When creating ecommerce advertising strategies, the main objective of brands is to capture users who have purchase intentionality. On the one hand, by investing directly in search engines where consumers find the product they need and, on the other hand, by impacting them with brand messages while they are consuming entertainment content.
However, what happens to all of these users who are in a previous phase in which they are exploring, Looking for ideas or imagining possibilities? They are often ignored, either due to lack of budget or lack of strategy by focusing only on direct profitability.
Beyond specific branding campaigns or consideration in channels such as Google Ads, Whether it is Meta or TikTok, there is a key channel that plays a totally different role in this phase: Pinterest Ads.
The Pinterest advertising appears as part of the discovery process, providing value from the very first moment. Because when a brand is able to be present in that phase of inspiration, begins to influence the purchase decision much earlier in the process. of an active search or a direct comparison.
What differentiates Pinterest Ads from Meta Ads?
Unlike Instagram, Facebook or TikTok, where the user browses passively to see content from their friends or favorite influencers and interact with them, Pinterest works more like a visual search engine to find inspiration and ideas. It is usually approached with a focus on experiences. offlineIt is perceived as a disconnected social network, and it is also perceived as a social networking site. It is perceived as a social network of disconnection.
This change in mindset has direct implications for how advertising works. Within the feed, ads are not seen as such: they do not interrupt the content, but are a natural part of the experience, merging with organic content. A promoted Pin that is well thought out can work as a further inspirational idea..
How a user behaves on Pinterest before buying
To understand how Pinterest Ads works, In order to understand how the user behaves within the platform, we first need to understand how the user behaves within the platform.
At first, it is unusual for the public to start by searching for “dining room chair” or “women's high-waisted jeans”. They usually search for “rustic dining room ideas” or “spring outfit”. You are exploring, not deciding and this makes it much more susceptible to influence.
Within that bubble of images, when a piece of content catches the eye, the main CTA is “save”.”. These boards function as inspirational spaces where the user gathers ideas that they later review as they move forward in their decision process.
In the same way, it is also possible to click on that publication and be taken to a website where the information is expanded. These interactions are fundamental to train the Pinterest algorithm, which will continue to display similar content.
Over time, these searches will become more specific and the user will already be comparing options, styles and even products. That is why Pinterest allows you to accompany the consumer from the moment inspiration strikes until they are ready to buy.
The role of “save” in Pinterest Ads and the recommendation algorithm.
Over time, those searches will become more specific and the user will already be comparing options, styles and even products. That's why Pinterest allows you to follow the consumer from the moment inspiration strikes until they're ready to buy.
Practical example of Pinterest Ads ecommerce: from save to cart
Let's imagine a decoration ecommerce. A user starts searching for “outdoor patio decoration”. She browses the feed and views several images: she saves the ones that catch her attention and begins to define his style without even realizing it.
Suddenly a Promoted Pin appearsA wooden table with braided rope chairs and padded cushions, in sand tones, ideal for your patio. Subtly, the brand appears, but without realizing that it is an advertisement, he saves it like all the other posts. The algorithm has already detected two behaviors: an interest related to the keywords you have searched for and another based on the pins and styles you have saved.
Initial discovery: inspiration phase
After a few days, she goes back to Pinterest and her searches are more specific: “soft outdoor chair”. At this point, start comparing options. Thanks to Pinterest's algorithm and the ads campaigns that the brand is publishing, different ads appear:
- A static image of an outdoor space entitled: “outdoor chairs, trend this summer”, which redirects to an article on the brand's blog.
- A product carousel outdoor.
- A video showing close-ups of the brand's chairs.
User evolution and remarketing on Pinterest Ads.
The user already recognizes the brandYou have seen it on other occasions and this reduces friction. He clicks and visits the website. He may not buy yet, but his interest in the brand is growing.
From this moment on, remarketing comes into play. Start seeing more direct ads with price and even some incentive.
Y this is where the conversion takes place.
As you can see, it was neither an impulse purchase nor a direct search with intentionality. It has been a progressive process in which the brand has been present from the beginning.
Reach earlier to convert better with Pinterest Ads in ecommerce
Betting on an advertising strategy on Pinterest does not mean replacing other channels. It is about complementing them with a different vision: begin to influence demand and not just chase it.
Pinterest Ads represents an untapped avenue for growth, with less competition and lower costs. The user journey is longer, yes, but also more robust.
At Geotelecom, we work precisely that approach: analyzing if Pinterest Ads makes sense for your business, understand where it can bring value and design a strategy adapted to your ecommerce, from inspiration to conversion.
If you are considering opening new sales channels or you want to go a step further in your current strategy, we accompany you to know Pinterest Ads with a strategic approach can make a difference.
