– Instagram Story Ads present one of the biggest opportunities for advertisers online.
Today I'm gonna show youexactly how to analyze the data so you know whether ornot they're working.
(soft music) Chances are you'refamiliar with Facebook Ads, and you might even befamiliar with the data that goes with them.
But Instagram is really different and when you look at Stories, those are kind of like an adplacement within a platform that's totally different thananything else that's running.
Understanding how to do them well is what's gonna separateyou from the competition, but knowing how to do them well requires that you understand howto look at your data.
If you're someone thatuses Instagram Stories, you may be surprised tofind when you run Story Ads, you don't have access tothe same statistics you do when they're run organically.
Everything shows up through Ads Manager, and it's missing some of the key things you might really be used to seeing.
You may also be wondering, “Well, there's a FacebookAds app, can I use that?” Technically, yes, you can seesome of the ads data in there, but if you really wannahave maximum geek edge when it comes to looking at your data, you're gonna wanna do it on a desktop.
There are a lot of numbers in Ads Manager, most of which probablyaren't gonna apply to you.
However, I'm gonna show youthe ones that actually matter, when you're looking at Story Ads.
Be sure to stick aroundto the end of this video.
I'm gonna give you the answerto the most asked question about Instagram Story Ads I always get.
So when you go in, it'sgonna have a default view.
This is probably not theone you're gonna wanna use.
If you head over to the right, you're gonna see thesection called columns.
If you click on it, thereare pre-made reports that you can look at.
Now some of these overlap with each other.
If you choose engagement, and then you look at somethinglike video engagement, you might see some of the same columns.
These are really just pre-madeviews to make things easier, so you're not having to choose things.
I'm gonna show you the onesthat are gonna be most useful, but I wanna make a note aboutthis account in particular.
You're gonna see a lotof large numbers here.
It's okay if your account is not this big and frankly it's probably not typical for what most agencies are looking at.
I picked this one for a veryimportant reason though.
We have spent millionsof dollars in Story Ads and the patterns we see are the same ones that apply to small accounts.
The issue is when an account is small, there's not a lot of data, so it can be hard to see these patterns.
Assuming that you'rerunning your Story Ads bundled together with other placements, all of that just shows upas the single line item, which isn't really gonnahelp you if you wanna know how your Story Ads are doing.
Luckily you can look at them separately.
If you go all the way over to the right, you see this dropdown called breakdown.
Clicking on that gives you awhole bunch of different ways that you can segment this data to see how certain pocketsof it are performing.
If you scroll down, you're gonna see there'sone for placement.
When you click on that, it's gonna take anything you are running and it's gonna show you what's making up all those totals that you see.
Every single Facebook line item you have, every single Instagram line item you have including Stories is gonna show up here.
If you see Stories not showing up, it could be either becauseyou chose not to run there or, and this is one of thechallenge of Instagram Stories.
There's not a ton of inventory there.
Sometimes when Facebookis auto optimizing, it's just gonna opt out of Stories because it doesn't feel sure about whether you're gonna perform there.
Those are instances whereyou may wanna consider running Stories separately ifyou're trying to get more data because sometimes Facebookjust isn't gonna favor you for that placement.
What we're looking at rightnow is video engagement.
Here's one for Instagram Stories.
Well, we know that it'sgotten 45, 827 impressions, so we have some idea ofwhat is it costing us to get a 10 second view, 19 cents.
How many people are watchingall the way through? A 1000 people.
How much is it costingus for them to watch all the way through? 25 cents.
These are stats that kindof help you understand where your money is going, if you're not looking at conversions.
If you're running a video in a whole bunch of different places, you can say, I know that onFacebook's desktop newsfeed, it's costing me 66 cents for someone to watch all the way through, but on Instagram Stories, it's only costing 25 cents.
When you're thinking aboutbuilding remarketing audiences, these are the costsyou wanna keep in mind, and if you're wonderingabout how to use these costs and build remarketing audiences with them, make sure you check out our video on building effective funnels.
This is where these costsbecome really important, because understanding how faryou're gonna take your budget depending on your objectiveis how you're going to win.
Now, because there are so many numbers, it might be tempting to think, wow, all of these matter.
The truth of the matteris, they really don't.
If we're looking at our Instagram Story and we know that they last for 15 seconds, do we really care how much it's costing for someone to watch three seconds? If you see that it'scosting you five dollars for a 10 second view, and all the rest of these channels are only at like 8 centsor two bucks at the most, that's a good indicatorthat people are not watching to the 10 second mark andsomething might be wrong.
There's things like that.
They're important to rememberin Feeds versus Stories, so make sure you also watch our video about the differences in those things.
You kinda know what you're looking for.
When it comes to Stories, you'd wanna view it relative to, what are the other placements doing and what does that cost? And then what is it you'relooking for it to do.
If your objective isto get people to watch or interact with your Instagram Story Ad, and not necessarily to buy, I don't wanna evaluatethis based on what it sold, because that's not its job.
So in this case, this isa top-of-funnel audience that I'm running this to.
So I really care abouthow much it's costing me just to get them to notice the brand.
And in this case it's about 19 cents.
If you wanna get really crazy, there is the sectionfor customized columns.
