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1、5 Best Practices for Instacart CampaignsWith consumer shopping behavior changing drastically in response to COVID-19,online advertisers must work hard to adjust their strategy.The grocery industry has seen a massive growth in 2020,representing new opportunities for brands to grow their reach and mar
2、ket share.The most important online marketplace for the grocery industry is Instacart.The online grocery delivery service grew rapidly in 2020 and now reaches 85%of US households with service to over 25,000 stores.While Instacart still lags behind major online retailers such as Walmart,this growth r
3、epresents a chance for brands to capture share of voice on the platform and take advantage of all the new customers coming to online grocery shopping for the first time.The Instacart advertising platform is also growing in response to the rising user base,presenting opportunities for Featured Produc
4、t ads and other ways to introduce products and protect in-store share of shelf.With competition already on the rise,now is the time to identify gaps in competitors bidding strategies,run competitive conquesting,harvest long-tail keywords,and win top placements.1While marketers can utilize the data a
5、nd insights gained from advertising on Amazon or Walmart,online advertisers should understand the importance of tailoring a strategy specific to Instacart.This platform and its evolving marketplace requires frequent optimization and granular bidding strategies.In this eBook,well share best practices
6、 for running Instacart campaigns.Youll learn how to structure your campaigns,set your budget,exclude keywords from campaigns,and break out campaigns by product segment.Get inside tips on how Instacart keyword bidding works,setting competitive bids,and growing your share of voice.2#1 Utilize learning
7、s from other marketplacesSearch queriesUse your top-performing search queries,not keywords,since Instacart uses exact match targeting.Filter by ROASFilter your search campaigns by high ROAS and impression volume,and then export the highest search queries to use in your Instacart targeting.34#2 Struc
8、ture campaigns by product segmentCreate product segments by price tiersCreate campaign structures around tiered pricing,so you can be more efficient with spend and maximize ROAS Create tiered campaign structuresThere is a keyword limit of 1,000 keywords per ad group,but you can have multiple ad grou
9、ps in a single campaignSeparate campaigns for Club SKUsMost manufacturers will have a unique assortment,enabling advertisers to have more visibility into the overall spend mix flowing into the Club channel#3 Set competitive bidsSet a default bidBid strengthMinimum bidBranded trafficEmploy the same s
10、trategy for search queries with your brand terms if you want to primarily focus on non-branded traffic in your paid campaignsEnter minimum bid values of$0.15 for unwanted or low-performing keywords that show up from auto-targeting to minimize spend on those keywords.Observe how the bid strength may
11、change throughout the day and use those observations to help develop a dayparting strategy for your campaigns.Set a small default bid of$0.15 at the ad group level to minimize spend on auto-targeting,then use higher bids on specific terms for manual targeting.5#4 Optimize frequently and get granular
12、Create a set of rules By campaign,set goals to either maximize ROAS or total sales,and adjust bids weekly to boost top-performing keywordsEmploy bid modifiersUse daypart bidding and platform bid modifiers to boost bids for the highest conversion rateSet up alertsGet notified if campaigns run out of
13、budget,drop below your target ranking,or miss your ROAS goalsKeep an always-on strategyUse dayparting and budget pacing to stay live,even after your competitors run out of budget6Uncover gapsFind gaps in your competitors bidding strategies that you can own with low competitionCompetitive conquesting
14、Bid on competitors brand terms;high conversion rates on Instacart make this tactic profitableHarvest long-tail keywordsUse your segmented campaign structure to continuously add new,relevant keywords based on similar searches and likely conversionsWin top placementsSave budget where youre already ran
15、king organically and spend to show up in top-of-search for your must-win keywords7#5 Maximize reach with share of voice8SummaryMore and more consumers are trying out grocery delivery services,and Instacart is leading the surge.While Instacart requires a slight adjustment to your existing online adve
16、rtising strategy to see the most success,there is a significant advantage to being an early adopter of this platform.Pacvues campaign management and advertising optimization strategies can help you analyze your competition,fully understand your opportunities,and design a competitive advertising stra
17、tegy to see the most success on Instacart.With campaign automation,keyword recommendations,customized reporting,and budget management,you have tools designed specifically for Instacart to see the greatest return.Contact us today for a demo of the leading platform to manage Instacart Advertising camp
18、aigns and win the online grocery surge.Pacvue is the enterprise platform for brands,sellers,and agencies to manage their eCommerce advertising by combining holistic performance data with recommended actions.9About Pacvue.13Jackie RobertsDirector,Ad Sales Instacart“Pacvues campaign management and adv
19、ertising optimization strategies are amongst the most complex Ive seen on Instacart helping brands boost their win rates and increase sales on the marketplace.”14Laura HylandVice President,eCommerce USHenkel“We are thrilled that we are able to partner with Pacvue to unlock Instacart advertising as a
20、 new channel of growth for our brands.Instacart is quickly becoming a critical platform for us to reach our consumers as they make the shift to online grocery.”Contact us to set up a free demo and learn how to lower costs,stay ahead of the competition,and increase sales across Amazon,Walmart,Instacart,Criteo,and other ad platforms.To make sure you dont miss the latest news,product updates and best practices from the leading eCommerce marketplaces,follow the Pacvue Blog.