The Case for Share of Voice
Win the Digital Grocery Aisle with CIQ Advertising for Instacart
See how Pilgrim’s Pride Boosted Sales and ROAS by 53% and Reduced Cost per Click by 67%!
It wasn’t that long ago that consumers didn’t even think about buying cereal and crackers online. Fast forward to today and about 9% of grocery shopping is purchased through a keyboard, retaining 70% to 80% of the digital gains achieved during the peak of the pandemic. During 2020, Instacart served as a go-to resource for consumers, selling $35B worth of groceries and adding 300,000 more delivery drivers during the first 6 months of the year. Today, they continue to dominate the market with the majority of sellers investing heavily in advertising to gain consumer attention in what has become a crowded marketplace.
Read about CommerceIQ’s Support for Instacart here: CommerceIQ Announces Instacart Ads Integration, Extending Omnichannel Reach Into Grocery
CIQ Advertising for Instacart helps CPG brands break through the noise of the digital grocery aisle with the most effective and successful ad campaigns. Leveraging advanced machine learning algorithms, it provides industry-leading AI and retail aware capabilities that boost incremental sales and put marketers in the driver’s seat. Actionable insights, recommendations, and automations optimize campaigns based on specific strategic business objectives. Sophisticated retail media capabilities classify consumer searches into branded, category, or competitor keyword types to help CPGs understand purchase intent. But, don’t take our word for it. Automation has been a game-changer for grocery brands like Pilgrim’s Pride that are winning big time in the digital aisle with CommerceIQ.
“Within 3 weeks of launch, we have seen incremental ad sales and ROAS improve by 53% while reducing our cost per click by 67%. These results are attributed to automations that optimize bids on an hourly basis and according to consumer spend patterns and keyword improvements, among other metrics.” — Rizwan Akbar, Head of E-commerce at Pilgrim’s Pride
CIQ Advertising for Instacart surpasses the native Instacart API, integrating advertising with retail point of sales, inventory, and competitor search ranking data to measure and optimize the effectiveness of ad spend. By applying machine learning and automation to profitability, competitor, sales, and inventory data, this proven e-commerce solution drives results in areas that matter, such as increased share of voice, higher revenue, and greater profit margins as opposed to ROAS and other metrics not tied to bottom-line growth.
With CIQ Advertising for Instacart, marketers get a rich set of purpose-built features, including the ability to:
- Gain visibility on top performances across campaigns, keywords of SKUs without manually drilling down into each campaign
- Track advertising performance across different purchase journeys such as search, browse and impulse buy
- Add rules based on any performance metric, purchase journey or keyword type and take bulk actions with a single click
- Identify highly incremental searches where there are opportunities to drive spend for maximum ROI and automate the actions in bulk
- Optimize budget by setting hourly bid adjustments, ensuring campaigns are live throughout the day and optimized across all campaigns
In a CNN interview earlier this year, Instacart’s Nilam Ganenthiran was quoted as saying the company was committed to developing “a leading advertising platform that supports the entire grocery ecosystem.” With CIQ Advertising for Instacart, CommerceIQ delivers the power and insights CPG advertisers need to master selling on Instacart using advertising as a strategic lever for incremental growth.