[2023 edition] Explaining the success points of posting Instagram ads

You can post ads on Instagram using a business account. Since Instagram ads are mainly images and videos, you can make various appeals similar to posts on personal accounts compared to Twitter ads and listing ads.

By using Instagram ads, companies can expect not only to improve brand awareness and loyalty, but also to increase the number of customers and increase sales . With Instagram ads, there are a lot of different settings, such as detailed targeting and many ad formats, so it’s important to keep track of each point.

In this article, we will explain the flow and functions of Instagram ad distribution settings and how to use them. Get people to know your account and build a following for your brand with Instagram ads.

Instagram ads

Table of Contents

Why Instagram Ads Are Effective for Your Business

According to Instagram for Business , 90% of Instagram users follow some business account. Additionally, 50% of userssay that seeing ads on Instagram increases their interest in brands .

Here’s an in-depth look at why Instagram advertising works for your business.

Instagram is a platform for users to find “likes”

Instagram, a photo-posting SNS, is used by users all over the world, and is said to have more than 1 billion monthly users (MAU). Its popularity is similar in Japan, where the number of monthly users exceeds 33 million, which is calculated to be one in four people in Japan .

Instagram’s mission is to “bring you closer to your loved ones and what you love”, and the value provided by Instagram in business is to “create likes and wants”. Based on this idea, Instagram Ads implements various functions that are useful for operating business accounts.

As a result, it has grown into a huge SNS platform that is used all over the world and is loved by many users. It is also effective as a tool for companies and brands to communicate with users, and it is characterized by many positive reactions as an image of companies and brands using Instagram.

Buying behavior triggered by Instagram

According to Instagram Marketing JP , 83% of Instagram users find products and services on Instagram, and 44% of them later check the product or service on a brand site or e-commerce site and make a purchase .

In this way, we can see that Instagram makes users aware of products and services, and that leads to purchasing behavior.

Also, by using Instagram ads, you can achieve even higher conversion rates. For example, there was a case in which 60% of the distributed coupons were used when advertising “discount coupons that can be used when visiting a store” on the Instagram account of a commercial facility.

Advertisements can be delivered to the users you want to reach

Instagram ads offer highly accurate targeting.

For example, delivery settings include:

  • age
  • sex
  • region
  • Profession
  • interest
  • Marriage status

In this way, with detailed distribution settings based on user information, it is possible to distribute advertisements that focus on attributes that you want people to know about your company’s products and services .

For example, regional targeting can be set in detail from the wide area of ​​Japan to prefectures, municipalities, and detailed areas such as a radius of several kilometers from a specific point.

There are many types of advertisements, so it is easy to distribute according to the purpose

With Instagram Ads, you can choose an ad layout from a wide variety of designs that match your distribution target and distribution purpose.

For example, interactive questionnaire ads, shopping ads that can set leads to e-commerce sites, etc., are rich in advertising functions, so you can get a higher appeal effect.

It is possible to post not only in-house but also tie-up with creators

In recent years, users tend to avoid advertising from a corporate perspective. In particular, Instagram is a tool with high engagement (trust and attachment) between users, so ” who sent it ” is emphasized.

With Instagram ads, it is also possible to post in collaboration with creators, including influencers. By having the product or service communicated through the creator’s point of view, it is easier to gain empathy from the user.

Preparation for posting Instagram ads

Follow the steps below to prepare for posting Instagram ads.

  1. create a facebook page
  2.  get a business account
  3.  Link your Facebook Page to Business Manager
  4.  create an ad account
  5.  Link your Instagram account with your Facebook page

I will explain each step in detail.

1. Create a Facebook page

You need a Facebook page to post Instagram ads. Go to the Facebook registration screen and select “Business or Brand”.

*If you do not have a Facebook account, create an account first.

2. Get a business account

You can also post Instagram ads from your Facebook page, but we recommend using Ads Manager in Business Manager.

To use Business Manager, you need to create a Business Manager account here .

3. Link your Facebook page to Business Manager

Integrate your Business Manager with your Facebook Page. First, open the Facebook page and click “Settings” in the left column.

