Practical Guide

The Practical Guide to Click to Instagram Direct Ads

Chris Lai
Content Writer, Respond.io
August 26, 2021

Looking to generate more leads? Consider Click to Instagram Direct Ads, one of the most effective lead generation ads. This blog post explains what are Click to Instagram Direct Ads and why use them for lead generation. Plus, we’ll walk you through the process of setting up a Click to Instagram Direct Ad and taking your Instagram Ads to the next level using respond.io. This includes sending automated surveys to Instagram leads, managing Instagram messages at scale and extending the messaging window.

Want to make the most out of your Click to Instagram Direct Ads? Get a free respond.io account and connect your Instagram Business Account to respond.io now.

Click to Instagram Direct Ads: An Introduction

Instagram offers different ways for customers to connect with your business - customers can comment directly on your content or send a direct message (DM) to your inbox.

Many businesses prefer to chat 1:1 with their customers as it's easier to track & manage conversations. Thankfully, Instagram has features that encourage your customers to send you a DM. This includes Instagram Profile Links and Click to Instagram Direct Ads.

What Are Instagram Profile Links

Instagram Profile Links bring people to your Instagram account. Once they are on your account, they’ll find the Message button conveniently placed at a highly visible location. Clicking on it will take visitors directly to your Instagram DM inbox.

This is an image that shows how WhatsApp Profile Link looks. Instagram Profile Links links bring people to your Instagram account. Once they are on your account, they’ll find the Message button conveniently placed at a highly visible location. Clicking on it will take visitors directly to your Instagram DM inbox.
Instagram Profile Link

Instagram Profile Links are great for connecting with your customers. You can place them on your website or inside newsletters to direct people to chat with you. But if you want to eliminate the extra step of taking customers to your Instagram account, consider Click to Instagram Direct Ads instead.

What Are Click to Instagram Direct Ads

Click to Instagram Direct Ads allow people to start a conversation with you in your Instagram DM inbox. They can be shown in Instagram Stories or Feeds.

When swiped up or tapped, Click to Instagram Direct Ads open an input bar where leads can write you a custom message. Once they send the message, the new conversation will appear in your Instagram DM inbox.

This is an image about how Click to Instagram Direct Ads work. Click to Instagram Direct Ads allow people to start a conversation with your business on Instagram. They can be shown in Instagram Stories or Feeds. When swiped up, Click to Instagram Direct Ads open up an input bar where leads can write you a custom message. After sending the message, the new conversation will appear in the Instagram DM inbox.
How Click to Instagram Direct Ads In Stories Work

Conversations opened through an Instagram Ad will come with a thumbnail image of the ad. The thumbnail is accompanied by a disclaimer that says you replied to their promotion.

Once leads start a conversation, you can message them back with qualifying questions. You need someone there to answer messages unless you connect to a third-party CRM that allows automatic lead qualification. More on that later.

Despite the need to have agents on standby, Click to Instagram Direct Ads have a number of advantages over conventional lead generation campaigns. Read on to find out why you should run an Instagram Ad campaign for lead generation.

Why Use Click to Instagram Direct Ads

Click to Instagram Direct Ads help you start a conversation with more leads and allow faster interactions with leads, helping you to move them down the funnel faster.

We'll look at how typical B2B businesses advertise to understand how Click to Instagram Direct Ads bring more leads. First, you show ads to target buyers. When clicked, the ad will take leads to a contact form. Once you get their email or phone number, you can start connecting with them.

However, the drop-off rate is high in conventional advertising. Many are unmotivated to fill in a long contact form or have privacy concerns. Plus, leads may inadvertently provide the wrong contact details, in which case you can’t get back to them.

This is an image showing the benefits of using how Click to Instagram Direct Ads for lead generation. Click to Instagram Direct Ads help you start a conversation with more leads. In addition, Click to Instagram Direct Ads allow faster interactions with leads, helping you to move them down the funnel faster.
Why Use Click to Instagram Direct Ads for Lead Generation

Click to Instagram Direct Ads eliminate the need to fill in a contact form, thereby lowering the drop-off rate. Moreover, you don't have to worry about getting the wrong contact details.

Click to Instagram Direct Ads also push leads down the funnel faster because the interactions on Instagram are faster. You'll get an instant reply from leads most of the time. By contrast, it takes days to get an email reply in a conventional ad campaign.

Want to get started with Instagram advertising? We’ll guide you through the process in the following section.

