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Bridging the Data Between Search and Social

Posted on 11.03.2014

Kenshoo and DataPop are teaming up to help retailers drive sales by bridging the data between search engine marketing and social media initiatives.

The partnership brings together Pinterest and Google Product Listing Ads (PLAs) data, and will capture consumer intent signals and identify the products retailers should promote across both channels. For example, retailers will be able to identify the products that perform well on PLAs and create Rich Pins on Pinterest to better promote them via Kenshoo’s integration with DataPop’s OmniAds application. Moreover, the partnership enables retailers to view which products are popular on Pinterest but don’t have a strong presence in search PLAs. With this information, retailers can adjust PLA bidding, creative or ad copy to optimize the performance of their campaigns.

“Until now, Pinterest has been a huge, untapped source of consumer interest data for product merchandising; harnessing that data and applying it directly to paid search has been a dream of marketers and this partnership makes it possible,” said Will Martin-Gill, SVP, Product for Kenshoo. “Ultimately, as marketers expand their presence on Pinterest, even more intent data emerges creating an infinite loop of optimization.”

In addition to the partnership, DataPop and Kenshoo have released the second installment of the DataPop & Kenshoo Social Commerce Index, which provides retailers with insight into the type of content that drives engagement on social commerce sites like Pinterest, Polyvore and Wanelo. According to the report, optimizing Pin descriptions with key product attributes dramatically boosts impressions. Additional data found that more than 70 percent of the most engaging pins are product related, while product images that don’t use a plain white background generate 159 percent more likes and re-pins.

“The inaugural edition of the Social Commerce Index revealed that only 1.7% of retailers’ products are posted on social commerce properties including only 7.2% of those products in their most popular product categories,” said Jason Lehmbeck, CEO of DataPop. “In this latest edition of our report, we confirmed that retailers who are posting product-related content on social sites are harnessing the opportunity to drive greater engagement with consumers, which ultimately drives greater traffic and sales.”

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