Introducing Promoted Product Carousels: Cross-Sell Your Product Portfolio in Search Results

In today’s competitive retail landscape, driving visibility and conversions in search results is a key challenge for brands.

That’s why Kroger Precision Marketing (KPM) is launching Promoted Product Carousels, a new onsite ad format to help brands amplify multiple products and accelerate shopper decisions. This solution empowers advertisers to showcase a portfolio of products within a single carousel on Kroger.com and the Kroger app.

What are Promoted Product Carousels?

Promoted Product Carousels are a new way to elevate your products in search results. Instead of promoting individual items, brands can now display up to 32 products in one cohesive ad unit. This portfolio-driven approach allows you to tell a complete story—whether it’s for seasonal promotions, innovation launches, or meal solutions—and drive more items to shoppers’ carts.

Advertisers only pay when a shopper clicks on a product card within the carousel, ensuring cost efficiency while delivering results.

Key features:

• Seamless Add-to-Cart Functionality: Shoppers can instantly add products to their cart without leaving the search page or the product carousel.
• Customized Carousel Elements: Add a branded headline (up to 45 characters) to highlight your campaign’s focus. You also control the order of the products featured.
• Enhanced Visibility: Carousels appear in relevant search results—maximizing engagement within a category.

Why Promoted Product Carousels matter

1. Accelerated conversions

Carousels make it easier for active shoppers to find and purchase what they need. Product names, prices, and the add-to-cart button are displayed within the carousel, creating a frictionless shopping experience.

2. Spotlight your entire portfolio

By grouping products into a carousel, brands can increase the visibility of different flavors or varieties within search queries, where individual products might struggle to stand out organically.

3. Complement your PLA and TOA campaigns

Promoted Product Carousels enhance your search strategy by pairing with existing Product Listing Ads (PLAs) and Targeted Onsite Ads (TOAs). This ensures a comprehensive presence across the digital shelf.

How to get started

Setting up your carousel campaign in the Kroger Ad Platform is simple. Here’s what you need to know:

• Campaign Setup: Advertisers can select a minimum of 8 and a maximum of 32 products to feature. Items on promotion will automatically highlight their deals within the carousel.
• Budgeting: As a starting point, launch with 5-10% of your typical PLA budget for Promoted Product Carousel campaigns.
• Bidding: Carousels use second-price auction rules to ensure fair pricing.
• Creative Flexibility: Add a compelling headline to capture attention and drive action.

The Kroger Ad Platform’s robust reporting tools will help you track performance metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS). This visibility ensures your campaigns deliver maximum impact.

When to use Promoted Product Carousels

Carousels are a versatile format to cross-sell in your portfolio, including:

• Seasonal Campaigns: Group together your products from different categories to for special occasions or holidays.
• New Product Launches: Promote new varieties, line extensions, sizes, or entirely new innovations.
• Meal Solutions: Create a curated selection of products for recipe inspiration.
• Promotions: Showcase specials across multiple items.

Today, multi-supplier campaigns are not available, but brands can create cross-category solutions within their portfolio to drive incremental growth. KPM is planning more branding opportunities and additional customization features for the future.

Get ready to elevate your brand

Promoted Product Carousels unlock new possibilities for engaging shoppers in search. With their ability to boost visibility, simplify conversions, and drive basket growth, they’re an essential addition to your ad strategy.

Ready to get started? Contact your KPM representative today to plan your Promoted Product Carousels campaign and stay ahead in 2025.