It goes without saying that Instagram ads promote your brand.

Finally, use And with engagement rates that make both Facebook's and Twitter's look pale.

Therefore, in this post we would like to explain in detail how advertising on Instagram works. So that you, too, can target your content to the Instagram users that matter to your company.

What you will learn below:

  • how to create Instagram ads
  • what your Instagram ad will (probably) cost you
  • which day and time are the most expensive for advertising on Instagram
  • how to create powerful Instagram ads

Let's go.


What are Instagram ads?

Following Facebook's takeover of Instagram, the service launched in 2013 with a manageable number of advertising options.

But it wasn't until 2015 that Instagram opened the floodgates to advertising for brands and companies of all shapes and sizes. As it soon turned out, Instagram gave advertisers enormous business advantages.

Because Instagram is integrated into Facebook's Ad Manager, brands can access Facebook's vast amount of user information to reach their target audience directly.

If you're looking for even more arguments for advertising on Instagram, the stats might convince you:

  • due to an Instagram ad (e.g. buy a product or visit a website).
  • 35% of all American adults use Instagram (see below).

  • Advertising on Instagram: a 6-step guide. Instamer

In a statement, the company said: "We are pleased to announce that we have reached an agreement with the Department of Health and Human Services (HHS) regarding the use of the drug. Germany has over 15 million users on Instagram, tendency rising.

Verdict: If you don't advertise on Instagram, you miss out on big revenue opportunities.

How much do Instagram ads cost?

The exact cost of an Instagram ad depends on the case (after all, not all ads are the same), but the average cost per click for advertising on Instagram is $0.70 to $0.80 (63 to 72 euro cents) . That figure comes from an analysis of more than $300 million in advertising spending.

Do not forget, however, that this is only an average number. Whether your Instagram ad costs more or less depends on a number of factors. For example, the costs vary according to the age of the selected target group:

Advertising on Instagram: a 6-step guide. Instamer

And so the cost per click varies depending on the placement of your ad.

Advertising on Instagram: a 6-step guide. Instamer

Do you notice anything about these graphics? The most important cost factor for advertising on Instagram is the season. The later in the year, the higher the cost per click. In the last quarter, they are usually highest.

Instagram Ads

Instagram offers five ad formats:

  • Stories Ads
  • Photo Ads
  • Video Ads
  • Carousel
  • Collection Ads

Each of these ad formats is embedded in users "feeds and stories, ensuring an uninterrupted user experience.

Instagram also provides a variety of call-to-actions to help you reach more potential customers. You can learn more about this in the descriptions of the respective ad formats. (Note: not all CTAs are already available in the D / A / CH countries, but should be added gradually.)

Let us take a closer look at the individual ad formats and how they work.

Stories Ads

Advertising on Instagram: a 6-step guide. Instamer

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Instagram Stories Ads are screen-filling and are displayed between user stories.

There was a lot of talk about it, but I think it was the right decision. 500 million Instagram users view Stories daily , you can reach a gigantic audience with your advertising on Instagram.

With Stories Ads, you can address your target audience directly and determine how often users will see your ad. Since stories expire after 24 hours, they offer the ideal format for time-limited offers and promotions.

Brands have all the features of Instagram Stories available for fun and creative advertising on Insta, from face filters to video effects to text.

Thanks to these features, you can create Instagram Stories that look and feel like your normal posts, creating a seamless user experience. The call-to-actions consist of a simple swipe up and the user lands directly on your site from your Stories ad.

Photo Ads

Advertising on Instagram: a 6-step guide. Instamer

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In Photo Ads, brands can present their products and services in attractive images.

If you're creating top-notch visual content anyway, photo ads on Instagram provide the perfect stage to share that content with more people.

A good example of this is Parachute Home, a household textile company. The firm successfully used a Buy Now CTA to advertise the 60-night trial period for its bedding.

Parachute's Instagram posts are also impressive for their distinctive appearance. The products are usually displayed in an authentic, beautiful bedroom atmosphere, and the photo ads matched that aesthetic.

