I Found the BEST Way to Run Instagram Ads

Summary

This video outlines a strategic approach to Instagram advertising, focusing on the 'omnipresent reels' strategy to achieve higher profitability with minimal spend. The method involves two phases: Phase one uses a 'magnet ad' to attract ideal customers without directly selling, while phase two deploys a variety of reels targeting different psychological triggers. The strategy leverages Instagram reels for maximum visibility and aims to build trust with the audience before making a sale.

Takeaways

• 🚫 **Avoid Generic Ads**: Don't blend in with other advertisers; create a unique strategy to stand out.
• 💡 **Understand Psychology**: The ad strategy should align with human psychology and buying behavior.
• 🧊 **Cold Audience Mistake**: Don't advertise to an audience that doesn't know you yet; they're not ready to buy.
• 🔄 **Omnipresent Reels Strategy**: Use a sequence of ads to consistently appear in front of your target audience more than your competition.
• 📈 **Two-Phase Strategy**: Phase one is to attract ideal customers with a 'magnet ad', and phase two is to use various reels to hit different psychological triggers.
• 📺 **Use Instagram Reels**: Focus on Instagram reels for ad placement as it's where most user engagement is happening.
• 🎯 **Create a Magnet Ad**: The first ad should attract the right audience without resembling a traditional ad.
• 📊 **Targeting and Algorithm Trust**: Keep targeting broad to allow Facebook's algorithm to find the best prospects.
• 📱 **Phase Two Ads**: Create 10 different types of ads for phase two, each with a specific objective.
• 💸 **Budget Wisely**: Start with a small budget and build a custom audience to maximize ROI.
• 🔗 **Lead to Action**: End with an irresistible offer that encourages prospects to take the next step off Instagram.

Q & A

What is the main issue with running Instagram ads without a strategy?

The main issue is blending in with every other advertiser and not having a clear strategy, which can lead to spending a lot of money without getting profitable long-term results.

What does the term 'omnipresent reels strategy' refer to in the context of Instagram ads?

It refers to a smart sequence of ads that consistently put you in front of your target audience more often than your competition, mimicking how people might naturally find you online and gradually getting to know, like, and trust you.

Why is targeting a cold audience with an ad asking for a sale or email address a mistake?

Buying decisions aren't made quickly with cold audiences who don't know the business yet, leading to spending a lot on ads that aren't effective because the audience isn't ready to buy.

What is the best ad placement for the omnipresent reels strategy?

The best ad placement is Instagram reels because it's where most user engagement is happening and Instagram is pushing this format, which can reward you with more views for less money.

What are the two phases of the omnipresent reels strategy?

Phase one involves creating a 'magnet ad' to attract ideal customers, and phase two involves creating a variety of reels each designed to hit different psychological triggers to build familiarity and trust.

What should the magnet ad focus on and why?

The magnet ad should focus on attracting the right people by providing information or inspiration related to the business niche without resembling an ad, to get them to watch the video and filter out those who aren't interested.

How does the 'magnet ad' differ from other types of ads?

The magnet ad doesn't mention the business or paid services at all. Its only goal is to attract the right audience and get them to watch part of the video.

What is the recommended budget for starting the 'magnet ad' campaign?

The recommended budget is around $10 to start building a custom audience of the best customer matches.

How should the targeting be set up for the 'magnet ad'?

The targeting should be kept broad to allow Facebook's algorithm to identify the best prospects, unless the business is local or super niche, in which case geographic or basic interest targeting might be applied.

What is the purpose of the 10 different reels ads in phase two?

The purpose is to satisfy specific objectives and be shown to prospects in a repeated rotation to keep the business in front of the audience on a set schedule.

How can the Facebook algorithm be leveraged for better ad targeting?

By keeping the targeting broad and letting the Facebook algorithm determine the best prospects, leveraging its ability to outperform human judgment.

What is the recommended frequency cap for the ads in phase two?

The frequency cap should be set to one impression every five days to ensure the audience sees each ad roughly twice a month without getting bored.

How much should be budgeted daily for running the ads in phase two, including the magnet ad?

