Overview of Steps
Navigate to Instacart Marketplace
At Perpetua, all advertising campaigns are organized into "goals". To launch a goal for Instacart, start by navigating to your Instacart marketplace on Perpetua. Click on the Instacart 🥕 icon in the far left sidebar of your account.
Next, click onto Featured Products under Goals on the side bar.
How to launch an Instacart goal
Start by clicking on the purple button labeled 'New Goal'.
To add products into an Instacart goal, you will need each Universal Product Code (UPC). Click Add UPCs and paste all product codes in the pop-up window, separating each entry by a new line or comma. Once you are finished, click 'Done'.
Select a Targeting Type
Next, select your goal Targeting Type. You will have a choice between Universal Targeting, Brand-based Targeting, and Advanced Targeting.
Universal Targeting includes one target ROAS and budget for all keywords.
Brand-based allows you to adjust your target ROAS and daily budget between Branded and Unbranded terms.
Advanced Targeting allows you to set a unique ROAS and daily budget for Branded, Category, and Competitor segments.
Non-Search Isolation targets Instacart's non-search ad placements only and can be toggled on or off for any Targeting Type. Learn more about Non-Search Isolation here.
Add Relevant Branded / Competitor Phrases
Phrases provide Perpetua with a "map" to identify which keywords are branded, competitor, or unbranded. All keywords containing the full phrase entered plus any terms that appear before and after that phrase will be automatically pulled into the applicable segment.
Add a Goal Name and enter Target ROAS / Daily Budgets
Finally, enter in a Goal Name, add your Target ROAS and Daily Budget, then click 'Launch Goal' to make your campaigns live!
ROAS (Return on Ad Spend) = attributed sales / ad spend. This is the inverse of ACoS (1/ACOS).
Add Keywords to your Goal
Once your goal is launched, add all keywords relevant to your product and brand. Instacart ads serve on exact-match keywords only so we recommend adding all potential long and short-tail terms.
Click into the goal, and select the Targets tab.
Select on the "+" button to bulk add keywords.
After you launch your goal
There is a 48 hour delay for data pulled into Perpetua so you won't see any activity in your goals right away. If you still aren't seeing any spend after the 48 hour window, try decreasing Target ROAS to increase bids or reach out to firstname.lastname@example.org for support.
Turn off any pre-Perpetua Campaigns
If you have existing campaigns running on Instacart, be sure to pause these 48 hours after you launch your goals in Perpetua.