Adding shopping ads to their existing Pinterest strategy helped Structube drive a return on ad spend that was 2x the industry average.1
Low prices don’t mean you have to ditch high style. Structube has delivered on both since the 1970s, a strategy that’s taken the modern furniture retailer from one family-run shop in Montreal to more than 70 stores across Canada.
Structube had already scored on Pinterest with an always-on campaign targeting keywords. When they wanted to move even more Pinners toward a purchase, they decided to add shopping ads to help bring in more sales.
higher return on ad spend vs. industry average in Canada1
Nudging consumers to make the jump from browsing to buying is always a challenge, but shopping ads are a great example of how brands can use Pinterest as a full-funnel sales solution. To save time and effort, Structube uploaded their product feed to Pinterest. The platform seamlessly transformed their product listings into ads with text and images, saving Structube from having to create assets from scratch.
Structube also adapted their shopping ads to fit Pinner behaviour. They knew that Pinners search for home decor one room at a time—bathroom inspiration one day and living room ideas another. So they set up shopping campaigns to match the keywords people searched for. Finally, their ads showed both room scenes and individual products, so that Pinners looking for inspiration could imagine Structube’s furnishings in their homes.
“
We partnered with Pinterest to improve our lower-funnel approach by finding new ways to drive cost-efficient growth. Combining the power of search and Shopping ads with a best-in-class account structure helped exceed results and close the gap between inspiration and action.”
Samuel Flores,
Digital Marketing Manager
Structube
Structube’s shift to shopping ads was a powerhouse move: the brand gained a 2x higher return on ad spend, compared to the industry average in Canada. After such a successful campaign, Structube is looking forward to bringing home further growth with more campaigns on Pinterest.
Tips for your next campaign
Try these best practices to get more out of your ads.
1.
Spruce up your Pins on a seasonal basis. People are looking for home inspo year-round, so keeping your Pins fresh can pay off.
2.
Run both search ads and shopping ads to connect with Pinners at multiple stages of the purchase funnel.
3.
Boost efficiency by repurposing descriptions and images for your shopping ads from your existing catalog.