Imagine being able to combine the best of social media and search engine advertising: the opportunity to have your adverts displayed to users who are actively looking for products similar to yours, as well as the capacity to advertise your products to users passively reading through their feed. It’s simple to understand why so many well-known firms frequently use Pinterest to launch ad campaigns once you take Pinterest’s incredible selling power into account. The Guide to Pinterest Advertising: With the Promoted Pins feature on Pinterest, you effectively get that.
Don’t worry if you’re not sure how to use or understand promoted pins. You can set up effective Promoted Pin campaigns by following the instructions in this beginner’s guide to Pinterest advertising.
As Pinterest quickly establishes itself as a go-to resource for discovering and saving ideas and inspiration of all kinds, the platform has seen a significant surge in the number of men signing up even though women make up 70% of its user base.
Promoted Pins on Pinterest, also known as advertisements, are typically most effective for retailers with shops in the following sectors:
- Decoration of the home
- Cooking \Fashion \Beauty
- crafted items
This does not, however, imply that only companies operating in these industries can successfully run Promoted Pin campaigns and achieve fantastic outcomes. It might instead call for more imaginative angles or precise targeting. From businesses in the education, photography, and even marketing sectors, I’ve seen some excellent advertisements.
Are Promoted Pins successful?
Businesses offering goods and services that satisfy the platform’s requirements can and do benefit from promoted pins.
Keep in mind, though, that even naturally occurring content on Pinterest can have a lot of sales potential. 93% of Pinterest users claim to use the platform to plan purchases and research products, and 40% of them have household incomes of more than $100,000, which indicates that they have a lot of purchasing power.
Pinterest claims the following with regard to Promoted Pins:
- One in two Pinterest users has purchased something after viewing a promoted pin.
- Due to Promoted Pins, 67% of users learned about a new company or item.
- Usually, promoted pins make a $2 profit for every $1 invested.
How do Promoted Pins operate?
Like many other pay-per-click platforms, Promoted Pins operate on an auction model. Advertisers pick a Promoted Pin, decide on a goal they want to achieve, and set targeting parameters. They will “bid” to have their advertisements displayed to their desired audience, with the highest bidder having a chance to secure the placement.
As we mentioned earlier, promoted pins can function in one of two ways
1. Pinterest users who are browsing may see your adverts
In this scenario, people who are browsing the categories that your Promoted Pin is a part of will either see your ad or users who Pinterest thinks would be interested in your product would see it in their feeds.
2. Pinterest search results might include your promoted pins as well.
If you happen to offer handcrafted vases and a user searches for “handmade vases,” your ad may really show up in the search results.
Create a Promoted Pin: An Overview
Having a Pinterest business account is necessary to create Promoted Pins. As soon as you do, the “Ads” tab will appear in the upper-left corner. You may start designing your Promoted Pin campaign by clicking on that drop-down menu. To get going, select “create an ad.”
Decide on a goal
Choosing the goal of your campaign will be the first thing you do. These basically spell out what you hope to gain from the campaign and how you’ll be compensated.
Your choices are:
- brand consciousness The idea is to get as many relevant folks to view your Pin as you can. You will be billed for every 1,000 impressions.
- views of videos. Building brand awareness through video is the objective, which is strongly related to the first point. Additionally, impressions are billed to you.
- Traffic. It’s crucial to remember that these objectives still permit you to do this even though these campaigns aim to increase traffic to your website. But with this choice, you are charged for each click.
- download an app. Request that users download your app. Per-click fees apply to you.
Additionally, you’ll name your campaign, choose your budget, and choose whether you want to run search ads, browse ads, or both in this section. Although I frequently advise utilizing both, always turn on search advertisements if you want to remain with only one.
You can have numerous distinct adverts under a single campaign title by adding new Promoted Pins to an older campaign whenever you’d like. Keep them together whenever you can if you’re running a brand awareness campaign for a certain deal or product because it makes tracking everything easier.
Decide on your targeting parameters–
You’ll create your ad group in Step 2 of creating a Promoted Pin. The real Promoted Pins are the individual ads that are placed under each ad group in a campaign that may have several ad groups. Targeting, scheduling, and a more precise budget are all determined by ad groups.
You have a few distinct alternatives for what to do next when it comes to the actual targeting.
Create Target Audiences as your first option. These are similar to Facebook’s custom audiences. You may upload your full email list, or just certain parts of it, and generate audiences based on individuals who recently visited the site or those who interacted with a certain Pin.
Create an “act-alike” audience to which your advertising will be displayed if you wish to connect with users who fit any of these demographics.
You can also utilize interest targeting and keyword targeting in conjunction with any combination of standard targeting parameters, including geography, language, gender, and more, in addition to this choice.
When consumers are either browsing in specific categories or on their home feeds, interest targeting will change where your ad appears for browsing placements.
In order to achieve the best results, you should pick interests that are genuinely connected to the Promoted Pin you’re going to select. Even if someone enjoys photography, they might not be overly interested in your Pin about camera lenses while they’re purposefully exploring feeds for home décor.
Keywords
This aspect of the campaign is arguably the one I pay the most emphasis on because keyword targeting will influence which searches your Promoted Pins appear in. After all, users who are seeking are more likely to be in the final stages of the buying cycle and to make a purchase.
Pinterest will display a lengthy list of comparable keywords along with their monthly search volumes when you enter the terms you wish to target. You’ll get a better notion of the size of the audience you might be able to reach from this.
