Polyvore, a social network for those who love to shop, began today enabling advertisers to target its Promoted Products ads based on a consumer’s country.

Promoted Products, which Polyvore launched last year, lets marketers pay for premium placement in the category and subcategory levels on the social network’s Shop page, the hub where users navigate the site. However, until today advertisers couldn’t target users based on their location.

That limited the utility of the ads because 55% of the social network’s 20 million monthly unique users are located outside the United States. But today the social network has begun letting advertisers target shoppers in Canada, the United Kingdom and Australia; those three markets account for about 33% of the site’s users.

“We want to make the platform more valuable,” says Arnie Gullov-Singh, Polyvore’s chief revenue officer. “Certain retailers are more popular in certain countries. If a retailer doesn’t ship to the U.K., it doesn’t make sense for it to advertise to U.K. users. This gives advertisers more control.”

Promoted Products have been a key piece in Polyvore’s evolution, Gullov-Singh says. Since its launch, the social network has let users curate products into a collage that the social network calls a “set.” Until last year it made money through an affiliate model, in which it received a commission for each shopper who clicked from its site and bought on a retailer’s site. Over the past year, it has switched gears by moving to a cost-per-click advertising model. Since launching Promoted Products, 150 advertisers have used the ads and they have generated, on average, a six times return on ad spend, Gullov-Singh says.

Some retailers say that Polyvore is driving a big chunk of the traffic and sales they generate from social networks. For instance, online apparel and accessories retailer Real Real Inc., which began using Promoted Products a few months ago, says that 58% of its social media traffic stemmed from Polyvore in its first month of advertising on the platform. Similarly, Heels.com says that a Polyvore campaign drove 85% of its social media sales referrals, which means the social network drove more clicks than Facebook, Pinterest, YouTube and Twitter combined.