Pinterest may be a place where users curate digital bulletin boards based on their interests, but that doesn’t mean it’s not the place for brands. In fact, 75% of content on Pinterest comes from a brand or business website and people are interested in what they have to say. With 60% of Pinterest browsers doing so with the intent to buy and 50% making a purchase after seeing a promoted pin, isn’t it time you considered including them in your paid social media strategy?
Before you nod your head and jump right in there a couple of things you’ll need to consider. First, as always, you’ll need to determine if Pinterest is the right social media platform for your businesses’ goals (it might not be). If it is then great! It’s time to decide which of Pinterest’s Promoted Pin offerings will work best for you.
Types of Promoted Pins
Promoted Pins are native ads, similar to those you may have seen surfing other social platforms. They appear in users’ home feeds and search results. There are a couple of different types of promoted pins you can use to supplement your paid social media efforts.
Standard or Static Promoted Pins can be an effective way to get started generating awareness, web traffic and engagement with your content. These consist of a single image and a few sentences linking to your website. Bonus? You can make these rich pins by adding a little more information directly on your Pin. This helps ensure your Pins are useful to your audience (and makes shopping easier).
Need to drive top of funnel awareness? Or capture the attention of key audiences? Consider video Pins. You’ve likely heard a lot about the impact video can make on your campaign and videos on social are just as valuable. In fact, Pinterest recently released the option to have these be “max-width” and take up more valuable real estate in the user’s feed.
Promoted App Pins
You guessed it. The Promoted App ad type is geared towards driving app discovery and those all-important downloads. Even better? Pinterest has streamlined the user experience and removed the barriers to download (on iOS at least). When someone clicks on a Promoted App Pin they can download your app without having to leave Pinterest.
Imagine if people could shop your products directly from their social feed. Well, they can on Pinterest. Originally available to only a few select retailers shopping ads were released to even more brands in March. This ad product pulls automatically from your existing product feed (after you opt-in of course) and can be a great way to scale your efforts.
Targeting Your Promoted Pins
Promoted Pins are discovered through the home feed and through search. And 97% of searches are not branded, meaning these ads can also be a great way to drive awareness with new audiences already looking into your industry.
Pinterest has many of the basic targeting features – location, language, gender, keywords, and interests – you may already be familiar with from other digital marketing efforts. But that’s not all. You can also target existing customer lists, retarget people who have engaged with your content already or visited your website and build act-alike audiences to reach the folks who matter most (and are most likely to make a purchase).
Measuring Your Success
Like most social media and digital advertising platforms, Pinterest provides video views, clicks, and CPC metrics for their paid offerings. But don’t stop there. After all, sales cycles vary and people take time to make decisions so don’t expect conversions overnight. Go beyond your basic front-end metrics and dive into the nitty-gritty data by adding a Pinterest pixel to your website to track events and micro-conversions on your website over time.