Effective Pinterest Advertising Strategies: How To Maximize Your Brand's Impact – MediaOne

Thinking of amplifying your brand with Pinterest advertising? This no-fluff guide explains how to create impactful ads, target the right audience, and optimise your budget. Get ready for straightforward advice on making Pinterest a powerful ally in your marketing arsenal.

Key Takeaways

  • Pinterest ads offer a non-intrusive advertising experience and can significantly increase conversions and ROI when brands effectively utilize both organic and paid tools on the platform.
  • Using a variety of Pinterest ad formats like Promoted Pins and Shopping Ads, properly targeted with keywords and demographics, can quickly increase visibility and sales.
  • For optimal Pinterest advertising, brands need a business account for creating ads, access to analytics, and to use Ads Manager for tracking and optimizing campaigns.

Unlocking the Potential of Pinterest Advertising

Pinterest advertising concept

Pinterest’s advertising approach offers unique value for brands, allowing ads to complement the platform’s experience without interrupting users. Brands can reap significant benefits when they effectively combine free and paid advertising tools on Pinterest, experiencing up to three times more conversions and twice the return on investment.

However, to achieve these results, it is necessary to experiment with various marketing strategies to find what clicks best with the audience. Also, having a clear understanding of Pinterest ads’ pricing when planning an advertising budget is pivotal to running cost-effective campaigns for search results.

Understanding Pinterest as a Visual Search Engine

Pinterest operates like a visual search engine where users share and post content through ‘pins’ which are visual bookmarks. This unique feature allows brands to connect with their audience in a more engaging and visually appealing way. Enhancing your Pinterest advertising strategy requires a keen understanding of how keyword integration plays a vital role in Pinterest’s algorithm.

Including a mix of 4-7 broad and exact keywords in descriptions can significantly improve your content’s discoverability.

The Power of Promoted Pins

Promoted pins are paid Pinterest ads designed to target specific demographics, locations, keywords, and devices. They are effective tools for increasing visibility, boosting traffic, and driving sales. Unlike typical organic pins that require 3-6 months to gain traction, promoted pins offer a much faster way to expose content to a target audience. Brands leveraging promoted pins can enhance their brand awareness, grow their email lists, and increase check-out conversions by reaching a warm and active Pinterest audience.

Furthermore, promoted pins blend seamlessly with Pinterest’s organic content, making the advertising experience unobtrusive for users.

Leveraging Shopping Ads for Direct Sales

Shopping ads on Pinterest are a game changer for direct sales. They allow users to make immediate purchases either through a direct ‘Buy’ button in the app or via a link to an ecommerce site. Standard shopping ads feature a single image promoting a product relevant to user interests, while personalized collection ads display one large image or video alongside three supporting images.

By using both product catalogs and shopping ads on Pinterest, advertisers have experienced a 15% rise in return on ad spend. This dual approach has proven to be effective for driving better results. For instance, IT Cosmetics reported a 5x higher return on ad spend compared to other platforms.

Pinterest shopping ads are placed by Pinterest to appear in search results in areas deemed most relevant, effectively engaging customers early in their search for inspiration.

Crafting a Pinterest Business Account for Success

Pinterest advertising business account setup

Having a Pinterest business account is a prerequisite if you want to make the most of Pinterest advertising. A business account is required to create ads and access all Pinterest ad tools and features. As a brand, you should ensure that your brand identity is reflected in every aspect of your Pinterest page, including logos, color palettes, style, tone, and content type.

Organizing your Pins into boards is a smart move as it informs Pinterest’s search engine on how to categorize your Pins, which in turn improves visibility.

Setting Up Your Business Profile

The process of setting up a Pinterest business account is quite simple. You can either create a new account with a professional email or convert an existing personal account. It’s advisable to include your name for identification, and currently, this setup can only be done from a desktop device. One of the great features of Pinterest is that it allows you to link a personal Pinterest account to up to four business accounts, facilitating easy management with one email and password.

When converting, the profile must be set to public with Pins and followers retained. Customizing your business profile to mirror your brand’s standards is vital as it communicates your brand identity with every interaction on Pinterest.

Integrating Rich Pins for Enhanced Product Information

Rich Pins are a powerful tool that brands can leverage on Pinterest. They provide extra information directly on a Pin, giving more context about an idea such as the updated price, availability, product title, and description from your website. There are four types of Rich Pins:

  1. App
  2. Product
  3. Recipe
  4. Article

To enable Rich Pins, you must prepare your website with metadata using Open Graph or Schema.org specifications. For Product Rich Pins, specific meta tags must be added in the HTML of product detail pages. If you’re using platforms like Etsy, Teachers Pay Teachers, or eBay, you’re in luck. These platforms automatically include product information on new Pins, eliminating the need for manual markup on those sites.