The ads targeted men and women between the ages of 18 and 54, with target group settings based on the company's regular customer profiles.

The result: a 3.7-fold return on advertising spending and double the click-through rate for the brand's ads on other platforms.

Take the strategy of Parachute Homes as a model and create .

Bonus: Download a free checklist , which tells you in precise steps how a lifestyle photographer with no budget and expensive equipment went from 0 to 600,000 followers on Instagram.

Video Ads

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Instagram users love videos.

Time spent watching videos on Instagram soared 2017 compared to the previous year by more than 80%.

Instagram has also noticed this, making it easier than ever for advertisers to use videos for their brands.

A great example of a successful video advertising campaign was provided by Lionsgate UK with the promotion of the film La La Land.

The Lionsgate UK team knew that to promote one of the most important films of the year, they had to appeal to a younger audience (18 to 24 years old). The problem is that younger people are not very familiar with classic Hollywood musicals.

Luckily, the team knew Instagram users were drawn to themes such as romance, travel and fashion, so they used these themes to create ten short video clips. And exactly the right target group was addressed.

With stunning success:

  • 24% better advertising memory
  • 8% more brand awareness
  • 4% more desire to see the film
  • 12% more desire among women to see the film

Find out more in the Case study of this successful advertising campaign .


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For carousel ads, the user can swipe through a series of images or videos, like a carousel. A call-to-action button then brings him directly to your website via a call to action.

This type of advertising offers a few exciting possibilities:

  • Presentation of several products
  • Telling a multi-part story
  • respond more precisely to a service in up to ten images or videos

Kayla Itsines, who is behind the fitness hit Bikini Body Guide, has raised awareness and downloads of her workout app Sweat: Kayla Itsines Fitness with a series of video carousel ads.

In this ad format, she presented short fitness scenes that showed how users can exercise anywhere, anytime with her app.

The campaign targeted women aged 18 to 42, reaching 6.4 million people and boosting brand awareness by an incredible 21 per cent.

Carousel Ads proved to be just the thing for a brand that wanted to showcase the versatility of its content. They also lend themselves well to other brands with diverse creative assets, such as food manufacturers and fashion companies.

Find out more in the Case Study of Kayla's Advertising on Instagram .

Collection Ads

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Launched at the beginning of 2018, Collection Ads on Instagram work very simply: when users see an ad for your brand, they have the opportunity to: directly from the display products.

Collection Ads combine the appeal of photos and videos in a highly effective ad format with direct marketing.

E-commerce clothing retailer Zattini is among the brands that use Collection Ads for successful advertising campaigns on Instagram.

Advertising on Instagram: a 6-step guide. Instamer

Zattini presented its products and special offers in this ad format to increase sales. The company posted a 6.3 percent increase in conversions. Its Collection Ad also proved 41.9% cheaper than other advertising formats.

Find out more in the case study of this advertising campaign .

How to determine the best ad format for your business

Now you know the different formats for advertising on Instagram now it's about choosing the best format for your needs.

And for that you should know your intentions very well. In order to make the right decision, you have to answer one question:

What is my goal?

You know what? is the most important factor when planning your advertising campaign on Instagram. It helps you decide what to aim for and, above all, what not to aim for.

If you want more brand awareness, you should rather avoid Collection Ads, as they are used to sell products directly. Instead, you'd rather access photo or video ads with a CTA that takes users directly to your site. Thus you can increase the awareness of your brand with captivating content.

But if you just want to sell something, the Collection Ad is much more suitable, as users can shop products directly from the ad.

Let us assume that you are currently launching several products on the market and want to present them to as many users as possible. Then a carousel ad is the right format, because it allows you to show several fascinating images of your products.

Whichever ad format you choose for your advertising on Instagram, make sure it is consistent with your goals.

Now you know both the ad formats and how to determine a suitable one. Let's now look at how to launch a successful Instagram advertising campaign.

