instagram right now is still the social
network with the highest sustained
engagement in this video we'll explore
how to leverage its massive audience by
learning how to sell on instagram and
set up instagram ads welcome to learn
with shopify where we help you start run
and grow an online business
before diving right into instagram ads
let's first make sure we're aligned on
your goals meaning
why might you even want to spend on
advertising in the first place if you
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for most first-time entrepreneurs the
knee-jerk reaction to the thought of
spending on ads is one where we say whoa
spend money i'm already running so lean
and the business isn't even really
profitable yet but what we're really
saying is
how can paying for ads ensure results
i mean the whole point of spending money
on ads is for those ads to bring in more
money than they spend and it's a scary
thought to drop cash without having the
confidence of the payoff so before even
thinking about ads we need to start off
by clearly defining the desired results
we plan to achieve with them now
generally speaking the desired result is
ultimately more sales and more income
but there are direct goals and indirect
goals an example of a direct income
advertising goal is conversion
meaning someone sees your ad and
immediately buys your product
the money you spent on the ad translated
directly to money going back into your
company and thanks to shopify's
partnership with instagram this is made
even easier since you can link your
shopify account with your instagram
account by setting up a facebook channel
this allows you to tag your products so
customers can literally buy your
products directly inside the instagram
interface
shopping on instagram truly provides a
seamless customer experience because
customers are able to discover your
products on their instagram feed and can
check out without ever leaving instagram
now an example of an indirect
advertising goal is engagement where
someone sees your ad on instagram and it
peaks their interest enough where they
might like it perhaps even comment on it
or even better share it with one of
their friends
another valuable example is lead
generation
this is great for collecting information
from users like their email addresses so
you can market to them in the future
both examples are indirect income
advertising goals because you spent
money on the ad but the instagram user
didn't buy anything right then and there
so it didn't translate directly to money
into your company's bank account but
what did happen was a new person became
aware of your brand and raised their
hand saying they're interested in your
product
this allows you to add them to a
marketing funnel where you can re-target
that user with additional instagram ads
and perhaps add them to an email
marketing campaign the more touch points
with the customer increases the
likelihood of future purchases which
therefore indirectly leads to money in
the bank this is all to say that before
diving into the nitty gritty of how to
sell on instagram the first thing you
need to do is clearly define all of your
goals your desired results from your
future ad spends and don't worry if
you're confused about all the possible
goals the very first step in the
facebook ad manager where you'll be
creating all of your ad campaigns forces
you to do exactly that pick a goal for
your campaign now when it comes to
choosing your budget one of the biggest
benefits of instagram ads is how
affordable it is to start and how
scalable the pricing is as you grow but
because there's a lot of confusion and
mixed messages from gurus online i'm
just going to put this out there if you
are just starting out budget 50 as
complete risk capital meaning it may not
yield any results for your first ad
campaign those 50 bucks are for
instagram sophisticated ad bots to learn
what works and what types of people they
should serve your ads to based on your
initial targeting definitions and are
worth every last penny but let's dive in
the first thing that has to happen is
that you need to ensure that your
instagram account is a business or a
creator account as opposed to a personal
one if you're confused about which to
choose a business account is used if you
are representing yourself as a company
like unbound mourinho or pila case while
a creator account is if you're a content
creator and you plan on selling merch
for say your youtube channel once you
have either a business or creator
instagram account the second thing
you'll need to do is to link your
instagram account to your facebook
business page as you know facebook owns
instagram and so all of your instagram
ad campaigns will in fact be created in
facebook's ad manager and by the way if
you don't have a facebook business page
creating one is super simple and don't
worry about the fact that your new
facebook business page doesn't have any
images info content or likes because no
one on instagram will know
you just need this linking to happen to
be able to start creating your instagram
ads
the next step is optional for now
depending on your goals but if you want
to enable people to buy your products
directly from your instagram posts
you're gonna have to both set up and
connect a facebook catalog to your
instagram account doing this is easy but
your new facebook catalog will need to
be approved by facebook first and can
take a few business days in the meantime
once you've done these prerequisite
steps we can finally move on to the
actual creating of your ads
by the way if you want to learn even
more information on how to grow and
monetize your instagram account we have
a free workshop with field tested
instagram marketing tips
learn how to grow your instagram
audience and monetize it with an online
store
click the link in the top right corner
of this video or in the description
below to register for this completely
free webinar
when it comes to facebook and instagram
ads there are three nested layers and
it's a good idea for you to be familiar
with them
these layers are campaigns ad sets and
ads
campaigns are the top level layer this
is where you define your goal for the
