Instagram is known for its unique visual style that mixes bright and lively artsy shots with videos full of action. Advertisem*nts through the platform also follow the natural format of user posts, which doesn’t interrupt the viewer’s session.
How do you go about trying tobuy Instagram ads? We’ve developed a guide with all the steps you need to follow to create a budget for your campaign and gain a better understanding ofhow much your Instagram advertising will cost.
Instagram ads cost
YourInstagram ads costdepends on the bidding option you choose. Facebook gives you the choices ofcost per click (CPC), cost per thousand impressions (CPM), cost per action(CPA) or cost per like. You can also choose between automatic and manual bidding.
According to eMarketer, Instagram’s average CPM is between $5-$6 on the buyer side and the average CPC is calculated to fall in therange of 56 cents and 72 cents.
Let’s learn in detail how each of these factors impacts the final cost of your Instagram ads.
Related:An advertiser’s guide to Instagram.
How Instagram calculates ads cost
Instagram follows the same rules as its parent company, Facebook, when calculating ad costs. There are a few variables that ultimately determine how much you will pay.
- Bid price.The bidding amount tells the platform how much you’re willing to pay for your ad to be placed. Manual bidding tells Facebook the highest price you’ll pay and automatic bidding has Facebook choose your bid to match the best price for the most engagements.
- Ad quality and relevance.Facebook gives a score to ads based on how relevant they are to the audience being targeted and how people react to it. Your score increases when people react positively to your ad and decreases if people respond negatively, such as hitting the “hide this” button. Ads with a high relevance score are placed over lower scoring ones.
- Estimated action rates.This number represents how much Facebook thinks a person will perform the action an ad is optimized for (such as downloading an app or visiting a website).
- Audience targeting and competition.The cost of advertising on Instagram increases when there are other advertisers competing to show ads to the same audience. Keep in mind the people you’re targeting and if others will be trying to land the same spot.
- Time of year.With all advertisers fighting for ad space during the heavier advertising periods of the year, such as during the holidays, prices tend to increase because of the level of competition. Consider this variable before preparing your budget.
- Placement.Allowing Facebook to place ads on their other networks, such as the main Facebook platform and the Audience Network, helps reduce the average cost of your ad.
- Optimization of ad delivery.Just like in other ad platforms, be sure to optimize your ads for the results you want. Develop a targeting plan to ensure your ads end up in front of people that are valuable to you, increasing your chances of having your ad placed over a competitor and driving down your costs.
Related:The complete list of Instagram ad specs
Instagram ads budget
Through Facebook, your budget is either set daily or over the lifetime of your campaign.
With daily budgeting you decide the most you want to spend a day. Once the limit has been met, Facebook won’t place any more ads for the rest of the day.
Minimum budgets for your Instagram ads are calculated as a daily amount and apply regardless of the budget option you chose.
If you’re using USD, AUD, CAD, SGD, JPY, NZD, TWD, EUR, CHF, SEK, HKD, GBP, ILS, NOK, KRW or DKK, your minimums should be as follows:
- At least $1 a day for ad sets charged for impressions.
- Ads charged for clicks, likes, video views or post engagement need a daily minimum budget of at least $5 a day.
- The daily minimum budget for low-frequency events, such as offer claims or app installs, need to be at least $40 a day.
Using any other currency besides the ones just mentioned does change the amount you’re allowed to put for a minimum.
- At least 50 cents a day for impressions.
- If you’re being charged for clicks, likes, video views or post engagements your daily minimum needs to be at least $2.50.
- Low-frequency events, such as offer claims or app installs, need to be charged at a daily minimum of $20 a day.
A lifetime budget has you decide how much you want to spend for the duration of the campaign and allows Facebook to average it out each day. The performance of your ad, whether it does well or poorly, will determine how frequently your ads will be placed and how much they will cost.
You are ready to buy Instagram ads
Now that you know thecosts of buying Instagram adsare similar to Facebook’s, moving efforts to include Instagram in your advertising plans should be a pretty easy step. However, be sure to keep in mind how the style of Instagram differs from Facebook and edit your ads to follow the Instagram model.
Looking for other platforms?
- LinkedIn ads cost
- Facebook ads cost
- Twitter ads cost
- Snapchat ads cost
- Pinterest ads cost
- YouTube ads cost
FAQs
Instagram Link Click Campaigns
How much does it cost on Instagram to advertise? ›
Instagram Ads cost depends on your bidding model, such as cost-per-click (CPC) or cost-per-impression (CPM). Typically companies on average pay, $0.50 to $1 per link click. In highly competitive industries, like apparel, you'll pay more. The cost of Instagram ads may go up to $3.00 per click.
