5.3 Instagram Advertising (2)

For promotion within the Instagram app you have tree possible goals:



  • More Profile Visits (most famous option to generate more followers. User see a call-to-action button on the bottom of the post and can follow your profile)
  • More Website Traffic (Via a call-to-action button you can connect to your website)
  • More Promotion Views (important goal for local companies and campaigns)


CALL TO ACTION BUTTON


Depending on the content of and your advertising goal you can activate different call-to-action buttons that are shown below the picture or video of the ad.

  • More
  • See more
  • Buy now
  • Book now
  • Register
  • Contact us

After defining the button you can link it to your website domain.



TARGET GROUP


Instagram has two options for defining your target group. You can either let Instagram define your target group automatically (not recommended) or create your own, based on demographic and geographic criteria as well as interests. The selection of interests is the same as with Facebook.


BUDGET AND RUNTIME


After selecting the target group you can define the runtime of your add. Instagram shows depending on the budget an estimated reach. Instagram automatically sets the runtime for one day but you can define it manually as well.



STATISTICS AND SPONSORED POSTS


In the insights of the sponsored posts you can find apart from the statistics or the organic results also statistics on the Instagram promotions.

Highlight posts inside of the Instagram App is still the easiest way to promote your posts. You can only promote posts that have been published already. You can not create other formats like carousel add inside of Instagram. Therefore it is recommended to think about the goal of the add and what you want to achieve. Then you can decided if the limited ads manager inside of Instagram is enough or if it makes more sense to via the more elaborate way via the Facebook ads manager.

5.3 Instagram Advertising (1)

5.3 ADVERTISING ON INSTAGRAM



Companies with a business account can promote posts on Instagram or create other advertisements. Single posts can be promoted directly via the post. Other advertisements have to be created via the ads manager. You need a Facebook page to create ads for Instagram. It works similar to Facebook.


Instagram Ads get a “sponsored” label under the profile name and a menu symbol on the right. Here you can select different options like hiding the ad or report the ad. Ads can also have a call- to-action button depending on the advertising goal.




ADS IN INSTAGRAM STORIES


Also in Instagram Stories you can place ads. You can use single pictures or videos of 15 seconds. Stories Ads can be created in the Ads Manager.



The creation of an ad in the Stories is similar to ads for the Instagram feed. You just have to select the right settings at the end.



PROMOTE POST


The easiest way to have an ad in Instagram is to boost a post that you have already published. This is possible within the app.

Click on “promote” and the Instagram Ads Manager opens. Here you have fewer options than in the Ads Manager of Facebook but it is still a good way to start.

5.1 FACEBOOK ADVERTISING S.9

Now, you will see a preview how the advertisement will look like in all different placings. By clicking on the button on the bottom right “Boost”, you will publish the advert.





If the advertisement is finished, the running time has expired or the entire budget has been spent, you can have a look at the results respectively the statistics of the campaign’s success in the post.

The most important figures are for example the range – how many people have seen the post in their news feed – and the number of interactions – how many people have interacted with that post, how many have clicked on the link, on the post or how many people have liked the page or shared the post. At this point, you can also increase your budget and boost the post once again or extend the advertisement. It can also be interrupted during the campaign and then be optimised at any time.



The Adverts Manager provides you with further statistics and insights into the success of your advertisement. That way you can see for example which part of the users responded the most to your post and can then adjust the audience respectively the definition of your audience for your next advertisement. This can also be used to determine which advertisement format attracts the audience the most.


5.1 FACEBOOK ADVERTISING S.8




Next, you can determine your budget (daily budget or campaign budget) as well as decide whether the campaign should run without a time limit or limited to a certain period. You are also able to see which range and engagement you can expect from the budget you selected beforehand.


Concerning advertisement campaigns, Facebook generally offers a good and easy possibility to limit and control budgets.

In the advanced options, you can optimise your ad placement. Next to the post engagement optimisation – the forwarding of the advertisement to the people from whom the most likes, shares and comments can be expected at the lowest cost – it is also possible to optimise the advertisements to the extent that it will be either shown maximally once a day or many times as possible.

If you click on „Continue“ you will see the preview of the post respectively the advertisement.



You can either select existing posts or create completely new ones.



view gallery
view gallery

5.1 FACEBOOK ADVERTISING S.7




ADVERTS MANAGER


First of all, you select the requested marketing and campaign goal.Then you can choose the campaign name and determine which form of engagement you want. After that, you can determine the advertisement group and will be asked to select an audience.

Please note that the group of people who match the audience’s selected characteristics will of course get smaller the more selections you make!



On the right side, you can see a needle (displaying the audience size) that shows if the size of your selected audience lies in the red or the green area indicating if it’s size is too small, too big or appropriate. It is recommended to put an effort into setting up the audience as correctly as possible as this will facilitate all further actions.



Now you can choose where you want to place your advertisement. It can either be placed automatically or individually.



5.1 FACEBOOK ADVERTISING S.6

Below your advertised post you can see how many people have been reached.
It is divided into organic and paid range.






