Open up the Potential of Pinterest Advertising
Advertising on Pinterest offers a unique blend of the findy power of a search engine and the visual appeal of social media. With 518 million monthly users, Pinterest has become a go-to platform for users looking for inspiration and planning purchases. This makes it an ideal place for businesses to advertise their products or services.
Quick Highlights for Advertising on Pinterest:
- Huge User Base: 518 million monthly active users.
- High Intent: Users on Pinterest are often looking for ideas and ready to spend.
- Better ROI: Studies show Pinterest can offer twice the return on ad spend compared to other social media platforms.
But why should you consider Pinterest for your next advertising campaign? Pinterest users are explorers. They are actively seeking new ideas and products, making them more likely to engage with your ads. In fact, even organic content on Pinterest can have a substantial sales impact, as users are willing to pay 80% more per month than people on other platforms when they find what they love.
Advertising on Pinterest can work in three main ways: 1. Driving Sales: Pinterest ads can significantly boost your sales, especially in popular categories like home décor, cooking, fashion, beauty, and handmade goods. 2. Browsing Ads: Your ads can appear as users are browsing relevant categories. 3. Search Ads: Your ads can show up in search results, targeting users actively seeking products like yours.
Ready to dive deeper? This guide will walk you through setting up Pinterest ads, choosing the right ad types, and optimizing your campaigns for maximum results.
Learn more about: - best social media marketing campaigns - creative social media marketing - effective social media marketing
Why Advertise on Pinterest?
Pinterest is not just another social media platform; it's a findy engine. Unlike other platforms where users primarily connect with friends and family, Pinterest users are in exploration mode. They’re actively seeking new ideas, products, and inspiration.
User Behavior and Engagement
Pinterest users are unique. They spend twice as much time shopping each month compared to non-Pinners. This means they are more likely to engage with ads and click through to purchase. A search for "living room furniture" might show ads from brands like Wallpaper Direct and Wayfair, blending seamlessly with organic pins. This makes the ads feel natural and useful, increasing their clickability.
Return on Investment (ROI) and Cost Per Acquisition (CPA)
Pinterest ads are not just engaging; they’re also cost-effective. Combining both free and paid advertising tools on Pinterest can earn you three times more conversions and twice the ROAS (return on ad spend) compared to paid ads alone. Additionally, Pinterest boasts one of the lowest CPAs in social media advertising, making it 2.3x more efficient than other platforms.
Demographics
With over 518 million users, Pinterest has a diverse audience that spans all age groups and genders. This broad user base offers a great opportunity to reach a wider audience and target specific demographics effectively. Whether your target audience is millennials looking for home décor or Gen Z exploring fashion trends, Pinterest has them covered.
Shopping and Findy
Pinterest users are ready to buy. They come to the platform with a shopping mindset, looking for products, brands, and ideas to improve their lives. This makes Pinterest ads highly effective for generating sales. For example, if someone is searching for "kitchen organization," they are likely in the market for products that can help them achieve that goal. Your ads can seamlessly integrate into their search results, making them more likely to convert.
Long-lasting Impact
Pinterest pins have a longer lifespan compared to other social media posts. Users often save pins to their boards for future reference, giving your ads a longer shelf life. This means your ad can be seen multiple times by the same user and their followers, extending its reach without additional cost.
Real-world Examples
Successful advertisers on Pinterest understand the platform's unique user behavior. Instead of pushing products directly, they create an exploration journey. For instance, a home décor brand might show beautiful room designs and guide users to lifestyle landing pages rather than direct product pages. This strategy not only engages users but also sets the stage for effective remarketing across other platforms like Facebook and Google.
Conclusion
Advertising on Pinterest offers a unique blend of findy and shopping, making it an ideal platform for brands looking to engage users who are ready to buy. With its cost-effective ad options, diverse audience, and long-lasting impact, Pinterest is a powerful tool for driving sales and maximizing ROI.
