e-book Advertisers at Work

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How to reinvent a well-known brand By Drew Neisser - 3 months 1 week ago. Beverage marketers are drunk on innovation By E. Schultz - 1 day 6 hours ago. Technologist Stephen Wolfram puts a pin in social media information bubbles By Garett Sloane - 1 day 6 hours ago.

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Facebook details new safety measures to give brands control on its ad network By Garett Sloane - 1 day ago. Digital Here's how Instagram's new Explore ads will work New territory for sponsored posts as users spend less time in the main social feed. By Garett Sloane. Published on June 26, Garett Sloane. In , Time Warner Inc. In the first quarter of , Discovery Communications Inc. These numbers could be due to many factors, but the move to digital is definitely changing the game. In addition, Insurer Allstate Corp. Many brands are also moving portions of their budget to online video to target younger audiences who are more likely to get their entertainment online.

In other words, when it comes to TV advertising, a new business model is in the process of taking shape. Business Leaders. Investopedia uses cookies to provide you with a great user experience. By using Investopedia, you accept our. Your Money. Personal Finance. Your Practice. Popular Courses. Login Newsletters. Learning the ins and outs of a new advertising platform might seem overwhelming at first.

What does an Ad Agency do?

In fact, Instagram ads can be configured right through Facebook Ad Manager. Instagram Partners is also available for businesses who need to buy and manage multiple ads, manage a large community, and deliver content at scale.


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While configuring Instagram ads is not overly complex, there are quite a few steps to be aware of. Starting with…. Now for the fun part, choosing your campaign goal.

Bloomberg - Are you a robot?

Luckily, the goals are named in a self-explanatory manner. Need more traffic?

Select the traffic goal. Looking to increase brand awareness? Choose the brand awareness goal. You get the gist. Brand awareness : Take an extra-long lunch. No extra steps here! This is the most standard goal that will try to show your ads to more potential people likely to be interested.


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  • How does Instagram determine this? Video Views : Videos are often an investment of time and money, so not promoting your video on Instagram would be like buying a plane ticket to Hawaii, and leaving it in your desk. If that is your main goal this objective is for you. Just note that lead generation ads do not provide all of the same pre-filled fields as Facebook. Instagram currently only supports email, full name, phone number, and gender. On Facebook, leads can fill out their information without all the additional clicking.

    Conversions : Last, but certainly not least, we have conversions.

    The Advertisers Solution to Ad Blockers

    This goal allows you to drive your leads to take action and convert on your website or within your app. For instance if you want to target women, in New York, between the ages of 19 and 65, who are interested in yoga and health food, you can do just that! Location : Whether you want to target a country, region, state, city, zip code, exclude or include certain places, location targeting will allow you to do all of this and more. Whether it be purchasing behaviors, job roles, anniversaries, or other behaviors the options seem endless.

    Lookalike Audience : If your custom audience is tapped to their potential, create a lookalike audience. This will allow Instagram to find people who have similar traits to your other audiences. This is critical if your goal for a campaign is to only show ads on Instagram. If you choose to ignore this step, Facebook will allow your ads to appear on both platforms. If you are familiar with how budgets work through Facebook, AdWords, and other digital advertising platforms, this step should not be overly challenging for you.

    If not, then take a deep breath; while you might not know exactly where to set your daily or lifetime budget when running your first Instagram ad campaign, this comes with trial and error, as well as experience. And the good thing is you have the control to pause or stop your campaign at any time if you feel your budget is not being properly allocated. So should you go daily or lifetime? I would also advise exploring the advanced options pictured below. As mentioned above, you can also run an ad schedule to target specific times of day and days of the week when you know your audience is most active on the platform.


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    • This is a super valuable way to optimize your budget. As a reminder, this is only available for those using a lifetime budget. Hopefully after taking the steps above you already have some content in mind for the ad you are looking to promote.