Instagram and Facebook ads have a lot to offer business owners of all shapes and sizes, from CEOs of large multinational corporations to small businesses operating out of someone’s living room.

This is because it gives you access to a more native type of advertising that still benefits from the huge pool of active users on Instagram and Facebook.

The good news is that you don’t have to be a marketing genius to benefit from an Instagram ad campaign.

The self-service platform is designed to be easy for almost anyone to learn, and the hardest part is understanding the underlying theory and best practices.

You don’t need a headline to advertise on Instagram, but knowing the basics helps if you want to get the most out of your budget and keep Instagram advertising costs as low as possible. That is why we wrote this article.

However, don’t worry if you are new to Instagram advertising. After all, this is a beginner’s guide and you don’t have to be a rocket scientist to follow the advice in this article.

What Are Instagram Ads?

Instagram ads are posts that appear on a user’s Instagram feed.

Commercial or individual advertising pays to display content on Instagram, which is often accompanied by a “Sponsored” tag. Posted ads typically appear as a carousel, still image, video, or slideshow.

They can also include a call-to-action button such as “Buy Now” or “More Info”. It depends on the objective of the campaign i.e. whether you want to get traffic or conversions.

Types of Instagram ads

Instagram offers many other types of ads as well. The most interesting include:

  • Stories Ads
  • Explore Ads
  • Collection Ads
  • Shopping Ads

Information on each type is provided below:

Stories Ads

Instagram Stories ads appear among People’s Stories in full screen. The call to action in Stories Ads encourages audiences to “swipe up” from the bottom of the story to buy or get more information.

Additionally, ads allow you to use all the capabilities of Instagram Stories, such as adding video effects, face filters, and stickers to grab the attention of your audience.

Browse ads

The Explore section of Instagram is designed to help users accidentally discover content and information that may be of interest to them.

By running Instagram ads displayed in the Explore section, you can increase your chances of success just because people are already in the mood to discover content.

According to Instagram, over 50% of its users take advantage of the Explore Monthly feature, which means you have a large target audience.

At the same time, since this feature is still relatively new, there is less competition and fewer people serving Instagram ads. This can make noise reduction easier (and cheaper).

Collection Ads

Instagram collection ads allow the public to see and buy your products.

When users click on an item in a collection, the platform redirects them to Instant Experience, a type of e-commerce storefront within Instagram. These creative Instagram ads usually include a collection of product images or videos.

Shopping Ads

Instagram also allows you to promote posts that can be purchased as ads.
Users who touch these ads are redirected to a product description page on Instagram. They can then purchase the featured item in your mobile store.

If you have an Instagram store for your business, you can create these ads on the go. (To set one up, check out our article: The Ultimate Guide to Setting Up an Instagram Store.)

How Much Do Instagram Ads Cost?

Honestly, there isn’t really an answer to the question of how much Instagram ads cost. However, I know from experience that costs tend to vary between destination locations, days of the week, chosen demographics, ad placement, and other factors.

For example, serving Instagram ads to millennials, for example, costs more than adults, as users between the ages of 25 and 34 are one of the most coveted audience groups on social media.

Likewise, the price of Instagram ads increases on weekdays as the platform gets higher levels of engagement during this time.

When it comes to ad placements, serving Instagram feed ads costs more than other options. That said, AdEspresso reported that the average CPC for more ad placements is $ 1.20.

So what budget should you set aside for Instagram advertising? Think about how much a conversion is worth to you and spend between $ 20 and $ 50 at the start. Then test it all out and duplicate the campaigns that work best. Use Instagram Insights to measure your performance and spend extra money on ads that help boost your engagement and sales.

How to create Instagram ads

Instagram doesn’t have its own ad builder, but there are two ways to place ads on Instagram:

  • Promote an existing post in the app
  • Create ads through the Facebook Ads Manager

Let’s start with the easiest way.

How to show Instagram ads in the app

The easiest way to start advertising on Instagram is to promote a post you’ve already created.

Pick the one that generated the most engagement and hit ‘promote’ in the lower right corner to run it as an ad.
You will need to create an Instagram business profile before you can see the promotion option. If you’re currently using a personal profile, here’s how to turn it into a business profile.

Previously, Instagram also required that you connect a Facebook business page to your Instagram account.

But a few weeks ago, the company announced that it would allow new advertisers in certain countries to create ads without having to link to a Facebook page.

How To Get Started With Instagram Ads

Now that you know what some of the different options are when it comes to advertising on Instagram, it’s time to see how to get started.

Like most forms of digital advertising, Instagram Ads Manager is designed to be self-service and easy to use, regardless of your experience level. Here’s how to get started.