Next, click “Instagram” in the left column and click “Link Account”.

After that, follow the instructions and if you can link your Instagram account, you’re done. When linking from Instagram, first set the account as a professional account.

After that, tap “Edit profile” from the profile screen.

Then tap Link or Create.

If you don’t have a Facebook page yet, you can create a Facebook page with the same name as your Instagram account by tapping “Create Facebook Page”.

If you already have a Facebook page, you can select an account by tapping “Link existing page”.

If your Instagram account has not yet been added to the account center, you will be directed to the settings screen. If you tap along the guidance, you can easily add.

4. Create an Ad Account

Click the Business Manager menu and select Business Settings. Next, in your business settings, select Accounts > Ad Accounts.

Click Add and select Create New Ad Account.

Enter an ad account name (optional) and click Next.

Under “Businesses to advertise with this ad account”, select the business you want to advertise and click “Create”.

5. Link Instagram account and Facebook page

Before linking your Instagram account with your Facebook page, change the Instagram account you want to serve ads to to a professional account.

Ad distribution is possible without changing to a professional account, but switching to a professional account will allow you to analyze the distribution results, so we recommend switching to it.

From here, we will explain the procedure for linking with a Facebook page, including switching to a professional account.

  1. Open “Settings” from the menu on the Instagram profile screen
  2. Select “Account” from the settings
  3. Tap “Switch to Pro Account” at the bottom of your account
  4. Choose a category that fits your advertising business
  5. You will be asked whether you are a creator or a business, so select business
  6. Enter your contact information (email address, phone number, business address)
  7. Link your Facebook page (if you don’t have a Facebook page, create a new one)


How to create an Instagram ad

Once you’re ready, start creating your ad.

Instagram ads are managed together with Facebook ads using the “Ads Manager” provided by Meta. By default, the same ads are set to be delivered to both Facebook and Instagram, but it is also possible to check the box only for Instagram.

In addition, Instagram ads (Facebook ads) are characterized by a nested structure with three levels of settings.

  • campaign
  • ad set
  • advertisement

The mechanism is to create one big “campaign”, create one or more “advertisement sets” under it, and create one or more “advertisements” under the ad set.


In the campaign, the purpose and category of the advertisement are set. In some cases, you may also set a budget to run multiple ad sets together here.

When you press the create button, first you will be asked about the purpose of the campaign. Choose from the following.

Below is a quote from Ad Manager.

Awareness: Show your ad to people who are most likely to remember it.
Traffic: Drive people to destinations such as websites, apps, and Facebook events.
Engagement: Increase messages, video views, post engagement, page likes, or event attendance.
Leads: Capture leads for your business or brand.
App Promotion: Find people to install and use your app consistently.
Sales: Find out who is most likely to buy your product or service.

Source: Ad Manager

Once you’ve chosen your objective, go into the campaign settings.

  • Special Ad Categories: Declared when serving special categories of ads, such as credit or politics.
  • Campaign details: Set purchase type, maximum budget, etc.
  • A/B testing: You can set up A/B testing to try out high-performing ads.

Advantage campaign budgets: Budgets are normally set for each ad set, but if you have two or more ad sets, you can use Advantage campaign budgets to automatically manage budgets across ad sets.

ad set

In the ad set, set the budget, audience, and placement of the ad according to the purpose set in the campaign.

Optimization and Placement: Configure how your ads are served. For example, the choice changes depending on whether you want to increase your reach or increase your video views.

Budget and duration: You can specify your ad set’s budget for a single day or for the entire duration of the ad set. Here are the differences:
If you select Daily Budget, the algorithm will automatically adjust the pace of spending your budget each day.
If you select Lifetime Budget, the algorithm will automatically pace your budget over the course of your flight.

Also, the posting period is set along with the budget. Specify when your campaign should start and end, down to the minute.

Additionally, if you choose Lifetime Budget, you can schedule your ads to run only during specific times or days of the week. This setting is located in the Ad Schedule section.