Ready to get started? Our next section will guide you through setting up your Pinterest business account and navigating the Ads Manager.
Getting Started with Pinterest Ads
Setting Up Your Pinterest Business Account
Before you can start advertising on Pinterest, you need to set up a Pinterest business account. This is essential for accessing Pinterest's ad tools and analytics.
- Create Your Account: Go to Pinterest Business and sign up for a business account. If you already have a personal account, you can convert it to a business account.
- Complete Your Profile: Fill out your business name, profile picture, and bio. Make sure your profile is public so users can see your Pins.
- Create Public Boards: Save your Pins to public boards. This ensures your content is visible to everyone.
- Add Destination URLs: Make sure your Pins link to specific URLs. Avoid using link shorteners, as Pinterest does not allow them in destination URLs.
Navigating the Ads Manager
Once your business account is ready, you can start creating ads through the Ads Manager. Here's a step-by-step guide:
- Campaign Creation: Go to Ads Manager at ads.pinterest.com. The first time you access it, you'll need to select your country, which sets your billing currency.
- Automated vs. Manual Campaigns: Pinterest offers both automated and manual campaign options. Automated campaigns are faster to set up but offer less control. Manual campaigns take longer but allow for more detailed targeting and customization.
- Choose Your Ad Objectives: You can select from various objectives, such as brand awareness, video views, conversions, and catalog sales. Your objective will guide your ad setup and targeting.
- Set Your Budget: Decide how much you want to spend. You can choose a daily budget or a total budget for the campaign. Pinterest also offers automated bidding tools to help optimize your spend.
- Targeting: Use Pinterest's targeting suite to reach your audience. You can target based on demographics, interests, and keywords. You can also upload customer lists for retargeting.
- Analytics: Monitor your campaign performance using Pinterest's native tools or third-party analytics solutions. Track metrics like impressions, clicks, and conversions to gauge how well your ads are performing.
Campaign Setup
Setting up a campaign involves several steps:
- Select or Create Pins: Choose Pins you’ve already created or design new ones specifically for the campaign. For more detailed ads like collections, you’ll need to create new Pins.
- Add Targeting Details: For automated campaigns, Pinterest selects the targeting for you. For manual campaigns, you can specify details like age, location, and interests.
- Input Your Budget: Define how much you want to spend per day or for the entire campaign. You can also set the duration of your ad, from 10 days to several months.
- Publish Your Campaign: Review all settings to ensure they match your goals. Once satisfied, click Publish to start running your ad.
- Monitor and Adjust: Keep an eye on your campaign performance. Use Ads Manager to make adjustments if needed to optimize your results.
By following these steps, you can effectively set up and manage your Pinterest ad campaigns, ensuring they reach the right audience and achieve your business goals.
Next, we'll dive into the different types of Pinterest ads and how to choose the best format for your objectives.
Types of Pinterest Ads
Pinterest offers a variety of ad types to cater to different objectives and creative strategies. Here's a breakdown of each type and how they can be used to maximize your advertising on Pinterest.
Standard Pins
Standard Pins are the simplest form of Pinterest ads. They are single images or videos that appear in the home feed, just like organic pins. The only difference is a small "Promoted by" label. When users click on these pins, they are taken directly to the URL you specify, making them great for driving traffic to your website.
Key features: - Single image or video: Use a compelling visual to draw attention. - Promoted label: Clearly indicates the pin is an ad. - URL destination: Directs users to a specific webpage.
Video Pins
Video Pins are more engaging than standard pins because they use video as the creative asset. These ads autoplay in users' feeds, capturing attention quickly.
Key features: - Eye-catching: Videos stand out among static images. - Video length: Recommended 6-15 seconds, but can be up to 15 minutes. - Autoplay and sound: Videos autoplay without sound, but users can enable sound if they choose. - Max width: Videos can be standard or take up the maximum width of the feed, making them four times bigger than standard pins.
