2024 AU Tag Masterclass PDF: Catalogs + Retargeting

AU SMB Tag Masterclass Refresher on Catalogs + Retargeting May 2024 Klariza Cruz I [email protected] Kath Haigh I [email protected] Klariza Cruz Kath Haigh She/Her She/Her AU SMB Tag Specialist AU SMB Tag Support Pinterest Pint...

AU SMB Tag Masterclass Refresher on Catalogs + Retargeting May 2024 Klariza Cruz I [email protected] Kath Haigh I [email protected] Klariza Cruz Kath Haigh She/Her She/Her AU SMB Tag Specialist AU SMB Tag Support Pinterest Pinterest  Agenda Session 1 Session 2 All Pinners All AMs Benefits of running Catalog campaigns Troubleshooting Catalog issues Catalog campaign setup best practices Understanding Product ID What is needed to run Catalog Benefits of running a DRT campaign campaigns What is needed to run a DRT campaign Different types of Catalog setup Common troubleshooting issues 2024 Pinterest 3 Session 1 Catalog campaigns Klariza Cruz Kath Haigh Emily Zhang Alex Lee Tash Castleton She/Her She/Her She/Her She/Her She/Her AU SMB Tag Specialist AU SMB Tag Support & Senior Partner Senior Partner Manager Senior Account Manager Agency AM Team Lead Pinterest Manager Pinterest Pinterest Pinterest Pinterest  Agenda 1 2 3 What is needed to Benefits of running Catalog campaign run Catalog Catalog campaigns setup best practices campaigns Go to section Go to section Go to section 4 5 6 Common Different types of Troubleshooting Budget Catalog setup solutions Conversations 101 Go to section Go to section Go to section 2024 Pinterest 6 Benefits of running Catalog campaigns  Less effort, more results Higher returns Hands off campaign set up for advertisers Advertisers using Shopping Ads saw 3x higher monthly sales lift vs advertisers without. Lower reliance on creative Brands that have added shopping ads have seen 15% Advertisers and Agencies may have seen success on higher ROAS and 2.6x higher conversion rates competitor platforms 70% higher shopping intent on product pins tagged in Complement Pin campaigns - ingesting the catalog allows images vs standalone product pins advertisers to tag their products on pins 8  Catalog campaign setup best practices Prospecting Retargeting Keep targeting broad selecting appropriate demographics As this a hot audience, select all demographics and ensure (gender, age, locations) for the advertiser. targeting is broad. Targeting options: Targeting options Broad audience excluding: Dynamic retargeting: Remarketing (warmer) audiences - Website visitors, engagers Select relevant lookback window (best to start broad at 180 and customer lists days) and select both add to cart and website visitor Actalike audiences (only if an AAL ad group is being targeted Potential to A/B test Shopping ad and Collection ad format in a secondary ad group) Audience lists for BBOF: Actalike audiences: Select ‘new arrivals’ product group and retarget previous Select a variety of audiences into a single ad group (Website purchasers visitor, Engagers, Purchaser, Customer List) Select ‘back in stock’ product group and retarget warmer Expand into different ad groups if this ad group performs well audiences like website visitors and engagers Cross sell items e.g. create audience group who have purchased tops and cross sell them bottoms product group 10 What is needed to run Catalog campaigns Essentials for running Catalog campaigns Essential 1 Essential 2 Tag Conversions Catalog campaigns cannot run within a Any Conversion campaigns cannot be Pinterest tag. set up with a conversion event (eg ATC or Checkout) firing successfully from the We need the tag to be set up with the tag below events and values firing: Make sure the advertiser has the below Page Visit set up: Add To Cart + Product.ID, Value & Currency Add To Cart + Product.ID, Value Checkout + Product.ID, Value & & Currency Currency Checkout + Product.ID, Value & Currency 2024 Pinterest 12 Different types of Catalog set up Automatic Integration Manual Integration Shopify Advertisers can upload a manual feed within Pinterest with Automatically syncs the products from the advertiser’s Direct File Upload by one of the following formats: Shopify feed to Pinterest catalog TSV file CSV file WooCommerce XML file Can set up automatic syncs process the products from If advertisers are manually uploading their feeds, they need the advertiser’s WooCommerce feed