Instagram Ads - Segmentation Example

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Types of publication and location
From the app you can only advertise posts you have already published on your feed, and also promote your stories, as long as they do not contain tags or gifs and the image or video is of good quality.

Through the Ads Manager, however, you can advertise both in the feed and in stories with gifs and tags, without it having to be a high-quality photo/video.

You can also do this from posts you already have on your feed, so you can maintain social proof.

Advertising Objectives
If you promote your ads through the mobile app you will only be able to:

Get more visits to your profile and website.
Reach a group of people in a specific location.
Send direct messages.
Similarly, the “call to action” (CTA) buttons are quite limited in the app.

However, from the ad manager you will be able to choose from a greater number of objectives, as well as from a wide variety of calls to action for your campaigns, which will allow you to better describe the action you want users to take in said campaigns.

Limitation in audience segmentation
When advertising a post from the app, you can only select your target audience in two ways:

1.- Automatic
Instagram creates an audience for you that it believes may be interested in your brand because they are similar to the followers you currently have on your profile.

2.- Manual
It allows you to configure your own audience manually but with many limitations, since you can only segment by demographic and geographic data or interests (very few).

However, by advertising from the Ads Manager, you can strategically configure your campaigns with the different audiences that Facebook Ads allows you, as well as based on where they are within your business's sales funnel.

You can also include and exclude audiences within your campaigns to optimize your budget.

This way, by excluding your custom audience, you are not sending your ads to users who have already completed your campaign objective.

For example, in the following ad made through the ad manager, Laura singapore phone number list López invites us to register for a free masterclass for designers.

If you have set up your campaign correctly, you will have excluded people who reach the registration confirmation landing page, i.e. people who are signing up.

Budget allocation
In the application you can only choose a total budget for your promotion for the time period you indicate.

However, through the Ads Manager you can choose a daily budget or a budget from the entire ad set.

You can also optimize your budget at the campaign level.

Setting budget at the campaign level is mandatory, rather than setting it per ad group.