1. Create a business page and profile

When you create an Instagram account, the default settings allow you to create a personal account. In fact, you will have to follow the same steps to start by downloading the application, opening it and following the steps to complete your profile. with a bio, photo, website address and other key information.

However, creating a personal account is just the beginning.

The next step is to switch to an Instagram business profile, which will give you access to the Instagram Ads Manager and its advanced analytics tools.

To do this, all you have to do is:

  • Go to your profile and press the menu button
  • Open configuration
  • Touch the account
  • Click switch to professional account
  • Click on the company
  • Optionally link your Instagram page to your Facebook page
  • Update other information such as category and contact details
  • Click done

2. Set up an ad

Now that you have an Instagram business profile, you can access advanced analytics tools and start creating Instagram ads in Instagram Ads Manager.

The first thing to do is to create the visual and written elements that you plan to promote.

With these items in hand, you are ready to open Ads Manager and click the “Create” button.

You will be prompted to enter the details of your ad set, including visual and written content and your target audience.

Note that if you are planning to run story ads, photo ads, or video ads, you can skip to this section by simply selecting the option to boost that particular post.

Alternatively, this is where you’ll set up a more complex set of ads, such as a carousel, collection, or browse ads.

This is also where you will select your target audience, which is arguably the most important aspect of creating Instagram ads.

In fact, this part is so important that we are dedicating an entire section of this article to it, and will come back to it shortly. But in the meantime, let’s talk about the rest of your first ad.

3. Determine your budget

Now that you’ve created your first ad set and identified your audience, the next step is to specify your budget.

In general, it’s a good idea to start your Instagram ad campaign on a relatively low budget and build from there once you start to see results.

Instagram ad costs are based on the laws of supply and demand, so you can expect to pay more if you’re trying to reach people who are already in demand.

Costs can also increase for some high value-added industries.

Either way, when entering your budget, you can specify the maximum amount you want to spend. At the same time, you will also specify how long the ad set will run.

Instagram will then take your budget and the duration of your ad and try to identify the most effective use of your ad spend.

One thing to remember here is that you can always change your budget at a later date.

For this reason, it may be a good idea to start with a relatively low budget and increase it once you are satisfied that you have reached the right people and achieved the results you expected.

This is one of the best ways to lower your Instagram advertising costs when advertising on Instagram.

4. Select your ad placements

The Facebook Ads Manager offers you two options for ad placement:

  • Automatic Placements: This feature displays your business listings in various properties based on where they are likely to perform the best.
  • Manual Placements – Selecting this option allows you to manually select the properties in which you want your ads to appear.

For Instagram ads, choose manual placements, then check the boxes for Instagram properties only.

5. Publish

Now that you’ve created your ad set, specified your audience, and determined your budget, it’s time to do a final check before hitting the publish button.

Check the copy and images of your ad set and review your targeting settings. If you haven’t already, you’ll want to read the next section of this article to understand how to select the most effective target audience.

One of the biggest advantages of running an ad campaign on Instagram is that it is, in fact, immediate. Once you’re happy with your campaign settings, you can click the Publish button and expect it to go live immediately. The results will follow shortly thereafter.

Also, keep in mind that even after you’ve created and published your ads, the job isn’t done. You’ll want to stay on top of your Instagram Insights and see what works and what doesn’t.

Then you can do more of what works and less of what doesn’t, keeping Instagram ad costs as low as possible.


Now that you know everything you need to know to start your first Instagram ad campaign, you’re ready to get started with your first round of ads.

The good news is, you can take a look at the tips we’ve shared with you today and use them to boost your ad campaign.

Remember, you can always relax and start slow with a single ad set and a small budget. The important thing is to make sure you are focusing well before fully engaging and putting everything you have into your new Instagram ad campaign.

Sure, it can be intimidating at first glance, but rest assured, you don’t have to be a marketing guru to run effective Instagram ads that make a real difference to results.

How much does it cost to run an ad on Instagram?

On average, Instagram advertising costs between $0.20 to $6.70, depending on the bidding model. For CPC or cost-per-click, advertisers pay $0.20 to $2 per click. For CPM, or cost-per-impressions, advertisers pay $6.70 per 1000 impressions.

Can I run ads on Instagram only?

“You can now create Instagram ads without having a presence on Facebook. … Businesses that do choose to run their ads on Instagram only obviously won’t have the capacity to manage such via their Facebook ad account. Instead, they’ll have to run their ad campaign, and track ad performance, on Instagram direct.

Are Instagram ads worth it?

Instagram is not only growing considerably, but it’s also bringing in some serious cash for businesses. It’s attracting tons of big brands because it’s well worth it to advertise there. Even if you’re not a multimillion-dollar brand, Instagram ads are still just as important for you to use (if not more important).

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