The budget should be $1 per ad set per day, totaling $20 per day or $600 per month for all 11 ads.

Outlines

00:00

📈 Instagram Ads Strategy for Better Results

The paragraph discusses a strategy for running Instagram ads that contrasts with the common approach of blending in with other advertisers without a clear plan. The speaker introduces a method that promises more profitable and long-term outcomes with less spending. This strategy is rooted in human psychology and buying behavior, aiming to avoid the mistake of targeting cold audiences who are not yet familiar with the brand. The speaker emphasizes the importance of gradually building trust with potential customers through a sequence of ads, rather than immediately asking for a sale. The 'omnipresent reels strategy' is introduced, suggesting that by appearing frequently in a smart sequence of ads, businesses can outperform competitors and gain more views for less money. The strategy is best executed using Instagram reels, which is the current focus of the platform.

05:03

🎥 Creating the 'Magnet Ad' for Phase One

The second paragraph delves into the first phase of the strategy, which involves creating a 'magnet ad' that doesn't resemble a traditional ad. The goal is to attract the ideal customer without mentioning the business or its services. The ad should be a short, informative, or inspiring clip related to the business niche. The speaker advises against following trends and suggests creating content that can remain relevant for over a year. The ad should aim to engage the target audience and make them want to watch the video, while others swipe past. The speaker also provides guidance on setting up the ad campaign, including choosing the engagement objective, setting the budget, and targeting the right audience.

10:03

🔄 Phase Two: Expanding the Ad Strategy

The final paragraph outlines phase two of the strategy, which involves creating 10 different types of Instagram reel ads, each with a specific objective. These ads are designed to be shown in a repeated rotation to the audience that has already been exposed to the magnet ad. The speaker suggests keeping the ads short and simple, focusing on delivering value, advice, inspiration, and showcasing the results of the business's offerings. The strategy includes creating ads that ask for a small commitment, like visiting a website or watching a video, before making a larger ask. The paragraph concludes with a call to action for viewers to learn more about effective Instagram and Facebook ad strategies from the speaker and other marketing experts.

Keywords

💡Instagram Ads

Instagram Ads are a form of online advertising that allows businesses to promote their products or services on the Instagram platform. In the video, the speaker discusses strategies to improve the effectiveness of Instagram ads, emphasizing the importance of a well-thought-out approach to avoid blending in with other advertisers.

💡Strategy

A strategy in the context of the video refers to a carefully planned approach to achieve a specific goal, such as increasing profitability through Instagram ads. The speaker outlines a specific strategy for running Instagram ads that leverages human psychology and buying behavior to achieve better results.

💡Human Psychology

Human psychology is the study of human mental processes and behaviors. The video's strategy plays into human psychology by gradually introducing the brand to potential customers, mimicking the natural process of getting to know, like, and trust a business online.

💡Buying Behavior

Buying behavior refers to the way customers make purchasing decisions. The video mentions that most small businesses make the mistake of advertising to a cold audience, which is not ready to buy, highlighting the importance of understanding and influencing buying behavior through strategic advertising.

💡Omnipresent Reels Strategy

The 'Omnipresent Reels Strategy' is a specific tactic discussed in the video where ads are shown repeatedly in a smart sequence to consistently appear in front of the target audience. This approach is designed to mimic natural online discovery and build familiarity with the brand.

💡Instagram Reels

Instagram Reels is a feature that allows users to create and share short, engaging videos. The video emphasizes the effectiveness of using Instagram Reels for ad placement because it's where most user engagement is currently happening on the platform.

💡Phase One

Phase One of the strategy discussed in the video involves creating a 'magnet ad' designed to attract the ideal customer without directly promoting the business. This ad is meant to engage the target audience and get them to watch part of the video.

💡Phase Two

Phase Two builds upon Phase One by introducing a variety of Reels ads designed to hit different psychological triggers, with the goal of making prospects feel like they know, like, and trust the business, thus increasing the likelihood of conversion.

