Configure an Instagram Social Ad for Your Team (Enhanced/Unlimited)

Before a user can configure a Instagram Ad Campaign for their team, they will need to have completed the "Create New Campaign" page and selected Instagram as an ad channel.

• Learn how to set up for success before launching a Facebook ad
• Learn how your card will be charged, how Facebook/Instagram uses your overall budget to get the best results, and how credits work

Once the first step is finished, setting up the initial details of the ad, follow the steps below to configure your Instagram Ad Campaign:

 

Add a Listing
Campaigns is connected to KWLS 2.0, which means it is connected to the same listing feed as your KW App and Site. If you have selected "Advertise Listing" as your goal, the screen to choose the listing you want to highlight will open automatically.

If you chose another goal, you can use the listing section to add a listing, though it is not required:

1. Click Add a Listing.

 

2. Search for the property you want to feature:

• Search for the listing by Property Address, MLS Number, or Listing Agent.
  

• Use the Status drop-down, to filter by listing status.
  
  
  
• Use the Show drop-down, to switch between your personal listings and all listings.
  
  
  

3. Click Select, once you found your desired property. This will load the listing details and photos into the form, for you to utilize in the ad.

 

 

4. If you need to change the property, click Change Listing and the listing panel will reappear.

 

Text

1. Fill out the information that will be displayed to your audience when they are viewing your ad:

• Main Copy 
  The "Main Copy" field will be automatically entered with information from the KWLS listing. You can edit this information. The character limit for the "Main Copy" field is 250.
• Headline
  You can enter your headline in this field. The character limit for the "Headline" field is 25.
• Description
  You can either enter your own description, which will show underneath the Headline in the ad, or you can use a generated description by clicking Use Suggestion, at the top right of the Description textbox. You can also change the generated descriptions by clicking Shuffle. The character limit for the "Description" field is 250.

 

2. Click Save, at the bottom of the section, when you are done.

 

 

Media

In this section, you can either use a single image, single video, or multiple images for your campaign - up to six. 

1. Click in the Media section and choose the images or video you want to use in the ad:

• If you attached a listing to the ad, then you will see the primary listing photo, from the listing feed, will already be selected. Click the three dots on the added image to see the option to Change, Crop, or Delete the added image. Click Add More, to add additional images.
  
• If you did not attach a listing to this ad, click Select Media for this Campaign. This will bring up a pop-up window where you can add custom images or a custom video.
  • For team social ads, you have to pull the design from the team Design library.
    

2. If you added images from the listing feed, the system will require you to add your DBA Logo. This will automatically pull in from your Marketing Profile, but you have the option of replacing it with a logo from your computer. This logo will appear in either the bottom left or right of the ad.

• • Below the DBA Logo section, choose to add the image in either the bottom left or right of the ad. The preview, on the right side of the page, will show you what this will look like.
  • Check the Include My Ownership Statement checkbox, if you want this to display as well. If you check this box, it will auto-populate the text for this, but you have the ability to edit this statement. Click Apply, when ready.

 

3. Click Save Media when finished.

All listing photos in social ads will have a DBA logo automatically added to the photo which will be pulled from your Marketing Profile. If you need to access your DBA logo, click the "Click Here" link and you will be able to find and download your DBA logo. You can remove the DBA logo by clicking the X icon and replace it. Brokerage and listing attributions will be automatically added to all listing photos also.

Instagram Settings

The Instagram Settings section is where you will choose the Facebook profile and business page the ad will be associated with. You will also select how you will capture leads from this ad, and where you want to target the ad.

 

1. Click in this section and select the Account and page that will display the ad, from the corresponding drop-down.

2. Under Instagram Position, choose whether you want the ad to run as an Instagram Feed Ad or Instagram Story Ad.

 

3. Select the lead capture method you want to use for this ad. 

• Destination - choose how you want to capture leads from the ad.
  • If you chose "Use Facebook lead generation form," when a consumer clicks to learn more, Facebook will capture the information from their Facebook/Instagram profile. You are choosing the page you want them to go to, after this happens.
  • If you chose "Use a Site or Landing Page," the consumer will be directed to whatever Destination URL you enter, and that page will have to handle the lead capture. Using this method will not capture any of the consumer's Facebook/Instagram information and requires the consumer to type out more of their info into the lead capture form, this is not the recommended method.
• Button Label - Facebook has a few options to choose from for your link button. Use the drop-down to select this label.
• Website URL - you will see different verbiage here, depending on the lead capture method you chose. You can use your own site or you can also select a Site Page you've created by clicking Choose Site and a drop-down menu of your Landing Pages will appear.

3. Set the targeting for the ad:

 

Auto Audience

This option fully utilizes Facebook/Instagram's algorithms. Select a location and the target radius (in miles) where you want the ad to be sent.