And when you click on that, you're gonna have access toa whole bunch of other data that you can add or take away depending on what it is you care about.
It's a little overwhelming I won't lie.
Might not be where you wannastart if you're new at this, but just know that it's there.
So if you want to exploresome of the other options as far as analysisgoes, they are in there.
Let's say that you'rerunning Instagram Story Ads and the goal is conversion.
You're gonna wanna lookat different things, so if you go to your pre-made columns, there is a version forPerformance and Clicks.
If you click on that, the data'sgonna look very different.
Now you're looking at things like, what are the results based on what the goal of that ad set was.
So in this case, thiswas going for purchases, of the purchase conversionevents here's how many happened.
Here is the frequency atwhich these people saw the ad in the amount of time that we've chosen.
Here's how much it coststo get that purchase, here was the budget, et cetera, et cetera.
If you scroll over, you'llstart to see things like what was the cost per click? How many purchases did thesespecific line items drive? So when you look at somethinglike Instagram Stories, this is where things canstart to get interesting for your brand.
Let's say we look atsomething like cost per click.
In this instance we paida dollar and 27 cents for someone to click through to our site.
That's actually pretty cheap, when you look at some ofthe other placements here, but if you start to scroll through and look at things like howmany purchases happened? How much did that purchase cost you? What was your return on spend? All of those things arereally important to look at, because it's gonna startto help you understand, “How are my Story Ads performing relative to some ofthese other placements.
” All of those things arethings you wanna keep in mind when you look at it.
So as promised, one ofthe biggest questions I get when people setup their accounts is, “Should I just set upStories and its own ad set and run it separatelyfrom the Instagram Feed, or should I put them together?” When you're first launching, you're probably gonnawant to run them together.
Just kinda need to get a place to start, and you need to know howoften is Facebook showing it? Does it seem like the creativesis not even doing well, so before you allocatea whole bunch of budget to something that might be inefficient, start to just get a feelfor whether it's doing great or whether it's doing poorly.
If it's doing really well, you're gonna wanna maximize the budget.
Facebook really isn't that great about making sure you show upon Instagram Story Ads a lot.
They'll show you a fair amount, but a lot of times theyjust favor the Feed because there's more data to go on.
You're probably gonna haveto combat that by saying, “I only wanna run inStories in this ad set.
” And then just putting a wholebunch of budget towards it.
If it's not doing well, that's an indicator youprobably need to work on your creative a little bit, and you may not wanna do thatoutside in a separate ad set.
You may just wanna keep trying to hone it while it's still bundled with other stuff, so you maintain some kind ofefficiency with your budget.
If, however, yourexperience is the former, where you're like, “Isee some promise here.
” Here's a great example of what can happen when you break thosethings out separately.
Here we have a interest campaign that was based on Instagram Feed, and then one that isrunning only on Stories.
These two were not alwaysseparated like this.
They used to be bundledtogether and then over time we saw Instagram was doing better, but we weren't maximizing budget.
We saw that Stories started the pull ahead and we weren't really ableto maximize budget there, so it can also be this iterative process where maybe you bundleeverything together first.
It doesn't have to be somethingthat just gets decided once, you may decide to do it later.
And in this case you can see what happens when it works really well.
Story Ads obviouslyhave a much cheaper cost than the Feed does, so the Feed, we're paying 15 dollars and 20 cents for every 1000 ad impressions.
In Stories we're paying a 1/3 of that.
There's less competitionand it's way cheaper.
Doesn't necessarily meananything if it's not selling, but it's just aninteresting point to note, because we still see thatthis is the case even today.
Then we move over to somethinglike Click Through Rate and Cost per Click.
The Instagram Feed is atthree dollars and 89 cents at a 0.
39% click through rate.
Stories is at a dollarand 27 at a 0.
46 rate.
Stories is still doing better.
Not surprisingly, whenyou look at the number or quantity of website purchases, they're higher for the Instagram Feed.
Make sense 'cause there'sa lot more ads on the Feed than there are on Stories.
They just have moreopportunity to sell that much.
If you look at the return on spend, for this brand, they'regetting a 24.
5% return on spend for Feed.
If you get at Stories, they're getting a 31, almost 32 return on spend.
That is an enormous return on spend.
Again, it's not necessarily normal, as you get these spends at scale, these are the type of patterns we see.
When you take the timeto make your Stories work and you start to see them do well, and you maximize your budget, no matter how big or small that budget is.
There are many timeswhere we will see Stories absolutely outperform the Feed.
Those are the cases wherewe strongly recommend that you do break them outinto their own placement because that's the onlyway you're gonna get all the inventory thatStory Ads have out there.
Knowing when it's time to break this out, is kind of a judgment call.
You really need to lookat how Stories is doing relative to the otherplacements it's bundled in, kinda like I showed you earlier.
If it's doing well when it'sbundled with other stuff, odds are, it's gonna do verywell when it's on its own and it has its own budget and you can test creative a lot more, you're gonna find that youcan get it to do even better.
So if it's showing promiserelative to everything else when it's bundled together, it's a safe bet thatit's gonna do really well when you're breaking out on its own.
As you can see from the data, ads are a really importantpart of your social strategy.
Click the playlist onyour screen right now for all of our tips andtricks on how to use Instagram to grow your business.
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