How To

Promoting Products with Pinterest Rich Pins

Why use ChannelAdvisor Digital Marketing for Pinterest?


  • Pinterest Product Pins allow retailers to provide a product title, price, and availability information on pins from Pinterest users. Using ChannelAdvisor Digital Marketing allows retailers to take advantage of our transformation tools to optimize their product titles. Using ChannelAdvisor's feed approach, we will automatically insert tracking information into your feed, so that retailers can track clicks and orders. Retailers also have the option of including their own tracking information.
  • Pinterest, by default, will email the pinner when the price of the pinned item drops.
    • This could lead to increased engagement from Pinterest users.
    • For retailers, it is a new unique way to notify shoppers about price changes and to interact with shoppers.
  • Please note: This process does NOT create pins. It correlates data from your feed to items that have been pinned from your domain, either by you or another Pinterest user.

 

Prerequisites


The following steps should be completed prior to sending feeds to Pinterest:

  1. Create a business Pinterest account if one does not already exists.
  2. Review the ChannelAdvisor Shopping and Flex Feeds Getting Started Guide
  3. Review this webinar  between Pinterest and ChannelAdvisor Product Managers.
  4. Clients must have access to create a Flex Feed.

 

Tasks to Complete


Complete the following tasks related to Pinterest:

  1. Create a product feed referencing the  ChannelAdvisor Shopping and Flex Feeds Getting Started Guide  using the Content Enhancement information below.
  2. Preview and Activate the Feed .
  3. Send the feed link to feed@pinterest.com
  4. Follow-up with Pinterest to be sure they review and activate the Product Rich Pins.

 

Content Enhancement

Use this Pinterest file and field specifications to enhance your content data shown on Pinterest.

  • Each item in your feed should represent one product (or one collection) and contain a single URL. If your product page URLs for children are all the same and the same as the parent, send only the parent.
  • If the link URL corresponds to a collection rather than a single product, you must add an additional field called maxprice which specifies the maximum price of the collection price range. The price field below must then represent the lowest price in the collection range. All other fields must represent the collection (e.g.: title = “XYZ Bedspread Collection”), rather than any single product within that collection.
  • Additional fields can be included (e.g.: description) but will be ignored. If possible, please try to keep extraneous fields to a minimum in order to keep file sizes as small as possible.
 
Pinterest Feed Field Notes
  • In the Link field, provide the canonical URL for your product, or the URLs that are most likely pinned from by Pinterest users.
  • In the Tracking Parameters field, by default a Business Rule will be provided on the template. In this field, you should provide a list of URL parameters that Pinterest will automatically append to the primary Link field. (Pinterest prefers that this does not start with ? or &). The default Business Rule should not be removed as it inserts ChannelAdvisor tracking parameters. You can edit the rule to also include your own tracking parameters.
  • The last field, tracked_url, is not used by Pinterest but is required by the ChannelAdvisor platform for tracking purposes. You should use the same value as you provide in the Link field.
 
Pin Conversion

Product Pins are created by attaching rich data from feed files (e.g. price, currency, availability, product name) to corresponding pins.

  • Pins may already exist on Pinterest, or they may be new pins.
  • In order to convert a regular pin to a product pin, Pinterest needs to match URLs. It needs to match a) the URL that a Pinterest user pinned from on your domain to b) the URL you provide in the feed.
  • Specifying a Canonical URL on your product pages can help Pinterest make the match. Canonical URL is a term and standard popularized by Google, intended to help de-duplicate (for search engine ranking purposes) web pages that may be rendered by more than one URL. If a product landing page contains no rel=”canonical” tag, Pinterest will interpret the landing page URL itself as the canonical URL.
  • Please note that creating a feed to does not mean your products will be pinned to Pinterest. The feed only converts regular pins to Rich Product Pins.
 
Performance Analysis

Use the Digital Marketing Dashboard to evaluate the success of Pinterest for promoting your products.

