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Ad Buying

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Digital Marketing - Study Notes:

Promoting posts

To promote a post with Instagram for business, you’ll need to follow these steps:

  1. You need to have an Instagram for business account.
  2. Ensure that your Facebook page is connected to your Instagram page, and that you’re the admin. If you’re not the admin, reach out to who is and they can add you as one.
  3. Reach your target audience. Figure out who you want to connect with and add those parameters within your advertising.
  4. Set the duration for your promotion, whether it’s one day or one month.
  5. Analyze your results. The more you analyze, the better you’ll be at understanding your audience and scaling up.

Buying ads

When you’re buying ads, you have to do it through their Facebook Ads Manager. You want to follow the step-by-step process to produce ads at scale.

To do this:

  1. If you have an Instagram account, add it to your Business Manager or add it through your Page's settings. If you don't have an Instagram account, your Facebook Page may serve as the voice of your ads on Instagram.
  2. Next, go to ‘Ads creation’.
  3. Choose an objective for your ad that supports Instagram.
  4. Click ‘Continue’ after you've chosen an objective. Next, fill in the details of your ad, including ad targeting, budget, schedule, and creative.
  5. Before you place your order, make sure that there's a check next to Instagram in the Ad Preview section of ad creation. This will ensure your ad will be eligible to run on Instagram.

Instagram partners

With Instagram partners, you can drive bigger, better business results. You can do this in a couple of ways. You can deliver top business results for your clients. You can drive bigger business with access to advanced tools and techniques. And the companies that are characterized that use this are ad tech, content marketing, community management, and media buying.

Best practices

Here are four ways to create ads that convert:

  • Include call-to-action: Have a clear call-to-action. You need your audience to know what they want to do with this ad and that will make sure that they’ll be able to have a direct result.
  • Create good content: Create high quality photos that showcase a product clearly. This is so important because this is your visual storytelling and product catalog. You want people to know exactly what you’re selling and why they should buy it.
  • Make actionable copy: Have quick copy that is actionable. As Instagram truncates copy, you need to highlight what you’re selling quick to engage the consumer.
  • Stay on brand: Use on-brand messaging and color palette, so that consumers can connect the ad with your organic content in grid.
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Kate Talbot

Kate Talbot is a Growth Marketing consultant at Vidder Inc., best-selling author of "Oh Snap! You can use Snapchat for Business" and regular contributor to online publications such as Social Media Examiner, Engadget and KISSmetrics. Passionate about building brands through demand generation and strategic partnerships, Kate's expertise in social apps are unrivaled. 

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Instagram and Snapchat
    Kate Talbot
    Skills Expert

    This module dives deep into the leading app-based platforms, Instagram and Snapchat. It begins by outlining the benefits of using social apps in your campaigns. Then, it teaches you how to navigate the key features of Instagram and Snapchat, and how to create fully optimized posts on both platforms. Next, it provides best practices for managing Instagram and Snapchat accounts effectively and covers how to run engaging ad campaigns on each platform. Finally, it provides you with the knowledge to analyze performance on each channel using analytics tools.