How advertising works on Instagram

There are several different ways to create a campaign on Instagram, with some giving you more tools and options than others.

The following are two different ways to create an Instagram ad:

  • with the Facebook Ad Manager
  • with Instagram

Here we go.

How advertising on Instagram works with the Facebook Ad Manager

The Facebook Ad Manager is the first port of call to view ads for Facebook and Instagram. In principle, Instagram ads generally run through Facebook. With one exception: you can also create and book ads in the Instagram app.

The Facebook Ad Manager also allows you to customize your target groups, make additional individual settings, and track the performance of your ads.

With the Business Manager, Facebook offers yet another advertising tool for companies. It is recommended if you not only want to edit ads, but also want to manage pages, accounts and access rights. We will introduce this tool in a moment. (Note: this is an additional tool, you still need the Facebook Ad Manager!)

If you don't have a Facebook company page yet, you need to set it up first. It is also recommended that your .

You already have a Facebook page? Great. How to connect this page to the Facebook Business Manager:

  1. Go on
  2. Click on Create account.
  3. Enter a name for your company, select the primary page and enter your name and business email address.
  4. Enter your information in the other required fields.
  5. Find out here how to add people to your business manager .

Once done, you can start creating your Instagram ad in the Business managers ( alternatively in Advertising managers ).

Step 1: Link your Instagram account to your Facebook company profile.

Go to your Business managers and click on the menu with the three dashes in the upper left corner.

Advertising on Instagram: a 6-step guide. Instamer

Click here Corporate hiring on. You will be redirected to a menu where you Instagram accounts button.

Advertising on Instagram: a 6-step guide. Instamer

On the following page you can set up your Instagram account with + Add option.

Advertising on Instagram: a 6-step guide. Instamer

Enter your username and password and then click on Forward .

To authorize one or more of your advertising accounts to use the Instagram account, tick the box next to each of these accounts and then click Save changes .

Congratulations! You have just managed to link your Instagram account to the Facebook Business Manager. But that's not all. Now it's time to create your Instagram ad. And it starts with:

Step 2: Select your advertising destination.

Go first to the Facebook ad managers and click there under Campaigns Create .

Advertising on Instagram: a 6-step guide. Instamer

Here, you can choose between 's guide and 's Quick Creation.

Advertising on Instagram: a 6-step guide. Instamer

These are two different workflows that allow you to create and manage your Instagram ad on Facebook. The differences:

  • Creation with instructions guides you in detail through all the steps necessary to create a typical advertising campaign. This guide is suitable for marketers who would like to be informed a little more precisely.
  • Quick Creation is the option that gives you more control when creating your ad. If you have more experience and have already created several ads on Facebook, select this option.

For first click however on Select Creation with Instructions . As soon as you are more experienced in this respect and need less help, you can switch to Quick Creation.

Now you have to choose your marketing goal. The Facebook Ad Manager offers a whole list of targets here.

Advertising on Instagram: a 6-step guide. Instamer

Bonus: Download a free checklist , which tells you in precise steps how a lifestyle photographer with no budget and expensive equipment went from 0 to 600,000 followers on Instagram.

For advertising on Instagram, you can choose from the following objectives:

  • Brand awareness: Present your brand to a new audience.
  • Reach: Show your ad to as many users as possible.
  • Traffic: Increase traffic to your website or app in the App Store.
  • App installations: Encourage users to install your app when they see your ad.
  • Interactions: Increase the number of comments, likes, shares, commitments to events and take advantage of special offers.
  • Video calls: Get more people to watch your video content.
  • Lead generation: Collect data from potential customers who click on your ad.
  • News: Make sure that more people contact your company.
  • Conversions: Increase the number of purchases and registrations on your website or app.
  • Catalogue sales: Present users with ads for products from your Facebook product catalog.
  • Visits to the store (Store Visits): Increase visitor numbers in your physical stores.

