Imagine going down a deep rabbit hole search on Instagram, trying to find everything from the latest funny cat videos to the best hair straightening products and mouth-watering recipes and suddenly you get an ad that matches your curiosity. Weird, right? Here’s why!
Only two months after Instagram started to test ads in search results, the social media platform has officially announced that it will be allowing all advertisers to have this new placement via their marketing API. These ads will show up to users who tap into a post from their search results and scroll through that feed, meaning that Instagram is now essentially allowing for ads to be targeted based on the specific keyword searches of each user.
In March, Instagram said to be testing ads in search results that would enable brands and users to reach people organically, as well as their promotions to be placed based on searched keywords of users within the app. In such a short period of time, search ads have now been officially implemented into the DNA of Instagram and be differentiated from regular posts through a ‘Sponsored’ label below the account name.
As search engines on social media platforms are becoming a lowkey Google engine, and while it’s a tab that has yet to be infiltrated with ads, it was next to expectant that it would be the next advertising milestone. While this will surely boost Meta’s offering and ad revenue, it will also prove as another targeted mechanism to reach users and optimise your campaigns.
With this new feature update, you can now use the Marketing API for the following:
- Ads creation: Developers will be able to use "INSTAGRAM_SEARCH" as one of the placement options when creating ads
- Ads insights: When breaking down insights by placement level, it will be possible to see how ads perform via Instagram search results placement
- Ad preview: Developers will be able to fetch the preview in the INSTAGRAM_SEARCH_CHAIN format
Now, tap away on that Instagram search tab and let the advertising Gods work their magic!
Source: https://wersm.com/instagram-introduces-search-ads/ https://developers.facebook.com/blog/post/2023/05/24/instagram-search-results-ads/