sharing
NOVEMBER 2013
Instagram introduces sponsored post
advertising, targeting US users
MARCH 2014
QUICK HISTORY

200M monthly active users

DECEMBER 2014
300M monthly active users

SEPTEMBER 2015 SEPTEMBER 2015


400M monthly active users Instagram ads go global

MARCH 2016
Instagram switches its feed
from chronological
to algorithmically-driven JUNE 2016
500M monthly active users

AUGUST 2016
Launch of
Instagram Stories
APRIL 2017
of Instagram

700M monthly active users

JUNE 2018 JUNE 2018


1B monthly active users Instagram gets into long-form
video content, with the launch
JANUARY 2019 of IGTV
500M daily active Stories users

MARCH 2019
Instagram introduces Checkout, enabling
in-app shopping

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WHO USES 1
Instagram?
Over 60% of all users are aged between 18-34, and 87% are younger than 45. It is a truly
global community, with 75% of Instagram users located outside the US, and this global
network is very engaged. In fact, over 60% of users log in daily, making it the second most

60% 8
engaged network after Facebook.

AGED BETWEEN YO
18-24 TH
20%

17% 17%
16%
15%
15%
Percentage of users

10% 9%
60% 75%
85% 6
7% AGED BETWEEN LOCATED
YOUNGER L
18-24 OUTSIDE
THANTHE
45 US D
5%
5% 4%
3% 3% 2%
1% 1% 1%
0
13-17 18-24 25-34 35-44 45-54 55-64 65+

Female Male
75% 60%
LOCATED LOG IN
OUTSIDE THE US DAILY

Brands are seeing the value of this audience, and flocking to


Instagram in their droves. Even back in 2015, 90 of the top 100 brands
96% 8
OF US FASHION OF USE
BRANDS ARE ON AT
in the world had an Instagram account. It’s a platform where brands INSTAGRAM ONE
AC
today simply have to have a presence. Looking at one sector in
particular, 96% of US fashion brands are on Instagram.

And businesses who take their Instagram presence seriously reap


the rewards. Consumers expect businesses to be present and have
a voice on this platform - 80% of users follow at least one business
OF TEENS
76%
OF US FASHION
96% 80%
OF USERS FOLLOW
account, the highest rate of any social network. And users engage
BRANDS ARE ON AT LEAST
AGED 13 TO 17 INSTAGRAM ONE BUSINESS
with brands on Instagram 10 times more than
USE they do on Facebook,
INSTAGRAM ACCOUNT
54 times more than on Pinterest and 84 times more than on Twitter!

All this following and engagement doesn’t stop there, however - one third of Instagram users
report having purchased an item they first saw on the platform.

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1

Advertising on Instagram
therefore offers huge
opportunities
to businesses of all shapes and
sizes, in all sorts of industries.
In the following pages of this
guide, we take a deep dive
into success with Instagram
advertising. From the ad formats
you can choose, to objectives,
targeting and some best
practices, it’s all in here - enjoy!

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2

INSTAGRAM
FOR RETAIL AND
E-COMMERCE

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75% 60%
LOCATED LOG IN
OUTSIDE THE US DAILY

Instagram is THE network where people go to discover products and interact with brands.
80% of users follow at least one business account, which is the highest rate of any social
2
network. And users engage with brands on Instagram at a significantly higher rate than on
any other social network. This all means it’s a natural place for retailers and e-commerce
businesses to reach their customers.

96% 80%
OF US FASHION OF USERS FOLLOW
BRANDS ARE ON AT LEAST
INSTAGRAM ONE BUSINESS
ACCOUNT

In response to this, Instagram is constantly developing new tools to meet the needs of retailers.
To keep you ahead of the curve, here are some of Instagram’s latest features for retail.

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SHOPPING CHECKOUT:
SELL DIRECTLY ON INSTAGRAM
2
Instagram already introduced Product Tags that let users see product information and prices
directly in a post or story and click through to your website or app to purchase the item.

But now Instagram has introduced something even better: Checkout. Still in beta, Checkout
lets users purchase the items they discover on Instagram directly in the app without
being redirected to a website. This creates a seamless path from discovery to purchase, and
make shopping extra convenient for your Instagram followers.

Introduced in March 2019 to a handful of For now, Checkout isn’t available in ads,
retail partners, the Checkout feature will but we anticipate that it’s only a matter
continue to expand over time to become of time until it becomes an ad option, as
available to other businesses. Instagram continues to invest in shopping
features and ad tools for retailers.

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DYNAMIC CREATIVE OPTIMIZATION 2
As a retailer with lots of products to
showcase, how can you make sure
you’re delivering the best creative
for each campaign audience and ad
placement? Facebook has introduced
a feature to help you do just that—and
like most other Facebook ad features, it’s
also available on Instagram. Dynamic
Creative Optimization (or DCO for
short) helps you take split testing to
the next level.

