Create an Instagram Paid Ad Strategy

Lesson 5/8 - Successfully Target Your Ads To Your Audience


Create an Instagram Paid Ad Strategy


Lesson Info

Successfully Target Your Ads To Your Audience

We're gonna dive into targeting now. So targeting is kind of the most important to me part because you can evolve and grow in the creative that you use and you can always improve but if your ads are being showed to the wrong audience then we don't really have a clear understanding of if they're performing with the right people. So targeting is the defined group of people that you send your ads to. So targeting audiences can be shaped based on demographic such as location, gender, and age, as well as behaviors and interests. I categorize audiences into two categories, warm and cold audiences. Warm audiences are people that are aware of your business and have experienced something with you before and cold is people that have not interacted with your business but they have attributes that would make it an ideal fit. So there are three types of audiences inside of Facebook, custom audiences, lookalike audience, and saved audience. And I'm gonna define each of those for you. But this is a t...

hird part of planning is brainstorming what these are and maybe popping into the audience section of Ads Manager to get those audiences set up before you go and set up the physical campaign. And that's because then you're just more organized and you can also test out which audiences actually populate for you, which interests populate, and you can kinda dig into what's available. So once you've hit in the Ads Manager, audiences, you end up here which allows you to create a new type of audience, custom, lookalike, or saved audiences. And that's the dropdown there. So a custom audience is a target audience made of people warm to your business. So you create these audiences and you upload them or select them in Facebook. They can be created from customer lists, pixel traffic, or engagement on Facebook or Instagram. So you can see that, oh, I thought there was a picture. These are custom audience examples. So people who are subscribed to your newsletter, who have downloaded something before, webinar registrations, product, email opens, blog readers, people who have engaged with your account on Instagram, Facebook fans, all of these options are audiences groups that we can target in Instagram which is hugely, hugely powerful because this is someone who has engaged with your business before and so is more likely to click and take action on what you're doing. The custom audiences that are available once you hit that dropdown and hit custom audiences, this is what you'll see and you can see that you can create audiences from even more options. People who have viewed a video that you have put on Facebook, 25%. Well I wanna send an ad that shows them that video so they watch it again and finish 'til the 100% where I offered them something. Facebook fans, Instagram business profiles. So these Instagram custom audiences are fairly new but are awesome and this information can also be information that you're taking from your Facebook views. Everything is connected so we're using Facebook audiences as well. A saved audience is a targeted audience made up of people based on the demographics, interests, and behaviors. So you can include or exclude custom audiences from these groups but generally, they're cold. So generally it's someone who's your target demographic and interested in something that your target demographic is interested in and maybe we exclude all the people that have read the blog already and send this audience the blog in an ad form to get more people to read that blog but not the people that have read it before. Does that make sense? Cool. So in saved audiences, I consider it kind of in two pieces. You have your demographics, your location, age, gender, language, and these things can vary throughout your business. Like do you have a location-based company or does it not matter? My location for includes Canada, includes Australia, it doesn't matter 'cause we teach on the internet. So this is based on your specific business. And interests or behaviors can be things like your competitors, publications that your target audience likes, organizations, brands, income, Facebook page admins. It's interests that they express on Facebook or it's behaviors that Facebook knows about. So I teach marketing to business owners and so a smart behavior for me to tag is Facebook page admins because if you're a page admin, most likely you run a business, right? So kind of narrows that down for me and it's an interesting option. So when you're considering these interests and behaviors, so back with my bakery, you can brainstorm all these things and I think it's a really important part of planning is considering what other companies would someone who wants my product like? So Baked by Melissa. Do they read Food Network Magazine, are they a foodie? Martha Stewart Living, are they someone who hosts a lot and so that's someone who would pay money for some fancy baked goods. Maybe they're into food, like are you trying to do a cooking class? So at your bakery once a month you offer macaroon classes. This place down the street does it for me. Top Chef might be the right group because it's someone who's interested in also food preparation. So it just depends on, you can dive into what you do and what you offer and what that person is interested in. And do this brainstorm and keep a running list all the time because it'll come in handy next time you do a promotion is hmm, right, my one client a long time ago was someone who wanted young, teenage, college girls, females only and we used Scandal and it performed very well. So like that demographic that likes Scandal. Also, behaviors. So there's a ton of behaviors and could list a bunch but things like education level, income level, driving a certain car, owning a home and not owning a home, engaged in the last six months. These are behaviors that Facebook has and so digging into it is a smart thing to do just to brainstorm what you have available. So this is what a saved audience looks like and it allows you to put in those demographics and pick a detailed targeting right there. And I would suggest testing each individual one if you can, if it populates an audience that is large enough for you to run the ads to. I would suggest doing your demographic and Top Chef and seeing if Top Chef performs for you. Then if these different interests or behaviors perform well regularly, you could group them together and have it be a larger audience. But that way you know if a specific interest is performing well for you or not. So we have location, age and gender, the detailed targeting interests, and also connections. So when you're setting up a saved audience, you could exclude or include, narrow by people who are connected to your Facebook page. So it's just an option there if you want to, see it's only your people in a sect of your people that are connected or maybe it's I wanna exclude my Facebook page because I'm gonna do ads to them individually. And there's that exclude option as well up in custom audiences. Like I was saying, if someone's read the blog before, we could add exclude the custom audience of people that have read the blog and then use this audience to the ads. The last type is lookalike audience and this is an audience made up of new people who are similar to your existing audience but Facebook generates this audience for you. And it's an interesting tool that has evolved a lot over the last couple years and allows you to upload a specific custom audience. I'll show you some examples of these are custom audiences that we could have served ads to and you can specify a specific custom audience and allow Facebook to analyze that audience, see what similarities there are between those audiences, and give you a lookalike audience of normally like two million people or so that you could then narrow by your demographic or exclude your people to do a whole new version of cold but kinda look right audience. So something that you should test. So choose a custom audience or page there and then you have to select the location where they pull that group of people and you have to upload a source that has at least a hundred people in the same country. It doesn't have to be the country that you're going to select as the location but that's just the kind of information that they need to aggregate it. And the best practice here in terms of audiences is definitely exclusions. Make sure that you exclude the people who've already taken the action that you are going to ask them to do because then they're not seeing an ad for something that they've already done. So just very important. Some options for exclusion audiences if it's not really making sense to you is people who've already purchased a product or completed a registration, already read something, already liked your page, and this is information that we have either because they know who your page likes are or from your pixel in your custom audiences. So it's a good best practice to put a pixel on your thank you page of your download. If someone sees that page and is loaded on that page then that means that they downloaded that product so this audience is now who we will use to exclude.

Class Description

Without a doubt, Instagram is an ideal platform to promote your brand, engage your audience and drive sales. While you can accomplish a lot from free and organic methods, utilizing Instagram’s paid ads can expand your efforts exponentially.

Morgan Sutton, director of operations at Sue B Zimmerman Enterprise, is well-versed in the fine art of creating effective and engaging ads for Instagram. She’ll walk you through the process of translating your specific business goals into a paid ad strategy that delivers traffic, leads and sales.

In this class, you’ll learn how to:

  • Research your ideal target audience.
  • Create ads within your Instagram app.
  • Come up with a unique ad style that yields results.
  • Analyze the effectiveness of your ads.
  • Ensure your ads are in keeping with your brand.


Joshua Proto

I had never looked at making an Instagram ad before this class, and now I can confidently say that I feel more than prepared for the task! Morgan demystified the process of setting up ads on this platform and showed us different styles of effective advertising from key brands. Very informative!