How To Improve Instagram Ads Performance?
Instagram Ads Performance
Are your Instagram ads getting too expensive or failing to deliver results? Do you want to improve your campaigns performance but don’t know where to start? In this article, you’ll find eight ways to leverage your Ads Manager and best practices for a better return on ad spend (ROAS) in your Instagram campaigns.
Ways to Improve Instagram Ads Performance
Create an Instagram Funnel From Existing Organic Posts
When you plan an Instagram ad campaign, your ultimate marketing objective probably isn’t generating engagement or getting followers to visit your profile. Instead, it likely focuses on a revenue-generating goal like leads or sales.
But that doesn’t mean you should only create conversion-focused ads. It isn’t easy to convert someone hearing about your business for the first time into a paying customer. Trying to achieve such an impossible goal can also be unnecessarily expensive, which can lead to low ROAS.
Retarget High-Value Audiences on Instagram
After you’ve set up your Instagram funnel and started running ads targeting top-of-funnel prospects, you can build remarketing audiences. Why should you bother with remarketing audiences? They’re filled with Instagram users who have interacted with your ads, engaged with your organic content, or visited your site or app.
Because they already have awareness of or interest in your business, they’re more likely to convert and less expensive to target. That means targeting remarketing audiences can be great for improving ROAS.
Adopt Native Lead Generation Forms
Now you know how to add potential customers to your funnel and how to retarget them efficiently. But what marketing campaign objective should you use to build your Instagram funnel?
Lead generation campaigns are great for moving prospects through the customer journey. With this campaign objective, you can identify warm leads and learn whether they’re a good fit for your business. These ads use native lead generation forms that autofill with the user’s information, making it easy for prospects to provide their contact details so you can follow up with them outside of Instagram.
Prioritize Conversion Events
In some cases, your end goal for Instagram digital advertising may be in-app conversions. For example, you may use lead gen forms, sell products via direct messages, or use Instagram Shopping for in-app checkout.
But most of the time, leads and conversions probably take place on your company’s digital website or in your app. In that case, configuring and prioritizing conversion events are critical—especially when you want to maximize ROAS.
Test a New Campaign Bid Strategy
When you set up a conversion-focused Instagram campaign, you might automatically gravitate toward bid strategies like lowest cost or cost cap, which are designed to deliver maximum results. But when ROAS is your main concern, consider the minimum ROAS bid strategy instead. With this strategy, you get more control over your ROAS while driving the highest possible purchase value.
To use this bid strategy, choose a conversion-focused objective like catalog sales and select Minimum ROAS at the campaign level. Then at the ad set level, set your Minimum ROAS Control—or the average ROAS you want to achieve.
Promote User-Generated Content on Instagram
Authentic content often resonates best with audiences, which can help lower your costs and improve your ROAS. But it isn’t always easy for brands to create this type of content in-house. Even if your team does produce lifestyle content, it isn’t guaranteed to have the same effect as influencer or user-generated content (UGC) would.
So how can you source effective content to use in your Instagram ads? Instagram now makes it easier than ever to find UGC and get permission to include it in your ads. To get started, you have to enable Branded Content from the Instagram app.
Set Up A/B Tests To Enhance Instagram Ads Performance
When improving ROAS is your main goal, it’s critical to know what drives the best results for your audience on Instagram. If you aren’t sure, set up A/B tests to compare two or more options against each other. You can compare creative assets, target audiences, or even placements to find what resonates best with prospects.