From branding to performance: exploiting purchase intent
While there’s no longer any debate about the benefits of integrating this channel into your media mix(see our article on why advertise on Pinterest), the real question for e-tailers is now operational: how to turn this audience into concrete, measurable sales?
Pinterest differs radically from other social networks in the mindset of its users. Here, commercial intent isn’t secondary, it’s at the heart of usage. Users are active “planners”. Capturing their attention at this early stage enables us not only to stay ahead of the competition, but above all to reach a target with very high added value.
Beyond audience volume, it’s the economic indicators that make Pinterest a ROI growth lever for e-commerce:
- Greater purchasing power: With a high concentration of CSP+ and parents, the audience has the means to achieve its ambitions (decoration, fashion, travel, equipment).
- High “basket value”: The project mentality translates into real spending. Final shopping baskets are on average 30% higher in value than those from other social platforms.
So it’s no longer a question of whether to go there, but how to structure your Pinterest Ads campaigns to guide this user from inspiration to final purchase.
The architecture of a successful strategy: the 3-axis model
To maximize return on investment (ROI), improvisation doesn’t work. It’s essential to segment audiences according to their maturity. We recommend a framework based on three complementary axes:
Focus 1: Acquisition
The aim is to win over new audiences who don’t yet know your brand but are interested in your world.
- Interests & Keywords: combine these two targeting methods to reach large, qualified audiences.
- Lookalike: use Seed Data (your customer data) to find marketing twins on the platform.
- Shopping campaigns: deploy your product catalog to let the algorithm present the most relevant items automatically.
Focus 2: Retargeting
This is where the final conversion often takes place. It’s all about re-engaging users who have shown an initial interest.
- Pinterest engagement: target people who have clicked or saved your pins.
- Website visitors: re-target your site’s traffic (essential for ROI).
- Dynamic Retargeting (DPA): the most powerful lever for e-commerce, automatically displaying the exact product viewed by the customer or added to the shopping cart.
Area 3: Loyalty
Don’t neglect your existing base. By importing your customer lists (CRM), you can create exclusive campaigns to encourage repeat purchases, introduce a new collection or reinforce Brand Loyalty.
Targeting and formats: the performance toolbox
The effectiveness of a campaign depends on the alchemy between precise targeting and the right advertising format.
Strategic targeting options
- Sociodemographic: the basic filter (age, gender, location).
- Interests: to appeal to enthusiasts of decoration, fashion, DIY, etc.
- Keywords: Pto capture a specific search intent.
Expert advice: On Pinterest, using keywords alone often limits volume too much. For acquisition, always combine Keywords + Interests in the same ad group.
- CRM database & similar: Leverage your own data.
Must-have advertising formats
Once you have defined your audience, choose the right vehicle:
- Standard pin: The native format par excellence.
- Carousel: Ideal for storytelling or displaying a range (up to 5 cards).
- Video : An under-exploited format that captures attention in the flow at an often competitive cost.
- Collection: An immersive format (main visual + products below).
- Shopping & DPA: The pure conversion format, dynamically linked to your product flow.
Creation: the 3 pillars of a pin that converts
On Pinterest, advertising is “native”: it resembles organic content. To generate clicks, your visual must do the commercial work.
Unlike Facebook, there isn’t always a call-to-action button added by the interface. You need to integrate it into the design.
All high-performance creations must respect the 3-element rule:
- The logo: centered or at the top, for immediate identification.
- The hook: a short sentence that highlights the benefit or offer.
- CTA (Call to Action): a fake button integrated into the visual (e.g. “Buy”, “See offer”).
Mobile-First is mandatory: the majority of traffic is mobile. Your texts must be readable on a small screen without having to zoom in.
Further information: Optimizing creations and formats can now be assisted by technology. Find out how AI and new Pinterest tools boost performance in our dedicated article.
Analysis and control: understanding the “Double Click
The #1 mistake beginners make is misinterpreting clicks on Pinterest. There are often two stages to the journey:
- Click on the pin: the user opens the image in a larger format (this is engagement).
- Outbound Click: the user clicks to your site.
It’s the “Outgoing Click” that should be your priority KPI for traffic.
Performance benchmarks (e-commerce)
These figures are observed averages and may vary by sector.
| Metric | Average Estimated Value |
| CPM (Cost/Mile) | 3 – 6 € |
| CPC (outgoing click) | 0,20 – 0,40 € |
| CPA (Cost/Purchase) | 15 – 40 € |
| ROAS (Return on advertising) | 2,5 – 5 |
Recommended rating: 30d post-click, 30d post-commitment, 7d post-view.
Steering Tips
- Algorithmic patience: don’t cut a campaign for 15 days. The algorithm needs this learning phase.
- Budget management: avoid sudden variations (+/- 50% of budget) that reset the learning process.
Launch checklist
Ready to get started? Here’s your roadmap so you don’t forget anything:
- Business account: create your advertising account (no need to animate the organic account first).
- Pinterest tag: install the pixel on your site and configure the events (PageView, AddCart, Buy). This is the basis of all data feedback.
- Product Catalog: import your product feed. This is essential to activate Shopping formats and Dynamic Retargeting.
- CRM Audiences: import your customer database (for exclusion or loyalty).
- Optimized creatives: check the presence of the logo, text and CTA on your visuals.
- Structure: define your campaigns according to the 3 axes (Acquisition / Retargeting / Loyalty).
Conclusion: sustainable growth
Success on Pinterest can’t be improvised. It requires a method: structure your account according to the customer journey, look after your visuals for mobile, and analyze the right KPIs (outbound clicks).
By adopting this “agnostic” approach (test & learn) and accepting the specificities of the platform, Pinterest becomes a powerful engine capable of connecting your brand to a qualified audience long before your competitors. If you’d like some help with your e-commerce strategy on Pinterest, don’t hesitate to call on the experts at our Pinterest Ads agency!
