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With the holidays in full gear, it’s a great time to consider new means of targeting holiday shoppers. As you may know, Pinterest has actalike, interest, and keyword targeting. However, Pinterest also recently released a new Shopping campaign which works similarly to the Catalog Sales objective in Facebook. It’s a great method to acquire or retarget users and allows you to leverage your product catalog rather than relying on traditional creative.
How Do Shopping Campaigns Work?
Pinterest pulls products from your catalog and displays them in the search feed based on descriptions within the feed. Shopping is search feed only, but additional targeting (actalikes, interests, etc.) can be layered on to help you reach your ideal customer. Once targeting is set up, you bid on clicks and set budgets just like you would in a standard Traffic campaign.
At this time, Shopping is still not available within the UI, so you will need to reach out to your Pinterest rep to have everything set up. In our case, we filled out a quick onboarding document that required information regarding our campaign naming structure, feed location, as well as UTMs. In addition, a spend minimum of $20K per month is currently required.
Shopping has not only helped us scale acquisition efforts, we’ve also driven a more efficient CPA compared to our traffic campaigns. We recently saw a 88% lower CPA with remarketing using Shopping.
With the holidays approaching, it’s never been a better time to test Shopping campaigns on Pinterest!