Utilizing the Pinterest Tag for Conversion Tracking

The Pinterest Tag is a piece of code added to a website to track visitors and their actions after interacting with Pinterest ads. This conversion tracking tool helps measure Pinterest’s impact on sales or actions taken on the advertiser’s website. It’s especially useful for tracking valuable actions users take on a site after clicking on a Pinterest ad, such as conversions, add-to-carts, and sign-ups.

Installation of the Pinterest Tag requires both a Pinterest business account and an advertiser account. There are three methods to install the Pinterest Tag: using an integration partner, emailing instructions to a developer, or manual setup. Installation via an integration partner is available for eligible domains and simplifies the process.

For manual setup, you need to log into your Pinterest business account, navigate to the Conversions section, and follow the install instructions. After installing the Pinterest Tag, it may take up to 24 hours for the changes to be reflected in Ads Manager.

Strategizing Your Ad Spend on Pinterest

The way you distribute your ad spend on Pinterest can greatly influence the success of your campaign. Pinterest ads operate on a bidding system, meaning there’s no fixed price for ads. The cost reflects various factors like your bidding strategy, competition, and targeting criteria.

Did you know that in 2021, the average cost of Pinterest ads was $1.50 per click? With Pinterest, you can manage your ad spend by setting maximum daily budgets and choosing between utilizing custom bids or automatic bidding which adjusts bids throughout the day for the most efficient use of ad spend.

Several factors can influence the cost of Pinterest ads, including:

  • The selected bidding strategy
  • The level of competition for ad space
  • The specificity of the targeting criteria
  • The categories and keywords targeted in Pinterest ad campaigns

Highly competitive or in-demand options are likely to have higher advertising costs.

Budgeting for Different Ad Formats

In order to get the most out of your ad spend, it is key to budget appropriately for various ad formats. Here are some ad formats to consider:

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  1. Promoted Pins: The simplest ad format, suitable for boosting the visibility of existing Pins through automatic bidding.
  2. Carousel ads: Can feature 2-5 images, excellent for showcasing various product angles or related items within the same ad.
  3. Collection ads: Designed primarily for mobile users contain a large primary image or video along with three secondary images, offering a compelling visual shopping experience.

When setting your campaign objectives, it’s important to note that each campaign objective comes with its cost structure, impacting budget allocation. Ad group budgets are set at the ad group level, while campaigns with the ‘Consideration’ objective have budgets set at the campaign level. If you’re an e-commerce business, shopping ads are instrumental, offering easy setup, high user engagement, and the option for automatic or manual targeting.

Understanding Pinterest Ads Cost

The cost of advertising on Pinterest is determined through an auction system, with prices that can range from just a few cents to several dollars per action. Advertisers on Pinterest have the option to manage their ad spend by:

  • Setting maximum daily budgets
  • Utilizing custom bids to specify the maximum amount they’re willing to pay for actions
  • Using automatic bidding which adjusts bids throughout the day for the most efficient use of ad spend.

Several factors influence the cost of Pinterest ads, including the selected bidding strategy, the level of competition for ad space, and the specificity of the targeting criteria. Categories and keywords targeted in Pinterest ad campaigns play a significant role in cost determination, with highly competitive or in-demand options likely to have higher advertising costs.

Designing High-Performing Pinterest Advertising Campaigns

Creating compelling Pinterest advertising visuals

A meticulously designed Pinterest ad campaign can markedly enhance your brand’s visibility and interaction. Here are some tips for creating an effective Pinterest ad campaign:

  • Use high-quality, vertical images that are visually compelling with stylized effects or text overlay. These types of images tend to stand out in Pinterest feeds.
  • Optimize your ads for display and performance on mobile devices, as most users access Pinterest from their phones. Use a 2:3 vertical aspect ratio for your ads.
  • Before publishing your ads, make sure to review the content for quality. Ensure that the visuals are crisp, the lighting is proper, and the content adheres to platform-specific specifications.

By following these tips, you can create a Pinterest ad campaign that captures attention and drives engagement with your brand.

Collections ads leverage a large hero asset with three smaller secondary assets to create a seamless and immersive shopping experience within Pinterest feeds.

Choosing the Right Ad Format for Your Goals

The triumph of your Pinterest ad campaign heavily relies on the selection of an appropriate ad format. Pinterest offers Collection Ads and Carousel Ads among other formats, with each serving different audiences, engagement, and presentation styles.

