Plenty of us enjoy scrolling through Pinterest when we’re bored, but not everyone realises it can be a genuinely valuable tool for businesses to sell products too.
Pinterest lets businesses upload their full catalogue and turn it into product pins with ease, and it goes further still, offering the ability to build personalised ad campaigns on top of that.
Why take advantage of Pinterest shopping?
Pinterest shopping is an avenue of online advertising that a lot of businesses overlook, yet it can be genuinely effective at getting your products in front of new audiences who are already inclined to buy.
What is the Pinterest shopping catalogue?
Pinterest Catalogues are a feed ingestion tool built for businesses that sell products through their website. Brands can upload their entire catalogue to Pinterest and turn their products into dynamic product pins with minimal effort.
Product pins
Product pins are a specialised type of Pinterest Pin. They look like regular pins but carry key details about your product too, including up-to-date pricing, availability, product title, and description. Some may also display a badge, a “Bestseller” badge for one of the most purchased items in a category, for instance, or a “Popular” badge for one of the most clicked-on products in that category.
Benefits of product pins
With 9 out of 10 Pinners using the platform for purchase inspiration, product pins put you in front of a large audience that already has buying intent. They lead people straight to your site to complete the purchase, though customers need to be able to buy the product directly from your website before it can become a product pin in the first place.
How to create product pins
There are two main ways to create them. The first is through a catalogue: uploading your product catalogue to Pinterest automatically converts everything into product pins. It’s the easiest method, and the only type of product pin that can be turned into an ad. Rich product pins, on the other hand, can be created from URLs, though these can’t be converted into ads.
Shopping list
The shopping list is where Pinterest users keep everything they’ve saved to their boards in one convenient place. Users get notified when an item on their list drops in price, which tends to bring them back to revisit the list and make a purchase.
Pinterest advertising
Set up a shopping ad campaign
Once your product groups are set up in catalogues, you can launch a shopping ad campaign. This lets you engage customers early, while they’re still browsing Pinterest and looking for inspiration.
Set up a personalised collections ad campaign
Shopping ads show up as a single image ad per product, while personalised collection ads appear as a lifestyle image followed by a group of products. This format helps get your products in front of people on Pinterest at scale, and once your product groups are set up, you can create one automatically just by selecting which groups you want to feature.
Using dynamic retargeting
Dynamic retargeting lets you reach Pinterest users who’ve already visited your site or left items sitting unpurchased in their basket, retargeting them with the exact or similar products they engaged with while browsing.
Ready to get started with Pinterest Shopping? Get in contact with us at hello@omdigigroup.com to find out how we can help you create a winning Pinterest ad campaign.
