Pinterest is often undervalued by social media marketers and considered an unnecessary component of a marketing strategy — regrettably, if this isn’t the case for the team, you could be missing out on a significant source of traffic and earnings.
Pinterest offers plenty of distinctive opportunities for marketers to achieve leads and influence customer purchasing behavior. In fact , Pinners are more likely to grocery shop on the internet. If you’re interested in exploring exactly how Pinterest advertising can help you entice customers, keep reading.
Along with over 442 million monthly active users, Pinterest is a superb place for businesses to advertise products. Ads show up upon users’ feeds and queries in the same format as being a regular Pin, making the feeling unobtrusive for users whilst putting your content right in front of them.
There is a large potential reach when you create ads for Pinterest audiences — and, best of all, users are usually actively searching the site regarding products like yours to purchase.
Why Advertise on Pinterest
- The reach can be incredible. If your articles is engaging and useful, it can be re-pinned again and again to different users’ boards and always drive consumers back to your website.
- Pins have a much longer lifespan than Tweets or Instagram posts. This longevity makes them a really powerful asset. Pins can show up in a user’s give food to months after initially published.
- Pinterest users spend 27% more for click and collect shopping — which means your Pinterest ads, or Promoted Pins, are being shown to a remarkably responsive audience.
All of which would be to say — a paid for advertising strategy for Pinterest isn’t such a bad idea, and could assist bolster your organic existence by gaining traction along with potential buyers, and improving brand name recognition.
Pinterest Ad Types
There are a few ways to promote your content on Pinterest. To determine which ad format is best for your business, it’s important to know the goals of the campaign and the attributes of each Pinterest promotion format.
1 ) Pins
At first glance, Promoted Pins look and act just like a regular static Pin, but they have a small “Promoted” label to set them apart. Promoted Pins are boosted plus targeted to reach more individuals. Users can even Pin your Promoted Pins to their boards, share them, and comment on them.
Once a user shares a Promoted Pin, the particular “Promoted” label disappears, and subsequent re-pins are considered gained media — meaning, following the first pin, organic contact with the content is free.
Here are some guidelines to follow when creating the Promoted Pin advertisement:
- The file has to be PNG or JPEG.
- Your content cannot go over ten MB.
- There is a description copy limit of 500 character types.
- Your aspect ratio should be 2: 3 and should become vertically oriented.
2 . Video clip Pins
Promoted Video Pins are exactly like Promoted Pins — except the static image is replaced using a video.
90% of customers state video helps them create buying decisions, and that exact same percentage of weekly Pinterest users are on the platform to create purchasing decisions. Therefore , Pinterest and video advertising move hand-in-hand.
Pinterest offers two options for video sizing: greatest extent width, or standard. Standard videos are the same size as regular Pins and are cheaper than a max width Pin number, which spreads across the user’s entire feed.
Regardless of what size you choose, Pinterest videos auto-play once they’re 50 percent in view. Plus, the Advertised Video Pins have a conversion optimization option to better assist advertisers with traffic or conversion goals. This new option brings the user to a landing page on the advertiser’s internet site, as well as a close-up of the video clip.
Here are some guidelines to follow when making a Promoted Video Pin advertisement:
- The file has to be possibly an MP4 or PORT.
- Your video cannot surpass 2 GB.
- The video should meet a minimum of four mere seconds, and cannot go over half an hour.
- Your aspect ratio should fall between 1: 91: 1 and 1: 2 .
- There is a description copy limit of 500 characters.
- Make sure to create video that’s not determined by audio for greater availability and those who scroll along with sound off.
Advertised Carousels contain up to 5 images that users can swipe through. Carousels are accustomed to give a deeper brand story within one Pin.
This particular feature behaves the same as additional Pins, except it will have dots beneath the images that signal additional content. Each carousel image can be different and also have a different title, description, and link to another landing page.
Here are some guidelines to follow when creating a Promoted Carousel advertisement:
- File kind: PNG or JPEG
- Perfect aspect ratio: 1: one or two: 3
- File size: Max ten MB
- Title copy: Maximum 100 characters
- Description copy: Max 500 characters
4. App Pins
Promoted App Hooks are mobile-only advertisements that will allow users to down load your app directly from Pinterest.
Available on iOS and Android devices, these ads include an “Install” CTA that allows for a seamless changeover from Pinterest to your application.
While most of the guidelines remain the same for these Pins, your own copy, image, or video should convey important attributes about your app.
Listed here are some Pinterest ads for.
Pinterest Ad Examples
Each one of these ads are an example of Pinterest advertising done right with actionable tips that you can take away as you create your own:
In this ad, the image speaks for alone, which lends well towards the visual nature of the Pinterest platform. The rug is certainly front and center in an attractive home space that will draws the eye (and probably triggers the shopping habits of those who like decorating). It does come with a catchy tagline: “Back to Homeschool. ” Because who needs a back-to-school sale to buy cool stuff?
2 . Love Sweat Physical fitness
A big audience upon Pinterest is the foodies exactly who love to find and share tested recipes. Love Sweat Fitness, a fitness brand, is appealing to that crowd with easy and healthy holiday sides. The best part from the ad is how this combines high-quality imagery along with attractive typography.
3. Acuity Scheduling
One thing to take away from this ad is that Pinterest advertising isn’t just for home goods, recipes, and e-commerce. Those in the B2B room can definitely take advantage of the advertising opportunities… and who knows, your audience may be browsing for home goods, too.
