Kenshoo and DataPop Partner to Optimize Google Shopping Campaigns and Pinterest Placements with Reciprocal Data

Nov 06, 2014

Kenshoo, a provider of predictive marketing software, and DataPop, a product advertising company focused on helping retailers better merchandise products, announced a new partnership. The partnership helps retailers drive sales by bridging data between search engine marketing and social media programs. The offering brings together Pinterest and Google Product Listing Ads (PLAs) data, capturing unique signals on consumer intent and identifying which products retailers should further promote across the two channels.

Retailers can identify 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. Rich Pins enable retailers to add information, such as inventory and price, while linking directly to a page where the product can be purchased. Pinterest members can sign up to receive notifications about price or inventory changes. The partnership also allows retailers to see what products are popular on Pinterest but don't have a meaningful presence in search PLAs. Retailers can use this information to adjust PLA bidding, creative, or ad copy to better align with Pinterest popularity.

DataPop and Kenshoo also released the second installment of the DataPop & Kenshoo Social Commerce Index. The report provides retailers insight into the type of content that drives engagement on social commerce sites like Pinterest, Polyvore, Houzz, and Wanelo, and how to increase product discoverability on the social commerce sites.