Collections ads can be tailored to campaign objectives of awareness, consideration, or conversions on the collection ad and ad detail page, manually created for precise control, or autogenerated for catalog sales.

website design bannerwebsite design banner

Carousel ads, which are not ads in the traditional sense, are versatile and can support various objectives like brand awareness, consideration, and conversions, offering opportunities for storytelling through a series of images.

For optimal visibility in Collections standard video ads, using square (1:1) or vertical (2:3 or 9:16) aspect ratios is recommended, particularly on mobile devices where these max-width video ads are prominently displayed.

Some tips for creating effective social media advertising on various platforms are:

  • Carousel ads should maintain a uniform theme and high-quality imagery across all cards
  • Standard ad formats benefit from a 2:3 aspect ratio
  • Video ads should ideally range between 6 to 15 seconds to keep users engaged.

Creating Compelling Visuals and Copy

Crafting engaging visuals and copy is vital for grabbing and holding your audience’s attention. Here are some tips to keep in mind:

  • Pin visuals need to be high-quality, crisp, and clean, with attention to lighting and proper sizing to ensure no important elements are cut off by the screen edges.
  • Vertical imagery is recommended over horizontal or landscape images as Pinterest’s design favors longer images, which tend to capture users’ attention more effectively.
  • Including interactive elements like voiceovers, transitions, and tags in Idea Pins, along with a clear first few seconds hook in video content, can significantly increase user engagement.

Ad copy should be written clearly to improve discoverability. Here are some guidelines to follow:

  • Utilize up to 100 characters for titles and 500 for descriptions.
  • Communicate what users can expect upon clicking.
  • Keep text overlay on ads concise and readable.
  • Avoid placing text overlay in the lower-right corner to avoid being obscured by Pinterest’s product icons.
  • Construct ad copy that avoids being overly salesy to preserve the platform’s atmosphere of creativity and inspiration.

Using a content format that tells a real story in Idea Pins, and creating engaging content with inclusive language and captions, aligns with Pinterest’s focus on creativity, driving both attention and SEO benefits.

Targeting and Retargeting the Ideal Audience

Implementing efficient targeting and retargeting tactics is essential to connect with your ideal audience on Pinterest. Pinterest allows advertisers to use a variety of targeting options, including:

  • Interest targeting
  • Keyword targeting
  • Audience lists
  • Demographic and placement options

These options can be combined to reach a specific audience. The ‘Potential audience size’ feature provides estimates on audience reach based on the selected targeting criteria, helping advertisers refine ad groups for targeted scheduling, budgeting, and optimized delivery through automatic or custom bidding.

Pinterest’s targeting effectiveness is enhanced by the platform’s understanding of user behaviors, such as content engagement and shopping habits, making ads effective across various niches and allowing for dynamic retargeting. To maximize impact, advertisers should analyze the performance of competitors on Pinterest and optimize Idea Pins with keywords, hashtags, and relevant boards to get user clicks and improve discoverability.

Navigating Pinterest Advertising Manager Like a Pro

Targeting ideal audience on Pinterest advertising

Pinterest’s Ads Manager serves as a robust tool, helping brands to handle their Pinterest advertising effortlessly with the help of a Pinterest account manager. It offers up to five images and ad objectives to choose from when launching an ad campaign. The final step in creating a Pinterest ad campaign is to review the ad and click ‘Publish’. A Pinterest business account is necessary for access to analytics and to run ads on the platform.

Ads Manager can be used to set up individual ad campaigns, or the bulk editing tool can be utilized for handling multiple campaigns simultaneously. Pinterest Ads Manager enables tracking of campaign progress, spending, and results through measurement reports and advanced analytics.

Key metrics to monitor within Pinterest Ads Manager include impressions, total clicks, earned cost-per-impression, effective cost-per-click, and others. The insight gained from monitoring campaign performance in Pinterest Ads Manager can inform decisions to automatically adjust the audience, budget, or ad format to increase the success of ads.

Creating ad groups within Pinterest campaigns allows for grouping related ads for more efficient tracking and management.

Setting Up Multiple Ad Groups

Establishing multiple ad groups can notably boost the productivity of your Pinterest advertising. To create multiple ad groups, use Pinterest Ads Manager, which allows you to configure and create multiple ad groups in between campaigns and individual ads where you can set targeting, run dates, bids, and budgets.

Multiple ad groups within a campaign can be created, edited, duplicated, or removed to test an assortment of targeting strategies, with the ability to manage up to 10 at any given time in new or existing campaigns.