campaign whether we're talking about
brand awareness traffic to your site
engagement lead generation or
conversions you're telling facebook and
instagram what category of desired
results you're after
this is a critical choice as it will
influence how your instagram ads are
optimized and how you pay for them for
example the cost to serve your ad to a
thousand people will be different if you
want them to click a button in instagram
to visit your website versus if you want
them to fill out a form and submit their
personal information to you through a
lead generation campaign
so be sure to start the campaign on the
right footing by selecting the correct
campaign objective once you've selected
the objective give your campaign a name
that makes sense to you and you can move
on to your ad set
your ad set is essentially you telling
facebook and instagram how your ads
should run
this includes a daily budget but it also
includes demographic and interest-based
parameters of who you want your campaign
to target define who you want to see
your ads
all the same targeting options are
available for both instagram ads as well
as facebook ads and if you want to learn
how to create custom audiences i'll link
that video right up here and by the way
in the ad set portion of the setup
there's a section called placement
facebook's ad manager shows automatic
placements as the recommended option so
they can experiment with placing your
ads across facebook messenger whatsapp
and of course instagram but if you
already know your target audience spends
their time primarily on instagram don't
be afraid to choose manual and check off
only instagram
after all this video is all about
instagram ads
you'll also be setting the scheduling
options for your campaign in this step
and my recommendation is to always set
an end date
that way if you suddenly get a lot of
other business tasks piled up on your
plate you won't accidentally keep being
charged for ads before having time to
review their results
when figuring how much you want to spend
advertising on instagram start low
you can always increase the daily or
lifetime budget later if your ads
perform well choose between five and ten
dollars a day and schedule this for just
five to seven days giving those ad bots
enough time to experiment with your ad
sets
this will build up some initial data to
help you get the best bang for buck and
make no mistake facebook's ad platform
wants to make sure you're getting the
best possible results since if they give
you what you want results you'll give
them what they want to keep paying for
ads lastly it's time to actually create
your ads your ads are the creative
portion what the public actually sees
and this is where you think about your
target audience and what will make them
stop their endless scrolling and really
pay attention depending on the objective
you defined you may decide on an
individual photo perhaps a product
tagged photo tied to your shopify store
so people can buy your products directly
in instagram you may choose to feature a
lifestyle video so people can really
imagine themselves using your products
in their own homes
or maybe you have a new line that just
launched so you feature all the products
together in a collection post or maybe
you want to tease scrollers with the
carousel of a few different images each
one with just enough curiosity to get
them to scroll through all of them and
learn more about your brand and your
story all of these have just been
focused on the feed but of course you
also have the option to show your ads in
reels and stories which are
hyper-engaging vertical video clips that
lead to your website when instagram
users swipe up when it comes to the ad
itself your job is to design the
creative write compelling captions and
end with a strong call to action all
these creative components start with you
truly knowing your desired target
customer what makes them tick what
excites them what types of imagery do
they prefer what aspirations do they
have what are their pain points
all of these are really important to
dive into so that you create ads that
make your target customers stop in their
tracks and really pay attention to your
messaging after all it doesn't matter
how great your settings on the facebook
ads manager are if the content of the ad
itself doesn't attract the people that
you target you put all of these steps
together and you're well on your way to
growing your confidence in social media
advertising and of course growing your
business but this is just the start
learning how to interpret your ads
results learning how to a b test
creative and ultimately using the
incredible data that facebook ads
manager spits out at you to optimize
your future ad campaigns is the key to
success remember it only makes sense to
spend money on ads if the money you
spend on them brings in more money than
they cost so your goal is to find the
formulas and add creatives that work for
your objectives
eliminate everything that doesn't work
double down on funding what does work
and take your learnings to optimize even
more through data analysis you want to
get to the point where you have the
insights to know that for every dollar
you spend on a particular type of ad
you'll be getting two three four heck
ten dollars back and by the way if you
want to leverage ads to earn even more
money you'll need an online store to do
just that i can't stress enough how
powerful shopify's built-in marketing
tools are to scale your business across
facebook instagram and more
ready to create your business you can
start your free 14-day trial by clicking
right up here or down in the description
below
this has been such a quick high-level
overview and we want to continually
provide you with the guides and
tutorials that will make the greatest
impact for you and your business
if you want a deeper dive into the
specifics of anything we talked about
here let us know in the comments because
it's your comments and questions that
actually help us shape the future
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hanging out with me and i'll catch you
guys in the next one
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