Imagine being able to combine search engine and social media marketing in one platform and show your ads to both users. The first one is actively searching for products similar to yours, while the second is passively checking out their feed. It’s like getting the best of both worlds, and that’s what you get if you use Pinterest’s Advertising System and Promoted Pins.
Pinterest may seem like an unconventional choice, but it has extraordinary selling power. Many prominent brands regularly run an advertising campaign on Pinterest.
There’s no need to worry if you aren’t familiar with Promoted Pins or how to use them. This handy newbie’s guide to Promoted Pins will explain the process of setting up an effective advertising campaign on Pinterest.
Are Pinterest ads right for your business?
While Pinterest users are mainly women (70%), the platform has also seen a huge increase in men registering. It has slowly built up a reputation for being a go-to site when it comes to researching and saving ideas and motivation.
Promoted Pins work best for business categories that rule the Pinterest feeds:
- Home decor
- Handmade products
However, the list is not exclusive. It doesn’t mean that only businesses falling under these categories should advertise on Pinterest. As in every marketing campaign, you can always use your creativity to get excellent results. There are plenty of excellent ads from companies in the education, photography, and even marketing industries on Pinterest.
Are Promoted Pins reliable?
Promoted Pins can and do work for businesses with services and products that are a great fit for the platform.
Even organic material on Pinterest can have a great deal of sales potential. 93% of pinners say they use the site to make purchasing plans and research items, and 40% of household users have an income of more than 100 thousand dollars. With these stats, it’s easy to see that several pinners have purchasing power you can tap into.
According to data provided by Pinterest, here are statistics arising from promoted pins:
- 1 out of 2 Pinterest users have purchased a product after seeing a Promoted Pin
- 67% of users found a new brand or product as a result of Promoted Pins
- Promoted Pins normally earn $2 in revenue for every single $1 invested in advertisement costs
Hence, results will differ depending on your products, target audience, and your type of advertising campaign on Pinterest.
How do Promoted Pins work?
Promoted Pins run like other pay-per-click systems. Marketers select a Promoted Pin, set an objective they wish to achieve, and get in targeting criteria. They’ll also place “bids” to show ads to their target audience, and those who bid the most win the placement.
Promoted Pins can work in two different methods:
1. Your ads are shown to users browsing on Pinterest.
Your ad would either be shown to users’ feeds that Pinterest believes would be interested in your item or those searching categories that your Promoted Pin belongs to.
This interest is evaluated based on the user’s past behavior on the platform, including the saved Pins. Marketers can also target particular users based on email lists or recent site visits.
2. Your Promoted Pins appear in search results on Pinterest.
For example, if somebody is looking for a “handcrafted vase,” and you happen to offer those, your ad might appear in their search results. The advantage in this alternative is that you’re showing your ads to people who are intentionally looking for similar products; thus, there’s a higher chance of purchase.
How to produce a Promoted Pin
To develop Promoted Pins, you must create a Pinterest business account. You’ll see an “Ads” tab in the top left-hand corner of your profile. Click that drop-down menu to begin developing your Promoted Pin campaign. Then select “create ad” to get started.
Choose your goal
The first thing to do is to choose your advertising campaign goal on Pinterest. It should define what you wish to get out of the campaign and how you’ll be charged.
Your choices are:
- Brand awareness. The goal is to have your Pin seen by as many relevant users as possible. You’ll be charged per 1,000 impressions.
- Video views. This is connected with brand awareness, and the goal is to construct awareness through video. You’ll also be charged for impressions.
- Traffic. This type of campaign seeks to drive traffic to your site, though it’s essential to note that this is possible with other objectives.
- App install. Motivate users to download your app. You’ll also be charged per click.
After choosing your goal, you can now finalize the name of your advertising campaign on Pinterest. Set a budget and decide whether you wish to run search ads, browse ads, or both. I highly advise you to utilize both; however, if you wish to stay with one or the other, always make it possible for search ads.
You can also add new Promoted Pins to an old advertising campaign on Pinterest, which lets you have multiple individual ads under a single campaign title. This feature makes it simpler to track everything, especially if you’re running a brand awareness campaign for a particular offer or item.
