I Found the BEST Way to Run Instagram Ads
Summary
TLDRThis 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
📈 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.
🎥 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.
🔄 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.
Mindmap
Keywords
💡Instagram Ads
💡Strategy
💡Human Psychology
💡Buying Behavior
💡Omnipresent Reels Strategy
💡Instagram Reels
💡Phase One
💡Phase Two
💡Magnet Ad
💡Custom Audience
💡Frequency Cap
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
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