How does it work? DCO allows advertisers


to identify and dynamically deliver
the best-performing combinations of
creatives to their audiences. Facebook
automatically tests each combination
of ad elements (image, video, title,
description, etc.) and starts to optimize
delivery based on what’s seeing the
greatest success.

If you’re an advertiser with a lot


of creative assets, this is a great
way to identify which ones best
resonate with your audiences.

Read our tips for using DCO on


our blog!

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LEVERAGING INFLUENCER CONTENT 2
User-generated content is especially Marketing with influencers can be
powerful on Instagram, with 83% of especially powerful in building trust
users reporting that seeing a friend post since users tend to see their content
about a brand on Instagram influences as more “genuine” than posts or ads
their decision to check that brand out produced directly by a brand. Working
on the network. It’s no surprise, then, that with influencers can also be a great way
influencer marketing has been growing to reach specific audiences: influencers
on Instagram, becoming an increasingly have a dedicated audience and are seen
important part of many brands’ strategies. as experts in their domains.
A study found that 80% of marketers found
influencer marketing to be effective, and
influencers are expected to be a nearly $2
billion market in 2019.

Smart brands will keep this in mind when running


influencer marketing campaigns. To maintain the
authenticity that is so highly valued by Instagram
users, you should consider factors like what the
influencer is known for, their audience reach and
demographic—will a campaign with a particular
influencer reach the right users?—and notoriety.
And, like any marketing campaign, you should
also keep in mind your specific goals (increase
your brand’s reach, generate leads, etc.) when
launching an influencer campaign.

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Instagram has already created branded content tools available to some users that let
influencers indicate when a post has been sponsored. Good news: this branded content
2
partnership program has now been expanded to be available to all Instagram users, making
it easier for brands to work with exactly the influencers who are best for their marketing goals.

To expand on this, Instagram has recently announced “Branded Content Ads”. This new
format makes it possible for brands to actually use influencer-produced content in their
own ads, extending the reach of that content beyond the influencer’s own followers. Now
brands will be able to use this content to target more and more specific audiences, adding
even more value to influencer posts.

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3

AD
FORMATS

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There are a number of Instagram ad formats to choose from, which means every advertiser
has room to be creative!
3
When selecting which ad formats to use in your campaigns, our one piece of guiding advice
is this: choose your Instagram ad type with a measurable business goal in mind. What are
you trying to achieve with your Instagram advertising? Is it purchases, or lead generation, or
brand awareness? From the outset, make sure you have a clear goal in mind and let it inform
how you set up your campaigns and ads.

PHOTO ADS

Since Instagram is THE visual social network,


there are countless examples of advertisers
building visually compelling ad campaigns
through simple photo ads. Photo ads
are the simplest form of advertising on
Instagram and appear just like a regular
photo post, but with a “Sponsored” tag.

When using the Photo ad format, an


important consideration is to ensure all ads
refer to the brand, using the same color
palette and photographic style.

DESIGN RECOMMENDATIONS
File type: jpg or png Minimum image width in pixels: 500
Maximum file size: 30 MB Aspect ratio tolerance: 1%
Recommended resolution: Upload the highest- Minimum image ratio: 4:5
resolution image available that meets ratio Maximum image ratio: 1.91:1
requirements. Maximum text length: 2200
Text: Two rows of text will be displayed Max. number of hashtags in text: 30

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VIDEO ADS 3
We live in the age of video. With the added
power of sight, sound and motion, video
ads should aim to be visually immersive
and drive action. Advertisers can also
use videos to build brand awareness, to
establish a connection with customers,
and to communicate messages quickly
and effectively.

Remember to keep your video ads short


and sweet - if your video is too long you will
lose the viewer’s attention. The longer your
video ad, the less likely you are to achieve
good completion rates and ensure your
audience gets your whole message. For
standalone ads in News Feed, as well as in-
stream video ads, Facebook recommends
using video that is 15 seconds or shorter.

As you may know, there is also an increasing


trend towards 6-second video ads. The Video ads are also a powerful format on
industry seems to have converged on this mobile:
length of ad, which is well suited to short, • Remember to include the “hook”
snappy messages. 6-second video ads right at the beginning to capture the
were rated most effective in a 2018 survey viewer’s attention.
of brand marketers, 81% of whom found • A best practice is to use captions for
them “effective” or “very effective.” audio-off viewing.

