Instacart is North America's top online grocery delivery platform, offering same-day delivery from over 25,000 retail stores.
Instacart Advertising, which launched in May 2020, is a self-serve advertising platform enabling brands to increase sales and gain new customers through Featured Product ads.
About Instacart Ads
Instacart offers a few advertising options, however the only self-serve offering is "Featured Product" ads. Featured products are easily distinguishable from organic listings by the "Featured" banner attached to sponsored item.
Instacart is a 2nd price, CPC auction meaning your brand will never pay more than one cent above the second highest bid.
Where Ads Appear on Instacart
Search: Ads appear when a customer searches for a specific keyword.
Ad placements are determined by keyword bidding. Advertisers set a distinct bid price for each individual, exact-match keyword. The greater your CPC (cost-per-click) bid price is, the greater chance your brand has at appearing higher up on the search results page.
Non-Search: Ads appear across the Instacart platform while a customer is browsing.
There are five main non-search ad placements: on the Home page, within general department / aisle pages, on item detail pages for similar products, in the "Your Items" section for repeat buyers, post checkout as "last minute additions".
All non-search placements are controlled by one bid price within an ad group. There is currently no way to target individual non-search placements. Learn more about Instacart Ad Inventory and Ad Types here.
The Benefits of Instacart Advertising
Advertising on Instacart is the best way to increase visibility and gain incremental, new-to-brand sales on Instacart.
Capitalize on Early Mover Advantages
Instacart advertising is still fairly new when compared to more mature marketplaces like Amazon. CPCs for high-volume flagship terms are low, while the lifetime value of customers is exponential.
Gain Lifetime Customers
It is estimated that after a customer's 10th purchase on Instacart, around 25% of items are purchased directly from the "Your Items" section. "Your Items" contains all items previously purchase by a user. This means once you gain a new customer, the opportunity for repeat buys is very high.
Who can Advertise on Instacart
Instacart advertising is available to any brand selling products through an associated U.S. retailer offering delivery on the Instacart platform. This currently includes over 350 retailers across North America however advertising is only available to U.S. stores.
Instacart partners include many large retailers including Albertsons, ALDI, Costco, CVS, Kroger, Loblaw, Publix, Sam's Club, Sprouts, Wegmans, and more. To get a better sense of how your brand is distributed across supported Instacart retailers, we recommend you reach out to Instacart directly.