bussiness
Instagram advertising guide: How to run successful Instagram ads
How much does Instagram advertising cost?
- Bidding strategy: Your ad costs will vary depending on your bidding strategy. For example, the cost of each click (CPC) will be very different from the cost of every thousand impressions (CPM). Similarly, the costs will vary if you choose to pay for each acquisition/action (CPA).
- Audience targeting: Targeting a niche audience may result in lower costs compared to broad audience targeting. This is because your ads only show up for people who are highly likely to take action.
- Ad quality and relevance score: You can see lower ad costs with a higher ad quality and relevance score. Meta determines ad quality and relevance based on your audience targeting, offer and ad creative.
- Seasonality and competition: You’re likely to experience higher ad costs during seasons with higher competition. In particular, peak shopping seasons attract higher Instagram ad costs.
- Ad placement: Instagram typically charges based on impressions for Story ads. Meanwhile, in-feed posts may incur charges based on clicks or impressions. So your total advertising cost will vary based on placement.
How to create Instagram ads in Meta Ads Manager
Step 1. Choose your ad objective
Start by choosing a relevant ad objective that’s relevant to your business goals. Meta gives you six options: awareness, traffic, engagement, leads, app promotion and sales. Make sure to choose an objective that supports Instagram as an ad placement.
As you hover over each objective, the right-hand panel shows you a preview of what it’s good for. Meta recommends choosing traffic, engagement, leads or sales for Instagram ads. For this example, we’ll choose the traffic objective.
