Instacart rolls out off-platform Google Shopping ads for CPG partners

Instacart’s consumer packaged goods (CPG) advertising partners now have access to Google Shopping ads.

Leveraging Instacart’s first-party data, marketers can use these ads to connect with high-intent consumers searching on Google and deliver their products in as little as an hour for an enhanced user experience.

Why we care. This is an opportunity for advertisers to broaden their reach and tap into a pool of high-value customers, enhancing the likelihood of conversions. The added allure of same-day delivery not only boosts convenience but also serves as a compelling factor, encouraging consumers to make immediate purchases, thereby elevating the brand’s potential for immediate conversions.

How the ads works. Instacart-powered Google Shopping ads allow consumers to view ads for participating brands’ products as they search. They can seamlessly continue their shopping journey on Instacart and enjoy the convenience of same-day delivery for their chosen products.

Partipants. This collaboration includes CPG partners like:

• Danone’s Oikos.
• Kraft.
• Lunchables.
• Oscar Mayer.
• Philadelphia.
• Publicis Media’s CPG clients.

What are Google Shopping ads? Google Shopping ad show users a photo of your product, product title, price, shop name, and more. Unlike text ads, these ads provide users with a clear image of the product, offering a better understanding before clicking, resulting in more qualified leads for advertisers.

What Instacart is saying. Laura Jones, Chief Marketing Officer of Instacart, said in a statement:

• “With our collaboration with Google, we’re now able to layer our valuable retail media data over Google Shopping ads’ capabilities to enhance audience signals for our CPG partners’ campaigns off of Instacart.”
• “We’re enabling our brand partners to reach the right audience while they search on Google and seamlessly drive them to purchase on Instacart.”
• “We’re pleased with the early pilot results – from return on ad spend to ‘new-to-brand’ sales – that we’re delivering for our partners.”

Deep dive. Read Instacart’s announcement in full for more information.