Working with Instacart Ads: BetterBody Foods + Pacvue Success Story

In this series, Working with Instacart Ads, we take a look at real-world examples of brand partners who have successfully used Instacart Ads to meet, and exceed, their advertising objectives. 

In this article, we look at the success story of BetterBody Foods. Since launching on Instacart Ads with our partner Pacvue, BetterBody Foods has seen: 

• Return on ad spend (ROAS) improve by 28%
• Cost-per-acquisition decrease by 25%

BetterBody Foods believes making better food choices contributes to a happy and healthy life. Committed to providing the best organic and natural foods for cooking, baking, health and wellness, the BetterBody Foods team is constantly innovating and creating new healthy products.

Pacvue provides an enterprise platform for brands, sellers, and agencies to manage their eCommerce advertising on Instacart and other marketplaces. Supported by the expertise of industry practitioners, Pacvue provides competitive insights, flexible reporting, and intelligent automation, empowering marketers to win in the future of eCommerce.

BetterBody Foods established a strong online presence on a few marketplaces but looked to capitalize on the growing eCommerce market by improving Instacart performance. Their advertisers needed a way to manage eCommerce campaigns across multiple marketplaces at scale, while improving performance by setting a more granular campaign strategy. 

Their main goal was to increase ROAS on Instacart to more efficiently spend on this growing platform.  

“Instacart has become a go-to marketplace for CPG retail media. The level of control available to advertisers on Instacart, combined with the high purchase intent of the platform’s customers, has enabled brands to achieve higher ROAS and increase sales faster on Instacart than other eCommerce channels,” says Adam Hutchinson, Director of Marketing at Pacvue

Using Pacvue’s keyword research tool, BetterBody Foods identified long-tail keywords in the keto-friendly products category, where they could be competitive at an efficient CPC. They also identified opportunities in the cooking oils category, where competitors had strong organic share but low paid share.

These opportunities allowed BetterBody Foods to target keywords and Featured Products placements to optimize for more presence on page one of Instacart search results across their product line. Focusing on achieving a higher win rate for these campaigns also helped increase ROAS, sales, and product visibility.  

Automated rules in Pacvue allowed them to increase keyword bids automatically to the Suggested Bid when there were few impressions and bid strength was low. When they achieved a higher ROAS and CTR, they automatically increased bids.  

BetterBody Foods’ main priority was to improve Instacart performance as part of their larger eCommerce ad strategy. This required robust, custom reporting and campaign management tools to maintain separate but complementary ad strategies across eCommerce marketplaces. Pacvue’s precise automation and flexible reporting helped scale up their ad campaigns without sacrificing performance or intelligence.

“Pacvue’s platform is a great solution for any CPG brand looking to maximize results for marketplace advertising efforts. They are constantly adding additional features and supporting additional eCommerce platforms. At BetterBody Foods we have seen strong success using Pacvue as our primary SAAS platform for PPC advertising on Instacart,” says Austin Roper, Director of Marketing at BetterBody Foods

To see how Pacvue can help you win with Instacart Ads, request a demo today. 

Interested in getting started with Instacart Ads? Visit ads.instacart.com/signup. 

Instacart

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 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.