💡Magnet Ad

A 'Magnet Ad' is a specific type of ad created during Phase One of the strategy. It is designed to attract the right audience by providing value through informative or inspirational content related to the business niche, without directly selling anything.

💡Custom Audience

A custom audience on Instagram refers to a group of people that a business targets with its ads based on specific criteria. The video discusses creating a custom audience by starting with a broad target to leverage Facebook's algorithm for better ad performance.

💡Frequency Cap

The frequency cap is a setting in ad delivery that limits how often an ad is shown to the same user. In the video, the speaker recommends setting a frequency cap to ensure that the audience sees a varied sequence of ads without causing ad fatigue.

Highlights

Instagram ads often fail because they lack a clear strategy and blend in with other ads.

A better way to run Instagram ads involves understanding human psychology and buying behavior.

Most businesses make the mistake of advertising to a cold audience, which is not ready to buy.

The 'omnipresent reels' strategy involves showing up repeatedly in a smart sequence of ads.

This strategy mimics how people naturally find and trust a business online.

Instagram reels ad placement is currently the most effective due to its focus on short-form video content.

The two-phase strategy begins with a 'magnet ad' designed to attract ideal customers without resembling an ad.

The magnet ad's goal is to get viewers to watch part of the video and filter out those who aren't interested.

Phase two involves creating 10 different reels ads, each with a specific psychological trigger.

The ads should be short, simple, and rotate in a set schedule to keep the audience engaged.

The strategy includes creating helpful tips, advice-style, inspirational, and hot take videos.

Proof of concept ads, like video testimonials or case studies, showcase the effectiveness of the business's offerings.

The 'coffee date ad' asks for a small commitment, like visiting a website, before a bigger ask.

The final ad presents an irresistible offer designed to attract new customers.

The ads are run under the awareness objective to ensure they're seen by those who viewed the magnet ad.

The audience is kept large enough to avoid ad fatigue and ensure ads are shown consistently.

Each ad is shown in its own ad set with a frequency cap to ensure a varied and engaging ad experience.

The strategy is designed to be sustainable and effective over a long period with minimal changes needed.