On the page respectively in the post, the possibilities for boosting or targeting are rather limited.  At this point, the Facebook Adverts Manager is very helpful.



You can find the Facebook Adverts Manager by clicking on the three boxes over the post field on your Facebook page and then click on “Ads Manager”.

5.1 FACEBOOK ADVERTISING S.5


Moreover, you can advertise individual posts directly in the post itself. Under each post you will find the button “Boost Post”.

By clicking on this button you will open an overview where you can choose different parameters for the post’s advertisement and where you can select its audience, budget and running time. Moreover, you can add a Call-to-Action button, for example “Book now” or “More”.



As fas as possible and fitting, it is recommended to add the Call-to-Action button as it can have a substantial influence on your clicking rate. Especially in the beginning, the budget should not be set too low because otherwise it might take too long until you receive meaningful figures to measure the success. On the basis of those figures you are also able to see whether you chose the right audience.

If you have set all parameters, click on “Boost”.



5.1 FACEBOOK ADVERTISING S.3


By selecting the Core Audiences you can spread advertisements more purposefully. It is also possible to combine single criteria so that you can define special target groups in detail. There are hardly any limits to the possibilities of targeting.



If you address an advertisement to Custom Audiences it can be addressed directly to persons that are already clients or fans. This includes for example existing clients, people who have already visited the website before or people who are using a certain app. You can systematically import your own contact lists with email addresses and/or phone numbers in order to spread the advertisement precisely to the people from this contact list. Nevertheless, it is generally not recommended to upload contact lists as most of the time the people whose data is stored in the contact lists did not agree to the transfer of their data to third parties.

However, the possibility to retarget via the Custom Audiences is very interesting: By adding the so called Facebook Pixel to the website code as a “tracker”, retargeting enables you to not only address people with your advertisements who have already visited the website but to systematically place advertisements for products or certain travel offers that those website visitors have been looking at.



Once defined audience groups can be saved so that you do not need to define and select them all over again for each advertisement or campaign.

BUDGET

If you have decided what your goals are and who your audience is, specify your budget.



For the beginning, CPM – meaning the thousand-contact price – and payment via credit card might be the best billing methods and invoicing modalities as you can alter the accounting period as well as the threshold value so that, in case of doubt, you do not receive 20 invoices in one month but only one or two.

5.2 ADVERTISING ON LINKEDIN S.2

Then define the budget for your campaign. It is possible to select “Costs per click” and “Costs per Impressions”. You have to define how much you want to spend per click or per 1,000 impressions. The minimum budget is €10/day. Since ads work according to the bid principle, do not enter a too low bid.



In the last step, you are requested to enter your credit card details for billing. Then your campaign can start.



Performance indicators for LinkedIn advertising could be: 

  • Clicks: How often has the Text Ad or Content be clicked? 
  • Likes: How often has the “Like” button be clicked for Sponsored Content? 
  • Follows: How many followers has the Company Page got due to the ad? 
  • Comments: How many comments have been posted for a Sponsored Content? 
  • Shares: How often has the Sponsored Content been shared? 
  • Engagement Rate: total number of clicks, likes, comments, follows and shares divided by the number of impressions


In addition, there are other advertising options on LinkedIn, such as display/banner ads or career pages. However, these options are far more expensive.

5.2 ADVERTISING ON LINKEDIN S.1

5.2 ADVERTISING ON LINKEDIN



LinkedIn ads provide an opportunity for B2B marketing. Just click on “Admin Tool” –> “Sponsor your Content” in the header.

Generally, LinkedIn Ads offers two options to create a campaign: “Sponsored Content” and “Text Ads”. Define your goals, audience and budget before you start.

“Sponsored Content” is similar to the sponsored posts on Facebook. Sponsored content on LinkedIn is shown in the user’s news feed on the start page, both for desktop computers and mobile devices. Users may share and like articles, which increase reach even more. Goals for sponsored content are increasing your own reach and brand awareness, gain new followers and have more interactions.



Text ads can be used on LinkedIn to advertise external pages or pages and profiles within LinkedIn. You may create and test up to 15 ads for each campaign. It is also possible to add videos, instead of image files, to your ad text. Text ads are similar to the Facebook ads shown on the right of the desktop area. Goals may be leads and website clicks.



In addition, you can send sponsored e-mails or direct messages to people in your LinkedIn network.

LinkedIn ads are created and managed in the “Campaign Manager”.



First, you have to create an ad account. For Sponsored Content, a company page on LinkedIn is required. Text ads may also be created without having a company page. Then define a name for the campaign and select a language.



In the following, we explain you how you can create text ads:

lcc
First design the ad. Then select whether the ad links to your company profile or your website. You are requested to upload an image and to enter a title and descriptive text for the ad.




Save your ad to go to the next step. You can then create up to 14 more ads for the same campaign, e.g. for A/B testing. You may also skip this step if you want to create just one ad. Then define your audience. In addition, you may select company names, fields of study, skills and groups.