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How To Use Pinterest For Ecommerce



How To Use Pinterest For Ecommerce

Pinterest is one of the least popular, most underused social media platforms for brand marketing.

However, the lack of popularity is not due to the lack of potential.

Pinterest, when used right, can add immense value to ecommerce brand success.

Pinterest bursts with potential, but it also has its own playbook. It is different than other social platforms, and requires a unique approach to win.

From investing in Pinterest ads to building a consistent posting schedule, in this article, you’ll find some best practices and tips on building successful Pinterest marketing campaigns.

But before we get to that, let’s first talk about whether Pinterest is good for ecommerce.

Is Pinterest Good For Ecommerce?

“Don’t spread yourself too thin!”

This is a popular piece of advice people give to ecommerce brands starting social media marketing. And it is valuable advice.

So, is it worth going into Pinterest if you already have a Facebook, Instagram, or TikTok account?

Yes, in most cases.

Pinterest has immense shopping potential, perhaps more so than all the other social media platforms.

The platform offers fluff-free, simple suggestions. This is why Pinterest is the go-to place for customers looking for new brands or product inspirations.

80% of weekly Pinterest users have discovered a new brand or product via Pinterest.

55% of Pinterest users get on the app specifically to search for products.

More importantly, Pinterest shoppers have 85% bigger baskets than shoppers on other platforms.

All of these statistics hint at one thing, and one thing only.

Pinterest is not just good for ecommerce. It is absolutely unmissable for any ecommerce brand looking to engage its audience.

A European DIY, gardening, and furniture marketplace brand, convinced of the value Pinterest offers for an ecommerce brand, jumped on the platform and tried engaging an audience from a new market using the platform’s ad products.

Their customer outreach efforts garnered 6.6 million impressions and led to a 7.9% lift in sales.

Why Use Pinterest For Ecommerce?

Besides being good for ecommerce, many other factors make Pinterest the ultimate marketing platform for brands looking to drive ecommerce growth.

Here’s why:

Pinterest Allows Omnichannel Marketing

The modern customer’s buying journey is more complex than ever.

This is why you need to multiply your customer touchpoints and be where your audience is to increase the chances of winning them as customers.

An omnichannel marketing strategy helps with that – and Pinterest helps run an omnichannel campaign.

Pinterest is home to a unique audience, using the app with a fixed goal in mind.

Marketing on Pinterest takes your brand to this audience through a content format they love the most – engaging visuals. This helps prospects remember brands and eventually shop from them when needed.

Image Search Capabilities

The rise of visual search has increased the importance of Pinterest for ecommerce.

30% of U.S. adults (34 and younger) have used visual search for shopping as of August 2022.

The Pinterest mobile app has the Pinterest Lens feature, which users can use for visual searches. This is similar to Google Lens, but Pinterest has a more extensive image database, generating better results.

Marketing on Pinterest helps you jump on the rising visual search trend before everyone else, enabling you to gain an edge over the competitors.

An Ecosystem Built To Support Brands

Pinterest has invested heavily in building an ecommerce-friendly ecosystem.

It gives verified sellers a verified merchant tag, reinforcing the brand’s credibility.

Screenshot from Pinterest, January 2023

The platform also has excellent ad products that can help brands maximize their reach and get closer to their goals.

Advanced Pinterest Analytics help you track your efforts and optimize them for better results.

Lately, Pinterest has also been experimenting with an in-app checkout feature that will let the buyers complete their purchase without leaving the app.

These features combine to make Pinterest a healthy home for ecommerce growth.

A Conversion-Focused Audience

89% of weekly Pinners use Pinterest for inspiration in their path to purchase. This is perhaps why Pinners are 7x more likely to buy things they’ve saved.

Marketing on Pinterest effectively helps you reach these conversion-ready shoppers and get them tumbling through your sales funnel.

Pinterest Ecommerce Strategy

Now that we have you all riled up about Pinterest and its ecommerce potential, let’s help you set up a Pinterest marketing campaign with some proven best practices:

Start With Creating A Business Account

First things first, you will need a Pinterest business account to start marketing on the platform, which is pretty easy to create.

A Pinterest business account gives you access to the platform’s merchant tools, like Pinterest Analytics and ads.

Make sure to include complete business information within your profile: your business name, logo, and website address.

