3 ways to reduce cost per lead in your Instagram

Meeting user interests is one of the principles of a successful advertising campaign. Targeted advertising helps to find interested users and present your product to them. Today we will talk about the main points, advantages and difficulties of this tool, as well as provide links to useful materials.

What is targeted advertising
The name itself comes from the English target - "target". Targeted advertising targets those users who meet predefined parameters (age, geography, interests, behavior, education, income level, and so on).

For example, a cosmetics company is launching a line of travel products. She needs to attract women 25-35 years old who are interested in personal care and travel often. All this can be indicated in the targeting settings, and as a result, get the attention of the target audience.

Advertisements can be in text, video, image format, as well as interactive advertising format, which is most often used to promote applications.

Method 1. Set up your targeting correctly (reach campaigns)
It would seem a banal thing. But nothing reduces the cost of a lead like a clear portrait of the target audience and the correct system settings. In the Facebook advertising account (namely, through it, advertising on Instagram is configured) there are many parameters by which we can determine the target audience: gender, age, geography, interests. Moreover, Instargam itself will recommend related interests, among which we often come across those we need.

An example from practice: working with FC Zenit, when setting up advertising, we did not target women, in order not to spend part of the budget on inappropriate leads. Yes, the framework is quite strict (after all, there can be football fans among women), but this allows you not to waste your budget and get the maximum number of leads from an interested audience.

Method 2. Use remarketing audiences
According to statistics, about 98% of users do not perform the targeted action when they first contact the site. The purpose of remarketing is to remind these users about the product, encourage them to re-contact and to place an order. Remarketing significantly reduces the cost of a lead due to the fact that a person is already familiar with the service. Such advertising will not provoke aggression on the brand, and he is more likely to fill out the proposed form.

Method 3. Using similar audiences (look-alike)
We can create similar audiences based on remarketing audiences. What it is? By setting up a look-alike (or simply LAL) search, the system independently analyzes user behavior in the original remarketing audience. It then creates a new lookalike audience that can be used in campaigns. Moreover, we can set the percentage of similarity: from maximum to minimum. The more we set the maximum similarity of the audience, the more the audience we received. In the example below, the percentage of audience similarity is 3% of the Russian population. We've also set up exceptions in the form of audience of site visitors in the last 60 days to be sure to target only a new audience.