DESIGN RECOMMENDATIONS Video captions: Optional but recommended


Video ratio: 9:16 to 16:9 Video sound: Optional but recommended
Recommended resolution: Upload the highest- Text: 125 characters
resolution video available that meets file size Video thumbnail images that consist of more
and ratio limits than 20% text may experience reduced
Video file size: 4 GB max delivery
Video length minimum: 1 second Vertical videos (with aspect ratio taller than
Video length maximum: 120 seconds 2:3) may be masked to 2:3

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CAROUSEL ADS 3
Instagram Carousel ads bring another layer of depth to
campaigns, allowing users to swipe through a series of
photos or videos within a single ad.

Carousel ads offer advertisers a way to showcase


multiple photos and videos with a call to action button
in a single ad unit. This format can contain up to ten
elements consisting of videos and photos, with videos
capped at 60 seconds. The carousel, however, offers the
opportunity to have “more flexibility” in the storytelling
by allowing viewers to swipe to see additional images
with a link to a website of the advertiser’s choice.

TIP: Carousel ads on Instagram are slightly different to those on Facebook. With Carousel ads
in Instagram, you’ll need to made sure the first image is both impactful and mysterious
enough to cause people to swipe to see the rest. The above example from Delta is a good
one: it combines impactful images that give a strong sense of place with bold text inviting the
user to swipe to discover “more.”

DESIGN RECOMMENDATIONS Image maximum file size: 30 MB


Minimum number of cards: 2 Recommended resolution:
Maximum number of cards: 10 at least 1080 x 1080px
Image file type: jpg or png Carousel ratio: 1:1
Video file type: Supported file formats Text: Two rows of text will be displayed.
Video maximum file size: 4 GB Images that consist of more than 20% text
Video length: up to 60 seconds may experience reduced delivery.

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INSTANT EXPERIENCE 3
Instant Experience (IX), formerly known Instant Experience enables advertisers to
as Canvas, is an interactive, full screen create fullscreen and in-line immersive
ad experience developed specifically for videos that play automatically.
mobile devices. The immersive format Advertisers can also incorporate photo
helps advertisers to achieve their objectives carousels and panoramic photos that
by offering businesses a ‘digital surface’ on users can swipe or tilt around to see
which to paint their multimedia stories. The more, as well as forms, images with tagged
Canvas experience is initiated with a click products, text and links. You can also link
on a News Feed or Stories ad. two or more Instant Experiences so your
audience can continue discovering more
content.

TIP:
• Instant Experience ads can include many different components: image, video, text, buttons,
and more. You can see the design recommendations for each element here.
• To simplify things, Instagram offers several templates for each Instant Experience ad
objective. You can start there, or begin from scratch to create your own layout.
• When using video, design for a vertical format.

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CASE STUDY 3

For their summer campaign, our client Birchbox looked for new and innovative ways to
advertise. With mobile accounting for 70% of Birchbox’s traffic, MakeMeReach suggested they
trial the Canvas format on Instagram (now called Instant Experience).

In their ad creatives, Birchbox wanted to create a natural transition between a video clip of their
products lying on the beach, and the offer they were promoting. Thanks to the wide range of
ad formats available as part of a Canvas ad (carousel, collection, single images, videos and
slideshows), Birchbox had a variety options for creating a seamless ad experience.

50%
In terms of the Click-Through-Rate (CTR), the
Canvas campaign outdid all the other mobile ad
placements. People were clearly impressed by the
LOWER CPM
creativity of the campaign and intrigued to swipe up THAN FACEBOOK
and see what they had to offer. Cost-per-Impression CANVAS
was also impressive at 50% lower than the Canvas
on Facebook.

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INSTAGRAM STORIES ADS 3
Unless you’ve been living under a rock for the past couple of years, you’ll know that Stories
are the ‘it’ format. Facebook in fact noted in 2018 that sharing in Stories is set to surpass
sharing in Feed (across Facebook and Instagram) at some point in 2019. While this hasn’t
happened quite yet, users around the world have latched on to this new way of posting and
interacting, and smart brands are responding in their advertising.

Instagram Stories ads are videos or Even more than ads in News Feed, Stories
images of up to 15 seconds long, that are ads can be quickly skipped. It only takes
shown between user Stories. The ad takes the swipe of a thumb and your ad is gone -
up the entire mobile screen, so media so you need to capture attention quickly!
needs to be in vertical format. The main The great thing about this format, however,
difference with Stories (and ads in Stories) is that you can be more experimental
is that they are ephemeral. Everything and raw than simple video ads. As such,
about Stories is temporary - and brands they’re great for driving awareness.
should take that into account.

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Stories are so popular that it was only a matter of time until Instagram rolled out new ad
features for the format. Instagram offers users posting organic Stories all kinds of possibilities
3
for creating immersive and interactive multimedia experiences: GIFs, music, stickers, questions,
and more. In March 2019, Instagram announced that Stories polls would be available to
advertisers, adding a layer of interactivity to the already-immersive format.