You can only connect to one website on Pinterest. Preferably, choose the one you make sales on.

Identify Your Pinterest Goals

As with any marketing strategy, your Pinterest strategy will be defined by a set of goals.

Think: what is it that you want to achieve through Pinterest? Increased brand awareness? More sales?

Once you have identified your goals, it will become easier for you to define your content strategy and start pinning.

Create Outstanding Pins

Success on Pinterest – or any social platform, for that matter – comes from attention.

Unlike other social platforms, Pinterest is crowded with visuals. Therefore, it may be tougher to stand out with less-than-outstanding Pins.

Create aesthetically pleasing, on-brand Pins with eye-catching colors to help them stand out from the ever-growing Pinterest crowd.

When creating image Pins, stick to vertical images with a 2:3 aspect ratio to make sure your Pins appear high quality and look complete.

Outstanding pin on Pinterest exampleScreenshot from Pinterest, January 2023

Consider linking the pin to a landing page to drive traffic to your ecommerce store. Make sure the landing page content aligns with what’s featured on the pin to drive user satisfaction.

Write power titles and descriptions for your Pins. Pinterest allows 100 characters for titles, and 500 characters for descriptions. Use this space to create eye-catching and optimized titles and descriptions that drive clicks and engagement.

Try to include bullets as you write descriptions to increase the digestibility of the content. No one likes reading blocks of text, especially when they are scrolling Pinterest.

Make video Pins as well to engage your audience and keep your feed from looking monotonous.

When creating a video Pin, start with a powerful hook that captures and holds the attention and includes closed captions for people viewing on mute.

Video Pin on Pinterest exampleScreenshot from Pinterest, January 2023

The ideal length for organic videos is between 15 seconds to a minute, and 6 to 15 seconds for ads, according to Pinterest. Keep your videos within these ranges.

Video creatives matter as well. Eye-catching video creatives can go a long way. Cadbury generated 134% higher engagement rates while attempting to drive brand awareness for its new products, all through dazzling video creatives.

Pick a strong cover image for your video Pin that tells the viewers what the video is about.

Finally, don’t forget to use Idea Pins.

Idea Pins are like Pinterest stories. Pinterest calls them multi-stage canvases. Idea Pins are a great way to engage your audience and share ideas in a compelling manner.


Idea Pins exampleScreeshot from Pinterest Newsroom, January 2023

Build Organized Boards

As you start pinning, it is crucial to stay organized.

Sort your content out in well-defined boards.

You can create individual boards for all your product categories. For example, if you sell clothes, you can create separate boards for men, women, summer dresses, formal wear, etc.

Check out how Allrecipes has organized all their recipes into well-defined boards:

Organized board example from PinterestScreenshot from Pinterest, January 2023

Optimize Your Pins For SEO

Pinterest gets, and drives, massive traffic. In May 2022, around 945 million visits were reported to

The tremendous traffic that Pinterest is getting not only highlights exposure opportunities but also underscores its capabilities of multiplying your ecommerce store traffic.

But first, you will need to gain visibility on the platform. And for that, you will need SEO.

Pinterest SEO is pretty simple. Find out the relevant keywords. You can do this using Pinterest’s guided search, Google AdWords, or Pinterest Ad targeting.

search on PinterestScreenshot from Pinterest, January 2023

You can also pick up good keywords by searching for relevant products or themes on Pinterest and looking at how the platform has categorized and subcategorized the Pins.

Pins on search for Screenshot from Pinterest, January 2023

Looking at the competitors’ Pins may also help uncover some great keywords.

Use these keywords in your Pin titles and descriptions and board titles and descriptions to increase relevance with the users’ searches.

Besides relevance, engagement is also said to drive visibility. So, try to build engagement for increased exposure.

Stay Consistent With Publishing

As cliche as it sounds, consistency is the key to Pinterest’s success.

Build a pinning schedule and stick to it.

Brands have seen their traffic spike after increasing their pinning frequency.

There’s no magic number that you need to hit. Start with as many Pins as you can manage without compromising the quality, and gradually build your way up.

Just make sure not to post too little content. You may lose your prospects to competitors. And don’t post too frequently so as to overwhelm your audience.

Strike a nice balance.