Carousel Pins
Carousel Pins allow you to include multiple images in a single ad. Users can swipe through 2-5 images, making these ads ideal for showcasing a range of products or different angles of a single item.
Key features: - Multiple images: 2-5 images per carousel. - Swipeable: Users can swipe through images on mobile or desktop. - Product range and lifestyle shots: Perfect for showing various aspects of a product.
Shopping Pins
Shopping Pins are designed for e-commerce businesses. These ads are pulled directly from your product catalog, allowing Pinterest to dynamically create ads based on your product groups.
Key features: - Product catalog: Requires a catalog setup, often integrated with platforms like Shopify. - Dynamic ads: Automatically target the most interested audience. - Easy setup: Quick to set up and manage.
Collections
Collections ads feature one large hero image or video with up to 24 supporting images. These are mobile-only ads that expand when tapped, showcasing a range of products.
Key features: - Hero image: One large, featured image or video. - Secondary images: Up to 24 supporting images. - Mobile-only: Only appear in the mobile feed.
Quiz Pins
Quiz Pins are interactive ads that allow you to share personalized content based on user responses. These ads can help you gather valuable insights and provide hyper-relevant content to your audience.
Key features: - Interactive: Users engage by answering quiz questions. - Personalized content: Tailors results based on user responses. - Quiz results: Direct users to different pages depending on their answers.
Showcase Pins
Showcase Pins consist of multiple pins within a single ad unit, each linking to different pages on your website. These mobile-only ads help users find exactly what they are looking for.
Key features: - Multiple pins: Each pin can link to a different webpage. - Mobile-only: Exclusive to the mobile feed. - Variety of links: Helps guide users to specific products or pages.
By understanding the different types of Pinterest ads and their unique features, you can choose the best format to meet your advertising objectives and drive meaningful results.
Next, we'll explore best practices for creating high-performing Pinterest ads, from choosing the right aspect ratios to crafting compelling visuals.
Best Practices for Advertising on Pinterest
Testing Automated and Manual Campaigns
When running multiple campaigns, you can save time with automated settings. However, manual campaigns might deliver better results. It's essential to test both options.
Automated campaigns take just 2-3 minutes to set up, while manual campaigns can take up to an hour. If manual campaigns generate significantly more results, dedicate time to them. If both perform similarly, stick to automated campaigns to save time.
Using Vertical Aspect Ratios
Pinterest is a visual platform where vertical images dominate. For example, a search for "home decor" reveals mostly vertical images. Using vertical aspect ratios, typically 2:3 or around 1000 x 1500 pixels, ensures your ad stands out. Horizontal or even square images can get lost among vertical ones.
Staying On Brand
Consistency is key for brand recognition. Use your brand's fonts and colors in your Pinterest ad graphics. Align your Pinterest ads with your brand's visuals on other platforms. This helps with brand recognition and builds a stronger brand presence across the board.
Choosing the Right Landing Page
The landing page is crucial for conversion. If your ad showcases a specific product, direct users to that product's page, not your homepage. For example, if your ad features a couch, link directly to the couch's product page. This makes it easier for users to take action and increases the chances of conversion.
Getting Creative with Visuals
Creativity can set your ads apart. Instead of a single product photo, consider using collages, videos, or unique graphics. Creative visuals grab attention and can increase views, clicks, and conversions.
- Collages: Showcase multiple products in one image.
- Videos: Use short, high-resolution videos that autoplay without sound. Add on-video text and subtitles for context.
- Graphics: Design eye-catching graphics that highlight your products or services.
Including a Call-to-Action
A clear call-to-action (CTA) guides users on what to do next. Use CTAs like "learn more," "shop now," or "take the quiz." Including a CTA in your pin description or ad graphic can significantly increase clicks and conversions.
By following these best practices, you can optimize your Pinterest ads for better performance and higher engagement. Next, we'll dive into the costs associated with Pinterest ads and how to manage your budget effectively.
How Much Do Pinterest Ads Cost?
