There are two classifications of bids for Featured Product ads:
When a customer searches for a product or item on the Instacart platform, ads appear both before and throughout organic listings on the search results page. These ads appear by brands bidding on specific keywords
In the image below, searching for the keyword "milk" prompted the following 3 Featured ads to appear at the top of the search results page.
Instacart currently does not support broad, phrase, or negative matching. Ads only serve for exact-match keywords.
Instacart also does not support pausing or archiving keywords once they have been added to a campaign. After a keyword has been added, you can minimize or stop spend by setting the bid to the Instacart minimum price of $0.15.
Manual: When creating your Instacart Goals, we recommend adding as many short and long-tail keywords as possible. This will help your campaigns gain traction more quickly and aid Perpetua's ad engine in gathering data to optimize performance.
Automatic: In addition to keywords that are added to your goals manually, Instacart will periodically harvest new keywords deemed relevant to your products and brand. These new keywords will be automatically optimized by Perpetua's ad engine as they are added.
Bid Price versus CPC
Similar to Amazon advertising, Instacart is a 2nd-price auction. This means that when you "win" a keyword auction, the CPC you pay will be $0.01 higher than the next highest bid.
In addition to Featured Product ads served for keywords, you will also see ads in various "browse" locations across the platform. These Non-Search placements include:
General Departments / Aisles (ex. "Milk" or "Meat")
Item Details page - Ads will appear under related products
"Your Items" section - Includes a tailored list of products previously purchased by a customer
Home page - When you first click into a retailer on Instacart
Post Checkout as "Did You Forget"
There is currently no way to target specific non-search placements on Instacart. Non-search spend is determined by one bid which applies to each overall campaign. This bid is adjusted and optimized by Perpetua's ad engine automatically.