Not long ago, online grocery was seen as the final frontier of the ecommerce industry. Instacart users have high average order values, frequently make repeat purchases, with brands also benefiting from cheaper CPCs, according to studies.
“Customers are also moving rapidly from thinking just perishable staples to adding shelf-stables and other CPG products like cosmetics, health, and of course, alcohol. If you are in store at a participating retailer, then an Instacart ads program should be part of your media strategy.”
Instacart self service advertising was launched in May 2020, allowing brands and agencies to create and manage featured product campaigns that appear on the Instacart marketplace.
Here’s a breakdown of Instacart ads, how they work, and the different Instacart ad campaigns you can launch to reach grocery shoppers.
Instacart is a grocery and CPG delivery or pick-up service that streamlines the shopping process through their site and app. If you visit Instacart.com, or download and open the Instacart app, you will be prompted to enter your address; this will determine which local stores are available for you to shop from through Instacart. Hero Banner:
What is Instacart Advertising?
As your shopper works through your order, you will have the option to approve any necessary substitutions due to out-of-stock items, or leverage the chat feature to communicate more directly with them. Some stores employ in-store shoppers that work at the same store all the time, and are responsible for filling the order, with another person delivering it. For other stores, the same person shops for and delivers your order, assuming you opted for delivery and not pickup.
- Minimum flight date
- Booked with Instacart
Why Instacart Should Be Part of Your Marketing Strategy
When you submit your order or orders, Instacart shoppers and drivers will be given the opportunity to accept the order. You will be notified once your shopper has begun fulfilling your order, and when it is en route.
According to Instacart, there is an average of 20 searches per customer order and more than half of all cart additions come from search – which means it’s going to be critical to engage often and first.
There is currently one self service ad type for Instacart known as Featured Products (similar to Sponsored Products on Amazon) in addition to Coupons, Delivery Promotions, and a Hero Banner.
More details on Instacart Featured Products: