Pinterest shared a new overview of how to best use its shopping promotions, with a four-step guide that provides a basic framework, in alignment with audience trends and interests.
Which could be a valuable consideration. Pinterest is now up to 640 million monthly active users, with most people coming to the app for shopping and product discovery.
As such, aligning with the right approach could help marketers ensure broader exposure in the app. That in turn could be increasingly valuable as brands head into the end-of-year shopping push.
Pinterest said that marketers should follow these steps:
- Build foundations: Pinterest said brands need to establish a presence in the app before launching an ad campaign, “so that your products seamlessly sync with the platform.” Pinterest advised that brands should set up a shopfront on their profiles and create product Pins that they can then use in targeted ads. Pinterest also advised brands to connect their product catalogs in the app to ensure that listings remain up to date. Meanwhile, marketers should set up Pinterest tags to track performance.
- Launch and automate shopping ads: Once a brand has its Pin presence established, it’s time to set up Pin promotions by using various tools to identify key trends and align ads with audience demand. Pinterest said its Pinterest Trends tool will help marketers identify trends, while its artificial intelligence-powered Performance+ campaigns will streamline ad targeting, bidding and creative delivery. Pinterest also advised brands to explore shopping campaigns with dynamic retargeting and local inventory ads.
- Measure and optimize campaigns: Pinterest said brands should define what optimal ad performance looks like for them, then track their ads using the app’s various analytics tools and options.
- Supercharge shopping skills on Pinterest: Finally, Pinterest said marketers should take Pinterest Academy training courses to maximize their understanding of Pinterest shopping trends and user behaviors.
These are some simple, practical steps that brands can take to ensure they have a solid foundation for their Pin marketing efforts.
Pinterest also offers a range of informational courses and guides to assist.