This ad sets up the worth proposition in a text file format and gets right at the heart of the audience’s pains: “Stop scheduling time to schedule clients. ” They then pair it with a call-to-action: “Start Reserving Now. ”
MissNowMrs quantifies the quantity of time that brides spend changing their name so that they can use it as their value task in this ad. The benefit to the audience is clear and convincing for this reason.
In this Pinterest ad, Torrid is using retargeting options to place their products in front of people who currently visited the Torrid website. After visiting this product’s page on torrid. com, the ad “followed” me to Pinterest to stay best of mind and gain the sale.
Now that you have seen what Pinterest ads may look like, take the inspiration from your examples above and put this to action on your own marketing efforts.
1 . Choose your own campaign objective.
Each of your Pinterest campaigns starts with an objective. Choosing your advertising campaign goal is what determines exactly what ad formats are available to you. There are three categories to choose from — Build Awareness, Generate Consideration, and Conversions.
Transformation optimization is a new strategy objective that optimizes your own advertisements for specific activities outside of clicks. Now, marketers have a way to directly encourage people to take action — such as leading a user to an online checkout or newsletter sign-up with no extra steps.
If you want people to discover your business, choose Brand awareness for standard Pins or Video views for Promoted Video Pins as your campaign objective. For people two objectives, you can established a maximum cost for every 1, 000 impressions your own ad receives.
If your Pinterest goals are to drive experienced leads to your website or improve traffic, choose Traffic or App set up for your strategy objective.
For these campaigns, you set a maximum cost-per-click — which means you are only charged when people click through your Promoted Pin number to visit your website.
2 . Arranged your campaign budget.
In order to spend your campaign money evenly over a specific time period, select life time . Select daily to choose the amount spent each day. You’ll have to automatically adjust the financial constraints based on how long you want your own ad to deliver.
Next, likely to set a maximum bid. A bid determines the highest amount of money you’d like to pay for an action, like an engagement or click on, on Pinterest. Pinterest may recommend an amount for you depending on your target audience, and what competitors are spending.
Make sure your plan for Pinterest ads reflect your general marketing goals and the importance of the platform for your business.
several. Maximize your SEO attempts.
By adding an interest and keywords to your descriptions, they be a little more relevant to people who are actively looking for that content. Keep in mind that hashtags don’t add any rank value.
On Pinterest, types of interest are already sorted plus categorized. You should explore the available topics that are highly relevant to your business and target those queries — if you need motivation, check out the seven categories that do exceptionally well on Pinterest.
Your boards also provide an opportunity for SEO. Boards inform Pinterest’s search engine on how to rank your Pins, which enhances visibility. Focusing on both can support your SEO attempts.
4. Choose your customers.
Targeting allows you to reach people who are searching for your content and who are ready to actively engage. Concentrating on is an important part of promoted ads because, without it, you will have less interest.
Pinterest provides six targeting options which you can use singularly or combine together for a unique targeting method.
- Audiences mix your customer knowledge along with behavioral insights from Pinterest. If someone has recently purchased something from your site or even engaged with your Pinterest articles, this allows you to target that person for an ad.
- Key phrases show your own ad to someone who is definitely searching for that kind of content material. If you set specific keywords like “tropical vacation” or “apple pie recipes”, your ads will target people searching for those things.
- Passions target people based on the types of content they regularly engage with. Your apple pie recipe ads would most likely be served to people who have an interest in cooking or preparing for Thanksgiving.
- Expanded provides you with additional interest and keywords based on your ad’s content and who you’re aiming to reach.
- Demographics allows you to select a specific location, language, device, or gender.
- Placements gives you the option to select where your ad can be delivered. If you don’t want your promoted Pins to show upward when someone is browsing, and only appear in search results, you are able to specify that here.
5. Add value.
Endless product special offers on a Pinterest feed not necessarily the best way to get an audience’s attention — and keep it. More than likely, you’ll just become a disruption and get unfollowed. You have to add value to every touchpoint with your customer for them to build relationships your content.
To add value on Pinterest, try adding Pins that your audience will want to build relationships that don’t include your product or business. You might offer added value by showcasing services or interests that will compliment your own.
For example , if you sell cars, share articles about upkeep or car accessories. Alternatively, if you’re running a Pinterest page for a cafe, try Pinning playlist concepts for people to listen to while they will work. There is plenty of articles available to curate for your audience’s benefit.
6. Mix the content.
If you’re busy targeting your content to a persona, you will still miss out on the organic cable connections and interests of your viewers. While helpful for first steps, personas don’t give you everything you need to know about the people who are interacting with your own ads.
Keep your content seasonal and relevant. Yes, it really is good to make evergreen articles — but don’t lose out on pop culture or holiday opportunities to spark interest. Actually research has shown Pins showcasing holiday copy or pictures have a 22% increase in on the internet sales.
7. Monitor marketing campaign performance
Finally, you need to keep close track of your campaign performance to determine the success of your ads, or even why they didn’t perform as you expected.
When you’re in Pinterest Ads Manager, select Analytics and you’ll be proven an overview of all your promotions and key metrics. These metrics include impressions, complete clicks, earned cost-per-impression, efficient cost-per-click, and more.
Every campaign has the opportunity to increase brand name awareness or inspire buys. After looking at your analytics, you can determine whether or not you need to widen your audience, improve your budget, or try a various ad format. Pinterest advertisements are not an exact science, therefore experiments are key to being successful on the platform.
Editor’s note: This post had been originally published in Apr 2019 and has been up-to-date for comprehensiveness.