Should My Brand Advertise on Instacart? - Episode 174
INTERVIEW WITH STEFAN JORDEV
DESCRIPTION
Our today’s guest is Stefan Jordev, my colleague from Bobsled Marketing and co-author of the book Instacart for CMOs, which is coming out on March 10, 2021. Instacart for CMOs offers the first and most comprehensive look into how other CPG brands are operating and maximizing their Instacart sales channel. Dial-in your marketing strategy on Instacart before your competitors wake up to the opportunity.
Stefan Jordev is Director of Marketplace Strategy and Insights at Bobsled Marketing. He has been working in the digital marketing field for a decade. His past job experience includes roles involving Paid Social & Paid Search advertising management. Stefan loves being able to create and review campaigns whose effects are evident days after they have been launched.
Should my brand advertise on Instacart is the first topic in the series we would like to cover before our book is available for readers.
Make sure you tune in to find out more!
“The only excuse you would have for not advertising on Instacart right now would be if your products are not on Instacart.”
KEY TAKEAWAYS
Advertising on Instacart is very effective at the moment.
Every data point signals that this is a very strong marketplace when it comes to ROI (Return of Investment) and performance.
There is a lot more opportunity on Instacart and we can’t ignore the instinct to compare it with Amazon or Walmart. In terms of ROI Instacart is performing better, in many cases, CPCs (Cost Per Click) are even 50% lower than CPCs on Amazon.
When it comes to ROAS (Return on Ad Spend) Instacart is number one, followed by Amazon, and Walmart appears to be the lowest-performing marketplace.
Ad campaigns that are available at the moment to self-serve advertises on Instacart are feature products and we can compare them to Amazon’s and Walmart’s sponsored products. This is the only campaign available on Instacart and they will have new advertising solutions available very soon.
Up to 70% of the purchasing conversions take place in the first row of the search results. These are the products that are featured, advertised, and usually have some coupons or promotions running. Being able to populate that first row gives even small brands a chance to accelerate their sales by simply adopting Instacart advertising.
ROIs are good but it is not enough to focus only on that.
The more we learn about Instacart and more campaigns we launch it’s becoming obvious that the first-mover advantage on Instacart at the moment is very valuable. Up to 20-25% of sales on Instacart are from repeat purchases.
If your products are on Instacart, if they are being sold through Instacart retail partners, you would definitely need to consider investing in Instacart advertising as soon as possible.
MENTIONED IN THIS EPISODE
Connect with Kiri Masters
Connect with Stefan Jordev
Learn more about Bobsled Marketing
Sign up for updates about the new book Instacart for CMOs
Order your Kindle edition