Instagram has recently announced that advertisers will have the ability to display ads within the search results.
With the introduction of “INSTAGRAM_SEARCH” as a new placement option, developers will create ads specifically designed for Instagram search results. This means that advertisers will leverage the power of search intent to display their products or services to users who are actively seeking relevant content.
“This will not require the use of a new endpoint; the ‘Instagram search results’ placement option will be available via the current Marketing API endpoint you may already be familiar with, through the addition of the INSTAGRAM_SEARCH placement option. With this new addition, you will be able to update your app to enable your clients to create and preview ads in Instagram search results via API,” said Instagram in a blog post
By seamlessly integrating ads within search results, businesses can capture the attention of potential customers at the right moment, increasing the chances of conversion and driving tangible business results.
The update will allow Advertisers to analyze insights at the placement level, enabling them to understand how their ads are resonating with the audience in this particular context. By gaining valuable data on ad performance within search results, businesses will be able to refine their advertising strategies, optimize targeting, and allocate budgets more effectively.
Another valuable feature introduced through this update is the ability for developers to fetch ad previews in the INSTAGRAM_SEARCH_CHAIN format. A functionality that will allow advertisers to preview how their ads will appear in search results before they go live.
By obtaining a visual representation of the ad in the intended placement, businesses can ensure their creatives are compelling, visually appealing, and well-optimized for the search results experience.
The new update by Instagram has a lot of potentials to drive advertising traffic to the platform. You can read more on how the Ads in search are intended to work here