 

Custom Audience

This option allows you to customize who you want to put the ad in front of. Here you can select Target My Database (to make sure the ad is sent to specific contacts) and/or Target a Custom Audience (to choose specific audiences for the ad, based on interest). You can select either of these options or both. Once you select a custom audience, you have the ability to save that audience for future use.

• Target My Database
  

  In order for database targeting to work effectively, ensure that the contacts you plan to target in your database have a valid primary phone number and/or a primary email address saved to their contact record. Campaigns will use the primary phone number you have added to their contact record (preferably their mobile phone), or the primary email address to try and match the recipient's profile within Facebook/Instagram.

1. If you want this ad to go to people in your database, check the Target My Database checkbox. This will allow you to create audiences based on tags or neighborhoods that have been added to your contacts.
   
   
2. Select the audience an audience from the drop-down menu, if you have already created one. You can select multiple audiences in this way. You will see the audience count next to the audience name, if the total number of leads/contacts is too low, you will see a message letting you know to increase the audience size. Your ad may not get delivered correctly if there are not enough people to send it to.
   
   
3. If you don't have an audience created, click the Create New Audience button, name the audience, target by tags or audience, and click Create when finished.

• Target a Custom Audience
  

  As you are editing the custom audience, keep a eye on the Audience Definition meter, on the right side of the page, under the preview. This meter gives you an idea of how many people your ad could reach and whether the audience is too narrow, broad, or just right.  The Audience Definition meter does not take into account contacts that are being targeted in the Target My Database section.

  
  
  

1. In the Location section, start typing the city you want to target, then select it from the drop-down. In the Radius section, enter the radius of the targeting, in miles.
   
   
2. Click Add Interests to choose from a list of interests that Facebook/Instagram tracks.
   
   
3. Click the checkbox by the name of the interest(s). Adding multiple interests in this way basically adds an "Or" statement between each interest, broadening the audience to only needing to have one of the interests.
   
   
4. Click Save, in the "Add Interests" pop-up.
   
   
5. You can add additional interests by clicking Narrow Audience, this will allow you to select new interests. The difference with this is, any interests you add here will narrow the audience. It puts an "And" statement between these interests and those you selected in step 3 above. The Instagram user would have to have each of these interests to receive the ad.
   
   
6. Once you set the audience for this ad, you can click Save This Audience, at the bottom of this section, to save the audience for future use (see the next section to learn how to select these saved audiences).

 

• Saved Audience

1. 1. If you want to use an audience you saved in a previous ad, use the Select Saved Audience drop-down and select the audience you want to use.
      
      
   2. Once you select an Audience, you will see options to Edit Audience or Delete Audience.

 

Save Instagram Settings
1. Once you select the targeting for your ad, click Save, at the bottom of the section.

 

Lead Settings 
In this section users can select what they would like to happen to leads that from this campaign. The options are to select how leads should be routed to your team, auto-tag the leads with Contact Tags, and they can also be automatically added to SmartPlans as well. The SmartPlans would need to be added to the users My SmartPlans list in order for them to appear in the corresponding drop-down.

Lead Routing

1. Select which lead route that all captured leads will be sent through from the drop-down.

Auto-tag

1. Start typing out the name of the desired contact tag and select from the list results. Multiple contact tags can be selected.

 

2. If the contact tag doesn't exist, type out the name of the tag, and click Create Tag.

 

3. Select the color for the tag then click Add. 

• You can remove a tag that has been selected by clicking the X icon beside the tag name.

 

Assign to SmartPlans

1. Start typing out the name of the desired SmartPlan and select it from the list of results. Multiple SmartPlans can be selected.

 

2. Click Save Lead Settings when finished.

Duration and Budget

This is where you set how long the campaign will run and the budget for the campaign.

• Set your duration and budget for the ad. Click Save Duration & Budget when finished.

• If you change the duration of the campaign, that will also change the daily amount spent.
  
  
• If you change the total amount, that will also change the daily amount spent.

 

Preview Your Ad
A preview of your final ad will display in the top right. Preview your ad for accuracy before you save it.

 

Save as Draft/Publish Campaign

• Once you have completed and reviewed your ad, either click Save as Draft or Publish Campaign.
  
  

Select Payment Profile

When the campaign is published a screen will appear asking for the user to select a card on file that will be charged the full amount of the ad upfront. The user can select a different card on file or add a new one. Click Create Campaign when done.

Once you save your ad, you can view it on the "My Marketing Campaigns" page. Both "Draft" and "Active" campaigns will display on the "Paid Campaigns" list.

 

 

Confirmation Email

Once you have published your campaign, an email will be sent to the email address associated with your Command account confirming the amount that was charged to your card on file. The email will be sent to the email address associated with your Command account. If you don't receive an email in your regular inbox, check your spam or junk folder. If you still are not able to locate the email, you can contact adbilling@kw.com and they will be able to assist you.