Instagram has over 1 billion active users on a monthly basis. This makes it one of the most popular platforms of advertising. But it can turn out to be quite expensive, therefore finding ways to lower your Instagram advertising cost is vital.
It is important to know the purpose before opting for Instagram advertising. It could be to expand brand awareness, increase web traffic or e-commerce sales or just downloads. However, different goals need different approaches. The following are the approaches to each of them:
- Goal
Increase brand awareness and boost e-commerce sales.
- Approach
Since Instagram is a visual platform, therefore, it is an ideal place to showcase lifestyle products and services. It allows people to discover and make purchases from their mobile devices. Different ad formats, including image and Stories ads, can be tried.
How to Lower Instagram Advertising Cost
- Recognize what types of ads perform better for your business.
- Focus on ads that incorporate Call-To-Action (CTA).
- Use native Instagram Images
- Goal
Grow blog traffic and promote downloads.
- Approach
To funnel traffic to blog and download landing pages, create photo and video ad campaigns with a call-to-action button to promote more blog visits and downloads. It could be with feed photo ads and/or Stories.
How to Lower Instagram Advertising Cost
- Use the lowest-cost bidding option.
- Optimize campaigns for website click-through and landing page visits.
- Integrate a call-to-action to ads to significantly improve performance.
- Goal
Drive more traffic to the connected Facebook page.
- Approach
To promote brand awareness and encourage people to visit the Facebook page, an effective split testing campaign should be run to find an ad format that would boost traffic and brand lift. Also, by using traffic optimization as the campaign objective, the feed and Stories ads should focus on relevant images. You can also put a “See More” option to prompt people to click through or swipe up.
How to Enhance Instagram Ad conversion rate
- Use automatic Facebook bidding to reduce the chances of overbidding or underbidding.
- Put the campaign on auto-pilot as it would use the social network’s smart algorithm. Set a frequency cap.
Additional Tips to Lower Instagram Advertising Cost
The following tips were given by some very smart advertisers to cut costs:
- Zero-in with pinpoint targeting
In order to get the best ad campaign results, one must precisely target their ideal audience. It could be based on different criteria like location, demographics, interests, behavioral patterns, custom audiences and similar audiences could be put together. This would help in reaching more people who would be genuinely interested in your products and services. Ultimately, the ad content will be based on their likes and wants, giving you a high ad rank and lower cost-per-click. And this will lead to increased conversions.
- Create more relevant destinations
It is important to build relevant landing pages and websites which are directly relevant to the ad content. It would promote targets’ interests and this will consequently automatically reduce your Instagram advertising cost. Therefore, efforts must be put to custom-design the ad content depending on the target audience.
- Repeating testing
In order to lower Instagram advertising costs, it is important to make A/B testing a priority. Testing the ads is important as it will help you to create the most relevant ad copy possible. It ultimately results in a higher ad position and lower cost-per-click. It is essential to consider all the factors with different levels of importance. Testing highly differentiated variations will help you gain insight into what types of ads or copy your audience likes and dislikes.
Instagram is a prominent platform that is gaining importance on an everyday basis. Therefore, it is a good idea to use Instagram as an advertising platform. These tricks will not only help you to reduce your advertising cost but also boost your ROI.
If you are an eCommerce website, you should implement an excellent Instagram eCommerce strategy as soon as possible.
