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Eunise Quintano

May 28, 2024


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Advertising on Instagram: How to Make Instagram Ads That Work

Instagram, owned by Meta, has become a powerful platform for digital marketing. With over 2 billion monthly active users, it presents a massive opportunity for businesses to reach their target audience. However, organic reach can be limited. That is where Instagram ads come in, allowing you to showcase your brand and products to a broader audience strategically.


Instagram advertising is a great way to increase brand awareness and drive website conversions. This comprehensive guide will equip you with the knowledge to create Instagram ad campaigns. We will delve into the creation process, explore different Instagram ad formats, and guide you on how to track your ad performance for optimal results.



Understanding Instagram Advertising

Before diving into creating Instagram ads, one must grasp the fundamentals of Instagram advertising. Ads on Instagram are managed through the Ads Manager, which is integrated with the Facebook page associated with your business account. This unified platform, also known as Meta Ads Manager, allows advertisers to seamlessly create, manage, and track ads on Facebook and Instagram.


Alternatively, you can create ads directly from the Instagram app. This is an excellent option for simple boosting of existing high-performing Instagram posts. However, Meta Ads Manager is the way to more granular control and targeting options.

Why Choose Instagram for Advertising?

Instagram’s visual nature makes it a perfect platform for brands to showcase their products and services. Whether you use Instagram video ads, photo ads, carousel ads, or story ads, the platform lets you tell your brand story compellingly. Moreover, Instagram’s integration with Facebook’s ecosystem provides robust tools to create ad campaigns that can be finely tuned to reach your specific target audience.

Setting Up Your Business Account

Make sure to have an Instagram business account before running ads on Instagram. This type of account provides access to insights, advertising tools, and the ability to run ads directly from your Instagram profile. Here is how to set up your business account:


  1. Convert to a Business Account: If you don’t have a business account yet, go to your Instagram app settings and select “Switch to Business Account.”
  2. Link Your Facebook Page: Connect your Instagram business account to a Facebook ad account to access the Meta Ads Manager. This connection is crucial for managing and tracking your ad campaigns.



Crafting Eye-Catching Instagram Ads

With your business account set up, you can now create Instagram ads. Here is how to make Instagram ads effectively:

1. Choose Your Campaign Objective

The first step in creating an Instagram ad campaign is selecting your campaign objective. This objective determines what you want to achieve with your ads. Common objectives include:

  • Increase brand awareness
  • Website conversions
  • Engagement (likes, comments, shares)
  • App installs
  • Lead generation

2. Define Your Target Audience

One of Instagram advertising’s strengths is its ability to target specific audiences. Define your target audience based on demographics, interests, behaviors, and more. This ensures your ads reach the most likely interested in your products or services.

3. Set Your Ad Budget and Schedule

Determine your ad budget and how long you want your ad campaign to run. You can choose a daily budget or a lifetime budget. Setting the proper budget is crucial to ensure many people see your ads without overspending. Consider factors such as Instagram advertising cost per click or impression and the duration of your campaign to optimize your budget allocation for maximum impact.

4. Choose Your Ad Placements

You can choose automatic placements, where Instagram decides the best place to show your ad, such as:

  • Instagram Feed
  • Instagram Stories
  • Instagram Reels
  • Instagram Shop
  • Instagram Profile

You can allow Meta to place your ads in the most effective spots automatically, or you can choose manual placements to control exactly where your ads appear.

5. Select Your Ad Format

Instagram supports several ad formats to cater to different types of content and campaign goals. Here are the primary Instagram ad formats:

  • Photo Ads: Single image ads that appear in the feed.
  • Video Ads: Ads that can be up to 60 seconds long and appear in the feed or stories.
  • Carousel Ads: Ads featuring multiple images or videos users can swipe through.
  • Instagram Story Ads: Full-screen ads that appear between user stories.
  • Instagram Reels Ads: Ads that appear in the reels feed.

6. Create Your Ad Content

Now, it is time to create ads that capture attention. Use high-quality images or videos and compelling ad copy. Here are some tips:

  • Photo Ads: Use vibrant, high-resolution images that align with your brand.
  • Video Ads: Keep videos engaging and to the point. Make the first few seconds count.
  • Carousel Ads: Tell a brand story or showcase multiple images of your product.
  • Story Ads: Utilize the full-screen format to create immersive experiences.
  • Reels Ads: Use trending music and effects to blend seamlessly with organic content.

7. Review and Launch Your Ad Campaign

Before you launch, review your ad sets, targeting options, budget, and placements. Once everything looks good, hit the publish button, and your Instagram ad campaign will go live.

8. Track and Optimize Your Ads

Once your ads are running, it is essential to monitor their performance. Use the insights the Meta ads manager provided to track key metrics like reach, engagement, and conversions. Based on these insights, optimize your ads to improve performance continually.



Advanced Tips for Successful Instagram Advertising

Here are some additional tips to elevate your Instagram advertising game:

1. Utilize Carousel Ads for Multiple Products

Carousel ads are an excellent choice if you have a range of products to showcase. They allow you to feature multiple images or videos, giving potential customers a comprehensive view of what you offer.

2. Boost Post for Enhanced Reach

Sometimes, your regular Instagram posts might perform exceptionally well. In such cases, you can boost a post to turn it into an ad and reach a larger audience. This is a quick way to increase visibility and engagement.

3. Leverage Instagram Shop

If you have an e-commerce business, utilizing the Instagram shop feature can be highly beneficial. You can integrate your products directly into your Instagram account, making it easier for users to discover and purchase them.

4. Use Instagram Stories for Time-Sensitive Promotions

Instagram stories are ideal for limited-time offers or flash sales. Their temporary nature creates a sense of urgency, encouraging users to act quickly.

5. Optimize for Mobile Viewing

Since Instagram is primarily a mobile app, ensure your ads are optimized for mobile viewing. Use vertical or square formats for images and videos to make the most of the screen space.

6. Track Ads for Continuous Improvement

Use the Meta Ads Manager to track ads and analyze their performance. Look at metrics such as click-through rates, conversion rates, and cost per conversion. Use this data to tweak your targeting, ad copy, and visuals to improve future campaigns.

Start Creating Compelling Instagram Ads Now

Creating effective Instagram ads requires a blend of creativity, strategic targeting, and diligent monitoring. By understanding the various Instagram ad formats, setting clear objectives, and continuously optimizing your campaigns, you can leverage Instagram’s vast user base to achieve your marketing goals.


Whether you are a small business or a large enterprise, Instagram advertising offers powerful tools to boost brand awareness and drive conversions. With strategic planning, compelling content, and continuous refinement, Instagram advertising can be a game-changer for businesses looking to thrive in the digital age.

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