Bid settings are a factor in determining how effectively your ads are served. Within the advertising system, there is a constant auction taking place against other advertisers looking to reach audiences similar to yours.

Bid strategies include system-optimized and detailed settings. System optimization leaves ad serving to Facebook’s algorithms, potentially maximizing clicks for less money.

In contrast, advanced cost settings allow you to specify things like how much you pay per click for links . If you have a link you want people to click on, setting a higher bid than recommended will give your ad priority.

Billing is either impression-based or link click-based, whichever suits you best

Audience: Set the targeting method. There are three types of targeting methods for Instagram ads: core audiences, custom audiences, and lookalike audiences.

Core audience: A method of narrowing down ad distribution destinations according to user attributes such as location information, interests, and job titles. The most detailed targeting is possible, and depending on the settings, the distribution destination and distribution volume will change greatly. If the settings are too detailed, most of the ads will not be able to be delivered, so let’s set the conditions while adjusting the number of reach.

Custom Audience: A method of uploading a user list already owned by the company and performing ad distribution limited to the user list or ad distribution to people other than the user list.

Similar audience: A method of extending similar attributes to existing customers and broadcast users who have reacted on Instagram.

In this way, you can optimize the cost-effectiveness of Instagram ads by combining various targeting methods according to the presence or absence of customer lists and distribution status.

Placement: Set the placement of the ad. By default, it is set to “Advantage+ Placement (recommended)”, and you can automatically set the placement that seems to have the highest performance for Facebook and Instagram. This setting is recommended in most cases, but if you only want to post to Instagram, select “Manual Placement”.

After selecting manual placement, select only Instagram in the platform checkbox. After that, you can set the placement location in more detail.


On the ad creation screen, set the following. Each is an item that determines the actual appearance of the advertisement, and you can proceed with creation while displaying a preview on the right side of the screen.

  • ad format
  • Media (images/movies)
  • main text
  • headline
  • explanation
  • CTAs
  • Link destination

Choose from three ad formats: single image or video, carousel, or collection. Collections can display products and services and encourage users to make purchases.

For media and main text, set images/videos and captions in the same way as normal posts.

Headings and descriptions are ad-specific text that appears in certain placements and prompts users to take action.

For CTAs, you can choose text such as ‘Learn more’ or ‘Order now’.

In the link destination, you can set the URL of any website, and you can create a visually appealing “instant experience” in full screen display.

3. Check your performance

Once your Instagram ads are running, it’s important to keep track of how things are going.

Most of the ad settings can be adjusted afterward, so if you find something you want to fix or if the image doesn’t look the way you want, fix it accordingly.

You can check the performance of your ads in two tools:

  • Facebook ad manager
  • Marketing software you use


For Facebook Ads Manager

With a feature-rich dashboard that lets you see the results of all your campaigns at once, you can see data on ad reach, bids, and money spent without customizing your settings.

Click the [Columns: Performance] button displayed in the upper right of the screen and select [Customize Columns] to display the screen for filtering the data displayed in the report.

The types of data you can view range from general like CPC (cost per click) and CTR (click-through rate) to more granular like “add to cart” on an e-commerce site.

The metrics you can view include:

  • Performance (reach, results, frequency, etc.)
  • Engagement (post reactions, comments, shares, etc.)
  • Settings (start date/time, end date/time, ad set name, ad ID, ad objective, etc.)


For your marketing software

With too many metrics to track, it’s easy to lose sight of your campaign performance. To get a true picture of your campaign’s performance, leverage your marketing software so that you can measure the effectiveness of your ads across the funnel using the UTM code you set for your ads .

By managing your tracking code in your marketing software, you can see how many leads (or customers) your Instagram advertising campaigns actually generate, and use this number to guide your future campaigns.

If you’re a HubSpot user, you can create a unique tracking code for your Instagram advertising campaigns by following the instructions on this page . Simply enter the URL, specify the campaign, and select the source to associate with the URL in the sources report.

Once you’ve started running ads and generating traffic and conversions on your website, it’s easy to track the number of site visitors, contacts, and customers you’ve generated.