When advertising on Pinterest, understanding the cost structure is key to managing your budget effectively. Pinterest ads operate on a bidding system, meaning there's no fixed price. Instead, you set the maximum amount you're willing to pay for your campaign goals, and Pinterest's auction system determines the actual cost based on competition and other factors.
Bidding
Pinterest ads use a bidding system where you bid on specific actions you want users to take, such as clicks, impressions, or engagements. You can choose between:
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Cost Per Thousand Impressions (CPM): You pay for every 1,000 times your ad is shown. Expect to pay between $2 to $5 per 1,000 impressions.
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Cost Per Click (CPC): You pay each time someone clicks on your ad. This can range from $0.10 to $1.50 per click.
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Cost Per Action (CPA): You pay when a specific action, like a purchase or sign-up, is completed. The CPA varies widely depending on your industry and campaign specifics.
Budget Settings
Pinterest gives you control over your ad spend with flexible budget settings. You can set:
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Daily Budget: The maximum amount you want to spend each day.
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Lifetime Budget: The total amount you want to spend over the duration of your campaign.
You can adjust these settings anytime, allowing you to scale your campaigns up or down based on performance.
Benchmarks
To give you a better idea, here's a look at some average costs and benchmarks for Pinterest ads:
- CPM: $2 to $5 per 1,000 impressions
- CPC: $0.10 to $1.50 per click
- CPA: Varies by industry (e.g., retail might be around $7.33, while healthcare could be $14.15)
These benchmarks can help you gauge how much you might need to budget for your campaigns.
Case Study: 7-Eleven
A great example of effective Pinterest advertising is 7-Eleven's campaign. They used showcase ads to promote different Slurpee flavors, targeting Gen Z. By adopting a multi-format strategy, they saw significant engagement and increased in-store visits.
"By adopting more than one objective, advertisers have seen up to a 57% improvement in sales lift," says Pinterest. This emphasizes the importance of a diverse ad strategy.
Conclusion
Understanding the cost structure of Pinterest ads helps you plan and manage your budget more effectively. By using the right bidding strategy and keeping an eye on industry benchmarks, you can optimize your ad spend for better ROI. Next, we'll look at some successful Pinterest ad campaigns to see these strategies in action.
Case Studies: Successful Pinterest Ad Campaigns
Kroger: Holiday Quiz Campaign
Kroger's holiday campaign in 2023 is a textbook example of how to engage users during a high-traffic season. They created a quiz ad to help users find new holiday dishes. This interactive approach was not only engaging but also practical, allowing users to add key ingredients directly to their Kroger shopping list.
Results:
- 50% quiz completion rate
- 67% lower CPM (cost per impression) than estimated
- Increased brand awareness
By positioning itself as the go-to destination for holiday grocery shopping, Kroger successfully boosted engagement and awareness.
Sweaty Betty: Trend Analysis for Activewear
Sweaty Betty, a women's activewear brand, used Pinterest ads to target users based on popular exercises and clothing trends. They focused on simple product photos to keep the ads straightforward and relatable.
Results:
- Pinterest became their number one ads channel
- 39% YoY (year-over-year) increase in ROAS (return on ad spend)
This approach helped Sweaty Betty tap into their audience's interests and preferences, making Pinterest a highly effective platform for their advertising efforts.
Cetaphil: Trend-Centric Campaign
Cetaphil leaned into Pinterest's trend-focused nature with their first major ad campaign. They used language like “2023 Trend” and created eye-catching, product-centric graphics.
Results:
- 4.5% increase in brand awareness
- Boost in pin recall
- Improved overall brand conversation
By aligning their ads with trending topics, Cetaphil successfully captured user attention and improved brand perception.
These case studies show that advertising on Pinterest can be highly effective when you use the right strategies. Whether it's through interactive quizzes, trend analysis, or trend-centric campaigns, these brands have shown how to leverage Pinterest's unique platform to achieve impressive results.
