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Pinterest may seem unassuming but it’s one powerful platform for marketers! We talk about why this app must not be overlooked and how you can boost your sales with the platform in today’s blog. This is also the perfect guide for marketers new to the platform! We’ll dish out on how to construct the perfect ad in this easy and straight to the point guide.
Let’s get to it!
Why should I advertise on Pinterest?
Unlike Facebook which is oversaturated with marketers, Pinterest is quite like an untouched, pristine land of opportunity.
More than just a moodboard for inspiration, it’s also an amazing place for products, services, or apps to get discovered by the stylish folks in Pinterest. In fact, 98% of pinners have tried new things they have stumbled upon on this brilliant app! And considering Pinterest has more than 250million users, it would be a massive mistake to overlook the platform.
Pinterest has only 1.5million businesses connecting to pinners, compared to marketing heavyweight Facebook which has a staggering 7million advertisers. This is why businesses that utilise Pinterest’s ad targeting received amazing results- much more than other social media platforms!
And more than half of pinners have made a purchase from a business featured on Pinterest.
In comparison to users on other platforms, the Pinterest posse spend 29% more on the app. Pretty attractive numbers, don’t you think?
I can imagine how fired up you must be so, enough preamble and let’s get down to creating an effective Pinterest ad!
HOW TO SET UP AN AD
Step 1: Set up a Pinterest business account.
A crucial step, you can either convert your existing account into a business account or create a new account for business.
Step 2: Install the Pinterest tag.
This is also an important step before starting a Pinterest campaign. The Promoted Tag allows you to monitor your ad’s performance including user activity on your website such as searches and checkouts.
Step 3: Choose your campaign goal.
Much like Facebook Ads, you need to set an objective. Make sure you choose the right goal as this will determine that type of ads that are available depending on your selected goal and how you bid in the ad auction.
So what are the different Campaign Objectives?
- Traffic – this lets you send pinners to your website, creating high-quality leads.
- Brand Awareness – reach as many current and prospective customers as possible! You get charged per 1000 impressions.
- App Installs – as the name suggests, you can promote your app and send pinners to download! You can either pay by installs where Pinterest adjusts your bid depending on your budget or pay by click where your ad is optimized for click traffic.
- Video Views – get video views from as many possible customers as possible! Like Brand Awareness, you are charged per 1000 impressions.
Step 4: Enter your budget.
Set your daily or lifetime spend limit according to your allocated budget. There will be more specific pricing parameters further along the process.
Do note, if you’re creating an ad carousel, make sure to enable the option as this will only work if you selected brand awareness as your campaign objective.
Step 5: Create an ad group.
Similar to Facebook Ads, Pinterest Ads also have a funnel where an ad group is under a campaign and the promoted pin is under the ad group. Each ad group can have different budgets and targeting. This helps you manage multiple goals within a single campaign.
For example: your campaign objective is brand awareness. You can set one ad group to target the US on a specific budget and the other ad group targeting Australia.
Step 6: Select who you would like to target.
As mentioned above, targeting can vary from group to group. Set the audience you would like to target gender, location, language, and device.
Expand on your targeting by adding interests and keywords! This will ensure your ad will be placed on relevant searches and interests. For best results, use 25 keywords.
PRO TIP: if your campaign objective is traffic or app installs, use a broad targeting strategy to avoid low click volume.
Step 7: Select ad placement.
This is where you decide where you’d like your content to be advertised, either browse or search. Or if your budget permits, go for both.
Browse placements are seen on the home feed and related pins, this ad will behave as a normal pin but with a promoted label. Whereas Search placements appear only when a pinner makes a search relevant to your ad, then your pin will appear on the results!
Step 8: Set your budget and schedule.
This is where you set your start and end date, as well as the daily or lifetime budget. The daily budget sets the amount they can spend per day. While a lifetime budget is the total amount you want to spend for the entire timeline.
Step 9: Tailor for optimisation and delivery.
Set a maximum bid for your ads, also known as your target CPM rate. Minimum bid is $2.
Step 10: Determine your pacing.
There are two kinds of pacing for your ads. One is accelerated which is better for high impact campaigns as it delivers faster with faster results. One is standard pacing which aligns your bids with your overall spend and campaign duration.
Step 11: Pick your promoted pin.
Click “Pick a Pin” to add content to your ad group. Each ad group should consist of at least two pins and a maximum of four pins. Then assign each pin with their name and URL.
Step 12: Monitor the performance.
Select the analytics to do this step! It will take you to the Pinterest Ads Manager where it will show you the metrics.
Each campaign is unique, you can optimise your campaign by broadening your targeting, increasing your budget, and trying different formats.
There you have it! You now have ads running on Pinterest. Sit back and watch as your conversion rate skyrockets.
Need help putting this together? Get your FREE no-obligation Strategy Session. Call today on 03 9068 6905 to book your free consultation, or you shoot me through a message here: https://digitalbond.com.au/strategy/