The Ultimate Guide to Click-to-Instagram Direct Ads

Click-to-Instagram Direct Ads are ads you see in your Instagram Feed and Stories.

Instagram ads feature a call-to-action button, allowing potential clients to start chatting with your business directly through Instagram Direct inbox.

Instagram Direct ads offer a convenient way for customers to connect with your business on the platform. This allows your customers to ask questions, seek assistance, and even complete transactions without leaving the app, increasing the chances of making a sale.

Setting up Click to Instagram Direct ads is simple. Once created, you can publish your ads to reach your target audience.

You can target your audience based on:

• Demographics
• Interests
• Behaviors

These options enhance the effectiveness and relevance of your messaging. Given Instagram’s extensive user base, you gain access to thousands or millions of potential leads, expanding your brand's visibility.

Instagram offers various ad formats and placements to meet different marketing goals.

You can select a single photo or a video as your ad creative, or opt for a carousel (with 2 or more scrollable photos or videos).

Furthermore, you can place your ad in 6 different places on Instagram:

1. Instagram Feed
2. Instagram Explore
3. Instagram Explore Home
4. Instagram Story
5. Instagram Reels
6. In-stream Instagram Reels

You can manually select these placements on your Instagram based on your business objectives, target audience, and the type of content you want to share. Alternatively, you can trust Facebook and opt for the Advantage+ placements option that automatically allocates your ad across different placements.

Now, let’s take a look at how you can use Click to Instagram Direct Message ads.

When users have questions about your products or services, it’s important to respond quickly. You can use Click to DM ads to route all inquiries to your sales team once your potential client clicks “Send Message”.

You can encourage users to initiate a conversation with you via ad by creating posts showcasing your product.

One effective way to use Click to Direct Message ads is to offer a valuable incentive, such as a free trial in your ad or the latest deals. This way, you’ll capture more leads.

Another method of using Click-to-Instagram ads is by targeting previous purchasers and inviting them to share their feedback via chat.

You can create a simple ad requesting followers to share their thoughts on recent purchases, favorite products, or areas for improvement.

Customer reviews are crucial in establishing trust and credibility for your products or services.

If you're eager to gather more reviews, it's time to adopt a targeted strategy that resonates with your existing customers. You can motivate them to share their experiences and recommendations via Instagram Direct Messages by incentivizing them with discounts or vouchers.

Another approach with Click-to-Instagram Direct Ads is adding quizzes, polls, and giveaways. You can engage your followers by asking about what they like, crowdsourcing content ideas, or hosting Instagram-style trivia.

Some ideas: Offer prizes like gift cards as an incentive to participate and collect names for future outreach.

To engage your followers with your Click-to-Instagram Direct Message ads, consider the following:

• Use simple, action-oriented phrases like “Message us” or “Get in touch”.
• Remember that potential customers need to grasp the purpose of tapping your ad.

• Include bright, high-resolution images and eye-catching videos in your Click-to-Instagram Direct Message ads.
• Opt for step-by-step guides for products or mini demos that showcase your services. Consider videos with your employees in action or happy customers.

• Tailor your message to the specific audience segment you are targeting. Make it relevant and appealing to their needs, taking into account their demographic and interests.

• Ask yourself what is the unique value or benefits your product or service offers. Clearly communicate this message to your audience, explaining why they should engage with your brand.

• Hiring a team just to monitor your DMs doesn’t sound practical. Utilize advanced automation tools to handle the entire lead nurturing and qualification process.

Now that we’ve covered the basics of Click to Instagram Direct Ads let’s create your first one. There are two ways to set up your ad:

1. Using Facebook Ad Manager
2. Using Instagram App

To create your click-to Instagram Direct Ad in Facebook Ads Manager, follow these steps:

1. Open Facebook Ads Manager and click Create.
2. Select Engagement Objective and click Continue.

The business manager will suggest two ways to set up the campaign: manually from scratch or with an automatic preset to optimize your spending.

1. We recommend selecting the Tailored messages campaign option, but if you’re an ad expert, you can opt for the Manual engagement campaign.

