There is a ton of chatter about social media outlets like Facebook, Twitter and Instagram as being a relevant medium for brands to promote their products. Pinterest, although certainly not an unknown, does not get the same amount of hype. In my opinion thought, it is an excellent opportunity, if utilized correctly, for companies to drive sales. So I decided to take a dive into advertising opportunities available on this platform and offer some best practices for those thinking about using this as part of their marketing strategy.
Let’s start with the basics. Pinterest offers companies an opportunity to advertise on their site using a promoted pin which is basically a paid advertisement. In terms of targeting, you have the ability to add keywords and target certain locations, demographics and devices and reach consumers who are searching for or have shown an interest in what your product or service has to offer. Promoted pins are purchased on a cost-per-click (CPC) basis which means that you won’t pay for your ad unless someone clicks on it. You don’t get charged based on impressions, nor does Pinterest charge you for repins.
Currently on Pinterest there are 3 types of pins, those from people you follow, those that are suggested for you, and promoted pins. The following are some things to keep in mind when creating a Pinterest campaign:
- Know your objective- Are you looking for someone to engage with your ads or to drive traffic to your site? The tactics will differ depending on the objective. For example, if you are offering some sort of promotional item which is time sensitive, you’ll want to drive people to a landing page where they can sign up for the offer. For building engagement, your campaign would focus more on delivering content that the user will want to repin which in the long run will result in more traffic to your site but that is not the immediate goal.
- Include a call to action (CTA)- Without sounding overly pushy or salesy, include content about what you want the user to do while interacting with your ad. For example, if you are offering them a coupon or a free item, include a few subtle words about it in the ad.
- Use strong, compelling images- Pinterest is a very visual platform so images are extremely important here. Make sure your image is attention grabbing, has bright colors, contrast, text or any other unique element that will stand out and stop a user from scrolling right past. Portrait style images tend to perform better then landscape images, since they stay on users’ screens longer and take up more real estate.
- Use relevant keywords-when setting up your targeting, make sure to use relevant keywords that focus on targeting users but are also relevant to what your brand/product has to offer. Try to have a focused and targeted approach that utilizes keywords that the Pinterest consumer uses every day and target those keywords.
- Monitor and track campaign metrics-Pinterest provides insight into your campaign performance so it is important to keep an eye on these analytics to determine whether a campaign is doing well or if tweaks are needed to improve performance, effectiveness or spent. You’ll likely need to test different images, text, keywords, audiences, spent etc. until you figure out the best mix that works for your specific business and goals.