Targeting templates in Pinterest Ads Manager enable advertisers to save and reuse sets of targeting details such as:

  • audience lists
  • keywords
  • interests
  • demographics
  • placements

These templates can be edited and applied across various campaigns for consistency and efficiency. For Collection ads, a separate ad group must be created if there is an existing ad group running a product group.

Analyzing Ad Performance Metrics

Examining ad performance metrics is essential to fine-tuning your Pinterest advertising strategy. Key performance metrics that are crucial to measure on Pinterest include:

  • Impressions
  • Saves
  • Clicks
  • Click-through rate (CTR)
  • Engagement rate

Tracking individual pin performance, especially with carousel ads, where engagement is shown for the entire Pin rather than each card, provides insights into audience preferences and content effectiveness.

Video pin performance should also be closely monitored to refine marketing strategies according to viewer behavior and preferences. Pinterest Analytics offers insights into demographics and user interests, which are key for understanding the audience and tailoring content to their preferences.

Accessing the Pinterest Business Hub and using Pinterest Analytics allows advertisers to review and analyze pin performance, while the Pinterest Tag is essential for becoming a verified merchant and accessing detailed conversion insights.

Optimizing Campaigns for Better Results

Refining your campaigns can markedly ameliorate your Pinterest advertising outcomes. The Pinterest API for conversions, when used in tandem with the Pinterest Tag, increases the visibility of conversion tracking, essential for analyzing and optimizing campaign performance.

Split tests conducted through the creation of multiple ad variations under a single campaign or by duplicating and modifying past campaigns provide valuable data for optimizing the elements of pins that drive better engagement.

Insights gained from user interactions with organic content on Pinterest can guide the selection of target audiences and creative strategies for more effective ad campaigns. Continuous adjustment of advertising campaigns, through testing and tweaking of imagery, relevant keywords used, and bidding strategies, is crucial in finding the optimal balance for desired ad performance.

Diversifying Your Approach with Pinterest Advertising Types

Pinterest advertising Idea pins for storytelling

A diversified approach with a variety of Pinterest ad types can notably amplify and grow your business or brand’s impact. Business accounts can create a diverse range of ad types, including:

  • Idea ads
  • Video ads
  • Carousels
  • Collection ads
  • Product catalogs

These ad types can help you with targeted audiences and reach different marketing goals. Promoted Pins are single image or video ads that blend into the home feed with a ‘Promoted by’ label and direct users to a linked URL.

psg digital marketingpsg digital marketing

Carousel pin ads allow users to swipe through 2 to 5 images per ad, presenting more detail about a product or showcasing various product options. Collection ads are particularly effective for e-commerce brands in industries like fashion, home decor, and beauty, where visual appeal drives purchasing decisions. Idea Pins offers an engaging format for storytelling through short video segments or a series of graphics, ideal for educational content, how-tos, and demonstrations.

Idea Pins for Storytelling and Engagement

Idea Pins are a new ideas and unique ad type that allows brands to tell comprehensive stories through several types of content, including:

  • Behind-the-scenes clips
  • Tutorials
  • Product highlights
  • Unique narration styles such as bloopers

These multi-page content formats on Pinterest allow up to 20 pages of videos, images, or both and do not link out to other sites, providing a long-lasting presence on a user’s profile.

For maximizing engagement, Idea Pins should consist of high-quality, original content marked with relevant tags, and brands should maintain a consistent and regular publishing schedule utilizing both video and images. Users can engage with Idea Pins by expressing reactions, commenting, saving the Pin for later, or sharing it on other social platforms too, which underscores their interactive nature and the high level of engagement they receive.

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Video Pin Ads to Capture Attention

Video content on Pinterest plays automatically when at least 50% in view on a user’s feed, effectively grabbing their attention and engaging users who are scrolling through regular pins. Max-width video pins on Pinterest can be up to four times larger than standard pins, spanning across two columns of the feed, enhancing visibility and impact.

Videos on Pinterest should be crafted with visual elements that do not rely solely on sound to convey the message, using text overlays or captions, particularly because many users may watch with sound off. For video pins, a concise format ranging from 6 to 15 seconds in length is recommended to maintain user engagement and interest.

Augmented Reality in Try-On Product Pins

Augmented reality (AR) is revolutionizing the shopping experience on Pinterest. The Try On feature on Pinterest employs augmented reality, allowing users to virtually try on products using the Pinterest Lens technology. Through the Try On augmented reality feature, brands can present their products in a more interactive way, which is poised to drive higher engagement and conversions by facilitating a virtual try-before-you-buy experience.

Augmented reality technology enhances the shopping experience by:

  • Boosting the perceived value of products
  • Increasing the likelihood of purchase
  • Providing interactive and realistic product visualization through Try On Product Pins.

