With so many different ad types available, it can be overwhelming to select one to use for your campaign. The good news: Ads Manager is well set up for experimentation, which means you can test multiple formats and see which one performs best before running a full campaign.

To narrow down the formats, use these questions to guide you.

1. What is my goal?

With your social media marketing strategy in mind, identify the most important outcome for your Instagram ads campaign. Do you want to:

  • Drive traffic to your website?
  • Get video views for a new product?
  • Increase brand awareness for a new business?
  • Drive ecommerce purchases, app installs, or email signups?

After clarifying your goal, you can choose some potential formats based on the supported objectives and call-to-action options for each ad type. For example, Stories, IGTV and Reels ads are better for driving video views, while Shopping and Collection ads will be best for driving ecommerce purchases.

2. Who is my target audience?

Depending on who you wish to target with your Instagram ads, some ad types may be better than others.

Think about your audience’s habits and behaviors. Do they like watching lots of videos? Are they avid online shoppers? Do they spend more time watching Stories and Reels instead of scrolling through their feed?

Choose ad types with objectives and call-to-actions that match your audience’s natural preferences.

3. What has performed best on organic?

Chances are that your organic followers have lots of similarities to the audience you’ll be targeting with your Instagram ads. So, look to your organic feed to see what types of content have performed well, and that can give you a good indication of what paid formats might resonate with your audience.