How to Run a Conversion Remarketing Campaign with Instagram Swipe Up Stories
Learn something new this week with this in-depth blog on how to create a conversion remarketing campaign with Instagram Swipe Up Stories!
Happy Momentum Monday!
Are you using Instagram? More specifically – Instagram stories?
Most likely, you are.
In fact, 400 million users utilize Instagram stories daily! Yup – you read that right.
Why not take advantage of the Instagram Story platform with conversion remarketing ads!
Conversion Remarketing allows your business to advertise to those who have already interacted with your business in some way. This means that the audience is already familiar with your business, thus increasing the chances of them converting into a customer.
In terms of Instagram Swipe Up ads specifically, these ads will appear between the stories of those that your audience already watches. From there, they will be able to swipe up to be redirected to the desired video/post/landing page to take the action that you want them to take.
Sounds great, doesn’t it? Why not try it out for your business!
Read below for a step-by-step guide to creating a conversion remarketing campaign with Instagram Swipe Up Stories.
Log into Facebook
I know – we are talking about Instagram and telling you to log into Facebook.
If you didn’t know, Instagram is actually owned by Facebook. So, in order to run an Instagram ad, it needs to be created through the Facebook platform.
This platform can be accessed at business.facebook.com
Navigate to Facebook Business Manager
From this dashboard, navigate through the business ad accounts. If you manage multiple business’ social media, scroll until you find your desired business. If you are doing this for your own business, select your business’ name.
Once the business is selected, click on “Ads Manager” in the upper left-hand corner.
Select “Custom Conversions” from this menu.
Navigating the Custom Conversions Tab
From here, you will find several great insights including…
Data Sources contains information about offline event sales, custom conversions, catalogs, and more! In our opinion, one of the most important things that this dashboard tracks is pixels.
Pixels track your business’ website activity via the Facebook Pixel. The Facebook Pixel is a small code that can easily be added to your website for Facebook conversion tracking.
Want to learn more about the Facebook Pixel? Read our previous blog to learn about what a Facebook Pixel is and how to use it.
We also love the Google Chrome plugin Facebook Pixel Helper. This plugin will track the Facebook pixels for your website and will be able to tell you if the Pixel is properly functioning or not. You can download the plugin here!
From this tab, we will create our custom conversion.
To do this, simply click on the blue button that reads “Create Custom Conversion” at the bottom of the page.
For the case of our ad, a custom conversion will be considered anyone who schedules an appointment and lands on the website’s thank you page.
Let’s move on to creating our custom conversions.
Creating Custom Conversions
Once the blue “Create Custom Conversion” button is selected, a form will populate.
When creating a custom conversion, you will need to set up unique rules that will categorize an action as a conversion.
The first rule will be to identify which URL the conversion page will contain, won’t contain or equal. These options allow you to insert/include/disclude things in the URL that you would like your target audience to end on for your ad to be considered successful.
To break these down:
- The URL Contains option means that the URL will contain certain phrases or terms.
- URL Equal means that the URL the person will land on will exactly match the URL you provide.
- Lastly, URL Won’t Contain allows you to exclude any pages, terms, etc. that someone may end up on that would not be considered a conversion for your business.
For this example, we will be using the “contains” option.
Once this is inserted, move on to naming your custom conversion. You will want this to be something memorable and easily identifiable.
There is also an option to add a description to the category if you, your team, or your client requires further information.
Next, select the category of your custom conversion.
This list allows you to categorize the conversion by action, including actions such as add to cart, contact, and find location. For our custom conversion, we will be selecting “schedule” because our end goal is for the person to schedule an appointment with Phone Repair Philly.
Lastly, determine the value of each conversion. This will be unique to your business’ products and services. Entering this value allows you to easily track ROI for your ad campaign.
Select “Create” to create your custom conversion. Once created, you will receive a confirmation pop-up like the one below.
This pop-up allows you to go straight into creating your ad or to leave the pop-up to create the ad later. To move onto creating the ad, select the “Create a Conversion Ad” option under “Next Steps.” To leave the window, select the “Done” button in the bottom right-hand corner.
Before creating the ad, we are going to create the ad campaign.
Creating a Conversion Ad Campaign
Navigate back to the Facebook Ads manager dashboard.
Once in Ads Manager, you will see a green “Create” button in the left-hand corner.
Once selected, you will first be asked to determine your marketing objective.
Here, you will select from three major categories: Awareness, Consideration, and Conversion.
Awareness creates interest in your business, products, or services.
Consideration means that you would like potential customers to learn more about your business.
Conversions encourage customers to take the next step and purchase/use your product or services.
For our case, we will be selecting “Traffic” from the consideration column, because we are aiming to send traffic to a landing page for the customer to schedule an appointment with Phone Repair Philly.
Once your category is selected, you will be asked to name your campaign.
As we have mentioned before, you will want this name to be descriptive and easily identifiable. It is also a good idea to add the date that you created the set to the end of the name.
For example, ours will be named “PRP – All Remarketing Sets – IG Swipe Up (5.23)”
From here, there will be two additional campaign options to enable or disable – Create Split Test and Create Budget Optimization.
