Instagram Ads Lesson 3 TRANSCRIPT-signed

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Instagram Ads Lesson 3 TRANSCRIPT-signed

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Transcript: Lesson Three

Analyzing Your Instagram Ads

Video 3.1 Analyzing Your Instagram Ads

With a strong Instagram Ad strategy in place, you need an equally dynamic way to measure the success of
your campaign. Looking at Reviewing your Instagram analytics can help make sure you're targeting the right
audience, posting at the right time and at the right frequency, and not missing mentions or opportunities for
engagement.

While we aren't going to walk you through how to view your Instagram Ad analytics in Facebook Business
Manager (head to the Facebook tutorial linked in the resources section for that), we are going to talk about
top key metrics that you should keep in mind as you analyze the data so that you can make sure that you are
aligning your efforts with the success you want to achieve.

Madeline Barnett, Senior Manager, Social Media, AMP Agency

"So when it comes to measuring the success of your Instagram campaign, a few high-level metrics that you'll
want to look at are impressions, reach, video views, and ad recall. When it comes to wanting to get a little bit
more granular and really see how many dollars your advertisements have provided for you, you'll want to look
at the conversion rate. So you'll want to look at the number of sales that your ads have driven related to the
number of users who saw your ads. And that will allow you to know how successful your ads are doing from an
ROI perspective."

Tracking the number of clicks and post likes you receive will give you an idea of the efficiency of the image you
have chosen — the more clicks, the better the image.

The cost-per-click (CPC), the cost-per-view (CPV) and the cost-per-lead (CPL) are the figures that represent
how much the advertising process is costing you at each step. Cost-per-lead is the most important figure as it
tells you exactly how much each new lead, acquired via your campaign, has cost your company. Another
important figure is the lead to customer conversion, which is a companion metric to CPL, knowing your lead-
to-customer conversion rate gives you quantifiable data about the number of leads who become customers as
a direct result of your ad.

What is lead-to-customer conversion? The number of leads who become customers, as the direct result of a
specific ad.

Keeping track of the click through rate (CTR) will tell you the percentage of users who not only saw your Ad,
but who actually followed your call-to-action through to your website or landing page.

What does CTR tell you? The CTR tells you how effective your ad image and text choices are at garnering
attention and clicks.

Once your ads are running, you'll want to keep an eye on how they're doing. You want to familiarize yourself
with a number of key metrics — and their definitions — in Facebook Ads Manager. These metrics are similar
regardless of which platform you are using — Facebook or Instagram.
Transcript: Lesson Three
Analyzing Your Instagram Ads

Key Instagram Metrics:

• Performance
• Engagement
• Videos
• Website
• Clicks
• Ad settings

There are serval key metrics to follow in Instagram: The first metric to dive into is Performance. This includes
results, reach, frequency and impressions. Engagement is next, and that's page likes, page engagement and
post engagement. You'll also want to pay attention to video views and the average percent of video viewed.
Next are your website metrics, including all the actions taken on your site, checkouts, payment details,
purchases and adds to cart. And of course, clicks. You will want to pay attention to clicks, unique clicks, CTR
(click-through rate) and CPC (cost per click). And finally, all your ad settings and how they impact your
campaign. That means looking at things like your ad start date, end date, ad set name, ad ID, delivery, bid and
objective.

You might not use all these metrics, but no matter which ones you use to measure the success of your
advertising efforts, you can find the data in the Ads Manager.

As you analyze, you'll think about your data across four main levels:
• Account
• Campaign
• Ad set
• Ad

The Account Level gives a high-level view of performance across all campaigns. Navigate to the Ads Manager
and click "Account Overview." From there, you'll be able to customize the metrics you want to see, drill down
time ranges, and more.

The Campaign, Ad Set, and Ad Level are where you get far more specific with your analysis by checking the
performance of campaigns right down to individual ads. This can help you figure out which messaging,
audiences, and collateral are resonating the best.

At the campaign level, you'll choose an ad objective to define your goals. You'll use ad set level options to
choose audience characteristics like location, gender and age. You can also create a budget, set a schedule and
choose your placements. At the ad level, you'll create a Facebook ad, choose images or videos, ad text, links
and a call-to-action button.

How do you access Campaign, Ad Set, and Ad data?

To access this data, navigate to the Campaigns, Ad Sets, or Ads tabs next to Account Overview in the ads
manager.

While there are certainly a lot of details to keep straight when planning a paid Instagram or Facebook ad, you
don't want to lose sight of the big picture. Reporting on clicks and conversions is informative,. however,
Transcript: Lesson Three
Analyzing Your Instagram Ads

utlizing URLs with specific Urchin Tracking Module (or UTM) codes opens the door to measure your ads'
effectiveness using your marketing software.

Tracking URLs through UTMs helps your marketing software keep track of how many leads — or better yet —
how many customers you've gained from your advertising efforts. This information is useful in determining the
ROI of this source, and can also be used to inform your overall Instagram strategy. If you aren’t familiar with
building UTM codes, check the resources below for a link to a post with details.

Once you're regularly tracking your metrics, it’s natural for a stat or two to not meet your expectations right
away. The first step to improving these metrics is to understand them, then you can troubleshoot the
underperforming aspect of your Instagram ad campaign until you are back to meeting your monthly goals. In
your Ads Manager account you can track the performance of your ads and pinpoint where you are falling
behind. If your ads are being viewed, but not saved, at a high frequency, start by reevaluating your audience
portfolio. Then, curate ad visuals based on your target demographic’s personal feeds. Your audience will be
more likely to engage with your ad if it looks organic alongside the other Instagram content they have chosen
to consume.

Simply put, don't create ads that look like ads.

Once your ad visuals are performing well, take advantage of your CTA button options. These Call-To-Action
buttons come in a variety of options and can be placed on your company’s Instagram profile or on individual
ads. In addition to the Call, Text, and Email options, depending on your business’ purpose, your CTA options
may include buttons such as Get Tickets, Reserve, Install Now, Sign Up, or Buy.

By choosing the right CTA to accompany your ads you will more directly transform potential customers into
loyal ones. If your ads are still not performing to your standards, and you haven't already tried it, consider a
video advertisement campaign.

According to a recent report from HubSpot Research, more than 50% of consumers want to see videos
produced by their favorite brands. That’s more than any other type of content. Video ads perform well on
Instagram because they are an approachable, humanizing portrayal of your brand that fits naturally into any
user’s feed. For all the tips and tricks to creating a high performing video marketing campaign, HubSpot has
you covered with a guide that you can find in the resources below. By following these guides to monitoring
and analyzing Ad metrics, you are well on your way to not only creating a great ad campaign but measuring it
too!