Keep Alternating Your Content

Your users might get bored of your feed if it is filled with the same kind of content. Keep things interesting by mixing up your posts.

Share informative content like blogs, infographics, guides, product-related posts, and videos.

Invest In Pinterest Ads

If you want to kick-start your Pinterest journey, consider investing in Pinterest ads.

The platform offers a powerful advertising system. Pinterest ads are 2.3x more cost-efficient and generate 2x higher return on ad spend (ROAS) for retail brands than other social media.

You also have access to a wide variety of ad formats that you can choose from.

Pinterest also offers extensive ad targeting capabilities to help you reach your audience in the best possible ways.

Track Pinterest Analytics

Pinterest offers a platform native analytics tool – Pinterest Analytics – to help brands measure their marketing efforts against their goals.

This tool offers all the metrics you need to gain insight into your campaign performance, like referral traffic, leads generated, engagement, etc. Use these metrics to determine the efficacy of your campaigns and guide your future marketing efforts.

Tips For Successful Pinterest Marketing

The best practices in the previous section are good enough to help you set off your Pinterest journey. But here are some additional tips to further fine-tune your campaigns:

Ensure Consistent Branding

Customers shop with brands they trust – and nothing builds trust like consistent branding.

This may be why consistent branding is said to increase revenue by 33%.

Ensure your Pinterest profile is consistent with the branding across all other social platforms.

Stay Current With Trends

Pinterest, like all social media, is big on trends and rewards brands that stick to what’s trending.

Find out what’s trending on the platform at any given time. If it fits your brand, jump on the trend to demonstrate relevance and maximize exposure.

Use Rich Pins

Rich Pins pull information from your website so your users can find out all they need to know about what you are featuring in your Pins.

Use Rich Pins to drive user engagement and satisfaction. There are three different types of Rich Pins.

Use the ones that are most relevant to your brand.

Follow And Engage With Other Accounts

You need to build your community to get engagement on Pinterest. And for that, you will have to invest some time engaging with other relevant accounts on the platform.

Like, comment, and re-pin posts from various accounts to engage with others on the platform and increase your own engagement.

Final Words

Pinterest is an underused goldmine of ecommerce success.

Leverage its potential by creating outstanding Pins and sharing them through your business accounts.

Make sure your content aligns with your audience’s preferences and goes out regularly and frequently to stay on top of your customer’s minds.

Track your Pinterest analytics and use your findings to optimize your Pinterest marketing strategy for continued growth.

More resources: 

Featured Image: Kaspars Grinvalds/Shutterstock

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State Of Marketing Data Standards In The AI Era [Webinar]




State Of Marketing Data Standards In The AI Era [Webinar]

Claravine and Advertiser Perceptions surveyed 140 marketers and agencies to better understand the impact of data standards on marketing data, and they’re ready to present their findings.

Want to learn how you can mitigate privacy risks and boost ROI through data standards?

Watch this on-demand webinar and learn how companies are addressing new privacy laws, taking advantage of AI, and organizing their data to better capture the campaign data they need, as well as how you can implement these findings in your campaigns.

In this webinar, you will:

  • Gain a better understanding of how your marketing data management compares to enterprise advertisers.
  • Get an overview of the current state of data standards and analytics, and how marketers are managing risk while improving the ROI of their programs.
  • Walk away with tactics and best practices that you can use to improve your marketing data now.

Chris Comstock, Chief Growth Officer at Claravine, will show you the marketing data trends of top advertisers and the potential pitfalls that come with poor data standards.

Learn the key ways to level up your data strategy to pinpoint campaign success.

View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

SaaS Marketing: Expert Paid Media Tips Backed By $150M In Ad Spend

Join us and learn a unique methodology for growth that has driven massive revenue at a lower cost for hundreds of SaaS brands. We’ll dive into case studies backed by real data from over $150 million in SaaS ad spend per year.

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GPT Store Set To Launch In 2024 After ‘Unexpected’ Delays




GPT Store Set To Launch In 2024 After 'Unexpected' Delays

OpenAI shares its plans for the GPT Store, enhancements to GPT Builder tools, privacy improvements, and updates coming to ChatGPT.