We tend to always enable the “Create Budget Optimization.” This option allows you to optimize your ad budget across all ad sets. Once enabled, you can insert your daily ad budget max.
If you are doing remarketing, we recommend keeping a smaller ad budget. Of course, this varies with the size of your remarketing data list.
Once complete, select the blue “Continue” button.
Creating an Ad Set
After finishing the campaign, you will be redirected to a page for creating your campaign’s ad set.
For Ad Set name, we will be inserting a description of the actual ad set. For example, ours will be “PRP All Video Views.”
Next, select where you would like to drive the traffic to. Here, you have the option of a website, app, messenger, or WhatsApp. For our campaign, we will be driving traffic to a website page.
Next, there are options to enable “Dynamic Creative” or “Offer.” Dynamic Creative means that the ad assets will be changed per audience. Offer means that you can create an exclusive offer for your target audience to drive more conversions.
For our case, we will not be enabling these. However, if your business could benefit from these options, feel free to add them to your campaign.
Moving on, it is time to select the campaign audience.
If you have an ad set already created, like we do, select “Use a Saved Audience” to select the desired set. If you do not have one already created and saved, select “Create New” to insert the demographic information of your desired audience.
Next, you will determine your ad placement.
For Placements, there is the option to have your ads display in Automatic Placements or to Edit Placements.
Because we are doing an Instagram Story placement, we will select “Edit Placements.” When selecting this option, you will receive a list of all potential placement options. If you only want Instagram Story ads, deselect every other placement option except “Instagram → Stories.”
This option also allows you to specify your ad by device. The options are: All Mobile Devices, Android Devices Only, iOS Devices Only, and Feature Phones Only.
For our placement, we will be selecting “All Mobile Devices.” Once done, select “Continue.”
Creating the Ad
First things first, name your ad. If you’ve been paying attention – you should know our advice by now. Our ad name will be “PRP – IG Swipe Up – 5.23.”
Next, move onto “Identity.” This allows you to select the Facebook and Instagram account that you will be running the ad from.
From there, you can select the “Format.” This is the type of ad you would like your audience to see.
For example you can select:
- Carousel which rotates 2 or more images or videos during the ad
- Single image or video allows you to select a single video or photo ad creative
- Select an Instant Experience ad for a landing page to automatically generate once the ad is interacted with
Next, for “Media” you can select your ad to be an image or a video ad. In this case, our ad is a video ad. Browse your device to locate the desired ad creative. If you are selecting a video, the video must be less than 15 seconds.
As that is uploading, complete the remaining fields.
The next section is “Links.” Here, select whether you would like to drive traffic to a website or a Facebook Event Page.
Running a Facebook Event? Learn how to create a custom Facebook Audience for Events.
Then, move onto inserting “Text” for your Ad. This text should be engaging, eye-catching, and worded in a way that makes your audience want to click to learn more.
There are two options under this for the ad – the option to edit the story background or the option to add an interactive poll.
Next, paste the URL you would like to send traffic to. Once the URL is inserted, there is an option to build a URL Parameter based off of the URL you have provided.
Next, select a Call To Action and insert a display link.
Once this is done – this process is complete! Select the green “Publish” button in the bottom right-hand corner to complete the campaign.
Creating a Duplicate Campaign
Depending on your Ad Set, it may be a good idea to create duplicate campaigns that will target different people.
For example, we would like to target 5 main groups – those who have visited our website, those who have interacted with our Facebook page, those who have interacted with our Instagram page, those who have submitted their emails to our business, and those who have viewed any of our business’ videos in the past.
To create a duplicate of the Ad Set, find the one you have just created, wait for it to upload, and click on the name. Several options will appear beneath the name, including “duplicate.”
Once selected, a pop-up will appear. This pop-up is asking you what you will like to duplicate the ad set into.
Select “Existing Campaign” to pull in the information from the Ad Campaign we just created. Select the correct Ad Campaign before hitting the blue “Duplicate” button in the lower right-hand corner.
Once the Ad Campaign is duplicated, the only thing you will want to change per ad set is the target audience. Here, you can either create a new audience or selected a saved audience (like we did earlier).
Save, Complete, and Repeat for all of the ad sets you’d like for your campaign.
Preview your Ad
In order to review your campaign, select the campaign from your ads manager dashboard. Once selected, hit “edit.”
Once the campaign loads, choose the ad and navigate to “Ad Preview” on the right-hand side.
From here, you will see a small icon that looks like a box and an arrow. If you click on this icon, a pop-up will appear with options for the Ad preview.
You can either share a link to view the ad or preview the ad on your personal device. For this, we will preview on a personal device to ensure that it looks the way we want it to.
This option will send a link via notification directly to the Instagram account. To view it, it is important that you have access to the account that the ad will be running on.
Once you view the ad on your device and confirm that everything looks that way you want it to look – your ad is ready to go!
You have successfully mastered creating a conversion remarketing campaign for Instagram Swipe Up Stories!
We hope you enjoyed this week’s blog! As always – comment below if you have any questions or if you’d just like to say hi!