to Pinterest catalog to include the following fields: id, title, description, link, image_link, price & availability TXT, CSV, TSV Manual Product Feed You can add up to 20 feeds to account for the promotion of your products across different markets, languages and currencies. Required fields: id XML title description link image_link price availability item_group_id (only required when products have multiple variants) Check out data source requirements here to learn more about how to upload a feed. 2024 Pinterest 15 Common Troubleshooting solutions  Check Shopify tag is still connected ○ Ads Manager > Conversions > Event Overview > Filter to last 3 days Check Conversion events are firing ○ Go to advertiser website > add an item to cart > check event has fired Shopify issues in Pinterest Tag Helper extension tool Check advertiser isn’t breaking merchant guidelines ○ Ads Manager > Catalogues > Check to see if there’s any warnings/issues > If so, submit ticket to Merchant Guidelines 2024 Pinterest 17  Check WooCommerce tag is still connected ○ Ads Manager > Conversions > Event Overview > Filter to last 3 days Check Conversion events are firing ○ Go to advertiser website > add an item to cart > check event has fired in Pinterest Tag Helper extension tool WooCommerce Check advertiser isn’t breaking merchant guidelines issues ○ Ads Manager > Catalogues > Check to see if there’s any warnings/issues > If so, submit ticket to Merchant Guidelines Get advertiser to check Catalog connection in WooCommerce ○ Marketing > Pinterest > Settings > Product Sync (below Product Sync) check the box next to Enable Product Sync > Save changes 2024 Pinterest 18  Check advertiser isn’t breaking merchant guidelines ○ Ads Manager > Catalogues > Check to see if there’s any warnings/issues > If so, submit ticket to Merchant Guidelines Manual Check a certain product doesn’t violate integration merchant guidelines ○ Feeds can be ingested even if a issues product violates merchant guidelines however, the product group won’t run Check feed status is ‘active’ ○ Ads Manager > Catalogues > Check if active 2024 Pinterest 19 Budget Conversations 101  Three Pillars of Budget New Staying Funnel Opportunity Competitive Diversification Investment in New objective = new The more budget, expanding audience. budget! the better - the more competitive! Diversification = Investing in growth maximum impact on Pinterest. Healthy budget for and return. expensive CPMs. New product narrative. Testing best practices - Setting up for success. 💻 2024 Pinterest 21 Q&A Session 2 Catalog troubleshooting DRT campaigns Klariza Cruz Kath Haigh Max Trussell Ash Brennan She/Her She/Her He/Him She/Her AU SMB Tag Specialist AU SMB Tag Support & Senior Partner DIR Senior Account Manager DIR AM Team Lead Pinterest Manager Pinterest Pinterest Pinterest  Agenda 1 2 3 4 5 Benefits of What is needed Creating a Troubleshooting Understanding running a DRT to run a DRT winning Catalog issues Product ID campaign campaign Shopping pitch Go to section Go to section Go to section Go to section Go to section 2024 Pinterest 25  Troubleshooting Catalog issues: Recap Steps to Shopify troubleshoot Check Shopify tag is still connected Check Conversion events are firing Catalog issues Check advertiser isn’t breaking merchant guidelines Recap from Session 1 WooCommerce Check WooCommerce tag is still connected Check Conversion events are firing Check advertiser isn’t breaking merchant guidelines Get advertiser to check Catalog connection in WooCommerce Manual On Ads Manager, check Catalogs and product groups > click diagnostics and check to find out the errors (Rejected uploads, Ineligible for ads, ineligible for organic 2024 Pinterest 27 Understanding Product ID What is Product ID? Product ID is unique identifier that is used to identify specific products in an advertiser’s product collection. It helps us identify which products are being viewed, added to cart or checkout. Why do we need Product ID? To run retargeting campaigns To allow advertisers to see which products are being added to cart or checked out To make product groups Benefits of running a DRT campaign Hands-off approach Warm audiences Audiences are continuously updated Targeting a warm audience that has shown strong intent to purchase Pricing updated for sales events Personalised customer experience. Audience