Social Media Marketing: How to Get Started with Paid Advertising on Instagram | Gianine Mapula | Skillshare

Social Media Marketing: How to Get Started with Paid Advertising on Instagram

Gianine Mapula, Digital Marketing Professional

Social Media Marketing: How to Get Started with Paid Advertising on Instagram

Gianine Mapula, Digital Marketing Professional

Play Speed
  • 0.5x
  • 1x (Normal)
  • 1.25x
  • 1.5x
  • 2x
8 Lessons (28m)
    • 1. Introduction

    • 2. Types of Instagram Accounts

    • 3. Instagram Insights

    • 4. Instagram Promote Tools

    • 5. Advertising via Promote Tool within the App

    • 6. Advertising via Ads Manager

    • 7. Advertising via Marketing Partners

    • 8. Instagram Ad Formats

  • --
  • Beginner level
  • Intermediate level
  • Advanced level
  • All levels
  • Beg/Int level
  • Int/Adv level

Community Generated

The level is determined by a majority opinion of students who have reviewed this class. The teacher's recommendation is shown until at least 5 student responses are collected.





About This Class

People come to Instagram to be inspired and discover things they care about, and that includes content from brands and businesses.

- 60% of people say they discover new products on Instagram

- 200 Million+ Instagrammers visit at least one Business Profile daily

- 80% Increase in time spent watching video on Instagram

- 1/3 of the most viewed stories are from businesses

Instagram provides businesses an opportunity to showcase their products and services to a larger audience to attract potential customers and stay in contact with their existing customer base. 

In this course, we will cover different topics to get you started on paid advertising on Instagram to tap into all the benefits Instagram has to offer. 

We will cover:

- Tools within the Instagram App that can help you grow your business

- 3 ways to advertise on Instagram

- The different buying objectives

- How to set-up ads

- The different Instagram ad formats 

How to create a Business Manager:

How to create an Ad Account:

Instagram Policies:

Instagram Marketing Partners:

Instagram Ad Guide:

Meet Your Teacher

Teacher Profile Image

Gianine Mapula

Digital Marketing Professional


Hi! My name is Gianine and I am an event planner and a digital and content marketing professional with over five years of experience living in Toronto, Canada. I'm one of those stereotypical millennials that grew up in the digital age. I’ve seen social media through its birth to maturity and the digital space (in general) progress by adapting the constant change in human behaviour and societal and economical landscapes.

With that being said, welcome to my little corner on Skillshare. I hope you enjoy getting to know me!

My work experience spans across various startups, non-profit organizations, and 500 fortune companies across Canada. It's through my experiences that I've been presented with opportunities to build social media campaigns, create content calendars, fil... See full profile

Class Ratings

Expectations Met?
  • Exceeded!
  • Yes
  • Somewhat
  • Not really
Reviews Archive

In October 2018, we updated our review system to improve the way we collect feedback. Below are the reviews written before that update.

Your creative journey starts here.

  • Unlimited access to every class
  • Supportive online creative community
  • Learn offline with Skillshare’s app

Why Join Skillshare?

Take award-winning Skillshare Original Classes

Each class has short lessons, hands-on projects

Your membership supports Skillshare teachers

Learn From Anywhere

Take classes on the go with the Skillshare app. Stream or download to watch on the plane, the subway, or wherever you learn best.