Not quite sure which destination to choose? Then read up on how each of these marketing objectives supports different business objectives . This is how you find the goal that makes sense for your company.

Learn more about identifying the right target in this video:

Once you have selected your destination, you will be asked to name your advertising campaign.

The default name is simply your chosen marketing goal (e.g. B) gives you the lowdown on the best emerging talent breaking through at football clubs throughout Europe.

Step 3: Determine your target audience.

In the next step, you decide who your ad should reach.

Advertising on Instagram: a 6-step guide. Instamer

Facebook offers a range of reliable targeting options that go far beyond typical demographic data such as age, gender, and location. You can even select your target group according to the criteria, whether its members:

  • have interacted with your content
  • Have visited your website
  • Follow a specific Facebook group or page
  • Have downloaded your app
  • Have watched your videos
  • Subscribe to your newsletter

This allows you to create advertising texts and messages that are precisely tailored to your potential customers.

Step 4: Select your ad placements.

In the Placements section, you can decide where to play your ads on Facebook and Instagram.

Advertising on Instagram: a 6-step guide. Instamer

There are two options:

  • Automatic placements: Your ad will be displayed to the target group where the best results can be expected. Generally it is recommended to view to switch on both Facebook and Instagram .
  • Edit rankings: Here you can choose where you want your ad to be displayed. For example, if you want it to appear only in Instagram Stories or in the Instagram feed, you can choose this placement type.

This is the window in which you can edit your placements:

Advertising on Instagram: a 6-step guide. Instamer

Remember: You can only select mobile devices for advertising on Instagram.

Once you have decided on the placement, it goes to the advertising budget.

Step 5: Set budget and schedule.

In this step, you decide what you want to spend on your advertising and for how long.

Advertising on Instagram: a 6-step guide. Instamer

You can choose between a daily budget (with a maximum daily cost) or a term budget (with a start and end date). In addition, you can choose whether your ads are played at all times or only at certain times of the day.

When considering your budget, it's best to start from the average CPC (cost per link click) on Instagram, which changes according to the demographics of the target audience and the time your ads are viewed.

Professional tip: Sunday is the most expensive day for advertising on Instagram.

The Facebook Ad Manager also offers options that are available depending on the campaign's goal, such as optimization and bidding strategy, where you can more accurately determine how you spend your budget.

If you set these options, the estimated audience size in the right column will show you how many users you can reach with your ads every day.

Step 6: Create your ad.

And now we create the actual ad.

First of all, you need to select a Facebook page that you want to link to your ad. Without this process, you cannot create an ad on Facebook.

Advertising on Instagram: a 6-step guide. Instamer

Once this is done, you can choose one of five formats for the appearance of your ad.

Advertising on Instagram: a 6-step guide. Instamer

From this point on it goes on uncomplicated:

  • Select your images or videos.
  • Text your ad copy.
  • Choose a payment method.
  • Check your ad again.
  • Click on Confirm .

Facebook has a separate help page on Instagram ad formats, which lists all the specifications and design requirements that will make your ad look good. The Ad Manager also shows you the technical format requirements when selecting your images or videos.

Here you can also select a call-to-action button and the destination URL to which a user is led when he clicks on it.

Advertising on Instagram: a 6-step guide. Instamer

Click here Show advanced options if you are converting with a on your website or with a App Event want to pursue. These options inform you about how your target audience interacts with your company after you click on your ad.

If you Confirm , we can only congratulate you! You have just created your first Instagram ad.

How advertising on Instagram works with Instagram

Advertising on Instagram can also be created directly from the app.

How? Simple: You advertise an existing post from your Instagram profile.

For posts that do well and generate high engagement, the application within the app offers a quick and easy way to reach even more users.

However, you will need a company account on Instagram . Once you have set it up, you can easily promote any post in your feed.

Simply go to the post you want to apply for and then click below Promotion .

Advertising on Instagram: a 6-step guide. Instamer

You may need to log into your Facebook account to authenticate. Do so when asked to do so.

Then select your advertising destination.