Keep your eyes peeled for more developments, since Instagram will surely
continue to innovate when it comes to Stories ads.

TIP:
• Start with the main message. It should be shown during the first 3 seconds of your ad.
Get straight to the point to encourage the user to stay!
• If you’re using video in your Instagram Stories ad, think about it differently to video ads in
News Feed. Apart from the obvious difference of shooting in vertical 16:9 format, Stories
videos need to be shorter and more to-the-point. The format also lends itself to making
them less formal, with lots of great examples shot as selfies, which are really fun!
• Use a simple concept and clear branding.
• Add the graphics and text to your video before posting it, so you can check that
everything fits with the aesthetics of your ad.
• Consider your call-to-action. Make sure you leave enough time to read the message
on the screen.
• Include a link to your external site, such as a product page or a landing page.

DESIGN RECOMMENDATIONS

File type: Video Length:


• .mp4 or .mov (Video) • Maximum: 15 seconds
• .jpg or .png (Photo) • Images show for 5 seconds by default
Maximum File Size: Dimensions:
• 4GB (Video) • Recommended Resolution: 1080 x 1920
• 30MB (Photo) • Minimum: 600 x 1067

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CASE STUDY 5

Our client Bushmills


recently ran a successful
Instagram Stories ads
campaign in the US,
where they work with
social media agency
Socialyse. The Bushmills
campaign leveraged
both the MakeMeReach
platform and our full-
service creative offering.

With Bushmills, Socialyse ran a traffic campaign


promoting the brand and its values. Each of the
three Instagram Stories ads featured a carousel

89%
made up of three swipeable video cards, creating
a sequential story in each of their ads, profiling
bartenders who each spoke about upcoming St
LOWER COST-
Patrick’s Day festivities. The final card featured a PER-ENGAGEMENT
boomerang video creative, helping the ads blend
with other stories from users’ friends.

Compared to two non-Stories traffic campaigns


run for Bushmills around the same time, the Stories 74%
LOWER COST-PER-CALL-
ads campaign proved very engaging for users. With
TO-ACTION-CLICK
a cost-per-post-engagement 89% lower and a
cost-per-call-to-action-click 74% lower than
these other two campaigns, Instagram Stories ads

1.25%
both arrested the attention of users and drove them
to take action. Bushmills were also able to reach
their target audience for less, with a cost-per-
LOWER COST-PER-
thousand-impressions (CPM) 1.25% lower than THOUSAND-IMPRESSIONS
non-Stories formats.

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3
TAKING STORIES ADS UP A LEVEL!
To ensure our clients make the most of the “Stories Revolution” we’ve partnered with Fastory.
Fastory provides a suite of tools enabling users to craft quality content at scale, with no
tech skills required. Thanks to our partnership, MakeMeReach clients have the ability to easily
create vertical Stories ads in a matter of minutes, importing existing assets and selecting from
a catalog of branded overlays.

Our partnership with Fastory


means MakeMeReach clients will
have the ability to build the right
creative assets from thousands of
possibilities, each tailored to their
brand.

Combined with the powerful


targeting, automation, and
reporting available in the
MakeMeReach platform, this
partnership means our clients have
access to the perfect mix of creative
and performance.

MakeMeReach also partnered with


Fastory to write a guide on mobile-first
marketing.

DOWNLOAD IT
HERE!

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CAROUSEL ADS IN INSTAGRAM STORIES 3
With this update, you
can now display up to
3 consecutive pieces of
media (videos or photos)
within a single Instagram
Stories ad, mimicking the
current organic experience
1
and allowing you to tell
better sequential stories!

3 2

DESIGN RECOMMENDATIONS Minimum number of cards: 2


Consider leaving roughly 14% (250 Maximum number of cards: 3
pixels) of the top and bottom of the Ratio: 9:16
image or video free from text and logos Recommended resolution: 1080x1920
to avoid covering the profile icon or call- Images that consist of more than 20% text
to-action. may experience reduced delivery.

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CASE STUDY 3

Vans & Social.Lab take


flight with Carousel beta in
Instagram Stories.

Social.Lab started testing


Carousel ads in Instagram
Stories.
This beta ad format was
made available to them by
MakeMeReach.

They ran an A/B test to see whether this beta ad product could deliver better results than a
regular ad in Instagram Stories. And they were amazed by the results: a swipe-up-rate close
to double for the new carousel format and a 42% cheaper cost-per-swipe-up.

SWIPE-UP-RATE COST-PER-SWIPE-UP

x2
COMPARED TO REGULAR
42% CHEAPER
ADS IN INSTAGRAM
STORIES

READ THE FULL SUCCESS STORY

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STORIES ADS,
SIMPLIFIED
3
Facebook has a tool that makes creating Instagram
Stories ads even simpler!