1. Introduction: Hi, everyone. It's shining and welcome to my little corner on skill share. Today I'm gonna be teaching you how to get started with paid advertising on Instagram. As most of you know, Instagram serves a global community over one billion accounts that are active every month. People on instagram is it to share moments. Fine passions get inspired and take action. Instagram can help businesses like yours find customers on grow on the platform by showing what kind of products you own and sell and services you offer. Instagram is a free photo and video sharing app that has the potential to reach a larger audience. As the business community has grown an instagram, they have created tools to help you find and connect with customers and drive growth. You can use instagram for free to grow. Your business is organically. You can also pay to advertise on Instagram or you can do a little bit of both. And this course we will focus on getting you familiarized with a paid advertising component of growing your business on Instagram and this course we will cover the tools within the instagram app that can help you grow your business. We will also talk about the three wastes, how to advertise on Instagram and the different buying objectives. A swell is how to set up ads and how the set up payment methods, and lastly, did different INSTAGRAM ad formats. 2. Types of Instagram Accounts: All right, So the first tool that we're gonna be talking about is the type of account that you have. So there are three different types of accounts you can choose from on Instagram, and the first type is the creator account. This account is best for influencers, public figures, artists or content creators. If you fall in any of those categories, this is the type of account I would recommend for you to use because it would make it easier for you to control your online presence, understand your growth and manage your messages. The second type of account is the personal account. So this is the type of account that I would recommend for you to use. If you just want to use Instagram to connect with your friends, your family, and you just want to use it to share really good photos, really good videos at all that fun stuff. The third type of account is the business account. This one is best for businesses or brands, and that is because a business profile on INSTAGRAM helps your customers connect to your business. When converting to a business profile, you can include additional information about your business for example, you're able to add your phone number, your email, address, your Web, say, and your businesses physical address. When you add your contact information, Ah, contact button will appear near the top of your profile, and when people click that bun, they will see options like directions. Call an email, depending on the contact information that you have provided. In addition to that, when you convert to a business profile, you can get access to instagram insights, and these insights will help you learn more about your followers and how your audience engages for their content. So if you're a business or a brand, this is the count that I would recommend for. You should go for and also you will need this account to get started on paid advertising on Instagram. 3. Instagram Insights : The second tool within the instagram app that will be very helpful for you is to instagram insights. Through this, you can get information about the engagement activity on your posts and the people that fully you this tool can be access when you convert your INSTAGRAM account into a business account. So now I'm going to take you through the process on how to navigate your profile or your account to get toothy instagram insights Again, This is my personal account that I had converted into a business account for the sake of this course, as it didn't really want to show any client business count for the reason that it is confidential. So first and foremost, what you're going to do is go to your profile. So what you're seeing here is actually a recording that had done earlier, and I'm just gonna play this video and take you through the process. So once you on your profile, you're gonna collect this thing over here, and then something will pop up and you click insights. Once a click insights, it will take you through the insights portion where the content tab will let you see how your posts source and promotions are performing on the activity tab is where you can track weekly interactions, reach and impressions on the audience. Tab gives you important insights on your audience, including follower growth over time. Outside of the instagram app, there are some other APS that can help you pull or aggregate analytics like Hoot suite, sprout social and buffer, just to name a few. I also wanted to note that you will not see any insights or metric from any post that you had posted. Before you switch your INSTAGRAM account to a business account, you will only see insights, metrics or analytics from posts, stories or promotions that you had shared after you switch your INSTAGRAM account into a business account, just something to keep in mind. 4. Instagram Promote Tools: The third tool is the promote tool. Once over business account, it will be super easy for you to create ads that promote or showcase their products or services. Promotions can help get more potential and existing customers to visit your website business or profile. There are three ways to advertise or promote an INSTAGRAM, and the first method is through the promote tool within the instagram app. The 2nd 1 is through the Facebook ads manager, and you must have a business manager and an out of con created to be able to advertise this way. If you don't have a business manager on an ad account yet, don't worry because of left tool links for you in the description box that will provide you with information on instructions and how to create business manager and an ad account to get you started. Now, the last method to promote on INSTAGRAM is through marketing partners. We will