There’s a new option for Instagram ads…
In Ads Manager, create a campaignThe campaign is the foundation of your Facebook ad. This is where you'll set an advertising objective, which defines what you want your ad to achieve. More with the Traffic objectiveWhen you create a campaign, one of the first things you'll do is select an objective. The campaign objective is your ultimate goal. Your selection will impact options, including optimization and delivery. Options include Awareness, Traffic, Engagement, Leads, App Promotion, and Sales. More. In the ad setAn ad set is a Facebook ads grouping where settings like targeting, scheduling, optimization, and placement are determined. More under conversion location, there is now an option for Instagram Profile.
When you select it, the performance goalThe Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More is set to “Maximize number of Instagram profile visits.” No other options.
If you manually select placements, you’ll see that only Instagram placements are available.
When you create the ad, the CTAA call-to-action is a button or link on your ad that suggests the action you want your audience to take. Examples: "Learn More" or "Sign Up." More is automatically set to “Visit Instagram Profile.”
When should you use this? This isn’t for increasing followers or even driving people to your Shop. It’s optimized for profile visits only so that’s all the algorithm cares about — not followers or sales.
But maybe your Instagram profile behaves as your home base. Good business description, list of links, and photos and videos that educate your audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More.
Honestly, I can see a reason for me to at least try it. The question will be how to actually measure the impact.
It’s interesting though. Will you try out the Instagram Profile conversion location?