In this article, we will discuss the main mistakes to avoid when launching advertising campaigns on Instagram.
1. Thorough Settings in the Ad Manager
Before launching a campaign, ensure that all settings in the ad manager are done correctly. Mistakes in choosing geography or audience can render the entire campaign useless.
Pay attention to:
- Accurate targeting: geography, age, interests.
- Ad placement: Facebook, Instagram, or both platforms.
- Availability of layouts for each platform.
- Presence of ad copy.
- Presence of a call-to-action button to increase conversions.
2. Clearly Defined Advertising Goal
A lack of clear goals for the advertising campaign is one of the key mistakes. It is important to know exactly what you want to achieve: increasing sales, attracting new customers, raising brand awareness, etc.
Understanding the tasks for each goal:
- Traffic: Where will the person land after clicking? What should they achieve?
- Engagement: Can the client get a consultation via Direct? How quickly will they receive a response?
- Conversion and lead generation: Is the purpose of the application clear? How quickly will the client be contacted?
3. High-Quality Landing Page
Information on the landing page should match the advertising offer. The page should be clear and memorable, while being informative and easy to navigate so that visitors can easily leave an application.
Key elements of a high-quality landing page:
- Captivating headline – hold the person’s attention for more than 6 seconds.
- Consistency of information on the page with the advertising offer.
- Ease of navigation and availability of all necessary product data.
- Ease of leaving an application.
- Simple and enticing call-to-action.
4. Deep Understanding of the Target Audience
If you do not know your target audience, the ad may be directed at the wrong people, leading to low conversion rates and budget loss. For small businesses, this can be a fatal mistake.
Questions to understand your target audience:
- Where does your target audience spend time?
- What do they buy instead of your product?
- What are their interests outside of your niche?
- Where do they live and work?
It is important to create a complete portrait of your audience representative, not just a set of facts about them!
5. Competitor Analysis and Creating a Unique Offer
Knowing your competitors and their offers will help you stand out. It is important to have a unique selling proposition (USP) to make your company and product valuable to consumers.
Stages of competitor analysis:
- Identify direct and indirect competitors.
- Find out what products and services they offer and how they promote them.
- Create a USP that will highlight your product against competitors and meet the needs of your target audience.
6. Conducting Ad Tests
Conduct ad campaign tests, changing one variable at a time to understand what works best. A/B testing works well: compare two versions of an ad by splitting the audience into two parts. Use the more effective version in the main campaign.
Regularly conduct such tests to improve ad quality and analyze results.
7. Effective Budget Allocation
Allocate a sufficient budget for advertising and monitor its distribution. Determine how many applications you want to receive per day and plan the budget based on this.
8. Creating Effective Creatives
Using boring or unengaging content is a common mistake. Content should be attractive and informative to capture the audience’s attention and stimulate action.
Main mistakes in creatives:
- Too much text.
- Complex phrasing.
- Incorrect emphasis in the text.
- Poor quality images or lack thereof.
- Absence of a call-to-action.
- Unclear advertising offer.
With over 8 years of experience, Numeral Digital will help you not only avoid these mistakes but also achieve better results in promoting your business.
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