go through promote tool, adds manager and marketing partners in more details, throat the scores, so stay tuned 5. Advertising via Promote Tool within the App: The easiest way to run ads is by promoting posts have shared on instagram through the promote tool. Just select the post you want to promote, and then once it's up on running, you contract. How many people are seeing it at how many people are interacting with your promoted post via the instagram? Insights. Before you're able to start running promotions, though, you have to ensure you've added a payment method to pay for your promotions. So if you don't know how to do that and you haven't done that yet, I will walk you through the process and how to add a payment method. So Step one. Yeah, go to your profile. And once you're on your profile, tap the menu icon and thus in the top right corner of your profile, shown with three horizontal lines, a page will pop up and then you will click settings. This will take you to another page with a number of options, and what you're going to do is hit that business button. This will take you to another page that has a number of options, and then you will select promotion payments from there. This will take you to Step five, which is their final step to add a payment method on this is where you will select your payment method of your choice, then fill in your payment details than top save. Now that you have your payment method all set up and ready to go, you could start promoting. I will take you through the process and how to set up ads. First and foremost, go back to your profile and hit that menu button once again. Ah, Page will pop up again, and instead of hitting settings, you're gonna choose insights on after you click insights. This will take you through the Instagram Insights portion of your profile. Remember how I told you that there's three different tabs within the INSTAGRAM insights? There's the content tabbed activity tab and audience top. What you're going to do after you hit insights is you're going to stay within the content tab, scroll down the very bottom and click create promotion. This will take you to Step four where you will select the type of ad that you want to run. So this is where you will select the type of post that you want to run a promotion on whether that's a photo video or carousel. You can choose whichever one you want, as long as it's within your instagram profile and so content that you've already shared before. What I would recommend, though, is before you select the type of ID or the post that you want to promote, I would recommend for you to go back into the content tab. Look at the post that you've already shared and pick the one that has the highest engagement rate because you know that that post is already performing really well. So let's boost that and extend reach outside of your followers so you can attract more people to visit your website, visit your business or just showcase your products and services. Once she's elected your ad or your post, you can now select the campaign type that you want to run, so you have three options within the promote tool. One is the visits your profile objective. This is objective you want. If you want to showcase your products, your services or portfolio by sending people directly. Chair profile on the second option. Here is visits to your website use the website visits objective. If you want people to browser online store, check up more details about an event or sign up for a special offering or a mailing list. And the less objective here is get message from users on. This will encourage people to message you directly, especially if your goal is to get requests, appointments or enquiries from potential customers. After you have chosen your objective, you can select your target audience. The promote tool offers two options for this, and one is the automatic audience. This is the audience type that lets you target people that are similar to your followers, so people with similar interests, demographics and location. This step of targeting works best if you haven't least 1000 followers and your business is not specific to one location on Lee. The other option is the Manimal audience, and that's the create your own audience options. So for this one, you would create your own audience by selecting which locations genders, age and interest you want to target. For example, if you own a Children's clothing store, you might target adults within a five mile radius because you want to make sure that the people you're targeting can actually get to your store on also people who are interested in parenting, Children's clothing, shopping and more. Once you've selected your target audience, you will then go to budget and duration. So this is a slide bar, and you just pick the budget that you're comfortable spending for the campaign that you want to run and how long you want the campaign to run. After that, it will take you to Step eight, which is our last and final stop, where you will review all the information that you have inputted for the campaign. Once everything is reviewed and you think it's all good and you're ready to promote, you just go down at the very bottom and click that create promotion button. Once you hit the create and promotion button, your ad will not go up on a run again. Run right away because you're ad will be submitted for review to make sure it meets Instagram's at policies. I've left a link down below to Instagram's at policies. If you want to review it before you start promoting your promotion, will Onley begin running after it's been reviewed and after it's been approved? So once it's up on running, as I mentioned before, you can see the insights and Instagram insights portion 6. Advertising via Ads Manager: so the second method of running promotions and buying ads on INSTAGRAM is through ads manager. It uses the same powerful advertising tools his Facebook and you can set up make changes on see results for all your Instagram campaigns, add sets and adds all in one place. That's manager is also available