  • OpenAI has scheduled the launch of the GPT Store for early next year, aligning with its ongoing commitment to developing advanced AI technologies.
  • The GPT Builder tools have received substantial updates, including a more intuitive configuration interface and improved file handling capabilities.
  • Anticipation builds for upcoming updates to ChatGPT, highlighting OpenAI’s responsiveness to community feedback and dedication to AI innovation.

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96.55% of Content Gets No Traffic From Google. Here’s How to Be in the Other 3.45% [New Research for 2023]



96.55% of Content Gets No Traffic From Google. Here's How to Be in the Other 3.45% [New Research for 2023]

It’s no secret that the web is growing by millions, if not billions of pages per day.

Our Content Explorer tool discovers 10 million new pages every 24 hours while being very picky about the pages that qualify for inclusion. The “main” Ahrefs web crawler crawls that number of pages every two minutes. 

But how much of this content gets organic traffic from Google?

To find out, we took the entire database from our Content Explorer tool (around 14 billion pages) and studied how many pages get traffic from organic search and why.

How many web pages get organic search traffic?

96.55% of all pages in our index get zero traffic from Google, and 1.94% get between one and ten monthly visits.

Distribution of pages by traffic from Content Explorer

Before we move on to discussing why the vast majority of pages never get any search traffic from Google (and how to avoid being one of them), it’s important to address two discrepancies with the studied data:

  1. ~14 billion pages may seem like a huge number, but it’s not the most accurate representation of the entire web. Even compared to the size of Site Explorer’s index of 340.8 billion pages, our sample size for this study is quite small and somewhat biased towards the “quality side of the web.”
  2. Our search traffic numbers are estimates. Even though our database of ~651 million keywords in Site Explorer (where our estimates come from) is arguably the largest database of its kind, it doesn’t contain every possible thing people search for in Google. There’s a chance that some of these pages get search traffic from super long-tail keywords that are not popular enough to make it into our database.

That said, these two “inaccuracies” don’t change much in the grand scheme of things: the vast majority of published pages never rank in Google and never get any search traffic. 

But why is this, and how can you be a part of the minority that gets organic search traffic from Google?

Well, there are hundreds of SEO issues that may prevent your pages from ranking well in Google. But if we focus only on the most common scenarios, assuming the page is indexed, there are only three of them.

Reason 1: The topic has no search demand

If nobody is searching for your topic, you won’t get any search traffic—even if you rank #1.

For example, I recently Googled “pull sitemap into google sheets” and clicked the top-ranking page (which solved my problem in seconds, by the way). But if you plug that URL into Ahrefs’ Site Explorer, you’ll see that it gets zero estimated organic search traffic:

The top-ranking page for this topic gets no traffic because there's no search demandThe top-ranking page for this topic gets no traffic because there's no search demand

This is because hardly anyone else is searching for this, as data from Keywords Explorer confirms:

Keyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demandKeyword data from Ahrefs' Keywords Explorer confirms that this topic has no search demand

This is why it’s so important to do keyword research. You can’t just assume that people are searching for whatever you want to talk about. You need to check the data.

Our Traffic Potential (TP) metric in Keywords Explorer can help with this. It estimates how much organic search traffic the current top-ranking page for a keyword gets from all the queries it ranks for. This is a good indicator of the total search demand for a topic.

You’ll see this metric for every keyword in Keywords Explorer, and you can even filter for keywords that meet your minimum criteria (e.g., 500+ monthly traffic potential): 

Filtering for keywords with Traffic Potential (TP) in Ahrefs' Keywords ExplorerFiltering for keywords with Traffic Potential (TP) in Ahrefs' Keywords Explorer

Reason 2: The page has no backlinks

Backlinks are one of Google’s top three ranking factors, so it probably comes as no surprise that there’s a clear correlation between the number of websites linking to a page and its traffic.

Pages with more referring domains get more trafficPages with more referring domains get more traffic
Pages with more referring domains get more traffic

Same goes for the correlation between a page’s traffic and keyword rankings:

Pages with more referring domains rank for more keywordsPages with more referring domains rank for more keywords
Pages with more referring domains rank for more keywords

Does any of this data prove that backlinks help you rank higher in Google?

No, because correlation does not imply causation. However, most SEO professionals will tell you that it’s almost impossible to rank on the first page for competitive keywords without backlinks—an observation that aligns with the data above.