How much do Instagram ads cost per 1,000? ›
Instagram cost per thousand impressions (CPM)
Instagram cost per one thousand impressions in ranges between $2.50-$3.50 for better-performing campaigns and their respective ad sets.
Is $5 a day enough for Facebook ads? ›
You will be amazed with the conversion rate because you are showing your offers to an audience that is highly engaged and pre-qualified. In conclusion, the $5/day Facebook marketing strategy is a great way to reach your target audience, track your ad performance, and retarget your viewers.
Is $1 a day enough for Facebook ads? ›
Is $1 a day enough for Facebook ads? Theoretically, yes, $1 is enough for Facebook ads, particularly if you're aiming for impressions. However, it all depends on the goal of your ads campaigns, the relevance of your ads, and the target audience you have chosen.
Is it worth it to promote on Instagram? ›
The Pros of Boosting your IG Posts
When you boost your post, the Instagram platform offers a chance to quickly add in a call-to-action for viewers to learn more, shop your main page or contact you. This also makes it an ideal tool for very easily and quickly offering additional options to your audience.
What is the minimum budget for Instagram ads? ›
What is the Minimum Budget for Instagram Advertising in India? There is no minimum budget for Instagram advertising in India. However, businesses should consider their goals, target audience, and competition to determine an appropriate budget.
How much does an Instagram ad cost per month? ›
But the key question remains: how much do Instagram ads cost? On average, the Instagram ad cost per month is $0.95 per click. In this article, we explore the cost of placing ads on Instagram more deeply. We'll also show you how to optimize your budget to maximize the returns of your total ad spend.
How much do 1,000 Facebook ads cost? ›
Facebook bills advertisers based on two metrics: cost per click (CPC) and cost per mile (CPM), otherwise known as cost per 1,000 impressions. Facebook ads cost approximately 69¢ per click. Facebook ads cost approximately $9.88 per 1,000 impressions.
How much does a TikTok ad cost? ›
The average CPM on TikTok is $9.16 (as of November 2023). TikTok advertising prices start at $0.50 CPM and $0.02 cost per click. A minimum budget of $500 is required to spend on a campaign, with a minimum daily budget of $50 at the campaign level and a minimum of $20 per day at the ad group level.
My advice to you would be to start by setting a daily budget of $20 per day, then let things run for 7 days. Once you have 7 days' worth of data, I would come in and increase or decrease the budget by 10% - 20%, depending on performance.
Is $100 enough for Facebook ads? ›
Is $100 enough for Facebook ads? $100 can be a good start for small, targeted campaigns or testing purposes on Facebook. To maximize a $100 budget, focus on precise targeting and optimizing your ad creatives.
What is the $50 limit on Facebook ads? ›
When using an ad account owned by a business new to Facebook Products, the maximum amount you can spend per day is $50.00 across all campaigns. This ad account can only spend $25.00 a day across all campaigns. You can gain access to higher spending limits by following our policies for several weeks.
What is a good monthly budget for Facebook ads? ›
Ideally, it is recommended to have a budget of at least $1,500 for your first month of advertising. However, we understand that this may not be feasible for everyone starting out. For ad set budgets, if you are charged based on impressions, it is advisable to allocate a minimum of $1 per day for your daily budgets.
Which is better Facebook or Google ads? ›
Choosing between Facebook Ads and Google Ads will come down to your company's audience, industry, and business goals. Typically, Google Ads are better for making sales, while Facebook Ads are better for building brand awareness and connecting with customers.
What is a good budget for meta ads? ›
For ad set budgets, most advertisers who are charged for impressions should allocate at least $1 per day for daily budgets. Minimum budget requirements may be different depending on when you choose to get charged for ads.
Can you advertise on Instagram for free? ›
Instagram is still an excellent platform for people to promote their businesses for free. You can use images, videos, and short-form Reels to build your brand on Instagram. The platform is massive and keeps growing.
Are Instagram ads worth it in 2024? ›
A picture is worth a thousand words, but an Instagram ad can be worth thousands of dollars in revenue. 50% of users say they become more interested in a brand when they see an Instagram ad and are more likely to make a purchase.
How much does social media advertising cost per month? ›
Average social media advertising pricing can cost anywhere from $15 to $200 per day to $450 to $6,000 per month to manage an account (paid to your agency or consultant), with monthly ad spend ranging from $200 to over $50,000 (paid to ad networks).
How much does advertising cost per month? ›
Digital advertising costs $100 – $10,000 per month, $0.11 – $0.50 per click and $0.51 – $1 per 1000 impressions for PPC ads, and $0.01 – $0.50 per click and $0.01 – $8 per 1000 impressions for social media ads on average.
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