Enhancing User Experience Through Thoughtful Ad Placement

Judicious ad placement on Pinterest can notably enhance the user experience by facilitating a seamless transition from an ad to pertinent content. It’s interesting to note that retail brands on Pinterest see a two times higher return on advertising spend compared to social media, highlighting the effectiveness of well-placed ads with relevant landing pages.

Ensuring ads on Pinterest lead to landing pages that match user expectations is vital for maximizing ROI and maintaining a positive user experience.

Landing Page Selection and Its Impact

Selecting the appropriate landing page is as vital as crafting an engaging ad. Here are some tips to consider:

  • Ensure the Pin’s creative matches the landing page’s topic and imagery to maintain continuity and satisfy user expectations.
  • Optimize landing pages for quick loading to prevent losing user interest.
  • Make sure landing pages are mobile-friendly to maximize potential conversions from Pinterest ads.

A landing page that aligns with the associated Pin’s promise enhances user experience, minimizes frustration, and encourages users to complete the desired actions. Hard wall landing pages that require personal information before providing the promised content are discouraged, as they can lead to higher drop-off rates.

Avoiding Common Pitfalls in Ad Design

Steering clear of common pitfalls in ad design can notably boost the efficacy of your Pinterest ads. For instance, placing direct CTAs in ad images is discouraged as Pinterest prefers ‘soft’ CTAs in the description or as overlays on photos, keeping the visual area clear and focused.

Also, using descriptive and clear titles for pins can increase visibility and encourage clicks without cluttering or misleading the user tagging the visual message of the ads.

Integrating Pinterest Advertising with Overall Marketing Strategy

Integrating Pinterest advertising into your overall marketing strategy is crucial to maximize your brand’s impact. Aligning brand messaging with broader social media efforts and performing a comprehensive analysis of metrics across various marketing channels can lead to an effective and cohesive marketing strategy.

A key factor in achieving this is:

  • Adding value on Pinterest
  • Engaging the audience effectively
  • Ensuring that advertising efforts are not seen as disruptive but rather as a natural and beneficial part of the user experience.

Complementing Organic Efforts with Paid Ads

Pairing your organic efforts with paid ads can notably amplify your brand’s presence on Pinterest. Organic content builds a solid brand presence and establishes credibility, while paid ads can amplify your reach, ensuring your content gets seen by a wider audience.

Effective use of paid ads can significantly boost your brand’s visibility and increase engagement on your organic content.

Cross-Platform Promotion for Increased Reach

Another efficient strategy to broaden your brand’s reach is cross-platform promotion. Sharing your Pinterest content on other social media platforms can help drive traffic back to your Pinterest profile and boards. Not only does this enhance your brand’s visibility, but it also helps to create a cohesive brand image across multiple platforms.

A consistent brand image can contribute to building trust and recognition among your target audience, ultimately driving more engagement and conversions.

Summary

In conclusion, Pinterest offers unique opportunities for brands to connect with their audience in a visually appealing and engaging way. From setting up a successful Pinterest business account and strategizing your ad spend, to designing compelling ad campaigns and navigating Pinterest Ads Manager like a pro, each step plays a crucial role in maximizing your brand’s impact. Diversifying your approach with various Pinterest ad types and enhancing user experience through thoughtful ad placement can further elevate your brand’s presence. Integrating Pinterest advertising into your overall marketing strategy, complementing organic efforts with paid ads, and utilizing cross-platform promotion can help you achieve your marketing goals and boost your return on investment.

Frequently Asked Questions

Is Pinterest good for advertising?

Yes, Pinterest is good for advertising, especially for e-commerce brands, due to its wide audience and advanced targeting options, which make ads highly cost-effective.

How much does it cost to advertise on Pinterest?

The cost of advertising on Pinterest varies as it works auction-style, but on average, you can expect to pay between $0.10 to $1.50 per click or engagement.

What makes Pinterest a unique platform for advertising?

Pinterest is a unique platform for advertising because it operates as a visual search engine, allowing brands to connect with their audience in visually appealing ways through features like promoted pins, shopping ads, and Idea Pins. These features provide various opportunities for engaging the audience and driving conversions.

How can I set up a successful Pinterest business account?

To set up a successful Pinterest business account, create a professional profile, integrate rich pins, and use the Pinterest Tag for conversion tracking. This will enhance your business presence and improve engagement with your audience.

How can I design high-performing Pinterest ad campaigns?

To design high-performing Pinterest ad campaigns, focus on selecting the right ad format, crafting engaging visuals and copy, and targeting the ad detail to the ideal audience. This comprehensive approach can enhance the effectiveness of your campaigns.