Instacart Ads

You Can Now Link Display Campaigns to Your Brand Page

Instacart

Instacart

Jul 13, 2022

Back in May we announced the release of brand pages on Instacart — custom, shoppable landing pages that you can design to host a curated view of your product offerings. Initially, we rolled them out with the ability to let you drive traffic to your brand page using off-platform media. But from the beginning, our vision for brand pages was to allow you to drive traffic to them from both on and off of Instacart, so today we’re excited to announce that you can now drive to brand pages from your display campaigns on Instacart. 

Read on to learn more about the benefits of this new functionality and how to get started.

Why should I link my display campaign to my brand page?

Linking your display ads to your brand page allows for a richer user experience than the previous landing pages that were linked to display, because brand pages offer more merchandising capabilities and more options for creativity. Brand pages are also more flexible and efficient to set up, meaning that you can reuse brand pages across relevant ad groups.

How does this affect existing display campaigns and impact new campaigns?

The introduction of brand pages will not disrupt your existing display campaigns, and you can even continue to edit legacy landing pages until the end of December 2022. Display campaign measurement will also stay the same. Upgrading to brand pages simply means that you’re migrating to a better end experience for users when they click on your display ad — a win for customers and a win for you.

A grid comparing what’s the same and what’s new, now that display can link to brand pages. 

There is an overlay on top of this grid showing how this new functionality appears when setting up campaigns in Ads Manager.

What makes the merchandising capabilities better with brand pages?

You can design brand pages to be as simple or creative as you want, to suit your goals and resourcing. Similar to existing landing pages, brand pages require at least three UPCs, and creative is optional but recommended. Plus, brand pages have the same asset ratios as landing pages, so you can reuse existing banners. 

With brand pages, you can also create pages around seasonal moments or product offerings. Whether you set up a brand page featuring one brand or a custom category page featuring two or more brands, you can test different merchandising strategies outside of your core brand page. The seasonal theme can even be your display campaign name, for easier management.

An example of a seasonal, product-forward brand page for Eureka Farms ice cream, accompanied by four tips explaining best practices for setting up your brand page and display campaigns.

How do I link my display ad to my brand page?

When you’re in the display ad group setup, you can now link to brand pages during the landing page step. The dropdown in this section will list all the brand pages in your library by internal name and status. Simply choose the brand page you think will pair best with the ad group.  

Keep in mind that all new ad groups must link to brand pages. For any existing ad groups, upgrading to a brand page is optional and would replace the current landing page without losing any historic data. We recommend creating a brand page ahead of time and getting it approved, so you can expedite how long it takes to get your ad group live after submission. 

With more merchandising options and flexible requirements, brand pages can adapt and scale across your campaigns. Unlike before, multiple ad groups can link to the same brand page so you don’t need to spend time creating a new landing page for every ad group. Now you can drive meaningful connections with brand pages and help consumers discover products they’ll love in just a few clicks.

Get started with creating a brand page by logging into Ads Manager and going to your library and then navigate to “pages.” Once you have created your brand page and it has been approved by Instacart, go to campaigns and choose “display ad.” Then create a campaign or click into an existing campaign to link your brand page.

Instacart

Instacart

Instacart is the leading online grocery platform in North America, partnering with more than 750 beloved national, regional and local retailers, including unique brand names, to deliver from more than 70,000 stores across more than 5,500 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.

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