Level up your lower-funnel marketing strategy on Pinterest

As the advertising industry prepares for a world without third-party cookies, common strategies such as retargeting and last-click attribution will become increasingly challenging for marketers. Nevertheless, within every challenge lies opportunity. By leaning into the purchase-focused behaviour of people on Pinterest—and adopting the right Pinterest products designed to navigate cookie loss and drive consumers directly to your shop—your lower funnel strategy could unlock some extra potential.

Whilst many people use Pinterest as a place for inspiration, most people actually come here to shop.¹ And UK shoppers on Pinterest tend to spend and buy more—outspending people on other platforms by 40% every month.² They also have 30% larger baskets at checkout in comparison.² People on Pinterest are browsing, looking around, exploring their favourite brands and discovering new things. Shopping is a core part of the user journey on Pinterest—and your ads could enrich their experience.

Reach receptive audiences with first-party data

People shopping on Pinterest want something new, but haven’t made up their minds yet. They come seeking inspiration—and leave deciding what to buy. Shoppers save Pins that align with their interests, curate ideas on boards and click on the content that draws them in to discover more. These actions are like a form of human curation, providing strong signals of consumer intent. By utilising first-party data and leveraging Pinterest's platform features, marketers can continue to reach highly engaged shoppers, even in the absence of third-party cookies.

In a shopping study conducted by Dynata, people on Pinterest in the UK said they were 3x more likely to say they're always shopping², and another study by Reach3 found that 80% of UK shoppers feel that Pinterest is a valuable complement to in-store shopping—that's 2.3x as likely compared to other social media platforms.³

And because 97% of the top searches on Pinterest are unbranded, advertisers who innovate with Pinterest ads and implement effective lower-funnel strategies can not only thrive but successfully attract new customers.⁴

How to level up your lower-funnel strategy on Pinterest 

Consider using these three ads products to help build your lower-funnel strategies on Pinterest:

1. Implement Conversions API
With the latest updates around privacy, tracking your conversions will only become more difficult. Conversions API safeguards these conversions by enabling advertisers to send conversions directly to Pinterest (versus through browser tracking). It works seamlessly in conjunction with the Pinterest tag to provide complete visibility of conversions, ensuring accurate tracking. The benefits are proven: when home retailer Swyft added the Pinterest Conversions API to their marketing mix, they saw a 35% lift in attributed checkouts and a 26% improvement in CPA.⁵

Implement directly via Pinterest Ads Manager or check out Tealium, Google Tag Manager, Shopify, and other third-parties for integration instructions.

2. Add mobile deep links
By adding mobile deep links to your conversion and shopping campaigns, you can help guide users seamlessly from the Pinterest app to specific in-app product pages—bringing your customers closer to your product and simplifying the checkout process.

Have questions about mobile deep links? Find out more information on our Help Centre.

3. Try direct links (coming soon)
Our new user flow will be added to all lower-funnel campaigns in early 2024—enhancing the user experience and giving the path to purchase an extra boost.

Want to know more? Please reach out to your account team for more information.

By harnessing the power of these products, you can significantly enhance performance, discovery, actionability and conversions for your Pinterest advertising. Make sure to prioritise your lower-funnel strategy for optimal results.

Your customers are showing up on Pinterest—the question is, are you?

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