Inside Pinterest Advertisement

While Pinterest has been around since 2010, it still is a vastly underutilized advertising channel for many brands. Pinterest users are on the lookout for ideas, inspiration and your relevantly targeted products and services that can help improve their lives. Expand your business efforts into Pinterest and discover Advertising opportunities that can result in a positive return.

Getting started and tag implementation –

To begin, create a business account or convert your existing personal profile into a business account. When setting up a business account, Pinterest will automatically create an ad account for user. Similar to other advertising channels, Pinterest has its own Tag, which is a piece of code that is applied to your website. With the Tag, you will be able to better measure the effectiveness of your campaigns, understand customer paths from engagements to conversions, define audiences for remarketing and track a number of events such as page visits, category views, searches, cart additions, checkouts, video views, signups and leads. To install the Tag, place the base code on all pages on your website, and then add event tags to any page on which you want to track conversions.

Goals –

Pinterest offers two types of campaign objectives: Awareness and Consideration. Awareness campaigns are a good way to introduce people to your brand, as they are bringing new potential customers into your funnel. Consideration campaigns are effective vehicles to reach warmer audiences to entice them to visit your website or app and make a product or service purchase or to download an app if they haven’t already.

Ad Types –

Promoted Pins – These are Pinterest Standard ads. They can support a variety of marketing goals, such as increasing awareness, engagement and website traffic. One of the many benefits of having a business account is that you can create private boards that are not publicly visible to Pinterest users, and with these, you can compose Pins that you later deploy as part of a campaign.

Promoted Video Pins – One of the challenges advertisers face is standing out in a sea of pins. One approach is to use autoplay videos on Pinterest for a more captivating and immersive experience for your potential customers. With consideration campaigns, video ads tend to have higher CTR and conversion rates, as they leave less to the imagination and allow users to better visualize your products and services.

One – tap Promoted Pins – With this, one can get people to website much more quickly. With these expect to see high CTRs. For a better rate of success, test One-tap Promoted Pins with warmer audiences so that they are more likely to convert after they click through.

Promoted App Pins – Looking to increase awareness and downloads of your app? This ad format is effective in doing both with a simple click of a button to “Install” within the ad unit. Users don’t have to leave Pinterest, making this an effective and seamless experience, resulting in a win for both your campaign objective and the users experience on Pinterest.

Strategies for Success –

Stand out, Naturally – Create ads that inspire, are relevant and look natural to the platform and your brand.

Repurpose successful organic Pins – Already have something that works? Expand its shelf life by using your highest engagement organic pins and promote them using one of the aforementioned ad formats to expand your reach, traffic and conversions.

Remarketing for Conversions – Entice your newsletter subscribers, website visitors, cart abandoners and leads to return to your site and complete the conversion with remarketing campaigns. Test different messaging, images and videos with these warmer audiences and present offers.

Include Call to Action in Pin descriptions – Regardless of ad format, use a strong call to action in your Promoted Pin description, especially if you are doing One-tap Pins.

Forego Hashtags – While Pinterest support Hashtags, they can appear slightly spammy, as they don’t appear on Pinterest as often as they do on other more Hashtag friendly social channels such as Instagram or Twitter. Use relevant keywords in your promoted pin description, as it will appear much more organic and welcoming.

Desktop vs. Mobile – 80% of users access Pinterest via tablet or smartphone. When browsing Pinterest, users will typically see more ads on mobile than on desktop, so take advantage of the comparably less saturated advertising environment to see how desktop ads perform with your target audience. To save time, run separate mobile and desktop campaigns to better understand performance. If you determine that one type isn’t worthwhile to run long-term, you’ll be able to easily disable one or the other.