Instagram first offered ads back in 2013 but it wasn’t until 2015 that this was opened up to everyone. Once businesses started to use Instagram Ads they found them to be very effective. At the time of writing this guide the average cost per click of Instagram ads is about $0.70 to $0.80. This comes from an analysis of over $300 million in ad spend on the platform.
This is an average cost and it is possible that your Instagram Ads could cost considerably less depending on a number of different factors. The time of year the ads are placed affects the cost with the last quarter of the year having the highest average costs. There are five different Instagram Ad formats which are:
1. Stories
2. Photos
3. Videos
4. Carousel
5. Collection
Each one of these formats are interlaced with Instagram user feeds and stories ensuring that the Instagram users have a non-disruptive experience on the platform. There are also a number of different calls to action that you can use to generate more leads. You can see these as we explain each of the five formats.
Stories Ads – With Instagram Stories Ads you can use the following call to action buttons:
• Apply now
• Book now
• Contact us
• Call now (only using video)
• Download
An Instagram Stories Ad is full screen and will appear between user’s stories. There are around 500
million users viewing stories each day so there is massive potential with this type of ad. When you go for a Stories Ad you can specifically target your audience and decide on how often they will see the ad. All stories expire after 24 hours on Instagram so Stories Ads are best for limited time offers.
You can use a number of filters with your Stories Ads such as adding video effects, face filters and text. The idea here is to create a really fun ad. It is really important that your Stories Ad looks like a normal post for a consistent experience. Users will “swipe up” calls to action and then automatically visit your website.
Photos Ads (also known as Image Ads). You can use the following call to action buttons with Photos Ads:
• Apply now
• Book now
• Call now
• Contact us
• Get directions
• Learn more
• Get showtimes
• Download
With Photo Ads you will be showcasing your products and services through engaging images. If you already use these kinds of images in your marketing then you can leverage the power of Instagram to share these with a larger audience. There have been a number of success stories using Photos Ads.
Video Ads – Here are the call to action buttons you can use with Video Ads:
• Apply now
• Book now
• Call now
• Contact us
• Download
Video is the favorite media choice of Instagram users. Time spent watching videos on Instagram has increased significantly. So Instagram has made it very easy for advertisers to run video ad campaigns. There have been some incredible success stories with Instagram Video Ads.
Carousel Ads – With Carousel Ads you can use the following call to action buttons:
• Apply now
• Book now
• Contact us
• Call now
• Download
The idea with Carousel Ads is that users can swipe through a series of videos or images that all have a call to action button that will send them to your website. With a Carousel Ad you can:
• Showcase multiple products
• Share a story with multiple parts
• Perform a deep dive into a single product with up to 10 videos or images
If you want to show versatility then Carousel Ads are a good choice.
Collection Ads – You can only use two call to action buttons with Collection Ads which are:
• Learn more
• Purchase
Collection Ads have only been available since 2018 and the idea is pretty simple. When a user sees an ad from you they will be able to make a purchase directly from the ad. You can use the power of video and images in your Collection Ads. They can be a very cost effective way of increasing product sales.