Instagram Learning Phase

Context:

Current IG advertiser onboarding program (3.0) launched in September 2020, and it was the first campaign that provides concrete personalized budget recommendations to new advertisers. However, budgeting appears to be a sensitive topic to advertisers. Also, a sizable share of advertisers get few or no outcomes which is due to businesses adopting sub-optimal budget and/or duration recommendations.

In H1 2021, we built Learning Phase content to:

• Help advertisers understand the learning phase, so that advertisers adopt the best practices to achieve better ad results

• Provide budget and durations recommendations for different ad objectives

• Give businesses a reason to believe about our budget & duration recommendations

Target Audience:

• IG new advertisers who receive onboarding content, 400-450K/month

Channel:

• Landing Page: https://www.facebook.com/business/m/instagram-promotions/learning-phase

• FB ads

• Email ( updated content where we mention budget & duration)

Key Campaign Success Metrics

• Landing page views

• Bounce rate

• Time spent on page