Have you ever wondered whether to run in-app ads on Instagram or opt for a full Meta Ads campaign, which includes both Facebook and Instagram? Deciding between these two options can be challenging, especially with the recent changes that affect ad costs.
So let’s dive into each option to help you decide which will work best for your goals.
Pressed for time? Click here to watch the full, in-depth video!
New Changes in Instagram In-App Ads: 30% Fee on iOS
From February 2024, if you choose to run in-app ads on Instagram through the iOS app (on your iPhone or iPad), 30% of your ad budget will go toward an Apple fee. To avoid the extra charge, it’s best to use either the web version of Instagram or run Meta ads through the Meta Ads Manager.
With this in mind, let’s explore the three key ways to run ads on Instagram and Meta and the pros and cons of each.
Running Ads Directly from Instagram
One of the easiest ways to advertise on Instagram is through the “Boost Post” option directly within the Instagram app.
How to Boost a Post on Instagram
1. Select a Post to Boost
On Instagram, click on a post and tap the “Boost Post” button.
2. Choose an Objective
You’ll be prompted to select your campaign objective. Options include driving profile visits, website clicks, or messages.
3. Target Your Audience
You can create a custom audience based on location, demographics, and interests.
4. Set Budget and Duration
Choose how much you want to spend daily or over a specific time.
Benefits and Limitations of In-App Instagram Ads
Great for Beginners
If you’re just getting started and want to grow followers or engagement, boosting posts on Instagram is a quick and easy option.
Limited Targeting Options
You won’t be able to use custom audiences like Lookalike Audiences. For lead generation or sales, Meta Ads Manager may be more effective.
iOS users will pay an additional 30% fee on their ad spend if they use the mobile app. To avoid this, we suggest considering using Instagram’s web version to boost posts.
Boosting Posts on Facebook
Boosting a Facebook post is very similar to Instagram and is a straightforward way to increase engagement on individual posts without a full ad campaign.
Steps for Boosting on Facebook
1. Go to the Facebook Post You Want to Boost
Click “Boost Post” below the content.
2. Set Your Objective
Options include promoting your website, page engagement, or generating messages.
3. Audience and Budget Options
Just like on Instagram, you can set a target audience, budget, and duration.
Facebook Posts: To Boost or Not to Boost
Consider the following on whether you’d want to boost your Facebook post:
Simple to Use
It’s ideal for those new to Facebook ads who want quick engagement.
Limited for Lead Gen
For driving leads or conversions, you’ll likely get better results by setting up an ad in Meta Ads Manager.
Running Ads through Meta Ads Manager
Meta Ads Manager is a more advanced tool that offers highly customizable campaigns and broader targeting options.
Getting Started with Meta Ads Manager
1. Access Ads Manager
Go to Meta Ads Manager and click “Create” to start a new campaign.
2. Choose Your Objective
Unlike boosting posts, Meta Ads Manager offers several goals, including brand awareness, engagement, traffic, and conversions.
3. Set Up Detailed Targeting
You can set up custom audiences, including Lookalike and Remarketing audiences.
4. Manage Budget and Scheduling
Allocate your budget, schedule your ads, and choose the ad placements.
Why Use Meta Ads Manager?
Best for Advanced Campaigns
If your goal is lead generation or direct sales, Meta Ads Manager allows for more advanced targeting options and ad formats.
Custom Audiences
This tool allows you to create audiences based on prior interactions, website visits, or customer data.
Avoids In-App Fees
Since Meta Ads Manager is web-based, you won’t be subject to the 30% iOS fee.
Choosing the Right Platform for Your Goals
When deciding between these three methods, it’s essential to consider your advertising goals, budget, and the level of control you need over your campaigns.
Final Tips for Running Effective Ads
1. Use Meta Ads Manager for Sales Goals
If you want to drive actual sales or leads, skip the simple boosts and go for Meta Ads Manager.
2. Avoid iOS In-App Ads for Cost-Effectiveness
To avoid the 30% Apple fee on Instagram in-app ads, use the web version or run ads through Meta Ads Manager.
3. Boost Top-Performing Content
If you do choose to boost a post on Instagram or Facebook, focus on content that’s already performing well organically.
Learn more about effective audience retargeting through Facebook Ads here.
Trying to finetune your ad creatives? Avoid these common mistakes to attract more leads!
Running effective ads doesn’t have to be complicated, but it’s essential to choose the platform that aligns with your goals. Whether you’re just looking to increase engagement or want to drive more sales, there’s a Meta solution that’s right for you!
I hope this gave you clarity on deciding between using Meta Ads Manager or running ads on social media. Stay tuned, and if you found this helpful, be sure to subscribe to our newsletter for more social media, marketing, and advertising insights. See you in the next guide!
And while you’re here, I’d like to invite you to the Marketing Lounge – a Facebook group and safe space for like-minded self-starters, entrepreneurs, and marketers. If you’re from Seoul, South Korea, you can look forward to book club sessions, workshops, and more. Feel free to join!
P.S. Looking for a mini marketing audit? Click here to learn more!
Hyein
I’m an award-winning global marketing expert running HY Marketing in South Korea. We help businesses succeed in South Korea, Japan, and English-speaking markets through social media and Facebook ads.
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