Transcripts

if you've ever run Instagram ads and it

didn't go so well it's probably because

you were just blending in with every

other Advertiser with no real strategy

before you do that did you know that

there's a better way to run Instagram

ads that are going to get you much more

profitable long-term results and spend

way less of your money well I found it

and in this video I'm going to break

down my exact strategy so you can get

your results from this to this using

just one ad type in a very affordable

budget and the reason this ad strategy

works so well is because it plays into

actual human psychology and known buying

Behavior

the big mistake that most small

businesses make when it comes to

advertising on Instagram is they run an

ad to a cold audience who doesn't know

them yet asking for a sale or for their

email address but the problem is buying

decisions just aren't made that quickly

so you end up spending a lot to

advertise to people who just aren't

worth the money because they aren't

ready to buy yet they're not warmed up

to you as a business yet so how can we

reach those same people for a lot less

money that's what this video is all

about I call it the omnipresent reels

strategy omnipresent just means showing

up over and over again in a smart

sequence of ads that consistently put

you in front of your target audience

more often than your competition and it

mimics the way people might naturally

find you online gradually getting to

know like and trust you this sequence

just puts it all on hyperdrive helping

quickly move people from never heard of

you before all the way through I'm ready

to take my money now Meanwhile your

competition will just fall away into the

sea of mediocre Instagram advertisers

banging their heads on the propeller of

negative Roi and this strategy works

best using the Instagram reels ad

placement it's where the most eyeballs

are on the platform right now since it's

what Instagram's pushing the most

they're no longer an image sharing app

they're in this short form video

business and they want you to be making

reels so if you give them what they want

they'll reward you with more views for

less money now this is a two-phase

strategy so phase one involves just a

single specific real ad designed to

attract your ideal customers and then

phase two involves a specific variety of

reels each created to hit on a different

psychological trigger that all add up to

your prospects feeling like they know

you and what you can do for them so this

works dramatically better than just

throwing out a single ad asking for a

sale and just hoping it hits because it

never does does so let's jump right into

phase one where we'll create what I call

your magnet ad so this ad shouldn't even

remotely resemble an ad okay it isn't

going to mention your business or your

paid services at all the only goal of

this reel is to attract the right people

who would be perfect customers and get

them to watch at least part of your

video and to get everyone else to just

swipe on past and the way you're going

to do this is to Simply create a really

short clip that's closely related to

your business Niche that either informs

or inspires on that topic then the idea

is anyone who's interested enough to

watch it would likely be your perfect

customer so what could this video be

about first of all you don't need to

dance or point or dance and point or

follow any of the latest trends from

Tick Tock in fact I would definitely

advise against going with anything

trendy because those Trends change all

the time and the beauty of this strategy

is however green it's designed to be so

you should be able to create the

sequence just once and have it last you

for a year or more and in case you're

stuck for ideas here a great all-purpose

prompt for your reel would be to think

of your ideal customer's biggest problem

or stumbling block that's in their way

right now then just make a short video

giving them the one piece of advice or

the three tips or the truth behind the

common myth that's standing in their way

the idea is you're inspiring them that

what they want is possible and maybe

you're even giving them a shortcut to a

quick win that they can achieve on their

own for instance if you're a window

cleaning company you might start out

saying something like if you can't keep

the outsides of your second story

windows clean here's a secret trick you

can use then you'd simply teach them the

trick or the three tips or give them the

best expert advice on your subject now

this is the part I always get the most

questions about in the comments so come

back to me here you're going to want to

choose the engagement objective at the

can campaign level then when you get to

the ad set level they're going to ask

you to set your conversion location

you'll choose on your ad and then under

engagement type you'll choose video

views then when it comes to budget I

recommend starting out setting this

right around 10 or so this is going to

be enough to start building your custom

audience of your best customer matches

so who will you show your phase one

magnet ad to generally speaking the more

wide open you can leave your targeting

the more leeway you're giving Facebook

to put its algorithm to good use and

spoiler alert the Facebook algorithm is

smarter than any human brain could ever

hope to be so trust it to work out for

itself who your best prospects would be

the only reason you might want to narrow

it down is if you're a local business in

which case you'll specify the geographic

area you want your ads to show in or if

you're a super Niche business like if

only hair stylists or classic car

collectors would be interested in what

you have to offer in that that case you

might want to apply a very basic

interest targeting option but easy does

it here you definitely don't want to get

too granular and restrict that algorithm

from doing its thing we want big

audiences for phase one so now that our

phase one magnet ads are running

attracting new prospects to your

business every single day it's time for

phase two and here's where things get

really interesting because phase two

involves 10 different reels ads that

each satisfy a specific objective it'll

be shown to your prospects in a repeated

rotation so you show up in front of your

audience on a set schedule of two ads

per day now if that sounds like a lot or

if you're confused at all by it don't

worry I'm about to explain everything so

let's start off with the ads themselves

that I recommend you create and keep in

mind these should all be very short they

can be up to 90 seconds long but

honestly I'd keep them anywhere from 30

to 60 seconds if you can so we're not

talking about producing 10 big big long

videos here if they're simple they're