Amount spent on Instagram ads

With Instagram ads, you need to set a price to run, but to know how much you need, you need to know about the billing method.

There are four methods used in Instagram ads:


Refers to Cost Per Mille, a method in which billing occurs for each Mile (1,000 impressions). The market price is about 0.2 to 0.6 yen per impression, which has the advantage of increasing reach at low cost.


It refers to Cost Per Install, and you will be charged for each installation of the app. The market price is about 100 to 200 yen per installation.


Refers to Cost Per Click, where you are charged for each click. The market cost is about 40 to 100 yen per click, and although it tends to be higher than CPM, it has the feature that the budget can be used for user actions.


Refers to Cost Per View, and is called “Thruplay” in Facebook and Instagram ads. It is a method in which billing occurs for each playback of the video, and the market price is about 100 to 200 yen per playback.

Tips for success with Instagram ads

To get more users to see your Instagram ads and lead to conversions, keep in mind the following points:

Clarify your advertising goals

It’s not limited to Instagram ads, but first, let’s clarify the goal of advertising. At that time, instead of vague things such as “I want to increase followers” or “I want to increase sales”, I will try to put it in a specific numerical value.

  • Until when (due date)
  • What (product/service)
  • how much (amount)
  • what to do (result)

By deciding in such a way, the goal you should aim for becomes more concrete.

For example, if you decide “Increase the number of followers by 300 in 3 months using Instagram ads” or “Increase the sales of XX (product name) to 000,000 yen in 2 months using Shopping ads”. Good.

Set a specific goal and work backwards from there to clarify what needs to be done and issues to be addressed .

Ad creative optimization

For Instagram ads, the quality of creatives such as photos and videos is the most important. Since users browse all kinds of creatives on their smartphones, it is up to them to decide in a split second whether or not they are interested in them.

It is important to pay attention to elements such as aesthetics, color usage, composition, fonts, and people .

It is also important to adjust the size of images and videos appropriately for ad placement. Instagram recommends the optimal image size for each ad format. Please see the following page for details.

Instagram Stories comes with features that automatically optimize your ad creatives. Since the advertisement design that the user seems to like is automatically displayed, it is characterized by how it looks different depending on the user.

Do not use hashtags unnecessarily

For regular feed posts, adding hashtags can help your post appear in search results and increase your reach.

On the other hand, if the purpose of advertising on Instagram is to transfer users to the product purchase page or your company’s website, you probably don’t need to force yourself to use hashtags. There is also a concern that adding hashtags will shift users’ interest to tapping on hashtags to search for other posts.

Use hashtags to increase awareness of your product or service . Since many users search for information through hashtags, adding hashtags increases the chances of reaching a large number of users.

always try to brush up

Instagram ads can be adjusted freely even after posting. Depending on the results, you can expect to improve the results by brushing up the advertising budget and creative .

As mentioned above, by switching to a professional account, you can use the insight function (access analysis), so it is important to keep turning the PDCA (plan-do-check-improve cycle).

At that time, by checking the creatives of other companies that are producing results, you will be able to see the elements and issues that your company lacks. We tend to expect that advertising will lead to immediate results, but in reality, it is important to make steady improvements every day.

If you can find a winning pattern within your company, the chances of a breakthrough occurring at some point will increase.

In order to achieve results with Instagram ads, it is important to devise different user perspectives

With Instagram ads, you can flexibly set various ad formats such as videos and images, and automatic optimization according to the distribution purpose. Therefore, attention tends to be focused on technical aspects such as ad placement adjustment and ad budget adjustment.

However, since Instagram is a tool with high user loyalty, sales from the company’s perspective may adversely damage the trust and image of the brand .

In order to achieve higher effectiveness with Instagram ads, it is important not only to create attractive creatives that attract users’ interest, but also to target “who to deliver” your company’s products and services .

First of all, let’s try the contents introduced this time and see what kind of reaction you get. On top of that, it is important to repeat improvements while referring to the efforts of other companies that are producing results.

It should lead to results by repeating different ingenuity from the user’s point of view, such as ad creative, hashtag usage, and target setting.

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