You can leverage your existing ad creatives,


saving time and effort. Uploading a single photo
or a video, under 15 seconds within Instagram Feed
ratios, will trigger Instagram to automatically
provide a full-screen option for the same content
on Instagram Stories.

FEED

STORIES

The ad creative will get carried over to Stories,


and Facebook’s pixel-matching technology
will automatically select a background
gradient to transform the ad into full-screen,
vertical format.

If the ad creative is square or landscape,


the text from the Instagram Feed or Facebook
Feed unit will be added in Stories text font to the
bottom of the ad.

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COLLECTION ADS 3
Previously only available on the Facebook feed, now you can run Collection ads on Instagram.
Collection ads make it easier for people to discover, browse, and purchase products and
services from their mobile device in a visual and immersive way.

The format includes a


cover image or video
followed by several
product images.

When someone clicks on a Collection ad, they’ll


land on an Instant Experience—a full screen
experience that drives engagement and nurtures
interest and intent.

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There are four templates available for Collections ads:
3
1 2

INSTANT INSTANT
STOREFRONT LOOKBOOK

For advertisers who want to display Like a digital version of a print


a catalog of four or more products. catalog and lets people see
Users can browse your products in your products in action. Use this
one place, and you can drive them template to create a strong brand
to your website or app to make a story.
purchase.

3 4

INSTANT CUSTOMER INSTANT


ACQUISITION STORYTELLING

Drives conversions on your mobile An engaging way for people to


landing page and encourages explore your business by telling
users to take specific action on your a strong story about your brand
website or app. through engaging images or
videos.

DESIGN RECOMMENDATIONS Text: 90 characters


Image or Video: The cover image or Feed hero image/video: Instagram
video that displays in your collection ad supports square (1:1), full landscape
uses the first media asset from your full / horizontal (16:9), and slideshow.
screen Canvas template. Instagram will not support ratios higher
This asset must have a ratio of 16:9 to 1:1. than 1:1
Headline: Not visible on Instagram Minimum Image Width: 500px
Collection ads Minimum Image Height: 500px

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The MakeMeReach 3
CREATIVE CENTER
We’ve made it our mission to make online This tool eases reporting by visually pointing
advertising easier and more powerful. We’ve out which creative is working and which
worked hard to make our platform as user- is not. It’s driven entirely by visuals, making
friendly as possible, and our Creative Center it easier for users to retrieve specific
is just one part of that! creatives, and to directly perform actions
on the associated campaigns. Not only
The MakeMeReach Creative Center is can users filter and sort creatives based
a kind of ‘online pinboard’ within our on performances, but they can also take
solution, where our clients can see all their actions like editing the bid or pausing the
visual assets in one place. ads which incorporate a specific creative.

EDIT YOUR CREATIVES EASILY ADAPT RETRIEVE YOUR ASSETS


DIRECTLY ON YOUR CREATIVES USING IN YOUR LIBRARY
THE PLATFORM DIFFERENT FORMATS THANKS TO TAGS:
IMAGES, TEXTS, BUTTONS

In green are the creatives with great


performance and the ones in orange
ALL COUNTRIES FRANCE SPAIN
are under-performing on the two KPIs
chosen by the advertiser.

INTERESTED
K $ K $ K $ K $ K $
IN THIS FEATURE? installs cost/installs installs cost/installs installs cost/installs installs cost/installs installs cost/installs

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AND SEE IT IN ACTION!

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4

ADVERTISING
OBJECTIVES

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As we’re sure you’ll know, Instagram and Facebook are ‘one,’ since Instagram
was bought by the social giant in 2012.
As such, Instagram ads have most of the same objectives to choose from
4
as Facebook ads. These include:

BRAND AWARENESS REACH


Reach people more likely to recall your ads Show your ad to the maximum
and increase awareness for your brand. number of people in your audience.

TRAFFIC APP INSTALLS


Increase the number of visits to your website Send people to an app store where
or get more people to use your app. With traffic they can download your app.
as your objective, you can:
• Send people to your website
• Increase engagement in your app

VIDEO VIEWS ENGAGEMENT


Promote videos that show behind-the-scenes Get more people to see and
footage, product launches or customer stories. engage with your post or Page. On
Use the video views objective to put the Facebook Instagram, engagement is only
algorithm to work delivering your ad to people available for posts.
within your target audience most likely to watch it.

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4
MESSAGES CONVERSIONS
Have users ‘click-to-Messenger,’ getting Get more people to use your website,
more people to have conversations with your Facebook app, or mobile app. To track
business. Generate leads, drive transactions, and measure conversions, use the
answer questions or offer support, via Facebook Pixel or app events.
direct one-to-one Facebook Messenger
communication with your prospects.

