Yesterday we reported further delays in TikTok search ads for marketers, but that's not the case for Instagram.
Meta updated its Marketing API yesterday, and now brands can place ads in search results based on keywords.
Instagram started testing the feature in March, to target customers actively searching for businesses, products and content. This represents a wider rollout.
With this change, users will see ads related to their searches. For instance, if a consumer searches for “Skin Care,” they will see relevant ads within the search results feed. These ads will be distinguished from regular posts by a “Sponsored” label under the account's name.
🔎 Supported Capabilities
The Marketing API now supports three capabilities:
- 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
Image: Instagram