The key word there is “competitive.” Plenty of pages get organic traffic while having no backlinks…

Pages with more referring domains get more trafficPages with more referring domains get more traffic
How much traffic pages with no backlinks get

… but from what I can tell, almost all of them are about low-competition topics.

For example, this lyrics page for a Neil Young song gets an estimated 162 monthly visits with no backlinks: 

Example of a page with traffic but no backlinks, via Ahrefs' Content ExplorerExample of a page with traffic but no backlinks, via Ahrefs' Content Explorer

But if we check the keywords it ranks for, they almost all have Keyword Difficulty (KD) scores in the single figures:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

It’s the same story for this page selling upholstered headboards:

Some of the low-difficulty keywords a page without traffic ranks forSome of the low-difficulty keywords a page without traffic ranks for

You might have noticed two other things about these pages:

  • Neither of them get that much traffic. This is pretty typical. Our index contains ~20 million pages with no referring domains, yet only 2,997 of them get more than 1K search visits per month. That’s roughly 1 in every 6,671 pages with no backlinks.
  • Both of the sites they’re on have high Domain Rating (DR) scores. This metric shows the relative strength of a website’s backlink profile. Stronger sites like these have more PageRank that they can pass to pages with internal links to help them rank. 

Bottom line? If you want your pages to get search traffic, you really only have two options:

  1. Target uncompetitive topics that you can rank for with few or no backlinks.
  2. Target competitive topics and build backlinks to rank.

If you want to find uncompetitive topics, try this:

  1. Enter a topic into Keywords Explorer
  2. Go to the Matching terms report
  3. Set the Keyword Difficulty (KD) filter to max. 20
  4. Set the Lowest DR filter to your site’s DR (this will show you keywords with at least one of the same or lower DR ranking in the top 5)
Filtering for low-competition keywords in Ahrefs' Keywords ExplorerFiltering for low-competition keywords in Ahrefs' Keywords Explorer

(Remember to keep an eye on the TP column to make sure they have traffic potential.)

To rank for more competitive topics, you’ll need to earn or build high-quality backlinks to your page. If you’re not sure how to do that, start with the guides below. Keep in mind that it’ll be practically impossible to get links unless your content adds something to the conversation. 

Reason 3. The page doesn’t match search intent

Google wants to give users the most relevant results for a query. That’s why the top organic results for “best yoga mat” are blog posts with recommendations, not product pages. 

It's obviously what searchers want when they search for "best yoga mats"It's obviously what searchers want when they search for "best yoga mats"

Basically, Google knows that searchers are in research mode, not buying mode.

It’s also why this page selling yoga mats doesn’t show up, despite it having backlinks from more than six times more websites than any of the top-ranking pages:

Page selling yoga mats that has lots of backlinksPage selling yoga mats that has lots of backlinks
Number of linking websites to the top-ranking pages for "best yoga mats"Number of linking websites to the top-ranking pages for "best yoga mats"

Luckily, the page ranks for thousands of other more relevant keywords and gets tens of thousands of monthly organic visits. So it’s not such a big deal that it doesn’t rank for “best yoga mats.”

Number of keyword rankings for the page selling yoga matsNumber of keyword rankings for the page selling yoga mats

However, if you have pages with lots of backlinks but no organic traffic—and they already target a keyword with traffic potential—another quick SEO win is to re-optimize them for search intent.

We did this in 2018 with our free backlink checker.

It was originally nothing but a boring landing page explaining the benefits of our product and offering a 7-day trial: 

Original landing page for our free backlink checkerOriginal landing page for our free backlink checker

After analyzing search intent, we soon realized the issue:

People weren’t looking for a landing page, but rather a free tool they could use right away. 

So, in September 2018, we created a free tool and published it under the same URL. It ranked #1 pretty much overnight, and has remained there ever since. 

Our rankings over time for the keyword "backlink checker." You can see when we changed the pageOur rankings over time for the keyword "backlink checker." You can see when we changed the page

Organic traffic went through the roof, too. From ~14K monthly organic visits pre-optimization to almost ~200K today. 

Estimated search traffic over time to our free backlink checkerEstimated search traffic over time to our free backlink checker


96.55% of pages get no organic traffic. 

Keep your pages in the other 3.45% by building backlinks, choosing topics with organic traffic potential, and matching search intent.

Ping me on Twitter if you have any questions. 🙂

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