Selling products on Pinterest just got more efficient. The platform has shared invaluable tips for optimizing your product feed, ensuring your products stand out to more shoppers, thereby enhancing your campaign performance.
This comprehensive guide delves into the importance of a well-maintained product feed, which is crucial for powering lower funnel tools like product Pins and shopping ads.
Metadata: The Key to Targeted Visibility
Your product feed’s metadata, encompassing title, description, price, and category, is pivotal. Pinterest uses this metadata to target your product Pins to the most interested audience. The more detailed and specific your metadata, the more effectively Pinterest can target potential shoppers.
For instance, a desk lamp’s metadata should include detailed information like power source, color, and price, aiding Pinterest in accurately targeting your product Pins.
Enhancing Discoverability with Keywords
Incorporating meaningful keywords in your titles and descriptions is crucial for improving discoverability. A mix of broad and exact words and phrases can trigger more queries, helping your ads or Pins appear in more searches and feeds.
This strategy enhances visibility to both specific searchers and casual browsers in your product category.
Optimal Product Groupings
Product groupings, though not visible to shoppers, significantly impact how products are shown. Tagging your products into detailed categories and subcategories helps score higher in relevant searches and shopping categories.
For example, headphones should be categorized under Electronics > Audio > Audio Components > Headphones and headsets > Headphones, ensuring more precise targeting and potentially impacting checkout propensity.
Streamlining Shopper Experience
Organizing products within your Pinterest profile should mimic a well-arranged physical store. Product groups, akin to shop departments, should be clearly defined, making it easy for shoppers to find what they want.
This organization not only improves the shopping experience but also aids in efficient campaign measurement.
While your feed’s metadata is a crucial signal for Pinterest’s recommendations and targeting, it’s advisable to avoid adding your targeting restrictions in shopping campaigns. Letting Pinterest’s algorithms work their magic without additional restrictions can enhance reach and effectiveness.
With these tips, you’re set to refine your product feed. Check your data sources on Pinterest catalogs and start optimizing your connected feeds. For additional insights, consider checking your feed health score with a Pinterest representative.
Optimizing your product feed on Pinterest is a strategic move that can significantly boost your brand’s visibility and sales performance. By fine-tuning metadata, enhancing discoverability through keywords, perfecting product groupings, and avoiding unnecessary targeting restrictions, you can leverage Pinterest’s powerful platform to its fullest potential.