Maansi Dommeti from Pinterest's Product Marketing team leads this webinar on Pinterest Shopping in Scope with Katie Dettman, Product Marketing Director at 4C, and Anthony Freeman, Product Manager at 4C. Watch the webinar here: https://youtu.be/wRRvHU18x50

1. Get Pinspired
with Shopping in

2. Webinar Info
Proprietary and confidential. ©2019 4C Insights, Inc.
•Send questions via chat for Q&A
session at the end.
•Let us know if you are having any
technical issues.
•Use/follow #ShoppingInScope

3. Maansi Dommeti
Product Marketing,
Shopping @ Pinterest
Katie Dettman
Product Marketing, 4C
Anthony Freeman
Product Manager, 4C
Today’s Presenters
Proprietary and confidential. ©2019 4C Insights, Inc.

4. Proprietary and confidential. ©2019 4C Insights, Inc.
What We’ll Cover
Pinterest Shopping overview
Shopping best practices
Shopping in Scope by 4C
Scope Demo
Q&A

5. Shopping team mission
We want to pair you with people
who will love your products.

6. is core to retail
Inspiration

7. Spark
Feeling/
Sense
Knowns &
unknowns
Instances of
excitement
Explore the
possibilities
Compare options
& make trade-offs
Bump up against
obstacles & pivot
Buy!! Buy!!
Buy!!
Buy!!
Source: Pinterest internal data, 2019

8. Spark
Feeling/
Sense
Knowns &
unknowns
Instances of
excitement
Explore the
possibilities
Compare options
& make trade-offs
Bump up against
obstacles & pivot
Buy!! Buy!!
Buy!!
Buy!!
Source: Pinterest internal data, 2019

9. Pinterest connects
people to both
the inspiration

10. Pinterest connects
people to both
the inspiration
Pinterest is unique in that it’s where
people go to get inspired and make
decisions about their life before
finding what they need to purchase
or who they will buy from - a critical
shopping moment connecting
inspiration to action.
& the purchase

11. visual
discovery
Our shopping
strategy
For every idea someone discovers
on Pinterest there’s an opportunity
to allow them to easily buy it -
offering retailers the chance to act
as a solution.
shoppable
products
personalization
taste-based

12. Introducing Catalogs
Catalogs is a feed-ingestion tool that
will allow advertisers to upload their
product feeds to:
• Mass generate product Pins
• Organize their product into product
groups

13. Why Catalogs? Why now?
People use Pinterest for
shopping inspiration
Shopping on Pinterest is
better than ever before.
Improvements include:
• More up-to-date
product data
• More places to find
product Pins
• Better curation,
improved relevancy
Catalogs will allow
advertisers to easily
upload their product
feeds, organize their
products, and connect
with Pinners who will
love their products.

14. Catalogs
Upload your
product catalog,
organize your
products, and
allow Pinners to
discover and
shop your
content.

18. Catalogs opens
the doors to the
many shopping
surfaces on
Pinterest.

19. Promote your product
groups to gain increased
distribution and drive
performance.

20. Shopping Ads
Promote products from your
catalog to reach new Pinners and
access more sophisticated
optimization levers.

21. Dynamic retargeting
Reach Pinners who have
visited your site or have
unpurchased items in their cart
by retargeting exact or similar
products as they browse the
Pinterest home feed.

22. Get started.

23. Steps to activating Shopping on
Pinterest
● Make sure you have a
business account with a
verified domain
● Implement Pinterest tag to
track key shopping event
types
● Prepare a data source to
Pinterest specification
● Add your data source to
Catalogs
● The first processing will
take 24-48 hours
● Data source processing will
take place every 24 hours
thereon
Pin Tip! Make sure you’ve
included the Google Product
Category field, it’s required.
Go over to 4C to create
product groups. You can filter
products based on the fields in
your feed.
Promote your product
groups you’ve created
within 4C.
Pin Tip! When targeting
conversions, we
recommend targeting all
placements and devices.
Review performance of
your shopping ads,
optimize for performance
Pin Tip! Conversion
optimization campaigns do
not need frequent bid
optimizations. We don’t
recommend changing your
target CPA more than 2-3
times a week.
1 2 3 4 5Pre-processing
prep
Data source
processing
Create product
groups
Promote product
groups
Measure
performance &
optimize

24. Shopping Ads set up tips
• Structure campaigns by product categories for ease of optimizing and
negative keyword management (use your website navigation bars for
inspiration)
• Do not get too granular. An excessive number of campaigns and ad groups
can spread your daily budgets out too much and impact delivery
• Limit your negative keywords to prevent scale issues (Pinterest can help
identify negatives to add as the campaign runs)
• Group similar product groups under one ad group to better leverage
optimization levers (bids, budgets, audiences)
• Break out high performing product groups over time

25. Measure performance &
optimize
Bid & budget
adjustments
should be your
primary
optimization
lever.
Bid up where
you’re seeing
better
performance
We recommend
measuring
Shopping Ads
campaigns on a
30/30/1
attribution
window
Considering
layering on
audiences, but
keep in mind that
this could limit
scale on search
only
Look to
additional levers
to further
optimize
performance:
● oCPM
● Dynamic Retargeting
Bid down where
you’re seeing
inefficiencies

26. Pinterest Shopping in Scope
Catalog
management
Granular product
group reporting
Product group
management
Optimize against
CPC or OCPM
Proprietary and confidential. ©2019 4C Insights, Inc.

27. Scope Key Value Adds
Unique Scope features for making the most of Shopping
Proprietary and confidential. ©2019 4C Insights, Inc.
Safeguard against
overspending
Utilize bulk sheets and
duplication for fast product
group creation
Deliver Shopping stats
via reporting API
Sync campaigns to relevant
TV and weather triggers
Automate pacing and
KPI monitoring

28. 4C Scope Demo
Proprietary and confidential. ©2019 4C Insights, Inc.

29. Q&A
Proprietary and confidential. ©2019 4C Insights, Inc.

30. Visit 4Cinsights.com/contact or follow @4Cinsights
Thank you!