Do you want to bring more users to your site or maximize the number of users who see this individual post?

Then incorporate a call-to-action button (such as 's Buy Now or 's Sign Up) that pops up under the image or video in your post.

Instagram can select a default target audience for your ad, or you can create a specific target audience for that post by deciding on interests, location and demographic data.

Then enter your budget and the duration of the ad and click Promotion on.

And that's it! You can monitor the results of these Instagram ads running within the app in your Facebook ad manager, as well as those of your other Instagram ads.

Advertising tips and examples on Instagram

Now you have the technical know-how to advertise on Instagram. But good advertising is not a science, it is an art.

If you want to create an ad that motivates and delights users, keep the following facts in mind:

Know your target audience.

Whether a social media ad works is already clear long before you decide on the image material or an advertising text. If you know who your target audience is, the chances are that your message will reach them.

This is exactly why you should know your target group very well before you address them with advertising.

Read our , so that you become even more familiar with your target group. What solution does your product or service offer for you?

What does your target group want and need? Always keep the goals and values of the target group in mind when creating an ad.

Use text wisely.

A picture is worth a thousand words and that's a good thing because you're not allowed to use that many words when advertising on Instagram. Use the number of characters for your captions wisely (2,200 characters for most posts) and remember your target group personas.

Learn more here , which motivates your target audience to click on your ad and visit your website, make a purchase or download an app.

Use hashtags.

We've all made the mistake of thinking of hashtags as mere appendages, but their impact should not be underestimated.

Hashtags in Instagram posts . And a brand hashtag (used exclusively for your business or advertising campaign) can lead to even more interactions and brand awareness.

You can use up to 30 hashtags per post, but quality comes before quantity. Work with hashtags that are relevant to your target group and widely used in your industry. Perfect the art of the hashtag with our .


Their interactions with social media users fall into two categories:

  • Reactive interaction: Your response to comments, mentions and direct messages on social media
  • Proactive interaction: Here you take the first step and interact with other users. This can, for example, very well increase enthusiasm for certain campaigns or product launches.

Do both when users respond to and interact with your ads. This helps build your brand and shows users that you are not just another company without a face.

Learn more from our article on the topic .

Stay consistent

Did you know that use the same filter for each post? This is because consistency reinforces the brand image.

Every element of your advertising on Instagram should embody your corporate identity, from the visuals to the message to the tone.

But keep your freshness.

You often commit to a well-functioning display far too quickly. It yields such good results and makes so many friends, but ads (like the salad in your fridge's vegetable compartment) also have an expiration date.

Therefore, exchange your advertisements regularly, preferably every one to two weeks. Otherwise, your target audience might just blank them out.

Another advantage of regular replacement is that you can find out which ads work best. Experiment with different captions, formats and target groups. You will find a lot of ideas in our .

Measure your performance and optimize it.

As for you can also check the performance of your advertising on Instagram in the Facebook Ads Manager.

If you Adele by Instamer or , you have a much wider range of real-time engagement data at your disposal. So you can see which of your ads work best and which flop, and you can find out why.

The measurement of performance and the corresponding adjustments are the most important part of any advertising strategy.

But there are also many other reasons why you should regularly check your should see. It helps you set realistic goals for each new campaign, gain an edge over competitors (or keep an eye on their activities), and prove ROI to your boss or team members.

Test your copywriting and be creative.

To stay fresh and interesting, you should experiment not only with different ad formats and campaigns, but also with different advertising texts and images in the same campaign.

brings you more of the latest news, views and pictures as it happens throughout the day, with team news, provisional squads, betting odds and Opta stats.

With Admiral this way of experimenting with your Instagram advertising is particularly easy, as the solution provides an A / B testing tool and even provides tailor-made recommendations to improve the performance of your Instagram ads.

Get more out of your Instagram advertising budget with AdEspresso from Instamer. Create, manage and optimize your Instagram ad campaigns easily and from a single dashboard. Test now for free!

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