on desktop and mobile. I do want to know once again that in order for you Tuesday adds Manager method to run campaigns or by ads and instagram, you must have a business manager and an at account set up. If you don't have a business manager and an ad accounts set up yet, or you don't know how to set those up or you don't know how to create those. I've left tool links in the description box that will provide you with instructions and information on how to create a business manager and an ad account to get you started just like the promote tool in order to run promotions and as manager, you must set up a payment method on now, I will walk you through the process and how to add a payment method on ads manager For the sake of this course, I'm going to assume that you've already created a business manager on an ad account. Once you've logged in on business manager, go to the top left corner of the page and hit the menu icon. This icon is represented by three horizontal lines, so it's a similar menu icon as the promote tool. Once you click on that, it will show you a drop down menu under settings on the right hand side of the page click Billing. This will take you to a page that looks like this. Once you're there, go to the right top corner and click Pieman settings. Ah, pop up will show that looks like this, and this is where you will input all your payment information. Once you're done, you've reviewed it on. Everything is good hit. Continue. This will allow your payment method to be saved on once it saved your now ready to run campaigns and buy ads on ads manager before walking through the process and how to set up ads. I do want to take the time to get you familiarized with all the buying options that's available under adds manager. Unlike the promote tool acts, manager has more than three objective options. It has 11 objectives to choose from, and they are bucket it in three groups. The first group is awareness. The second group is consideration on the last group is under conversion. Four. Awareness. We have brand awareness and reach brand awareness is the objective that you would choose if you want to increase people's awareness of your business brand or service on reaches objective that you would choose if you want to show your ad to as many people as possible in your target audience. Under consideration. We have traffic engagement up, installs of video views, lead generation and messages. Traffic is best if you want to send people from instagram toe any ur al you choose, such as your websites landing page Ah, blood post or a website of your portfolio. Engagement is best if you want to reach people who are more likely to engage where their post and you're looking form or engagement, such as likes, comments and shares. But it can also include offers claimed from your page, and then we have up installs. This is the best if you want to send people to the store where they can download your businesses app. So this is if you want to send them to the Apple Store or the Google Play store so they can download the app from there. And then we have the video view objective. This is best if you want to share videos of your business with people on instagram who are more likely to watch it. And then we have Lee Generation, which is best if you want to collect leads for your business. So if you want to create ads that collect information from people were interested in your products, such as signing up for newsletters, and the last objective under consideration is messages. This is best. If you want to connect with people on instagram, communicate with potential or existing customers or to encourage interest in your business . Under conversion. We have conversions, catalog sales and store traffic. So for conversions, this objective is what you want. If you want to encourage people to take a specific action on your businesses site, such as having them to add items to a car, register for your site or make a purchase catalog sales shows product from your e commerce store to generate sales and then the last saying It's store traffic. This is the objective that you want to choose if you want to promote your brick and mortar business locations to people that are nearby. So now that we have that laid out were ready to create our campaign. This is what you'll see when you log in on ads manager at the top, right hand side over here. If you click on this triangle button, it won't show you a drop down menu, and it will show you all the ad accounts associated with a business manager. If you only have one at account noted to do that, if you have multiple accounts, make sure you click on this and choose the right at account. You want your campaigns to run under. So in order to create your campaign first and foremost, make sure that you are under the campaign town. Click on that, create button the green one, and then it will open up a new page for you on it looks like this. This is where your choose the objective of your campaign. So for the sake of this course, I'm gonna pay brand awareness and then, once a click, brand awareness on the same page. The bottom of that, you're able to put a campaign name for this one. I just put Janine Apoula skill share promotion because it is a test on. Then you'll notice that there's the create A B test and campaign budget optimization option . So if you do want to create a test one, test two types of creative or placement at an audience and see which one performs better, you turn that on. But if you don't want to do that test, you leave that off campaign budget optimization pretty much tells the system that you want to optimize your budget across different assets. So two different ad sets is your different targeting. If you don't want to do that, you just leave it off. Once everything is all good, click continue, and then it will take you to the ad set level. The ad set level is where you're gonna be in putting all of your targeting information. Before you do that, though, make sure your name your ad set. So for this one I just bought put Canadian 18 plus and then here. That's