Set your targeting criteria
After choosing the goal of your advertising campaign on Pinterest, you’re now ready to set up your ad group. You can have numerous ad groups under a campaign and several specific ads (the real Promoted Pins) under each advertisement group. Ad groups determine targeting, scheduling, and specific budgeting.
When it comes to actual targeting, you have different options on how to continue.
The first is to create Target Audiences that works like Facebook’s custom audiences. You can submit your whole email list (or sections of it), or select audiences engaged with a particular Pin.
If you wish to reach similar users to any of these audiences, you can create an “act-alike” audience, which will reveal your ads to users with comparable or similar qualities.
In addition to these options, you can use any combination of standard targeting requirements like location, language, gender, and interest targeting, and keyword targeting.
Interest targeting will affect where your ad appears when users are either searching in particular categories or on their home feeds. Ideally, you should choose the relevant and connected interests to the Promoted Pin you’re going to select to get the best outcomes. For example, even if somebody likes photography, they may not be thinking about your Pin about electronic camera lenses when they’re purposefully browsing home design feeds.
Keyword targeting will identify which searches your Promoted Pins appear in, and this is the part of the campaign you should put a value on. Users who are searching, after all, are far along in the purchasing cycle, and probably closer to making it through the checkout process.
When you enter the keywords you wish to target, Pinterest will reveal a list of related keywords and their monthly search volumes. While it’s easy to go for the most apparent keywords, I suggest that you think outside the box and utilize a mix of broad and specific keywords.
You can also see an option to set a maximum expense per click (CPC). If you want to make sure that you never pay more for a single impression or click than a particular bid quantity, you can insert that here. Pinterest will inform you whether or not your maximum expense is competitive.
Select your Pin
The last thing to do is to select your Pin. Although this comes last, it’s best to have a pin already in mind before going through the rest of the process. This will help you choose the best keywords and target audience.
Select one Pin on the screen, go into the name tab, and change the specific URL you want to send traffic.
When it comes to picking a Pin and choosing which ones would perform best when promoted, you can refer to the strategies below:
- Using Pinterest’s analytics to help you find your top-performing Pins of all time or within a set time frame. On this screen, you can sort Pins according to the most conserved or most clicked in the last month, offering you an idea of what Pins your audience are most attracted to.
- Strategically develop brand-new Pins. You can get away with too much advertising on a Promoted Pin. Try app installs and create brand-new Pins for these since you likely won’t have them on your boards.
- Go with a content-based approach. For example, a user remembers saving a Pin about a breakfast parfait recipe. He then found out that the dish was from Fage, a Greek yogurt brand, and it included a specific flavor of yogurt none of their competitors had. It was a wise move because contents like recipes and DIY tutorials perform fantastic on Pinterest. If you can similarly feature your items, this is an excellent strategy to try, particularly for brand awareness campaigns.
When you’re all set here, you can send your campaign for review. Once it’s approved, it will begin working on the arranged start date.
Track your outcomes
While you’re running your advertising campaign on Pinterest, you can monitor their progress and modify them in the ads supervisor. You can monitor which campaigns are running, how much you’re spending, and the results you’ve gotten so far.
Your ad manager gives you the following information:
- Number of impressions
- Number of conserves
- Number of clicks
- Click-through rate (CTR)
- Effective CTR
- Average CPC or CPM
- Total ad spend
You can also access the conversion tag where you can track the return on ad investment every time users convert. It will reveal how much the advertisement costs you and how much users spent on your site.
Pinterest ads: Boost your natural marketing efforts
If you’re still uncertain whether Promoted Pins are right for you, it’s good to run a couple of test campaigns and learn more about how an advertising campaign on Pinterest is done. One important thing to bear in mind is that Promoted Pins shouldn’t be your sole focus on Pinterest marketing; they’ll be a lot more efficient alongside organic projects.
Natural marketing efforts can help you acquire huge traction on Pinterest, especially if you can get users to find your material through repinning. That’s a long-term advantage that requires no monetary investment. So, for best results, focus on both natural and a PPC advertising campaign on Pinterest, like other marketing platforms.