CATALOG SALES
Show products from your catalog based
LEAD GENERATION on your target audience.
Collect lead information, such as email
addresses, from people interested in your
business. Using some of the ad formats we
mentioned above, use the Lead Generation
objective to deliver your ad to users within
your target audience who are most likely to
fill your lead form.
STORE TRAFFIC
Promote multiple business locations to
people who are nearby.

PHOTO VIDEO CAROUSEL STORIES COLLECTION IX


App Install l l l l l l
Brand Awareness l l l l l l
Traffic l l l l l l
Reach l l l l l l
Engagement l l l l l l
Video Views l l l l l l
Messages l l l l l l
Conversions l l l l l l
Lead Generation l l l l l l
Catalog Sales l l l l l l
Store Visits l l l l l l

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THE FRANCHISE 4
FEATURE
Only on MakeMeReach!
If you own a number of different stores
and want to run an Instagram campaign
across all of your business locations,
splitting the budget can be a challenge.
For Store Traffic campaigns, Facebook Ads
manager only allows you one global budget
that the algorithm splits depending on how
your ads are performing, but not based on
store location. Setting up a separate budget
for each individual location takes a ton of
time and manual work.

We have good news for you!


MakeMeReach has come up with a solution! With the MakeMeReach Franchise Feature, you
can easily optimize, cap, and control the individual budgets of each store location, within
one Instagram ad campaign.

GLOBAL SINGLE AUTOMATED


BUDGET CAMPAIGN PROCESS

When using the Franchise Feature, separate ad sets will be created automatically for each
of your stores, saving you time and giving you the peace of mind that you’re not overspending
for your smaller stores or underinvesting for your flagship ones. And all of your advertising will
be organized within the campaign.

Get in touch with us to find out how the Franchise Feature can work for you!

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5

CHOOSE
YOUR TARGET

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Instagram ads have all the same targeting options as Facebook ads (you might be picking
up a theme here!). These include targeting based on location, demographics, interests and
behavior, as well as the ability to build lookalike audiences and more.
5
Choosing the right audience and ensuring your ads are relevant to that audience
is crucial if you’re going to see success with your Instagram advertising. If you’re an
e-commerce business who sells women’s jewelry, there’s no point targeting an audience
made up of both men and women between the ages of 18-65 in the US. Trying to push your
ads to such a broad audience will likely lead to low engagement and a poor Relevance
Score—calculated based on the positive and negative feedback Facebook expects an ad to
receive from its target audience—and, ultimately, poor results.

Note that the Relevance Score will be replaced by three new metrics as of April 30, 2019 to
provide more nuanced insights to advertisers: quality, engagement rate, and conversion rate
rankings. But these new metrics will play the same role that the Relevance Score has.

BUY

GET YOUR TARGETING RIGHT


WITH THE FACEBOOK PIXEL
You won’t be able to accurately target your Instagram ads without the Facebook pixel
correctly installed on your website.

The pixel is an analytics tool that consists of code


you install on your website. Once correctly installed,
the pixel fires to track site visitors, providing you
with data you can use to retarget those users with
Instagram (and Facebook) ads in the future, as
well as see what they’re doing on your site when
they return. It allows you to measure cross-device
conversions, deliver your ads
BUYto people most likely
to take action, generate Custom Audiences from
website visitors and much more.

For more information download our expert guide to installing the Facebook pixel.
We also provide a pixel installation service for clients.
Don’t have the necessary technical skills in-house to install the pixel properly?
We can take care of it for you! Find out more about this offer here

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Here are a few ideas to get targeting right:
5
TARGET PEOPLE YOU KNOW ALREADY

Business contacts and subscribers who haven’t bought before:


It’s likely your business has a list of newsletter of blog subscribers. Create a list of these
who have never bought from you. These people are your ‘low hanging fruit,’ since they have
previously shown an interest in your business but are yet to take action and purchase. Create
a custom audience on Facebook and drive traffic to your store by showcasing your newest
items, highlighting your best sellers, or advertising a special offer for new customers.

NOTE: make sure


you’re complying
with European GDPR
regulations! You can
find out more about
GDPR
them here.

Repeat customers:
Put together a list of your customers who have placed multiple orders with you. You could
show your appreciation by targeting them with ads providing early access to new products
or exclusive sales. You can automate a lot of this list creation (not only for repeat customers)
using the Facebook pixel.

Old customers and unsubscribers:


Take, for example, the list of people who have previously unsubscribed from your
communications. Put together a custom audience and target them with an Instagram ad that
(re)builds awareness around your business, or offers incentives. Again, with all of this make
sure you are GDPR compliant.