1. Create an Ad set name and select Messaging apps as your conversion location.
2. Keep the Ad type as Click to message.
3. Tick Instagram as a destination where you are available to chat (Running ads only on one type of social media will prevent them from competing against each other).

1. Choose your Ad Budget and Schedule.

1. Create or select your Target Audience.

Facebook Ads Manager allows you to create a very specific target audience based on:

• Specific location (countries, states, and cities)
• Demographics (age, gender, and language)
• Interests (followers of your Instagram account or maybe cat lovers)
• Behaviors (purchase behavior, intent, and device usage)
• Languages
• Lookalike audience (people who are most similar to your key audience)

If you want to create a lookalike audience based on engagement with your Instagram account in the past year, follow these steps:

• Click Create new > Custom audience > Select Instagram account from the list.

• Name your audience > Under events choose Everyone who engaged with this professional account > Set retention to 365 days
• Click Create audience

• Create a lookalike audience based on the custom audience you’ve just added. To do this, select your lookalike source, audience location, and size.

• Set up Detailed Targeting (if needed) to improve Ad performance.

1. If you’re choosing the manual setup, select where you want Instagram to place your ads.

1. Now, we can finally set up the ad. Start by naming it, selecting the format, and adding a creative.

If you opt for Advantage+, Facebook will automatically optimize your ad for the best performance. For example, if you select a carousel ad, Instagram will show the best-performing photo, video, description, or comment based on its algorithm.

You can create a personalized Message Template, an Instagram DM template allowing users to begin a conversation once they click on the ad.

1. Write a Greeting message and personalize it. Add five Questions with Automated responses if needed.
2. Click Save and Finish.

1. Review your Ad preview to ensure it looks the way you want. Click Publish.

You can create your Click to Instagram Direct ad directly from your Instagram App. It looks even less complicated, but keep in mind that customization and features will be limited compared to creating it from Facebook Ads Manager.

To create an ad on Instagram:

1. Click on the Professional dashboard on your Instagram profile page.
2. Select Ad tools.
3. Boost your current top post or choose a different post.
4. Select More messages as your goal and Send Message as your call to action.
5. Specify your target audience. You can choose Automatic audience (similar concept to lookalikes in the Ad Manager) or Create your own audience.
6. Select your budget and duration.
7. Review your ad and click Boost post.

Now that you’ve launched your first Click-to-Instagram Direct Ad, it’s time to monitor your KPIs and the campaign’s success.

Here’s what you can focus on:

Keep track of your ad's visibility over time. Compare metrics such as click-through rate and reach across different ad assets to assess their performance.

Measure the percentage of ad clicks that initiate a business chat in Instagram DMs. It shows if your ad encourages users to engage with your brand.

Monitor the percentage of leads that become clients. This metric provides insights into your lead nurturing and conversion rate effectiveness in your Click-to-Instagram ads.

Track engagement within DMs, including replies, media shares, and other interactions. Understanding how users engage with your messages helps optimize your communication strategy.

Keep an eye on the time your agents take to respond to leads. Prompt replies are essential for maintaining user interest and building trust.

Measure the number of qualified leads generated by your ads. This metric indicates the effectiveness of your targeting and messaging strategies.

Monitor the income directly tied to DM conversations resulting from your ads. This metric determines the return on investment of your advertising efforts.

Analytics is just the beginning of what Kommo has to offer. Kommo takes pride in its advanced automation capabilities, including the Salesbot, that can revolutionize your communication processes.

With Kommo, you can elevate your customer interactions to new heights, delivering seamless and personalized experiences that set your brand apart.

Let’s explore some of the automation features of the Salesbot:

If you’re tired of answering hundreds of DMs manually, Kommo can engage with your leads based on keywords in the DMs or comments.

Salesbot uses natural language understanding to identify hot questions in a message and route them accordingly. For example, if a customer writes “Buy,” the Salesbot routes them to sales. If it’s a support issue and the customer types “support,” it redirects to customer support!

