Shopify & Pinterest, What Are the Best Optimization Guides?

It was reported recently that Shopify and Pinterest have completed the upgrade of their cooperation - the Pinterest marketing channel in the Shopify backend is now promoted to more than 1.7 million Shopify merchants around the world . Sellers can easily put their products on Pinterest and set the products as purchaseable product Pins .

In recent years, the cross-border e-commerce benefits created by the epidemic have benefited many sellers on the one hand, but on the other hand, it has turned platforms such as Amazon into a fiercely competitive battlefield, so many sellers have joined Shopify. According to Shopify's official 2020 financial report, Shopify's GMV increased by 96% year-on-year that year .

Unlike Amazon, Shopify sellers need to obtain traffic on their own. Facebook, Instagram, etc. are the main distribution channels for independent sellers. Although Facebook and other platforms are effective, with the influx of a large number of mature sellers, they have gradually shown a trend of "the highest bidder wins", which is not very friendly to novice sellers. Therefore , the timing of the cooperation upgrade between Shopify and Pinterest is appropriate and of great significance .

Pinterest features: mainly picture sharing + strong consumption tendency of users

Pinterest has been one of the top ten most popular social platforms in the world in recent years. It uses a waterfall flow to display image content. Users do not need to turn pages. New images are automatically loaded at the bottom of the page, allowing users to constantly discover new images. Although it supports enterprise users to post videos, pictures are still its main form .

The user scale of this platform is smaller than Facebook, but the consumption tendency is more obvious . According to data, the platform has 265 million monthly active users , two-thirds of whom are women. According to another survey, 93% of users use Pinterest to make shopping plans, and 87% of people buy something through Pinterest. The above data means that popular categories for women such as fashion, beauty, and home furnishings will have more advantages on Pinterest .

Pinterest advertising optimization tips 4+1

As mentioned above, the mainstream ads on the Pinterest platform are in the form of images. Based on the characteristics of the platform, here are four tips for optimizing ads and one tip for optimizing delivery:

Advertising optimization tips

1. Pay attention to detail display to eliminate user doubts

Compared with video ads, picture ads have more limitations, the most typical of which is that the flat display of pictures makes it difficult to intuitively display product details . From the perspective of user behavior habits, if ads cannot eliminate their doubts, the conversion rate is likely to be greatly reduced, especially for products with complex structures or special styles.

Thanks to Pinterest's waterfall-style image display, sellers can display products through multiple, multi-dimensional images . For example, the "Bucket List" product advertisement (part) shown below, in addition to the macro product display, also displays the details of the inner pages of different sizes and the page-turning function according to the "TODO" item classification. It can be said that the product details and functions are fully displayed, eliminating users' doubts to the greatest extent.

According to the data in the figure below, this ad received more than 80,000 Pins after only 43 days of running , with a significant effect.

(Image source: BigSpy)

2. Rich variant display to increase click impulse

As shown in the data above, nearly 70% of Pinterest users are female users, and female users are more likely to make impulse purchases than male users. In addition to factors such as influencers, recommendations, and discounts , a variety of styles (variants) are also favorable factors that stimulate female users' impulse purchases, especially in fashion and beauty categories.

Variant displays do not need to pay as much attention to details as the main picture. You can even achieve the desired effect by simply adding different optional colors and styles to one picture.

For example, in the women's clothing advertisement (part) shown below, the second picture only arranges four variations and does not add too much other content. This kind of processing method can amplify the user's desire to buy.

(Image source: BigSpy)

3. Create a theme board to facilitate user browsing

Board on Pinterest can be understood as an album, and albums can be used to distinguish the themes of advertised products. Another very effective way to promote on Pinterest is to use the same theme to promote your products. This theme can include relevant colors, patterns, materials, ingredients, etc.

After you have chosen a topic, you can create several boards related to the topic . If you choose product type as the basis for the topic classification, you can divide different boards according to different products, and then write different tags on them and arrange them in sequence, so that users can understand your boards intuitively.

(Image source: Internet)

As shown in the picture above, this advertiser divides the advertising images into three categories according to the product type: jewelry, women's bags and weddings. Users can browse them intuitively and can also click to view details as needed.

4. Optimize advertising copy to drive traffic and attraction

Excellent advertising copy must have both traffic and appeal . It is not difficult to create excellent advertising copy. In addition to a little data analysis ability, you need to read more excellent competitor copy and imitate it, and then slowly form your own brand style.

First, refer to keyword analysis tools to find high-traffic keywords. By adding high-traffic keywords in the copy, you can increase the probability of your ad being searched. In addition to old keyword analysis tools such as Google Trends, e-commerce platform keyword analysis tools such as AmzChart can also provide you with the right direction.

For example, in the figure below, we can see the high-frequency keywords containing the word "pet cloth" on Amazon's US site . Sellers can choose according to the characteristics of their products.

(Image source: AmzChart)

If you want to make your copy attractive, you have to imitate the advertising copy of the top sellers in the early stage. Common types of copy include questions, hypothetical questions, exclamations, numbers, etc. In addition to finding competing products, you can also use advertising analysis tools to intuitively lock in the advertising copy with better performance based on dimensions such as the number of ads and display volume, so as to draw inspiration.

(Image source: BigSpy)

Delivery optimization tips

Clear focus, popular products drive non-popular products

First of all, users will like some popular products. When they see what products others are buying, they will definitely be tempted. Therefore, popular products are more likely to make people want to consume.

Therefore, if you have a product that has good sales or you plan to promote it, you must make this product the focus of your advertising.

Considering the overwhelming amount of advertising information currently available, it is better to "concentrate firepower" rather than "divide your forces into three directions". Users can click on the link in the popular product advertisement and jump to your store, and then naturally browse your other products.

For example, in the five groups of ads placed by this brand on Pinterest, the first product ad is clearly the focus of the placement, with a Pin value of more than 130,000, more than twice that of the second product ad. In fact, there are nearly a hundred products in the brand's store. Driven by the traffic of popular products, non-popular products can also obtain considerable traffic.

(Image source: BigSpy)

It should be emphasized that you must ensure that the product information is correct and the purchase link website is valid. You must update products regularly, delete products that have been removed from the shelves, and upload new popular products. This is also to increase the user experience and increase the probability of users placing orders.

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