  • Track traffic and conversions
  • Analyze your performance on key metrics
  • Adjust and optimize your presence
 
Troubleshooting
  • Validation – 24hrs after domain whitelisting and successful ingestion (by Pinterest) of feed file, feed file’s successfully matched pins (by canonical URL) will be eligible for rendering with rich data. Note that existing pins (pins already in the system) will be rendered with rich data over 1-14 days, depending on the volume of existing pins. In most cases existing pins will be matched to and rendered with rich data more quickly than 14 days.
     
  • Manual testing – Domain owners can see a feed of existing pins from their domains by navigating to the following URL: pinterest.com/source/domain.com. Successfully matched pins will render with product rich pin fields such as product name and favicon (and upon close-up view, will render additional product pin fields such as price and availability). Eligibility for rich data can be tested in real-time by pinning from a source domain that has been whitelisted, and/or by repinning an existing pin to a test board.
     
  • Error Files – Domain owners can download an error file every 24hours for each respective feed file. The endpoint for the error file differs by vendor and client. Upon successful addition of a feed vendor to Pinterest’s feed system, the error message endpoint will be shared via email. Note that each vendor error message endpoint will include a proprietary key (for security purposes), and the last section of the URL is used to specify the corresponding domain feed file, by filename.

    Example error message endpoint for feedvendorXYZ: https://s3.amazonaws.com/rich_pin_feeds/   35aa4123455   /   domainXYZ.com_errors.t

  • Rich Pins – Some people may refer to these as just Rich Pins. Rich Pins is the general name for tying content to pins and has four types: Product, Recipe, Movie or Article. ChannelAdvisor is only offering solutions regarding Product Rich Pins.
     
  • Asynchronous Process – Even when this program is configured properly, the correlation between a Pin and the feed content for that product will not occur immediately. It can take up to 24 hours for new Pins and maybe longer for historical Pins.
     
  • Agreements – Feed-based rich pins is a beta product and is subject to no guarantees either of performance, consistency or availability. Further, conversion parameters, an optional field, will allow clients to track specific clicks from Product Pins to site-based conversion pixel systems. Use of this optional tracking feature is subject to additional provisions, to include that the data derived from said tracking may not be shared or sold to 3rd parties or used for purposes other than allowed under Pinterest’s TOS for Businesses and AUP .

Why use ChannelAdvisor Digital Marketing for Pinterest?


  • Pinterest Product Pins allow retailers to provide a product title, price, and availability information on pins from Pinterest users. Using ChannelAdvisor Digital Marketing allows retailers to take advantage of our transformation tools to optimize their product titles. Using ChannelAdvisor's feed approach, we will automatically insert tracking information into your feed, so that retailers can track clicks and orders. Retailers also have the option of including their own tracking information.
  • Pinterest, by default, will email the pinner when the price of the pinned item drops.
    • This could lead to increased engagement from Pinterest users.
    • For retailers, it is a new unique way to notify shoppers about price changes and to interact with shoppers.
  • Please note: This process does NOT create pins. It correlates data from your feed to items that have been pinned from your domain, either by you or another Pinterest user.

 

Prerequisites


The following steps should be completed prior to sending feeds to Pinterest:

  1. Create a business Pinterest account if one does not already exists.
  2. Review the ChannelAdvisor Shopping and Flex Feeds Getting Started Guide
  3. Review this webinar  between Pinterest and ChannelAdvisor Product Managers.
  4. Clients must have access to create a Flex Feed.

 

Tasks to Complete


Complete the following tasks related to Pinterest:

  1. Create a product feed referencing the  ChannelAdvisor Shopping and Flex Feeds Getting Started Guide  using the Content Enhancement information below.
  2. Preview and Activate the Feed .
  3. Send the feed link to feed@pinterest.com
  4. Follow-up with Pinterest to be sure they review and activate the Product Rich Pins.

 

Content Enhancement

Use this Pinterest file and field specifications to enhance your content data shown on Pinterest.

  • Each item in your feed should represent one product (or one collection) and contain a single URL. If your product page URLs for children are all the same and the same as the parent, send only the parent.
  • If the link URL corresponds to a collection rather than a single product, you must add an additional field called maxprice which specifies the maximum price of the collection price range. The price field below must then represent the lowest price in the collection range. All other fields must represent the collection (e.g.: title = “XYZ Bedspread Collection”), rather than any single product within that collection.
  • Additional fields can be included (e.g.: description) but will be ignored. If possible, please try to keep extraneous fields to a minimum in order to keep file sizes as small as possible.
 
