Today, Pacvue announced full campaign management capabilities for Instacart Featured Products advertising. Pacvue is one of the first to market with this solution.
Instacart is the North American leader in online grocery and provides consumers with a convenient and affordable way to have fresh groceries, household essentials and more delivered or picked up from their favorite local retailer in as fast as an hour. The company partners with more than 400 retailers to deliver from more than 30,000 stores across 5,500 cities in the U.S. and Canada.
Advertisers can now use Pacvue to programmatically manage advertising campaigns on Instacart to lower costs, increase share of voice, and grow sales. Pacvue’s platform features intelligent automation, optimized keyword bidding, and robust reporting tools, enabling Instacart partners to save time managing their campaigns while surfacing new business opportunities.
"Instacart has grown considerably over this past year and is a go-to choice as online grocery delivery demand continues to increase," said Melissa Burdick, President of Pacvue. "We've been able to provide valuable insights to brands and agencies to manage and optimize online advertising campaigns with other marketplaces, and we're excited to offer these capabilities with Instacart as well."
Instacart is the second retail platform launched by Pacvue this year, after releasing our Walmart platform in January, with additional retailers planned in 2020. Pacvue began working with advertisers to manage Instacart campaigns earlier this year and have seen much early success.
In our previous blog post on how to get started with Instacart Featured Products, we noted that there is significant advantage to early adopters of the platform. For example, we’ve found that the cost of many keyword bids are up to 10 times cheaper on Instacart than on Amazon, due to less competition. Instacart also has a higher average conversion rate. In one instance, a brand that was bidding on competitors’ brand terms on Amazon was seeing a $3 – 4 Return on Ad Spend. On Instacart, they achieved a $50 – 65 ROAS.
Pacvue is uniquely positioned to help brands take advantage of the growing Instacart marketplace. Combining the successful approaches from Pacvue’s prior marketplace integrations, Pacvue’s Instacart platform includes:
- Fully Customizable Dashboards: Collect all campaign metrics in a robust and flexible dashboard which can be customized to focus on specific KPIs, such as Return on Ad Sales, Cost-per-Click, and more.
- Detailed Reporting and Insights: Gain insights and competitive intelligence not offered anywhere else, along with scheduled reports, keyword research, and performance data grouped by product, keyword, campaign, and more.
- AI-based Optimization Tools: Save time without sacrificing performance with intelligent automation tools, AI-powered optimization, daypart capabilities, and page type bidding modifiers.
“We are thrilled that we are able to partner with Pacvue to unlock Instacart advertising as a 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,” said Laura Hyland, Vice President, e-Commerce US at Henkel.
“We see Instacart as an integral part of our clients’ omnichannel retail media and ecommerce strategy. Online grocery and last mile delivery will be one of the recent consumer trends that will maintain momentum post-Covid-19,” said Kerry Curran, Executive Director, Marketing & Growth at Catalyst/GroupM.
Pacvue has been working with a personal health & wellness company to help them reach new consumers in a cost-efficient way. In the first month of using Pacvue for Instacart, they achieved:
- 4x increase in ROAS
- 38% higher conversion rate
- 56% lower CPCs