How to Set Up A Click to Instagram Direct Ad

Click to Instagram Direct Ads are only supported on Instagram Business Accounts. If you’re using a Personal Account for business, convert it to a Business Account.

Before setting up an ad, you’ll need to connect your Instagram Business Account to your Facebook Page and Facebook Business Manager Account. Once you’re ready, go to Facebook Ads Manager.

1. Click the green Create button.

This is an image about how to create Click to Instagram Direct Ads. To create Click to Instagram Direct Ads, click on the green Create button.
Instagram Ads Manager

2. Create a campaign with the Messages objective.

This is an image about how to create Click to Instagram Direct Ads. Create a campaign with the Messages objective.
How to Do Instagram Ads: Choosing Messages as the Campaign Objective

3. Edit the Campaign Name and Campaign Details.

This is an image about how to create Click to Instagram Direct Ads . To create Click to Instagram Direct Ads,  edit the Campaign Name and Campaign Details.
How to Advertise on Instagram: Editing Campaign Name and Campaign Details

Where appropriate, declare your Instagram Ad as a Special Ad. You may also set up an A/B test to understand which ad strategies give you the best result. Click Next to continue.

4. Select Click to Message as the Ad Type and Instagram Direct as the Messaging App.

This is a picture about how to create Click to Instagram Direct Ads. Select Click to Message as the Ad Type and Instagram Direct as the Messaging App.
Choosing Ad Type and Messaging App

5. Choose the Facebook Page and Instagram account you want to create the ad for.

This is a picture about how to create Click to Instagram Direct Ads. Choose the Facebook Page and Instagram account you want to create the ad for.
How to Create Instagram Story Ads: Choosing Facebook Page & Instagram Account

Edit Budget, Schedule, Audience, Placements, Optimization and Delivery on the same page. Then, click Next.

6. Choose your ad format under Ad Setup. You can opt for a single image or video. Alternatively, create a carousel ad with 2 or more scrollable images.

This is a picture about how to create a Instagram ad campaign. Choose your ad format under Ad Setup. You can opt for a single image or video. Alternatively, create a carousel ad with 2 or more scrollable images.
Choosing Ad Format

7. Add media from Ad Creative. Images will be automatically cropped but you can manually edit them.

This is a picture about how to an Instagram ad. Add media from Ad Creative. Images will be automatically cropped but you can manually edit them.
Adding Media to Instagram Ads

8. Write the Primary Text. The Call to Action will be Send Message by default.

This is an image about how to Add Direct Message Button on Instagram. Write the Primary Text and add an optional description. The headline will be Send Message by default.
How to Add Direct Message Button on Instagram: Writing the Primary Text & CTA

9. Click the Create button under Message Template.

This is an image about how to advertise on instagram. Click the Create button under Message Template.
Creating Message Template

10. Create a Template. Write a Greeting Message and Frequently Asked Questions (FAQs). If you’ve created a Template, leads will see the Greeting Message and FAQs when they swipe up or tap your ad. Click Save and Finish when you’re done.

This is a picture of Template Creation Window. Create a Template. Write a Greeting Message and Frequently Asked Questions (FAQs). If you’ve enabled a Template, leads will see the Greeting Message and FAQs when they swipe up. Click Save and Finish when you’re done.
Template Creation Window

Finally, click Publish to launch the Click to Instagram Direct Ad. And that's how you create an ad on Instagram.

After your leads send you a custom message or FAQ, you can respond with qualifying questions to decide if you should pursue them. Want to qualify leads automatically? Create an automated survey on respond.io to qualify a large number of leads faster. Connect your Instagram Business Account to respond.io to get started.

Taking Click to Instagram Direct Ads to the Next Level with Respond.io

Respond.io helps you qualify Instagram leads faster through automated surveys. Plus, we make it possible to manage messages at scale and extend the 24-hour Messaging Window to 7 days.

This is an image showing how Click to Instagram Direct Ads and respond.io work better together. Respond.io helps you qualify Instagram leads faster through automated surveys. Plus,  we make it possible to manage messages at scale and extend the 24-hour Messaging Window to 7 days.
Respond.io Takes Click to Instagram Direct Ads to the Next Level

Send Automated Surveys to Instagram Leads

Most companies don’t have the resources to qualify a large number of leads from Click to Instagram Direct Ads. This is where automated qualifying surveys come in. You can qualify leads automatically by creating surveys and automation rules on respond.io.

Ideally, you’d want to send qualifying surveys to new leads from the ad only and not everyone who sends you a DM. To send surveys to the right person, you need to separate leads and existing customers through an onboarding menu.

