Since 2010, Pinterest has grown more than a social media platform; it’s more like a key marketing platform where users (Pinners) discover inspirations and ideas while advertisers and marketers showcase their brands and products. As stated by Pinterest, 90% pinners make purchase decisions on the platform, and around 70% pinners use Pinterest to discover new products. In this article, we will discuss How to setup Pinterest Shopping Ad campaign for your next marketing campaign and scale your Pinterest advertising.
People love shopping on Pinterest, and there is no denying that Pinterest is turning from a social network into a profitable channel for businesses to directly connect with a highly engaging audience and convert them into customers. With over 291 million monthly active users and an average surfing time of 34 minutes per user, Pinterest is now the top shopping platform for millennials and users with high purchasing power
To bridge the gap between advertisers and pinners, who are looking for new ideas and inspiration and making Pinterest more shoppable for pinners, Pinterest Shopping Ads make it easier for advertisers and brands to showcase the right products at the right time to potential buyers. With Shopping Ads, businesses can automatically turn their product catalog into visual, actionable ads.
Pinterest doesn’t rely on any keyword targeting or interests, instead uses the product data in the data source to dynamically map relevant products to the users or pinners. Currently, Shopping Ads were initially available for a couple of retailers in English-speaking markets, i.e., US, CA, UK, IR, AU, NZ and later expanded to hundreds of other retailers and eCommerce businesses.
To begin with on our guide on How to setup Pinterest Shopping Ad campaign, advertisers have to meet with two necessary conditions,
- Having a claimed website on Pinterest: a website can be claimed by only one Pinterest account
- Able to host and send data source: File which can be CSV, TSV or XML, consisting of list of products and well-structured corresponding attributes is required for dynamic pin creation. Column names specified in the data source must exactly match as listed down by Pinterest to successfully recognize the data else it may lead to item-level rejections.
Mandatory Fields or headers
- id: unique Product ID
- title: name of the product. You can have a product title of up to 128 characters count but Pinterest recommends product title under 60 characters to avoid truncation while surfing Pinterest on mobile devices.
- description: a short description of the product with maximum count of 500 characters. Any HTML encoding in the description section will be displayed as plain text.
- link: landing page for the product.
- image_link: link to the product image
- price: the Price of the product (default is US dollars, and the currency must follow the ISO-4217 code standard)
- availability: availability of the product (“in stock,” “out of stock,” “preorder”)
- condition: Product condition (“new,” “used,” “refurbished”)
- google_product_category: It is the category based on the Google product Taxonomy. You can download the full taxonomy from here.
Apart from these mandatory fields, there are other optional parameters such as general attributes, product identifiers, product characteristics, tax and shipping data, adult product flag, and custom labels.
Moving further on How to setup Pinterest Shopping Ad campaign, there are two major components in Pinterest Shopping, namely Pinterest Catalog and Product Group.
: where you upload and organize product catalog, mass generate Product Pins and organize them into Product groups. To use the catalog, you need to provide a data source as mentioned above and your hosting.
Adding a data source:
– Visit ‘catalogs.pinterest.com’ and click “ Get Started.”
– Click “Add data source” and input the data source URL. Select CSV, XML or TSV file formats
– If your data source is password protected, select “My data source is password-protected” and input the credentials. Click “ Create Pins”
Pinterest will now send a confirmation email to inform you about the data source submission status. Pinterest will only process the first 5 million rows or products in your data source in one update and files more than 500 MB in size must be compressed before submission.
The organized collection of similar Product Pins. Product groups can be filtered on the basis of following data source definitions: product type, brand, category and custom labels. Name of the product group should be based on the filters selected to improve the chance of your product group being shown in the right situation. For example, if the selected Product Type is “Shirts” and custom labels is “Bestsellers,” then name your Product group as “Bestselling Shirts.”
Creating Product Groups
– Once the data source has been processed, navigate to the “Ads” dropdown and select “Catalogs.”
– Under Catalogs, go to “Product Groups” and click “Create” button
– Give a Title to your Product group and filter products under “Category” and “Product Type” dropdowns.
– Use the “filter” icon to view selected category or Product type and “pencil” icon to make changes in Product groups
– In the main UI, you can view the number of products in Product group and last update date.
Once your catalog is uploaded and products organized into Product groups, you are ready to launch your ads on Pinterest. You now have two choices to create your ads, either via the Ads Manager or via Bulk Editor
Setting up Pinterest Shopping Ads
This is our last step in our quest of How to setup Pinterest Shopping Ad campaign. Now, there are two modes of setting up the ads, one via Ads Manager and the other one via Bulk editor. Let’s talk about them one by one.
Create Pinterest Shopping Ads via the Ads Manager
- Select “Create Ad” from Ads dropdown
- Select “Shopping catalogs” for the campaign’s objective
- Fill in all the details for your campaign
- Add other details for your ads namely, Name, Audience, Product groups, Targeting (gender, age, language, device, location)
- Configure and schedule your campaign’s budget
- Set a maximum bid amount as per your budget
- Click “Continue” to launch the shopping campaign
Create Pinterest Shopping Ads via the Bulk Editor
Pinterest’s Bulk Editor creates and edits promoted pins in bulk. Below are the steps involved in the creation of ads via Bulk Editor
- Under ads dropdown, select Bulk editor and navigate to the bulk editor page
- Download Pinterest’s sample sheet
- Set objective type to Shopping and creative type to Shopping
- The following details for Shopping Ads are different from standard bulk sheet
1- Product Group ID: It is the ID for each promoted group. It is required whenever you need to upload changes to Product group
2- Product group reference ID: ID required to input to launch shopping ads group with product groups. This ID can be found in Catalogs product group page
3- Product group name: Product group name (optional column)
4- Product group status: Status of promoted product groups (Active or Paused)
5- Tracking Template: URL for the tracking template to be used for product groups
Now, this marks the completion of your journey to Shopping Ads, which we earlier discussed in an article on Pinterest Shopping Ads. Use the above-given guide on How to setup Pinterest Shopping Ad campaign and don’t forget to share your feedback with us.
Vishal is a tech writer for Vidooly and a fan of everything related to Android. He loves exploring the nexus between tech, culture, space, and politics. He lies awake at night pondering over the myriad facets of life while also having an adventurous side to him. In his spare time, he enjoys watching sci-fi and drama series, reading psychology/politics fiction and playing brain games.