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TARGET PEOPLE
WITH SIMILAR INTERESTS TO YOUR CUSTOMERS
5
A lookalike audience based on your best customers:
Who are your most valuable customers? Who are the ones you want more of? Make a list
of them based on your own filters and create a lookalike audience to target with your
Instagram campaign. Let the powerful Facebook algorithm find people amongst its 2 billion
users who are similar to your best customers! Lookalike Audiences can range from 1-20% of
the total population of the country you’re targeting, with 1% being the closest match to your
seed audience.

TARGET PEOPLE
BASED ON THEIR INTERESTS

Your closest competitors:


Use those brands as interest keywords to build a target audience of interested people.

Repeat customers:
Getting to know your buyer personas and their overall interests is a good idea. That way
you can build a picture of their daily lives and identify where there might be links between a
likelihood to purchase your product and a particular leisure interest.

The Facebook pixel is crucial to making


the most of targeting across the Facebook
network. Without having it properly installed
on your website, you won’t be able to
effectively build audiences of users you’ve
already interacted with or fully track the
effectiveness of your advertising efforts, for
example. Download our complete guide for
DOWNLOAD IT
everything you need to know.
HERE!

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CASE STUDY 5

Our client Glovo decided to


quickly scale their business,
adding more than 100 cities
in just over a year. Because
their model requires both
new users of the service
as well as delivery people
(called “Glovers”), they had
to be smart about how
they targeted their ads on
Instagram and Facebook.

To get both users and Glovers on board, and ensure each new location started off with a
bang, Glovo followed a two-stage targeting approach for their Instagram and Facebook
advertising campaigns. In the first stage, focusing on individual suburbs at a time, Glovo
used broad targeting. Then, in the second stage, they built on this initial audience with
lookalikes and additional interest-based groups.

Focusing on video ads and Stories, the creatives clearly explained Glovo’s unique selling
proposition, dropping in logos from key brands of the products they deliver to build trust.
The hyper-local targeting strategy, combined with clear and concise messaging in the
creatives, increased relevancy and led to great results.

24%
LOWER COST-
25%
LOWER COST
60%
LOWER COST
PER-INSTALL PER SIGN UP PER FIRST ORDER

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6

SET BUDGET
AND BID

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The next step to seeing success in your
Instagram advertising is setting your
budget and bid. When it comes to this
Once you’ve set up your target audience,
you’re essentially preparing your ads to
enter a virtual auction, to compete against
6
part of the setup process, it’s important to other advertisers who want to show their
understand that it’s a ‘balancing game.’ ads to the same audience.

The analogy of an offline auction can be helpful:


In that case the highest bidder always wins, but in the Facebook and Instagram auction, this
is not always the case. How much you are willing to bid is certainly a key factor, but Facebook
also has other interests they need to balance, apart from simply making as much money
as possible at every auction. Facebook wants to balance your objective (to show your
ad to as many people as possible within your target audience) with its own objectives,
which include not spamming everyone to death with salesy ads. They want to increase
engagement from and between users, as well as maximize time spent on the platform.
Simply showing ads with the highest bids would not help them achieve these objectives.

For more detail on getting your bid right, and winning more often in the Instagram
ad auction, download our eBook: ‘The Ultimate Guide to Facebook & Instagram Ad
Bidding’. From explaining the Facebook auction, to detailing different bid types
and strategies, this is your one-stop-shop resource to getting your bidding right!

LEARN:
• What bidding has to do with advertising on Instagram and Facebook.
• Why bidding is part of a bigger ‘balancing game’ when it comes to you winning
in the Facebook auction.
• Why the highest bid doesn’t always win in the Facebook auction.
• Choosing between the 3 main bid types: CPC, oCPM and CPA. Which situation is
right for each?
• When to choose lowest cost (or automatic) bidding, and when it might be useful
to try lowest cost.

DOWNLOAD
THE FREE EBOOK

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Auto-promote in the MakeMeReach 6
AUTOMATION
CENTER
MakeMeReach offers a whole set of automation tools to save
you time and improve campaign efficiency.

As well as being able to automate bidding and reallocate budgets between ad sets for
example, another rule you can set up in our Automation Center is auto-promote. Here, you’re
able to set conditions around the promotion (or “Boost”) of organic posts. Whenever an
Instagram or Facebook post hits a specific number of interactions, impressions, reactions, or
other condition you set, it will be added as a creative in a running campaign.

CREATE A NEW RULE


Now you can leverage
Rule name
your best-performing
organic posts, without the
Target Action(s)
effort of monitoring them
Ad Notification
manually.
Condition(s)

CTR Equal 0 Attribution window: 1 day (default), 28 days

Time range Reapply after

Today 1 day

Networks Apply on:

INTERESTED
IN THIS FEATURE?
SCHEDULE A DEMO TODAY
AND SEE IT IN ACTION!

