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Getting started with Pinterest Advertising

Pinterest as a social platform can at times be overlooked. While it has fewer users than other platforms with just over 175 million monthly active users, it’s the quiet powerhouse of social. Pinterest’s audience is 81% female, and 87% of users have purchased a product because of Pinterest. It’s a social platform with an incredible purchase power, all you need is a business account.

Objectives + Ad Types

Pinterest divides its advertising campaigns into 5 different objectives:

  • Traffic
  • Awareness
  • Engagement
  • App
  • Video

Traffic ads drive users directly to your website, and App ads to whichever platform your app is hosted to be downloaded. Awareness, engagement and video ads all work to put your pins in front of users, both new and existing.
Each campaign can be run using one of 5 types of ad types, or Promoted Pins:

  • Your basic Promoted Pins work like a promoted post. Other than the ‘Promoted by’ tag at the bottom of the post, these pins often do not look out of place, and once they are engaged with (re-pinned to a user’s board) the tag disappears,  blending flawlessly with their organic pins.
  • Promoted Video pins work on a similar basis to regular pins, with embedded video that plays automatically once it appears in front of a user.
  • One-Tap pins are a great way to drive traffic. When a user taps on an organic or promoted pin, it gives the user a close up. These ads take them off-platform and directly onto your website. While it’s a great way to drive traffic, bounce rates can be high too. This is because users are still expecting to be given a close up of the pin when they tap, so being taken directly to the website may not have been the objective.
  • Promoted App pins are also similar to the basic promoted pin, with a download button directly on the post. A great way for users to download your app directly, without ever having to leave the platform.
  • Cinematic Pins much like video pins, however they make the most of the way users scroll through their feed. The video plays as the user scrolls, and stops when the user does.

Placements

Pinterest automatically selects all possible placements when you are creating your campaign. However, once your ads are running, you cannot edit, so ensure you have only selected the placements you want. Pinterest’s placements are split into two possibilities; Browse and Search. Browse placements will put your ads on any part of the platform where a user may be scrolling. This could be their feed, the explore page, or pop up as related pins. Search placements will appear as users are searching for new ideas, in results pages and as related pins.

Audience

As well as the basics such as gender, location, interests and language, Pinterest has platform-specific targeting options. You can choose to target users by keywords, as broadly or specific as you’d like. This is a great way for ads to make the most of trends or topical days that may have users searching for specific recipes, design ideas, or themed content. Pinterest also allows you to select or upload lists of pre-built audiences you may already have. These can include your website visitors, a database, previously engaged users, or those who behave in a similar fashion to these.

Pricing

When you are setting up your campaign, Pinterest will ask you to select your budget. You are given the option to select either a daily budget or a total budget. Once you have selected, you can then choose how much you’re willing to spend on your bid. Much like other platforms, Pinterest works on a bidding system for each ad. So you only need to bid enough to beat the next bidder, and will only be charged however much was needed.
How you pay will depend on the campaign objective you have selected. Awareness and Video campaigns will charge you per 1000 impressions (CPM). Traffic campaigns will charge per click (CPC). Engagement campaigns will charge you per action taken on your pin, this can either be per closeup, save or click.
Advertising on Pinterest can be a great way to boost sales. Audiences are usually browsing with an open mind to buying. Pinterest is often used as a place for inspiration or advice, so try to incorporate this into your pins. Unsure of how to go about nailing your Social Media Advertising? Then get in touch with us!

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