Next, we'll answer some frequently asked questions to help you get started with your own Pinterest ad campaigns.
Frequently Asked Questions about Advertising on Pinterest
How much do ads cost on Pinterest?
The cost of advertising on Pinterest varies based on several factors like your campaign goal, targeting criteria, and competition for ad space. Pinterest uses an auction system, meaning you set the maximum amount you're willing to pay for each campaign goal, such as driving clicks, engagement, or impressions.
Here are some general benchmarks: - CPM (Cost per 1,000 Impressions): Typically ranges from $2 to $5 - CPC (Cost per Click): Usually falls between $0.10 to $1.50 - CPA (Cost per Action): This can vary widely based on the action you're targeting, such as sign-ups or purchases.
You have complete control over your budget and can adjust your bids and spending as needed. Pinterest also offers automatic bidding tools to help you optimize your ad spend.
How do you promote on Pinterest?
Promoting on Pinterest involves several steps to ensure your ads are effective:
- Create a Business Account: Start by setting up a Pinterest business account if you don't already have one.
- Use Ads Manager: Steer to the Ads Manager to create your campaign. You can choose between automated and manual campaign setups.
- Select Your Objective: Decide what you want to achieve with your ad—awareness, consideration, or conversion.
- Target Your Audience: Use Pinterest’s targeting suite to find the right audience. You can target based on demographics, interests, keywords, and more.
- Choose Your Ad Format: Pick the format that aligns with your goals. Options include standard pins, video pins, carousel pins, and more.
- Set Your Budget: Define your budget, bid, and ad duration. You can always adjust these settings as your campaign progresses.
- Track Your Results: Use Pinterest’s analytics tools to monitor your ad performance and make data-driven adjustments.
Are Pinterest ads worth it?
The effectiveness of advertising on Pinterest can depend on your industry, target audience, and campaign strategy. While some eCommerce advertisers report mixed results, others have found significant success by leveraging Pinterest's unique user behavior and platform features.
For example, brands like 7-Eleven and Cetaphil have seen impressive results by aligning their ads with user interests and trends. According to Pinterest, using a multi-format, multi-stage approach can increase conversion rates by up to three times compared to focusing on a single objective.
Additionally, Pinterest users are often in an exploration mode, which means they are open to finding new brands and products. This makes Pinterest an excellent platform for driving awareness and consideration, which can later be converted into sales through retargeting on other platforms like Facebook and Google.
In summary, while Pinterest ads may require a different approach compared to other platforms, they can be highly effective when used strategically.
Next, we'll dig into the conclusion and how SocialSellinator can help you harness the power of Pinterest ads for your business.
Conclusion
Pinterest ads offer a unique opportunity to reach users who are actively searching for inspiration and ready to find new products. With the right strategy, you can drive awareness, engagement, and sales. From standard pins to video pins and carousel pins, Pinterest provides a variety of ad formats to suit your marketing goals.
At SocialSellinator, we specialize in creating custom digital marketing solutions that help businesses like yours succeed on Pinterest. Our expertise in advertising on Pinterest ensures that you can maximize your return on investment (ROI) and achieve your marketing objectives.
Why Choose SocialSellinator?
- Customized Strategies: We develop personalized marketing plans that align with your business goals and target audience.
- Comprehensive Services: From social media management to content creation and SEO, we offer a full range of digital marketing services.
- Proven Results: Our clients see measurable improvements in brand awareness, engagement, and sales.
Whether you're new to Pinterest ads or looking to optimize your existing campaigns, we're here to help. Our team of experts will guide you through every step, from setting up your business account to analyzing your campaign performance.
Contact Us
Ready to open up the power of Pinterest ads? Visit our Social Media Management page to learn more about our services and how we can help you achieve your marketing goals.
Feel free to reach out to us for a free consultation. Let's work together to make your Pinterest ad campaigns a success!
By partnering with SocialSellinator, you can harness the full potential of Pinterest ads and drive impactful results for your business. Contact us today to get started!