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7

INSTAGRAM ADS
BEST PRACTICES

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Instagram is a hugely popular social network, with a massive number of highly engaged
users. It’s a place you simply need to be! 7
To finish this guide on a high, here are five quick best practices to getting the most out of
your advertising on Instagram!

1 HAVE A STRONG CONCEPT


AND STICK TO IT
Compelling ads on Instagram communicate a brand message
succinctly and clearly, and give a straightforward path to
action. The best ads don’t really look like ads at all, and include
more than just a salesy message. Identify the core elements of
your brand and build messages throughout your ads that stick
to these. Don’t flip-flop from one wildly different message to
another adcross ad campaigns, but focus on building a brand
narrative that your customers and prospects can buy into.

CELEBRATE YOUR BRAND


LOOK & FEEL
2
Make sure your ads are clearly branded, and keep strong
brand consistency across campaigns. Establish connective
elements across your images and videos — things like an
identifiable color palette, composition or photographic style will
help to build brand recognition over time.
Use well-crafted ads to enhance the equity of your business on
Instagram. Ads do best when they’re well shot, interesting to
look at and artistic. What you create should draw people in and
keep them wanting more.

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3
FOCUS ON REAL
7
BUSINESS OUTCOMES
Before you start any Instagram advertising, ask yourself the question: what business
outcome am I trying to drive? Do I want purchases of my product, downloads of my app
or greater awareness of my brand? Based on your answer, choose your ad format and
objective accordingly. Being unclear on what you are really trying to achieve with your
Instagram advertising, is a sure way to waste your ad budget!

KEEP IT CONTEXTUAL
4
Think about the context in which your ads will be seen. Will they be in the Instagram Feed
or in Stories? Are you targeting them to be seen at a certain time of day, or a particular
location? Use all of this context to speak to the user when and where they are. Doing this
will help your ad connect and be more relevant to the user’s experience.

5
ENGAGE PEOPLE
Once your Instagram ads are up and running, your job is not
over! Keep the ‘social’ in social media by engaging Instagram
users and responding to people who comment on your ads, for
example. Build two-way interaction with users, and give them
the kind of experience they won’t easily forget!

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8

THINK BEYOND
JUST INSTAGRAM

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One of the most important
things to keep in mind
when advertising on
8
Instagram is not to think
of those ad campaigns in
isolation. Today’s customer
journey is 3D, zig-zagging
from one network to
another. A single ad click,
on one network, never
leads to purchase.

Think of Instagram as one


component in a cross-
channel ads strategy.
Your Instagram ads will be
even more effective if you
combine them with ads on
other networks.

By playing on the strengths


of each network, you
improve your chances
of reaching the right
customers at the right
time and seeing results.

The experience of our client


TAMMY & BENJAMIN attests
to this.

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CASE STUDY 8

Social media networks serve as the number one


source of purchase inspiration and, when coupled
with the high-purchase intent of Google search,
great things happen for e-commerce businesses.

This is what TAMMY & BENJAMIN proved with the


successful Black Friday campaign they ran on
MakeMeReach.

On Instagram and Facebook, starting in September, the MakeMeReach Managed


Service team first ran a traffic campaign to drive awareness and fill the top of the funnel with
potential customers using Facebook Link ads, Carousel ads and Instagram Stories ads.

On Google, the strategy focused on driving brand searches on Google, leveraging warm
audiences from the Facebook campaigns. The Google campaigns also introduced an “up to
50% off” offer before Black Friday. This strategy ensured a strong brand story across channels
and re-engagement of users already inspired on social, while also providing a compelling
offer to convert searchers with high purchase intent.

... WITH UNIFIED SOCIAL & SEARCH STRATEGY.

+
230%
LIFT IN SALES
90%
LIFT IN SALES
COMPARED TO BLACK FRIDAY 2017 COMPARED TO BLACK FRIDAY 2017

The strong results of their campaign speak to the strength of combining search and social!
Watch a video about TAMMY & BENJAMIN’s Black Friday campaign success.

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Advertising today needs to 8
BE UNITED
You need a coherent vision of the customer journey that combines all your online advertising
data, fully leveraging it to make the most of each network’s strengths.
We are building a solution that integrates channels to help clients build holistic
strategies that centralize all your digital marketing processes and performances.

MakeMeReach is the ideal Digital Marketing smart suite to


empower you as you build and execute your Ads Journey!

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READY
TO TAKE YOUR
ONLINE ADS
TO THE NEXT
LEVEL ?
GET A DEMO

.com
contact@makemereach.com

Preferred partner for online ad campaigns management of +4000 companies worldwide since 2009