Once you have established the goal of your IG advertising campaign, you can move on to choosing your budget and the duration of the campaign . Once you have decided whether or not to set an end date for the campaign, you can choose between two different options:

• distribute the campaign budget on a daily basis, setting a maximum amount that the campaign will spend per day,
• or choose to distribute it over the entire duration of the campaign.

In this case, by indicating a total amount, you can choose which days and hours to keep the campaign active; alternatively, you can choose to let the algorithm decide how and how much to spend the budget in the indicated time frame.

The first option certainly allows you to have more control over what is happening day after day and offers the possibility of deciding whether to increase or decrease the expenditure incurred.

Choosing the second option presupposes a more precise knowledge of your audience, the times in which they are most active and inclined to use the proposed contents.

To check the times of peak coverage, you can use the Insights collected from your Instagram account.

 Select the audience you want to reach (Ad Group)

The choice of the audience is a very delicate rcs database variable in the creation of an advertising campaign on Instagram. There are different combinations that allow the construction of audiences that are sometimes very different from each other, mainly however the macro categories of audiences can be summarized in three large families:

 Interest-based audience: a type of audience that in its creation exploits the socio-demographic variables that users provide to Facebook (and obviously to Instagram). Specifically, the variables that you can combine are:

• Places : in this field you can specify one or more countries, regions, provinces, cities, postal codes and decide whether to include or exclude certain locations;
• Age : You can select an age segment to direct your campaign to. The range starts from 13 years old up to 65+ years old;
• Gender : You can target your ads to men, women, or both;
• Languages : You can also select the here is the checklist to follow language Instagram is set to display ads in;
• Detailed Targeting : Here you can add demographics, interests or behaviors to specifically target your audience;

 Custom Audience: 

Connect with people who have already shown interest in your company or product. For example: audiences who have already interacted with your Instagram page, visited your website, purchased one or more products.

We will not dwell on describing this type of audience in the article as it is a rather important topic that deserves specific insights. We promise that in one of our next articles we will also talk about this.

 Lookalike Audiences: Reach new ba leads people similar to the audience that matters to you. You can create lookalike audiences based on people who like your Page, Conversion Pixels, or your existing Custom Audiences.

On the right side of the screen, the Business Manager provides some useful data for interpreting the quality of the audience. This section provides estimates of the size of the audience and estimated daily results in terms of reach and actions (for example, clicks on links or interactions with posts). We recommend using this tool because it is an important indicator within the campaigns.