is shown the exact product they Ability to easily change audience size for are interested in. sales and moments 2024 Pinterest 32 What is needed to run a DRT campaign (from a tag POV) Essentials for running DRT campaigns Essential 1 Essential 2 Essential 3 Product ID Value Currency Dynamic retargeting depends on the ability This is aggregated to This data is usually matched with to match the product_id being passed back produce ROAS and AOV the catalog currency to identify the in the tag with the ‘id’ or ‘ad_group_id’ sent metrics of your location where the products are through the feed. campaigns. being sold. From a tagging perspective, this means the For tag, you will need to This can be a static value (i.e. advertiser has to do two things: add the values AUD, USD) dynamically using the a) pass product_id data for the PageVisit, correct variable on your AddToCart, and Checkout events, and website. b) ensure the product_id data matches either the ‘id’ or ‘item_group_id’ fields in the Product Feed. 2024 Pinterest 34 How to create a winning Shopping Pitch  Campaign objective Catalog Sales (oCPM) Catalog Campaign Pitch and bid type Best Practices Format (recommended) Shopping ads, Collections Basic Setup Campaign Set up 1 campaign strategy, prospective AND/OR retargeting (see campaign segment details) Campaign segment details Targeting New customers: Broad targeting all users with no (recommended) audience lists selected, or add an audience list to Campaign 1- all placements Prospecting prospect e.g. AAL. Homefeed Prospecting Audience: Broad targeting or AAL Audience: Broad keywords audience list. & interests Retargeting: Dynamically retarget website visitors (exclude retargeting) & add to carts with the exact product pin, or create manual audience lists to target (e.g. website visitors, add to carts, past customers) to target Campaign 3 Retargeting Homefeed Retargeting - all placements low-hanging fruit. Audience: Site Visitors Audience: Dynamic Retargeting and/or Pin engager or Audience audiences Lists (CRM list, Auction KPIs CPA/ ROAS website visitors, past customers) Pitching Best Practices: Use Shopping Deck/Resources on call to support your pitch and educate advertiser on benefits of Shopping campaigns. Clearly explain benefits of shopping campaign ○ Avoids creative blockers ○ Overcomes targeting restrictions ○ Increased visibility/app product placement  Campaign objective Catalog Sales (oCPM) Catalog Campaign Pitch and bid type Best Practices Format Shopping ads, Collections (recommended) Advanced Targeting Campaign Set up 1 campaign strategy, prospective OR retargeting with advanced product group targeting. Campaign segment details Targeting New customers: Broad targeting all users with no Prospecting audience lists selected, or add an audience list to Ad group 1 (recommended) Product group 1 e.g. Bedroom furniture prospect e.g. AAL. 1:1 product group:ad group granularity Prospecting Retargeting: Dynamically retarget website visitors & add Ad group 2 Product group 2 e.g. Living Room furniture to carts with the exact product pin, or create manual audience lists to target (e.g. website visitors, add to carts, past customers) to target low-hanging fruit. 1:1 product group:ad group granularity or customer list:ad Prospecting Ad group 3 group granularity Product group 3 e.g. Outdoor furniture Auction KPIs CPA/ ROAS Retargeting Ad Group 1: DR website visitors & add to carts Pitching Best Practices: Retargeting Use Shopping Deck/Resources on call to support your pitch and educate Ad Group 2: Retargeting past customers and email subscribers advertiser on benefits of Shopping campaigns. Clearly explain benefits of shopping campaign Explain strategic benefits of optimisation capabilities for 1:1 ad group/product group set up. Scale high performing product groups into dedicated campaigns to better control budgets. Best Practices Catalog Sales Prospecting: Ad Group Structure Ad Groups Product Groups Denim Denim Basics & Tees Basics & Tees Strategy Campaign AU_ProspectingCatalogue Body Body Accessories Accessories Increased visibility drives informed decision making. Scale high performing categories into dedicated campaigns to control budgets Understand the demographic locations in the US are shopping for seasonal product categories Pause low performing product categories Q&A