how to make the most of instagram - paid and partnered

How to make the most of Instagram - Paid and partneredAlan Fitzgerald

Head Market Specialist, AdRoll

Instagram Marketing

Alan FitzgeraldHead Market Specialist @AdRoll

The Insta Facts

Source: Selfstartr

The Insta Facts

Source: Selfstartr

The Insta Facts

The Insta Facts

Source: Selfstartr

The Insta Facts

Source: Selfstartr

The Insta Facts

Source: Selfstartr

The New World of Instagram Ads

Anatomy of an Instagram ad

DisclosureRequired for all native ads.

Image links to landing pageDouble tap => a like Single tap => takes the user to your landing page.

Call-to-action button6 different options

Advertiser’s name

will appear in all lower case

LikesCaption

Max limit 300 char; recommend 125 char

Benefits of Instagram Ads

Native ads match the form and function of the platform upon which they appear.Native Inventory

DisclosureRequired for all native ads to point out that this is an ad.

100% share of

voice

Native Inventory

Drive traffic from the feedCanvas |

Leo Canvas |

Leo

Cross-Device

Reach Beyond Organic Posts

Reach over 400M, highly-engaged* global users.

*Instagram users contribute 80 million photos and over 3.5 billion likes per day.

Millennial Audience

Facebook targeting

Carousel Ad Units

Carousel ads showcase more than 1 image

Can be used to share a narrative or to showcase multiple different products or benefits.

source: business.instagram.com

Call-to-action (CTA) Buttons

Case studies

GoalExpand their reach and guide customers through the funnel in a new channel

DL1961 — Instagram

ResultsInstagram campaign: 12X ROI

Blended ROI: 23X ROI

DL1961 — Instagram

“As an agile marketing team, we have to be mindful about what we’re putting dollars behind. With AdRoll, Instagram has proven an effective platform to promote product launches.” -- Olympia Scott, e-commerce manager, DL1961

Best Practices

Mobile-friendly destination page

Canvas | Leo

Post-click experience

Canvas | Leo

Post-click experience

Canvas | Leo

Buy now

Use the CTA buttons

source: business.instagram.com

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Canvas

Align your campaigns

AdRoll helps you align campaigns across web, Facebook, Instagram, and more

source: business.instagram.com

Encourage swiping through Tease with one panel of a larger image

Highlight different aspects of a productGo step-by-step to tell a storyDon’t forget to use your caption

Audi

Carousel Ads

source: business.instagram.com

Align creative with your goals

Keep ads branded

McDonald’sUMSL

Creative best practices

source: adroll.com; UMSL

EVERLANE

source: business.instagram.com

Focus on craft

A/B test

Creative best practices

Refresh Creative

Capture them with a caption

Creative best practices

source: business.instagram.com

Creative best practices: Align creative with goals Keep ads branded

Focus on craft A/B test Refresh creative 2-4 weeks Capture users with a caption

Make sure your landing page is mobile-friendlyUse the CTA buttonAlign your campaigns across channelsEncourage swiping through carousel ads

Best Practices

@adroll

Any Questions?