Before you despair, understand why Instagram advertising may not consume all of your media budget.
Have you ever uploaded an ad on Instagram and not used the entire campaign budget? This is common, both when using the “boost” button and in campaigns run through the Ads Manager.
And, contrary to what it may seem, it is positive that the total budget is not 100% consumed . Does it seem strange? Come with us to understand better!
How an Instagram ad works
Every time we upload an ad to Instagram, either through the “boost” button or through the Ads Manager, it necessarily goes through 3 steps:
Approval: Instagram's algorithm will determine whether your ad complies with the policies before allowing it to run. Most ads receive this feedback within 24 hours, however , it may take longer. Here, your role is to wait.
Learning phase: After your ad is approved, the algorithm canada phone number example needs to learn about it and its targeting so that it shows to people who have the highest conversion potential. In this phase, your ad is less stable and the cost is usually higher. Again, you need to wait.
Full delivery: once the learning phase is complete, your ad will begin to be fully delivered to the target audience. Now, your campaign has “officially” started and the results can begin to be analyzed.
Campaign phases and budget
Now that you understand that an ad doesn't start delivering immediately, it's easier to understand why your budget wasn't 100% used in your Instagram boost.
These 3 steps, which we listed above, take a few days to complete. Therefore, if your campaign is short-lived, you will hardly see all of your funds being used.
Another point to consider is demand . There will not always be enough consumption, whether due to seasonality, your segmentation or other factors, for all the funds to be spent.
In both scenarios, the fact that you have money left in your account is a good thing. After all, it shows that the Instagram algorithm didn’t waste your money. And whatever money is left in your account can be used in the future for a new ad.