How To Win this Holiday Season, According to Pinterest

If you’re selling on Pinterest, you need to make sure your product feed is in top condition – no matter what time of year it is.

Pinterest uses the data from your product feed to learn about your inventory and who it should be displayed to. Essentially, the more information you can provide, the more accurately Pinterest can target your audience, leading to more sales.

Here’s what Pinterest recommends brands focus on when optimizing product page data:

• Add keyword-driven product descriptions and titles
• Ensure pricing is accurate
• Add as much extra information as possible, such as sizes and materials
• Make use of product subcategories – you can use up to five (for example, instead of categorizing your women’s suede jacket as Clothing > Women’s, you should use Clothing > Women’s > Jackets > Suede)

To keep your data feeds accurate, it’s best practice to update them every time you make changes to your products.

One fact we know with certainty about Black Friday and Cyber Monday is this: If consumers are online, they’re looking for discounts. The average Cyber Week discount is 29% in the US, so expect to lose out on sales if you don’t offer competitive deals.

You can add a promotion to Pinterest during your ad campaign setup. Pinterest then places a “Deal” tag and a call to action (CTA) on your product ads, helping your products stand out among both organic search results and competitor ads.

Across all ad platforms, you should anticipate an increase in ad costs as product demand and competition rise. While you can adjust your bids manually, it’s difficult to react quickly to changes, which is necessary for making the most of Cyber Week.

Instead, Pinterest recommends using its Performance+ tool to spend your advertising budget in the smartest way. The AI-powered tool tests different audiences, ad formats, and bidding techniques to give you the best results at the lowest cost.

Pinterest recommends providing at least 10 ad creatives for Performance+ to play with.

The advertising strategy your business uses for Black Friday, Cyber Monday, and the entire Cyber Week will play a huge factor in your overall profits. On top of the steps above, use these tips to improve your results on Pinterest and beyond:

• Explore new ad formats: YouTube’s latest ad features and Pinterest’s where-to-buy links and top of search ads are just a few examples of new ad tools. Don’t be afraid to experiment to find unique ways to stand out among the competition. 
• Use ecommerce integrations: If you use a website builder, linking your product catalog to other sales platforms will streamline your advertising process. Wix’s recent Pinterest integration is a great example here, since it creates dynamic product ads that adapt with inventory changes and require minimal upkeep.
• Research competitor discounts: Search for your product keywords or use tools, such as Meta Ad Library, to analyze your competitors’ current ads. This will act as a guide for the types of discounts you should offer.

➡️ Got more questions? Check out our Black Friday business advice, where we gathered insider knowledge from business owners on how they prepared for last year’s event.

Cyber Week is a small window of time with exponential profit opportunities. Advertising your products across multiple platforms is the best way to get seen by ready-to-buy consumers.

While these tips are aimed at Pinterest, they should be seen as best practices for all advertising platforms. For the best results from your ads, update your product catalog with as much accurate product information as possible.

Use your ad campaigns to promote competitive discounts and offers, and test out any AI-powered advertising tools that can maximize your results.