where you gonna put all the information about your target. So location is that Canada. If it's Canada, you put Canada. If it's Canada, United States on other countries, you pull that in there as well. And then your age, your gender, your detailed targeting is where you're gonna put your interest, your behaviors. So what we talked about, if you're running an online store for, um Children's toys, that's where you gonna put Children's toys, shopping, parenting, things like that under languages, pick English, French. And then once you're done, that you will see on the right hand side the audience size. So after even put it all of your targeting information, the audience size section will tell you how specific or how broad your audience is. And it will tell you the potential reach that you're going to get for that campaign. And then it will also tell you the estimated daily results After you have created all of your targeting and everything looks good at the bottom, you will have to pick your placements on your placements is where your ads will show. So you have two options. You have automatic placement at Manuel placement. So for me, I like to put mental placement because I only want my campaign to show on instagram feed on instagram stories. If you click on automatic placements, it will show up on all the placements that the ads manager, kid or two. So that's including Facebook. And that's including audience, the audience network. Once even inputted placement, you're gonna go to budget and schedule. You also have the option to choose between daily budget or lifetime budget for this one. I just put daily budget $5 because why not? And then at the bottom, you can see set of start and an end date, so you would just create the flight that you want your campaign to run. Once that's done, you will be taken to the ad named Level on. This is where we're gonna create your ad. Don't forget to label your ad. If you have multiple ads running, this is gonna be very important for you under the ad name. You have identity, and that's where you're gonna pick the Facebook page or the instagram account that you want your ad to run under and then at the bottom of identity. That's where we're gonna create our ad. You have three options. Either you can great. And you add on this ad will not show on your timeline or on your profile, and then we have use existing post. So basically, what this is is just your leveraging the content that you've already shared in your page or in your profile and then use markup. So use mock up is an option that you would choose if you aren't already created, your ad through, um, the creative hub on, then at the bottom. If you want to create your new ad, that's when you can upload the type of crater, whether that's an image or a video. Once that's done, you'll be able to add your texts on the links on the C two A's that you want input for that specific ad. And then, while you're creating your ad, you will also see a preview of it. And depending on what placements you choose, you will also be able to see that once everything looks good, you can just hit continue on. Then that ad will be set to Instagram to review. Once it's approved, it will run, and then you can go back to your ads manager and you can see the analytics from there 7. Advertising via Marketing Partners: the third option to start running campaigns and Instagram is through marketing partners. If you're short on time, need additional help or if you have the funds to do so, you can hire an instagram partner to help you with everything from buying ads to sourcing and developing creatives to planning execution measurement. Whatever it is, there's instagram partner that can help you with that on. All of the INSTAGRAM partners are proven experts in their field and are verified by Instagram. I've also left a link down below in the description box, um, to the INSTAGRAM Partner Directory, just in case you're looking for someone to help you accelerate your business growth. 8. Instagram Ad Formats: so to close off this course, I do want to get you familiarized with a different Instagram ad formats that's available out there. I'm only gonna be talking about the most common ad formats to get you started on. I want to do that so you can see the type of ad formats that's available, and you can plan or pick and choose the right ad format for the campaign that you wanna launch. The first ad format is, our poll adds, so this poll at is a new ad format that Instagram or Facebook had launched. This can run on in feeds and stories, and this is a great ad format for engagement purposes. And this is also great if you are looking to collect data from your target audience. As an example, Dunkin Donuts ask their target audience whether they would prefer doughnuts or fries in Dunkin Donuts, Adds manager, they will be able to see and the analytics whether their target audience preferred doughnuts and fries based on what they're seeing. There's an opportunity for them there to create promotion on what their target audience prefer, whether that's doughnuts or fries. Next, we have our classic photo slash video ads. These ones run on in feed as well as a story placement on. I'm not going to spend a ton of time on this because I'm pretty sure you've seen it across Instagram and Facebook and you know what it looks like on you know what it contains. Next we have our carousel ads. These as also show up on in feed and story. This ad format is perfect. If you have different products, food or beverage options that you want to show off on. You want each of the product, food or beverage to direct the user to a specific landing page. And then we have our story. ATS. We can run videos. We can run carousel images Jeffs within this story ad. And lastly, we have our explore adds the Explorer ads show in the Discovery section of Instagram on that could also be a video on image, a Jif or a care cell format. If you're wondering the specifications of thes ad formats, don't worry, because I've already left a link in the description box, um, to an INSTAGRAM ad guide