Set up Post-Click Experiences Faster with New Page Templates
In this article, we take a look at the latest offering in our ads platform. Over the next week we’ll be releasing page templates which were designed to address the needs of ecommerce managers who want to quickly set up destinations for their advertising campaigns and brand managers who want to lean into inspiring creative and tell a branded story on Instacart.
Page templates come with predefined sections already laid out on a page. They provide a fast starting point for advertisers defining the post-click experience on Instacart for their ad campaigns.
We created the new page templates to match how advertisers have been setting up their pages on Instacart.
Many created pages to showcase products tied to broader campaign themes with engaging, on-brand imagery. Take for example Beyond Meat, one of the early adopters of pages. The page they created coincided with the start of grilling season to bring to life the idea that their products were ‘grill-worthy.’
This page served as a landing page for campaigns across many popular social media platforms, all of which featured the grill-worthy theme. The theme, branding, imagery, and product collections on their Instacart page matched and reinforced this story within Instacart.
By linking other ad campaigns to their page on Instacart with its well-established shopping and checkout experience, Beyond Meat was able to streamline the experience of its customers.
“We’re constantly striving to make the journey of a Beyond Meat shopper as seamless and rewarding as possible,” said Beth Moskowtiz, Chief Creative Officer, Beyond Meat. “Innovative options have made Instacart a valuable partner in this pursuit.”
While the branded pages created by Beyond Meat and others were great examples of telling stories and bringing themes to life with a mix of products, taglines, and creative visuals, many advertisers just needed a landing page for their ad campaigns to feature a curated selection of products.
One great example of this is the Red Bull page. Red Bull sought to optimize their page to improve product visibility and drive conversion in the competitive energy drink category. So their page is organized by product collections which merchandise different pack sizes and flavors within their portfolio. This layout simplifies the shopping journey to drive trial and repeat purchase. Red Bull also ran onsite display ads driving to this product collection page which established a seamless customer journey within Instacart.
To make it easier for advertisers to set up pages for each of these different ways of using them, we created two new page templates:
- Product collections. Designed for a fast implementation, the page template for product collections allows advertisers to create a new page in minutes. Put the products you want featured on the page, choose from our suggested collection titles or create your own, and you’re all set. With creative assets optional, pages made from the product collections are great for emerging brands with limited resources for graphic design and for ecommerce managers at brands of all sizes who want to spin up pages fast for quick-turn campaigns.
- Brand story. For advertisers who want to create a more immersive post-click experience with engaging, branded creative, there’s the brand story page template. It comes with recommended sections for banner images, product collection spotlights, and product collections, enabling advertisers to fully brand their pages on Instacart.
New way to create pages on Instacart
As part of the release of page templates, we also changed the order of steps you take to create pages on Instacart. To better focus on each new page’s overall design and purpose, we’ve moved the page design up to the first step. Now you’ll select the page template you want to use and then fill in the predefined sections with creative and product selections before defining details of the page like the brand entity and URL.
We also added functionality that lets you toggle between mobile and desktop previews of your page’s design. Selecting the mobile icon at the top of the Preview section in Ads Manager shows what the page looks like for users on mobile devices, accounting for things like the number of products that can fit on that screen size. Checking the mobile preview is a valuable tool when designing your page, since 67% of page visits happen on mobile devices.
And finally, the brand story page template replaces what we used to call brand pages. We made this change to reflect how advertisers want to use pages on Instacart. Some function as the brand’s homepage on Instacart — evergreen pages with engaging images and on-brand messaging — but many others are used as landing pages for specific display ads that advertisers just want to set up quickly and easily with curated products.
Ready to start?
You can set up your own pages on Instacart faster than ever using these new page templates. Whether you want to define a thematic page which tells your story on Instacart like Beyond Meat did or you want a product-focused page to drive your ad campaigns to, like Red Bull, page templates are now available in Ads Manager.
Don’t have an Ads Manager account? Sign up here.
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