short and you can do this I promise okay

so here are the different ad types that

you'll need so first you should start

with two helpful tips or how to style

videos these are all just about

delivering even more value to your

custom ad audience so they're pretty

much in the same style as your magnet ad

each delivering a quick tip or two orb

action steps it'll help them get a

result that they're after and for extra

bonus points here if you happen to have

any clips of you delivering these tips

from a stage or during a podcast where

you were interviewed as an expert guest

anything that puts you in the spotlight

as the expert by all means use that next

you want to create two advice Style

videos so these are a little different

because you're not giving Specific

Instructions you're just giving them

your two cents you know the same kind of

advice you'd find yourself giving to

your customers or clients all the time

just keep it to one piece of advice in

each video to make them super super

simple and really easy to understand

next you want to create one

inspirational video so this is where you

essentially let them know what's

possible like if you're an accountant

you might talk about how structuring

your business as an S corp can save you

a bunch on taxes and help you finally

become profitable you're not telling

them how to set it up that way you're

just painting the mental picture of what

that could look like afterwards next up

we have the hot take ad so in this short

video you're just going to talk about a

belief you have or an opinion that your

best customers would likely agree with

in my case I made a video saying that

social media is not the new website and

I just explained why I thought that

right and everyone who already agrees

how important the website is to their

business feels like I get them and

everyone who thinks social media is more

important than a website just isn't a

good fit for what I'm selling anyway so

this is really designed to pull people

one way or the other on you which is a

good thing you're not for everyone and

by declaring what you are for your

people will feel that much more liked

your for them next up we have two ads I

call them exhibits A and B so these are

essentially proof that what you offer

works and that it gets results so there

are a few different ways you could do

this you can show a video testimonial

from a customer or you can show a case

study where you explain the results you

got for someone just go with whatever

will work best for your business and

with what you've got next is what I call

the coffee date ad so this is where you

ask them for a small commitment and to

meet you somewhere off of Instagram like

your website or your blog or listen to

your podcast or watch your YouTube video

so the idea here is that you're making a

smaller ask before you make a bigger one

it's like asking someone out to coffee

before you hit them up with a full-blown

dinner invitation because once someone's

already made a smaller commitment like

clicking a link to go to your website

they're much more likely to say yes to

you again when the ask is bigger like

scheduling a consultation with you or

paying for your core service and finally

here's where all this work actually

turns into profit with your offer they

can't refuse at all you need to do here

is decide on one clear irresistible

offer that's designed to get a new

customer in the door for the first time

this can be a free consultation call or

a free month's worth of your service as

a trial or even a really good discount

or add-on it can even be a free lead

magnet piece of content that people sign

up for to get onto your email list so

just decide on that offer then let

people know about it in another real

style ad so you want to be crystal clear

about what the offer is offer a good

solid benefit they'll get out of it and

finally tell them exactly how to get it

which would usually be to click the link

at the bottom of the screen so those are

the ads themselves and you'll want to

run them under the awareness objective

because you want everyone who watch your

magnet ad to be seeing these and to make

sure that happens under the audience

you'll just click create new then custom

audience under meta sources you'll

choose video then click next then choose

people who viewed at least three seconds

then you'll just choose the right video

which should be the one you used for

your magnet ad then under retention I'd

set that to 90 days so this will make

sure that people stay in your audience

long enough to either convert or show

that they're just not interested and it

keeps your audience large enough to make

sure that your ads actually show because

a big reason why ads don't show at all

is usually because the audience just

isn't big enough and 90 days is also

short enough to ensure that your

audience is continually refreshing

itself right old ones are moving out new

ones are moving in so you won't run into

ad fatigue or have to change your ads

out then under placements choose manual

then go down and make sure only

Instagram reels and Facebook reels are

selected you yep we're going to be

choosing Facebook here too because it's

good for some extra reach now you could

also check stories here too that's your

choice if you want to open up even more

inventory for your ads to run on but

everything else here should remain

unchecked and what we want is for this

audience to see two of your ads every

day for the length of the campaign in a

rolling randomized sequence so you stay

in front of them but they don't get

bored seeing the same ad or two over and

over again so the way will ensure that

they see all of them more or less

equally is you want each ad to be in its

own ad set and here's the important part

it's a little hidden So within the ad

set level go down to where it says

optimization and delivery then click on

show more options then set the frequency

cap to one impression every five days

that means each ad will only show every

five days which will average out to your

audience seeing two ads from you every

single day and I usually like to start

each ad set out at one dollar per day so

between these 10 ads plus the magnet ad

from phase one you're looking at

spending twenty dollars per day or only

six hundred dollars per month and when

it comes to running Instagram and

Facebook ads the best thing you can do

is just steal from what the experts are

already doing in addition to this

strategy there are quite a few more

tricks I got on my sleeve that you can

find out to really up your Instagram ad

game for 2023 so I even got some of my

marketing expert friends together for

this video where you can see exactly

what's working in Instagram and Facebook

ads right now so click here you

definitely don't want to miss any of

these tips