Ads can be published either on Facebook desktop, Facebook mobile or Instagram, meaning users can see ads across all these channels. When all three platforms are selected, campaign budget and impressions are automatically balanced between selected channels and optimized automatically by Facebook. For instance, if Instagram and Facebook mobile perform better than Facebook desktop in terms of ad engagement, clicks and conversions, Facebook automatically balances the budget spend and optimizes for those platforms yielding the best results.
Platform selector also allows running campaigns in parallel with different content for each. For instance, if you want to test which channel has the best performance resulting best commercial results, test for example Instagram separately first. However, initial research suggests that dual placement (when ads are sent and shown on Facebook and Instagram) seems to be yielding slightly better results than when using Facebook alone.
Remember that Instagram is fully mobile service and place for visually engaging and inspirational content, meaning that it suits best verticals and stores selling products which are aesthetically suitable for the channel. Naturally, if your mobile strategy is not to drive paid traffic to mobile site, Instagram and Facebook mobile are not suitable options. Also take into consideration your key sales channels and behaviour. Possibly your customers make the first engagement with mobile, but are more keen to buy on desktop so re-targeting budgets could be higher for desktop, whereas prospecting budget more leaning towards mobile, all depending on your marketing strategy.
Instagram and Image sizes
Since users come to Instagram for visual inspiration, Facebook has set bigger image size requirements for Instagram ads than for Facebook ads. At the time, minimum image size requirement for Instagram ads is 600px * 600px.
In case your images are not suitable for Instagram you need to upload bigger image versions to your e-commerce site or system. By default, Nosto uses the same image for ads and other features that you use on product pages as the primary product image. If you are sure that you have bigger, high-res image versions available in your system, it is likely that Nosto has been configured to use a smaller image version than the biggest one available.
Replacing and mapping larger image versions to Nosto depends on the e-commerce system that you use. Nosto uses the image tagged in the image_url field in the product tagging, so if you need to change this to a bigger image versions, review the image urls in the tagging using the debug-tool, and change the url to refer to a larger image version by adjusting the implementation. If you are unsure how to change this, please consult our support or your Customer Success Manager at Nosto how to proceed.
What if a small share of my images are not suitable for Instagram, but most are?
Surprisingly often product images on e-commerce web-sites are inconsistent in size, causing that all product images and consequently products are not suitable for Instagram ads. If a majority of products/images meet the size requirements, but only a handful do not, Nosto’s campaign creation wizard will display a warning when creating a campaign. This doesn’t prevent you from launching an Instagram campaign, but ideally review the conflicting products/images as these are not used for your ads.
For debugging purposes, use the product catalogue tool to review which product images are not suitable for Instagram and ideally replace conflicting ones with bigger product images, so that you can advertise with full product catalogue in all available ad platforms.