Table of Contents
- Introduction
- 1. Structure Campaigns for Growth
- 2. Look Beyond ROAS for Growth KPIs
- 3. Utilize Optimized Bidding When Needed
- 4. Combine Media Tactics for Compounded Growth
- 5. Accelerate Trial with Coupons
- Bonus Tip: Reach at Scale via Offsite Advertising
- Conclusion
- FAQ Section
Introduction
Have you ever wondered how to gain a competitive edge in the bustling world of online groceries? For brands navigating Instacart, standing out can seem daunting. Yet, with its 95% U.S. household penetration and presence in 85,000 retail locations, Instacart offers a robust platform for expanding your customer base. This blog post aims to provide pivotal strategies to maximize growth and attract new customers on Instacart.
In this guide, we will unpack five essential strategies to optimize your approach on Instacart. These strategies include structuring campaigns effectively, going beyond traditional metrics, leveraging optimized bidding, combining media tactics, and accelerating trials with coupons.
1. Structure Campaigns for Growth
Understanding Campaign Types
The backbone of a successful Instacart strategy lies in structuring your campaigns effectively. Different campaign types serve various purposes; search campaigns, for instance, capture immediate purchase intent and are crucial for bottom-of-the-funnel conversions.
Targeting New-to-Brand (NTB) Growth
To attract new customers, it's essential to move beyond just Return on Ad Spend (ROAS) metrics. Incorporate keywords that focus on NTB growth. This target strategy ensures you're not only driving sales but also expanding your customer base.
Pro Tip
Leverage automated tools within platforms like Skai to monitor and adjust your keyword strategies. Automated rules can flag unnecessary keyword additions and allow you to review and manually optimize your campaigns.
2. Look Beyond ROAS for Growth KPIs
The Importance of Incrementality
ROAS is a helpful metric but focusing solely on it can be counterproductive. Incrementality, which measures the true lift from your advertising efforts, is a crucial growth indicator.
NTB Metrics and Diagnostic Tools
Instacart's NTB metrics can gauge your effectiveness in attracting new customers. Monitoring diagnostic metrics like click-through rates (CTR), conversion rates, and impressions ensures your campaigns are performing optimally.
Pro Tip
Keep in mind, NTB metrics are specific to the Instacart platform and do not encompass all retailers. To get a broader view of your success, look at Market Share within your category to see how effectively your dollars are winning market share.
3. Utilize Optimized Bidding When Needed
Making the Most of Resources
Optimized bidding options on Instacart can be invaluable if you lack the resources for detailed manual campaign setups. When launching new products or starting on Instacart, selecting "Acquire" as your bidding goal can help target new customers effectively.
Balancing Automation and Control
While optimized bidding offers convenience, exercise caution. If resources permit, maintaining and optimizing manual campaigns provide more insight and control over your advertising strategies.
Pro Tip
Take advantage of Instacart's optimized bidding but keep a watchful eye on its performance. Regular reviews and adjustments can strike a balance between automation benefits and the nuanced control of manual campaigns.
4. Combine Media Tactics for Compounded Growth
Diversifying Media Approaches
Stacking different media tactics enables a comprehensive approach to reaching customers. Using both search and display ads helps capture immediate purchase intent and build long-term brand awareness.
Shoppable Displays and Videos
Shoppable displays can reinforce conversions, while traditional display ads boost brand awareness. Incorporating shoppable videos can create engaging content that grabs attention and narrates your brand story effectively.
Pro Tip
Integrate shoppable display and video ads to increase engagement and conversion rates. This multifaceted approach covers various customer touchpoints, optimizing your chances of success.
5. Accelerate Trial with Coupons
Power of Promotions
Coupons are a potent tool for driving trials and attracting new customers. Promotional offers like "Buy X units, get $X off" or "Spend $X and get $X off" can incentivize purchases and encourage customers to try your products.
Visibility and Targeting
To boost coupon visibility, increase search bids to win sponsored product auctions and leverage behavioral targeting in display ads. This strategy captures high-affinity audiences and adjacent categories, making your promotions more effective.
Pro Tip
Use shoppable displays to drive frictionless purchases and expand real estate on competitive keywords. Ensuring your coupons are visible and accessible maximizes their impact.
Bonus Tip: Reach at Scale via Offsite Advertising
Expanding Beyond Instacart
Once you've maximized onsite advertising, consider offsite advertising to broaden your reach. Instacart's first-party data allows you to target relevant audiences on platforms like The Trade Desk, Roku, Meta, and Google.
Coordinating Onsite and Offsite Efforts
Offsite advertising primarily drives awareness. Ensure that your onsite advertising efforts are active to capture shoppers when they return to complete purchases on Instacart.
Pro Tip
Don't expect offsite ads to match the immediate conversion rates of onsite ads. Their primary role is to drive awareness, so be prepared to capture this interest with strong onsite campaigns.
Conclusion
Expanding your brand on Instacart requires a strategic approach that goes beyond traditional metrics like ROAS. By structuring your campaigns for growth, focusing on NTB metrics, utilizing optimized bidding, combining media tactics, and leveraging coupons, you can effectively attract new customers and grow your brand on this dynamic platform. Continuously testing and adapting your strategies will keep you ahead in the competitive e-commerce landscape. Ready to grow your presence on Instacart? Start with a free audit of your current ad strategy.
FAQ Section
1. Why is NTB (New-to-Brand) important?
NTB helps track how well your campaigns attract new customers, ensuring you're expanding your customer base rather than just retaining existing ones.
2. How can I use coupons effectively on Instacart?
Increase the search bids for keywords associated with your products and use behavioral targeting in display ads to make your coupons more visible and attract attention.
3. What’s the advantage of using shoppable displays and videos?
Shoppable displays and videos can boost engagement and conversion rates by combining purchase intent with compelling brand storytelling, capturing the attention of potential customers effectively.
4. Are offsite ads on platforms like Google and Meta as effective as Instacart ads?
Offsite ads drive awareness and aren’t likely to show the same immediate conversion rates. They should complement your onsite ads, ensuring you capture interest when shoppers return to Instacart.
5. How often should I review and adjust my campaign strategies?
Regularly monitor diagnostics and performance metrics, making adjustments as needed. Continuous testing and learning are crucial for staying ahead in the competitive landscape of e-commerce.
