Shoppable Pins Just Got More Effective With This Advertising Tool

Previously, brands selling on Pinterest would have to choose one outbound link for their Pinterest ads. With Pinterest’s new where-to-buy links, they can now link to their own site and other external options.

This has two key benefits for businesses. Firstly, the convenience and transparency of viewing all purchase options without leaving the app encourages consumers to purchase products. When you give them multiple options to view, they are able to quickly compare prices and delivery options to find the best choice for them.

Secondly, when you send customers away to third-party websites instead of your own, you lose out on important customer behavior and purchase data. Pinterest’s where-to-buy links provide trackable metrics such as Purchase Intent Clicks, as well as Purchase Intent Value, which brands can use to see which third-party sites their customers trust the most.

Pinterest shared an update on the new feature, explaining that:

“By helping advertisers connect inspiration directly to lower-funnel action and gain the actionable insights they need, Pinterest is unlocking new ways for brands to grow and measure success.”

Pinterest explained that its where-to-buy links will be available to all US advertisers within the coming weeks.

If you’re selling products on multiple retailer sites, Pinterest’s where-to-buy links are worth testing out. They provide customers with a more seamless experience, giving them more choice and context to make product purchases without leaving the app.

Pinterest also explained that, in early testing, ads with where-to-buy links had much higher engagement than those with external landing pages.

The best part is that these links can be added to ads for free from within Pinterest Ads Manager, through its partnership with Pear Commerce. This supports 3,000 retailers across 165,000 stores, and is a great way for smaller businesses to try out the feature on their ads.

Pinterest has also partnered with ecommerce platform MikMak for where-to-buy links. This is a separate integration better suited to larger brands since it offers a more powerful solution with 8,000 supported retailers and deeper analytics. Still, it’s useful to have advertising solutions designed to help brands as they grow.