Pinterest Feed Field Notes
  • In the Link field, provide the canonical URL for your product, or the URLs that are most likely pinned from by Pinterest users.
  • In the Tracking Parameters field, by default a Business Rule will be provided on the template. In this field, you should provide a list of URL parameters that Pinterest will automatically append to the primary Link field. (Pinterest prefers that this does not start with ? or &). The default Business Rule should not be removed as it inserts ChannelAdvisor tracking parameters. You can edit the rule to also include your own tracking parameters.
  • The last field, tracked_url, is not used by Pinterest but is required by the ChannelAdvisor platform for tracking purposes. You should use the same value as you provide in the Link field.
 
Pin Conversion

Product Pins are created by attaching rich data from feed files (e.g. price, currency, availability, product name) to corresponding pins.

  • Pins may already exist on Pinterest, or they may be new pins.
  • In order to convert a regular pin to a product pin, Pinterest needs to match URLs. It needs to match a) the URL that a Pinterest user pinned from on your domain to b) the URL you provide in the feed.
  • Specifying a Canonical URL on your product pages can help Pinterest make the match. Canonical URL is a term and standard popularized by Google, intended to help de-duplicate (for search engine ranking purposes) web pages that may be rendered by more than one URL. If a product landing page contains no rel=”canonical” tag, Pinterest will interpret the landing page URL itself as the canonical URL.
  • Please note that creating a feed to does not mean your products will be pinned to Pinterest. The feed only converts regular pins to Rich Product Pins.
 
Performance Analysis

Use the Digital Marketing Dashboard to evaluate the success of Pinterest for promoting your products.

  • Track traffic and conversions
  • Analyze your performance on key metrics
  • Adjust and optimize your presence
 
Troubleshooting
  • Validation – 24hrs after domain whitelisting and successful ingestion (by Pinterest) of feed file, feed file’s successfully matched pins (by canonical URL) will be eligible for rendering with rich data. Note that existing pins (pins already in the system) will be rendered with rich data over 1-14 days, depending on the volume of existing pins. In most cases existing pins will be matched to and rendered with rich data more quickly than 14 days.
     
  • Manual testing – Domain owners can see a feed of existing pins from their domains by navigating to the following URL: pinterest.com/source/domain.com. Successfully matched pins will render with product rich pin fields such as product name and favicon (and upon close-up view, will render additional product pin fields such as price and availability). Eligibility for rich data can be tested in real-time by pinning from a source domain that has been whitelisted, and/or by repinning an existing pin to a test board.
     
  • Error Files – Domain owners can download an error file every 24hours for each respective feed file. The endpoint for the error file differs by vendor and client. Upon successful addition of a feed vendor to Pinterest’s feed system, the error message endpoint will be shared via email. Note that each vendor error message endpoint will include a proprietary key (for security purposes), and the last section of the URL is used to specify the corresponding domain feed file, by filename.

    Example error message endpoint for feedvendorXYZ: https://s3.amazonaws.com/rich_pin_feeds/   35aa4123455   /   domainXYZ.com_errors.t

  • Rich Pins – Some people may refer to these as just Rich Pins. Rich Pins is the general name for tying content to pins and has four types: Product, Recipe, Movie or Article. ChannelAdvisor is only offering solutions regarding Product Rich Pins.
     
  • Asynchronous Process – Even when this program is configured properly, the correlation between a Pin and the feed content for that product will not occur immediately. It can take up to 24 hours for new Pins and maybe longer for historical Pins.
     
  • Agreements – Feed-based rich pins is a beta product and is subject to no guarantees either of performance, consistency or availability. Further, conversion parameters, an optional field, will allow clients to track specific clicks from Product Pins to site-based conversion pixel systems. Use of this optional tracking feature is subject to additional provisions, to include that the data derived from said tracking may not be shared or sold to 3rd parties or used for purposes other than allowed under Pinterest’s TOS for Businesses and AUP .
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