Pinterest is one of the fastest growing social media platforms, making it a great place for brands to advertise. Discover how you can build a great Pinterest advertising campaign that will put you ahead of competitors by knowing all of the Pinterest Ad options available.
Types of Pinterest advertising: Promoted Pins
Promoted Pins are the most basic type of Pinterest advertising. These are any pin that a user pays to be shown to larger audiences in search results. They are highlighted with the word “Promoted” at the end of the pin.
Promoted Pins (and other Pinterest ad types) retain the same functions as regular pins. When someone reposts your Promoted Pin on their boards or embeds it on their website, like this one, those repins are treated as organic shares.
This lets you attract additional traffic through the ads without extra costs.
Promoted Video Pins
Promoted Video pins are Promoted Pins that feature video content. These ads appear on users’ search results, news feeds, and the “More Like This” section under opened Pins.
Pinterest says that Promoted Video Pins can increase the likelihood of product purchases by 2.7 times.
A notable thing about Promoted Video Pins is its Autoplay function. When users scroll through a promoted video in their feeds or search results, it automatically plays. Autoplay is designed to quickly draw the attention of the audience to the video and give them a glimpse of what it is about. This helps increase the video’s watch rate.
Promoted App Pins
Promoted App Pins let people download and install apps right from the pin. The ad format supports both iOS and Android apps and is marked with a distinct icon. Pinterest also provides app install metrics through several mobile measurement partners. This helps in keeping track of your ads’ effectiveness.
Cinematic Pin ads are another spin on video ads. The format uses a series of still images to create stop-motion animation.
The animation starts playing when users scroll through and it stops when they stop. Pinterest says that this setup helps increase audience engagement by letting them play around with the animation.
One Tap Pins
One Tap Pins are a Pinterest advertising format intended to help quickly drive traffic to websites. Users can immediately visit the source website of the pinned image just by tapping on the ad in the search results. Normally, they need to open the pin first before they can visit the related site. According to Pinterest, this helps make the buying process faster.
Choosing the right Pinterest advertising
Your Pinterest advertising campaign goals will be an important factor for deciding on the type of ads to use. The site lets you specify those goals through the campaign type you choose in its Ads Manager.
- Traffic campaigns: Sends people directly from your Pinterest ads to your site. You pay only when someone clicks on your ads.
- Awareness campaigns: Promotes your brand to new audiences. You are charged for every 1000 impressions that your ad gets.
- Video awareness campaign: An awareness campaign with a focus on videos. You also pay per 1000 impressions.
- Engagement campaigns: Encourages interaction with your Pinterest content. You pay for each engagement action made.
- App install campaign: Designed to get more downloads of your app. You pay either on a per-install or a per-click basis.
Pinterest will recommend the kinds of ads that you should use based on your chosen campaign.
Tailoring Pinterest ads to your audience
Targeting your desired audience the right way will focus your Pinterest advertising. Study how your audience uses Pinterest to have a good idea of the kind of ads that would work for them. This will also help you plan out how the ads will fit into your overall Pinterest marketing strategy.
Once you have a general idea of how your Pinterest advertising campaign will attract your audience, you can start building your ad group. This is the set of Promoted Pins that will be used for your campaign. Break down your entire audience into distinct groups for the purpose of targeting. Aside from regular targeting options like keyword and interest targeting, Pinterest also provides options for different pre-built audiences.
- Retargeting audiences: Retargets Pinterest users who have already visited your site.
- Engagement audience: Works similarly to Retargeting, but you will be sending your ads to people who have previously engaged with your pins.
- Actalike audience: Targets people who have similar behavior to your existing audiences.
- Customer List Audiences: Upload a prepared list of prospective customers for targeting.
These targeting options let you set up your campaign quickly.
Setting your advertising bid
Pinterest uses a “second-price auction model” to determine how much you will be charged for your chosen keywords. In this model, you are charged only the amount that you need to win over the second highest bidder. Thus, you could potentially pay lower than the initial maximum bid that you have set.
Take advantage of this model to strategize your bid amount. Start with a low bid and look into how your competitors are bidding for your chosen keywords. Depending on the demand for that keyword, they might not bid aggressively, allowing you to better pace your own bids.
Also, consider how many organic repins you can get from your ads. Remember that each repin of your ad is treated as organic, which means you won’t have to pay for clicks you can get from these repins. This will allow you to raise your bid to a comfortable level. Feel free to experiment and find a good balance between the price of your bids and the quality of the keywords you get.
Creating effective Pinterest ads
How you design your Pinterest advertising pins will have a large impact on their effectiveness. Here are a few points to consider:
- Your pinned image is an important element here. Opt for vertical images as these let you put in more information and keep your audiences engaged longer.
- Avoid putting direct calls to action in your pinned image. Instead, use “soft CTAs” as text overlays. These are calls that still contextually connect to your pinned image. Apply this idea to the actual CTAs that you put in your pin description as well. This makes your ads less salesy and more appealing to your audience.
- Hashtags are also something to be careful of when adding to your ads. They look spammy and could detract your audience. If you really want to use hashtags, use those that are directly related to your campaign.
Try to treat your pinned ads as any other pins. Make them shareable, make them engage-able, and make them interesting.
Driving traffic through your ads
When linking your Pinterest ads to your website, do not bring visitors to a lead generation page. Keep in mind that your Pinterest audience expects to find more information about your pinned image on the link. Bring them to a page that provides that information and include a link to your lead generation page at the end. This gives your audience the option to decide whether or not they want to convert and presents your campaign in a more customer-friendly manner.
Once you have your Pinterest advertising up, give it an extra push to start drawing traffic faster. Purchase Pinterest repinsfrom us to spread your ads to a larger audience faster. The increase in your ads’ repins also boosts their social proof, helping convince your audience to check and share them further.
Engaging your Pinterest audience further
Creating further engagement with your audience after they see your Pinterest advertising is essential for getting them to eventually convert. A good strategy here is to create relevant pins and boards around your Promoted Pins. By providing additional content about the topic of your Promoted Pins, you get your audience to explore your Pinterest page more. Home Depot did this for its Built-In pins campaign.
Integrating your Pinterest advertising and marketing with those of your other social media channels can help you reach more people. Pinterest itself made it easier with new features like support for sending pins over Facebook’s Messenger app. Use these features and your other social media channels to engage your current audience and catch the attention of new ones.
Promote your brand better with Pinterest advertising
With 61% of Pinterest users saying that Promoted Pins helped them discover new brands, there are plenty of reasons for you to come up with your own ad campaigns. Create effective Pinterest advertising by:
- Choosing the right ad types: Select the kinds of ads that would best capture the interest of your audience and get them to engage further.
- Bidding strategically: Look for a good balance between the price of your bid and the quality of ad space that you are getting.
- Creating an attention-grabbing ad: Use a compelling image and link your ad to the right website page to draw the right kind of traffic.
- Engaging your audience more: Create further audience interest in exploring your brand’s Pinterest page by tying your ads to your overall Pinterest marketing strategy.
Follow these simple reminders and you will get good results on the money you spend on Pinterest advertising.