Although it’s simple to just choose the obvious keywords, I’ve had the best success when I utilize a mix of wide and targeted phrases.
Above, we used the phrase “Blueberry pancakes.” In addition to “blueberry pancakes” and related terms, we’ll also want to target “buttermilk pancakes,” “organic blueberry pancakes,” and “low sugar pancakes.” Even a “breakfast recipe” will work. If you’re stuck, utilize the keyword tool to get some fresh ideas.
You can choose to specify a maximum cost per click at the very bottom of this section (CPC).
Pick your pin:-
The choice of your Pin itself is the final stage. In order to select the appropriate audience and keywords, I typically advise having the Pin in mind before moving on to the other steps.
- identifying your best-performing Pins over the course of an extended period of time or overall using Pinterest’s metrics. You can actually arrange the Pins on this screen by the ones that were most saved or clicked in the last 30 days, which will give you a better understanding of which Pins your audience is most reliant on.
- systematically produce new Pins. In a Promoted Pin, you can get away with being a little bit more promotional if you want to. Installing apps is a wonderful illustration of this.
- Select a strategy that is content-based. I recall bookmarking a recipe for a morning parfait after discovering it was from the Greek yogurt company Fage and that it contained a unique flavor of yogurt that none of their rivals offered. It was a wise decision because Pinterest users love stuff like DIY instructions and recipes. This is a wonderful tactic to pursue if you can feature your items in a similar manner, especially for brand awareness campaigns.
Follow your outcomes
Once your campaigns are up and running, you can check on their status and make any necessary changes via the advertising manager. You may view which campaigns are active, your spending, and your current performance.
The following details can be obtained from your ad manager:
- quantity of imprints
- Quantity of saves
- Quantity of clicks
- percentage of clicks (CTR)
- CTR that works
- CPC or CPM on average
- Ad spending overall
When customers convert, you can even track the return on ad spend provided you have the conversion tag in place (which Shopify store owners may enable using the Pinterest Sales Channel). This takes into account the cost of the advertisement as well as the average time spent by visitors on your website.
Best practices for Promoted Pins:-
Here are some best practices and methods you can employ to produce Pins that will stand out in the feed and compel users to click if you want to maximize the effectiveness of your Promoted Pins.
1. Try out various tactics
When it comes to marketing in general and Promoted Pins in particular, experimentation is always your best friend. In the end, even if you’ve done your research, it’s impossible to predict what your audience will actually respond to and what they might be searching for.
In order to determine what is most effective, it is best to test various tactics, Pins, and even targeting possibilities like keywords.
Want to easily do split testing for Promoted Pins? A single ad group or campaign can now contain several ads, and an existing campaign can be duplicated and modified. This will enable you to test particular variables and determine how they impact your outcomes.
2. Maximize the use of your description.
The viewer will initially focus on your Pin’s image, but the description provides a wealth of additional detail. Users are given a thorough explanation of what the Pin is and why they should click, which can make a huge difference.
It’s preferable to provide justifications for why your product is beneficial on Pinterest rather than just listing its features.
3. Avoid hashtags
Hashtags are unnecessary on Pinterest because it already functions as a large search engine, even for organic Pins. When users have likely previously searched to find the information they want, they won’t be as strongly enticed to click on hashtags to send them to a new topic.
Leave off the hashtags from your image description and fill that valuable copy space with something that will help you more.
4. Carefully select your landing page.
The importance of the landing page is obvious if you’ve ever conducted PPC advertisements on any platform. After people click on your Pin, you should bring them immediately to the content they anticipate seeing rather than your home page or an arbitrary lead offer.
5. Utilize video
The best practices of many blogs on marketing include “use more video,” and Pinterest is no exception. Since Promoted Pin videos automatically play on mobile devices and there aren’t many videos on Pinterest, it will immediately make you stand out.
On the site, instructional films and short product-focused videos are equally popular.
For best results, aim for the following while making videos for Pinterest:
- really high resolution. Users are not going to click on the video, regardless of how small or grainy it is, and your brand will suffer as a result.
- Short. While exploring, pinners aren’t always prepared to sit down and watch a ten-minute film in the Pin.
- avoiding using sound as support. Videos play automatically but without sound. The sound can be enabled by the user, but you’ll do better if you can establish context and really hook them without it. For best results, in this case, use on-video text and subtitles.
6. Add the conversion tag to your website.
By informing you of the steps users take on a website after clicking on a Promoted Pin, Pinterest’s conversion tag will provide you with immensely useful information. You can truly track the value of each click, as opposed to just counting the number of them.
The conversion tag also enables you to monitor overall site activity so that you can create remarketing campaigns.
7. Produce pins using Pinterest’s advised dimensions
You’ll notice that Pins come in a range of forms and dimensions as you scroll through your Pinterest feed. However, if you adhere to Pinterest’s suggested Pin size, your Pin will receive the most attention (and clicks).
Pinterest advertisements: Boost your organic marketing initiatives
It doesn’t harm to launch a few test campaigns and find out for sure if Promoted Pins are the correct choice for you if you’re still not convinced.
One thing to keep in mind is that Promoted Pins shouldn’t be your only strategy for Pinterest marketing; they’ll be considerably more successful when used in conjunction with organic campaigns.
They can greatly assist you in gaining popularity on the platform, but only if you can persuade others to find your material as a result of other people having repinned it, for instance. That’s a long-term benefit that doesn’t need you to make any financial commitment.
In order to achieve the best results, prioritize both organic and PPC marketing on Pinterest, just as you would with the majority of other platforms.
