Detailed explanation and optimization strategies of paid advertising on Instagram

Since September 30, 2015, Instagram has officially opened its advertising services to users around the world and integrated its advertising system into Facebook’s existing advertising system in the form of API. This means that Instagram ads inherit powerful features from Facebook, such as precise targeting and “Call To Action (CTA)” buttons.

Advertising cost considerations

According to AdEpresso’s study of thousands of Facebook ads in 2016, advertising costs on Instagram are higher than on Facebook itself. The CPC (cost per click) of Facebook mobile ads averages $0.35, while Instagram’s CPC reaches $0.70. Here are some key factors that influence Instagram ad prices:

• Age Groups: User groups in the three age groups of 18-24, 25-34 and 35-44 are the most valuable to advertisers, so these age groups The CPC is relatively higher.
• Gender: Due to the high proportion of women on Instagram, this has led to fierce competition for advertising targeted at female users, thereby driving up advertising costs.
• Ad placements: Although Instagram ads can be created and managed in Facebook Ads Manager, the cost of advertising varies by placement.
• Other factors: including geographical location, user interests and preferences, quality of creatives, etc. will all have an impact on the final advertising cost.

Ad types and their applications

Instagram provides multiple types of ads for merchants to choose from, including but not limited to story ads, image ads, video ads, carousel ads, etc.

Story ads

Stories ads are a full-screen combination of photos or videos designed to tell a brand story by automatically disappearing within 24 hours. This form of advertising is ideal for immediate promotions or new product launches.

Image ads

By highlighting product features with high-quality images, image ads can help brands capture users’ attention and guide them to take further actions, such as visiting a website, following an account, or completing a purchase.

Video advertising

The biggest feature of video advertising is that it can provide continuous playback for up to one minute and supports looping. This form is conducive to building a brand image and deepening users’ understanding and memory of the product.

Carousel ads

Carousel ads allow up to 10 images or videos to be displayed in one ad unit, which is suitable for displaying product line or service details in detail.

In addition to the four common ad types mentioned above, there are also a variety of options such as aggregate ads, discovery page ads, IGTV ads and Instagram shopping ads, each designed for different business goals.

Conclusion

By properly planning and utilizing the diverse advertising solutions provided by Instagram, companies can not only effectively expand their brand influence, but also accurately reach their target audiences and achieve a higher return on marketing investment. At the same time, considering the uniqueness and cost structure of the Instagram advertising market, multiple factors should be taken into consideration when formulating advertising strategies to ensure the quality and attractiveness of advertising content.