Once you gather your insights, you can use them to design dynamic survey flows tailored for qualifying leads. The survey captures key buying criteria, budgets, timelines, and insights your sales team needs.

The Salesbot does a great job of qualifying leads and bringing them to the right agent, but what comes next is even more important.

Promising leads often fall off due to timing, inattention or competing priorities. But it's not always about the initial touch – follow-ups can make or break the deal.

After concluding a sale (or a conversation), it becomes crucial to gauge your customer's satisfaction with the service provided. Identifying and addressing issues can salvage customer relationships and foster stronger brand loyalty.

Let’s use the scenario from our example. You are launching a Click-to-Instagram direct ad, and when a potential lead clicks on it, it provides her with 4 message options:

1. Can I make a purchase?
2. How much does this cost?
3. Can I see more products?
4. Write your own message

To set up the bot, here is what you need to do:

1. Begin by accessing your Kommo account > Communication tools > Create a new salesbot.

1. Add Conditions as your first step and copy-paste three questions as separate conditions. Write your own message will be our None of the conditions.

1. To qualify leads further, add a new Message step to each condition.

1. If the lead manually answers what they are interested in, pause the bot until the message is received. Then, set conditions to automatically trigger the bot if the lead mentions any of the items from the ad.

Depending on the mentioned item, add a message with a link redirecting the customer to the corresponding purchase page.

1. If the lead selects the answer to How much does this cost? question, using Quick Reply buttons, redirect them to the same messages with the price tag and payment link mentioned in the previous step. You can do this by clicking Add step > Go to another step > Selecting the messages corresponding to each answer.

1. After sending the message with the payment redirect, ensure the customer has no further questions. Connect the Message step to all the previously covered messages.

Then, add a follow-up question and pause the bot until you receive a response. Notify a team member to follow up by adding a task as a new step.

1. Now, if the lead asks to see more products, redirect the bot to Anything else I can help you with? step after sending them the catalog link.

1. Lastly, if the customer starts a conversation by writing their own message, meaning none of the conditions are met, redirect the bot to the Thank you for your message! One of our team members will be with you shortly message step. And click Save & Continue.

1. Set When this happens trigger to When a conversation is started by an incoming message in Instagram. Click Done.

And that's it! With these steps, you can create a highly advanced salesbot to engage with numerous leads that come your way once you launch a click-to-Instagram Direct Ad.

As you can see, this setup provides a seamless experience for both the customer and the lead card.

In Kommo, you can do much more than just use a chatbot to automate your communication processes.

Every message from your Click-to-Instagram Direct Ad lands in your Kommo’s inbox.

What makes Kommo’s inbox different from Instagram's regular one?

Instagram only shows messages from its platform; Kommo's inbox consolidates messages from everywhere! It gathers messages from any channel like Facebook Messenger, Telegram, and email.

This means that if you run ads on multiple platforms (not just Instagram), all leads land in one place, streamlining your communication process and allowing you to manage conversations at scale.

Once your Instagram lead arrives in your inbox, Kommo automatically generates a profile known as a Lead card. The Lead card stores the entire communication history with your customer on any platform, ensuring exceptional support.

You can add notes, flag key details, and assign tasks to coworkers without closing the lead card.

And with the Kommo Mobile app, you can engage with your customers on the go.

Managing leads through the sales pipeline can be tedious without the right tools. However, Kommo's automated workflows make lead management a breeze.

The pipeline gives teams a unified view of each stage: initial qualifiers, negotiation, and closed sales. This holistic perspective helps ensure consistency across handoffs.

Customizable sequences then guide leads through each step. Your team can set trigger-based rules to route leads as their needs evolve. If you need to trigger a billing sequence or reassign to customer service, it’s all possible in Kommo’s pipeline.

By centralizing communication and orchestrating automated journeys, Kommo simplifies tracking leads over the long sales cycle and speeding up the whole process.

Now that you’ve learned how to send leads from your Click-to-Instagram Ads to Instagram DM and automate conversations by Kommo. It’s time to give it a try!

Sign up for a FREE 14-Day trial or book a free demo session with one of our team members.