Before setting up an onboarding menu, create a new Custom Field to record the results. Navigate to Settings > Contact Fields to do so.

1. Click Add Custom Field.

This is an image on how to set up onboarding menu. Before setting up an onboarding menu, create a new Custom Field to record the results. Navigate to Settings > Contact Fields to do so. Click Add Custom Field.
The Contact Fields Module

2. Add Contact Field name and description. Select Text as the Custom Field type.

This is an image on how to set up onboarding menu. Before setting up an onboarding menu, add Contact Field name and description. Select Text as the Custom Field type.
Adding a Custom Field

Click Add when done. You are now ready to set up an onboarding menu. To start, go to the Survey module.

3. Press Add Survey.

This is a picture of how set up an onboarding menu. To start, go to the Survey module. Press Add Survey.
The Surveys Module

4. Fill in the survey name and description. Create a Multiple Choice question with Options. Remember to include an Option related to your ad.

This is a picture of how set up an onboarding menu. Fill in the survey name and description. Create a Multiple Choice question with Options. Remember to include an Option that’s related to your ad.
Creating an Onboarding Menu

Check the Save as Custom Field box. Then, select the Custom Field you’ve created in step 2 from the dropdown list. Click Create when you’re done.

Next, create an automation rule to send the onboarding menu to all new Contacts. Go to the Automation module to begin.

5. Click Add Rule.

This is a picture of how set up an onboarding menu. Next, create an automation rule to send the onboarding menu to all new Contacts.  Go to the Automation module to start. Click Add Rule.
The Automation Module

6. Create an automation rule to send the onboarding menu. Add a Rule Name and select Conversation Opened as the Set-Up Trigger.

This is a picture of how set up an onboarding menu. Create an automation rule for sending the onboarding menu. Select Conversation Opened as the Set-Up Trigger.
Creating Automation Rule for Onboarding Menu

Once done, click Create. You’ve successfully set up an onboarding menu. The next step is to create a qualifying survey. First, navigate back to the Surveys module.

7. Press Add Survey.

This is an image on hoe to create a qualifying survey. The process is similar to how we’ve created the onboarding survey. First, navigate to the Surveys module. Press Add Survey.
The Surveys Module

8. Fill in the survey name, description and qualifying questions. You may also create survey success and failure messages.

This is an image on hoe to create a qualifying survey.  Fill in the survey name, description and qualifying questions. You may also create survey success and failure messages.
Creating Qualifying Survey

Once you’ve created the qualifying survey, it's time to create an automation rule to send the survey to new leads.

9. Go to the Automation module and click Add Rule.

This is an image on how to create a qualifying survey. Go to the Automation module and click Add Rule.
The Automation Module

10. Add a rule name and an optional description. Then, select Custom Field Changes To as the Set-Up Trigger. Make sure the value of Custom Field matches the ad-related Option you’ve created in step 4.

This is an image on how to create a qualifying survey. Add a rule name and an optional description. Then, select Custom Field Changes To as the Set-Up Trigger. Make sure the value of Custom Field matches the ad-related Option you’ve created in step 4.
Creating An Automation Rule

Then, set up your Action. For a smooth qualification process, we recommend using an automation rule with multiple Actions. For instance, an automation rule that sends an explainer message and Survey, and adds a Tag to qualified leads.

After qualification, it’s time to message your leads to turn them into customers. While Instagram offers native messaging tools like Instagram Message Inbox & Facebook Business Suite Inbox, they aren’t the best option for large businesses. If you are a large business, we recommend using Instagram Direct Message API connected to respond.io.

Manage Instagram Messages At Scale

Instagram Message Inbox & Facebook Business Suite Inbox work fine for small and medium businesses dealing with a low volume of messages. But they lack advanced features like conversation auto-assignment and performance monitoring, making it challenging to manage a high volume of messages.

Connecting the Instagram Direct Message API to respond.io helps large businesses manage Instagram messages at scale. Respond.io offers specially designed features such as Automatic Contact Assignment and Performance Reports, which make managing messages a breeze.

Respond to Messages With Extended Messaging Window

To encourage prompt response, Instagram has implemented a 24-hour Messaging Window for Instagram Messaging API users. This can be problematic if your business is closed during the weekend and the message goes unnoticed.

Fortunately, you can continue messaging your customers within the next 7 days by using a Human Agent Tag. Once you connect your Instagram Direct Message API to respond.io, you can use the Human Agent Tag by default.

Further Reading

If you're interested in using Instagram for Business, check out these articles:

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