Pinterest Shopping launched in March 2018, but it started out as a beta for select advertisers last summer.  Pinterest Shopping now has a self serve platform which makes it easier for merchants to upload their catalog.  

Today, I want to walk you through on how to get started with Pinterest Shopping Self-Serve platform.  I will first walk through on how to set up your product catalog/data sources and then show you how to set up a shopping campaign.

What does a Pinterest Shopping Ad look like?  Below example shows a Shopping ad by “misupplyco.com”.  These ads are automatically created using the dynamic information take from your product feed. (similar to Google and Bing)

 

Create A Product Feed

When building your product field, the requirements are similar to the product feeds for Google, Bing and Facebook.   You want to be as accurate and precise in your product titles for optimal distribution. Maximum character limit for titles is 128 characters, but to avoid any truncation in the mobile experience, it’s best to keep it under 60 characters.   Finally, for products that have multiple color variants, the color in the product title should match the color in the product image.

Below are the requirements to build your Pinterest Product Feed:

Column Description Supported Values
id The user-created unique ID that represents the product. Only unicode characters are accepted. Max 127 characters
title The name of the product. Must be the same name as the product from the landing page. Include the variant details, such as color and size. Max 128 characters
description Description of the product. This field does not support HTML and must be in plain text for optimal experience. Max 500 characters
link The landing page for the product. The link must lead directly to the same product and showcase the same data. We recommend against hardwalls. The URL must start with http:// or https:// Max 511 characters
image-link The link to the product image. The URL must be accessible by a user-agent, and send the accurate image. Please make sure there are no template or placeholder images at the link. Must start with http:// or https://
price The price of the product. The price should include currency in ISO-4217 if it is not US dollars. If the currency is not included, we default to US dollars. We accept currency after the numeric price value, with or without space. Currency should follow the standard ISO-4217 code. We do not accept 0 values for price. Do not use currency symbols. <numeric>
<ISO 4217>
availability The availability of the product. Must be one of the following values: ‘in stock’, ‘out of stock’, ‘preorder’. in stock
out of stock
preorder
condition The condition of the product. Must be one of the following values: ‘new’, ‘used’, ‘refurbished’. new
used
refurbished
google_product_category The categorization of the product based on the standardized Google Product Taxonomy. This is a set taxonomy. Both the text values and numeric codes are accepted. Full taxonomy

*Source: Pinterest

Product Catalog/Data Sources Set Up  

Now that you have created your product feed, it’s time to add your feed to the Pinterest catalog.   Before setting up your product catalog, first things first, you must claim your website domain before beginning.  

After claiming your website and creating your product feed to Pinterest requirements.  Now its time to start your catalog setup.

Steps:

  1. Navigate to Catalogs (catalogs.pinterest.com)
  2. Click “Get Started”
  3. Click “Add data source”. You must have a claimed domain in order to add a data source.
  4. Input your data source URL (must begin with http://, https://, ftp://, or sftp://, and include the full file path and no credentials in the URL).
  5. Select the file format— CSV, TSV, or XML
  6. Select “My data source is password-protected” if your data source requires credentials, and input credentials.
  7. Click “Create Pins”.

You will be then navigated to the main Data Source page. Wait for confirmation email from Pinterest for the status of your data source submission.

Source: Pinterest

Congrats!  You have successfully uploaded a product catalog to Pinterest.  Now to set up your first Pinterest Shopping campaign.

Pinterest Shopping Campaign

Steps:

  1. Navigate to Catalogs
  2. Click “Product Groups”
  3. Click “Promote”
  4. Select “Shopping Catalogs” as your objective.
  5. Input the rest of your campaign details and click Continue.
  6. Input your ad group details: name, any audiences, targeting (gender, ages, locations, languages, devices).
  7. Within ad group creation, select the product groups you would like to set up within your ad group.
  8. Click continue to launch your campaign.  

You have successfully launched your first Pinterest Shopping campaign! To track your campaign data, click “Reporting” under the “Ad” tab.  

Why is this good?  

With this new feature, now Pinterest allows retailers to basically build a storefront in Pinterest.  This gives retailers another channel to promote their products. Also give the retailers a much easier way to promote their catalog and scale their presence on Pinterest.   It makes it easier for retailers to organize and promote custom product groups.

Along with Catalogs, Pinterest is rolling out new dedicated sections for products from specific retailers.  Shoppers will be able to go deeper deeper into a brand’s catalog by clicking “more from [brand X].