shopping woman

3 New Features to Help You Achieve Online Sales on Pinterest

shopping woman

Pinterest has stepped up their online sales game with the introduction of three new offerings that work together: catalogs, shopping objective, and shopping ads. Now that it’s easier for users to shop from Pinterest, businesses have the tools to complete the purchase funnel and efficiently drive conversions from their Pinterest campaigns. Before you start using these offerings in your paid strategy, here’s what you need to know about how they work.

Catalogs:

You can upload the product feed of a retail or e-commerce business to create product pins that can be served organically or promoted through shopping ads. Product pins are pins that are mass-generated when a catalog has been uploaded to Pinterest and includes product information from metadata. Once created, these pins can be organized into product groups and promoted through the shopping objective.

Catalogs are only available in select countries (US, CA, UK, IR, AU, and NZ) for businesses on Pinterest who have a business profile and a claimed domain. To create your catalog, a data source will need to be added to your Pinterest account. A data source is a file consisting of a list of products and their corresponding attributes. Once connected, the data source will refresh every 24 hours. To learn more on how to set up your catalog, visit the Pinterest Help Center.

Shopping Objective:

Now that you have your catalog uploaded and product groups created, promote your pins using the shopping objective. With this, you’ll be able to target users by gender, age, location, device, custom/actalike audiences, but not interests or keywords. As a refresher, interests are based on users’ interactions with pins, and keywords are based on a user’s search behavior and related interests. Without these, you may need to relay on broader targeting. However, if you’ve uploaded customer lists or implemented the Pinterest tag on your site, you’ll be able to tap into current and potential customers, who may be more likely to complete an action on the site. For more on reaching these audiences and converting customers, check out the Paid Strategy for Social Media Content article on the Ignite blog.

Shopping Ads:

With the shopping objective, you’ll have access to shopping ads, which use the product pins that are created when you upload your catalog. Unlike typical promoted pins, shopping ads are dynamic. Using the information from your catalog, the ads will display the most up to date information such as product name, price, description, and whether or not it’s in stock or out of stock. Displaying more accurate product data is likely to lead to a more pleasant shopping experience and lead to the completion of the conversion.

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