Pinterest has proven to be a very relevant channel, not only for creative inspiration, but also for implementing effective advertising strategies. With around 400 million monthly active users who search for ideas and discover new interests every day, placing your ads on this platform allows you to connect with a highly profiled and targeted audience. We have already talked about how to use Pinterest for effective marketing strategies. In this article, we will explore the potential of advertising on Pinterest and how to make the most of it.
How do you create a campaign on Pinterest?
Let’s now look at the characteristics of the advertising platform and some practical advice for creating successful advertising campaigns on Pinterest.
Types of objectives
The first point we want to focus on is the type of campaign objective. We currently have 6 objectives to choose from: brand awareness, to help people discover the brand; video views, to increase video views, showing the content to a very large audience. Consideration, to increase the number of clicks on the ad. Conversion, to help people take certain actions on the website, such as purchasing or downloading a catalog. Sale catalog products, to sell your products through shopping ads.
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lead ads, to increase the number of subscribers to your newsletter.
Types of Ads
The platform is also well-stocked with regard to the types of ads. In this case we can choose between standard image ads.
standard and maximum width video ads, the difference between which lies in the fact that the former are video ads that mirror the dimensions of a normal organic pin while the latter are videos that expand across the entire feed on mobile devices.
shopping ads, which follow the same specifications as standard image ads with the difference that upon clicking the user is taken directly to the product page to complete the purchase. Collection ads, a format that includes an overlay image with multiple products shown underneath.
Showcase ads, where people can tap on interactive elements, swipe through tabs, and visit a series of outbound links.
Targeting, budget, and optimizations
Pinterest offers a variety of targeting options to ensure we reach the right audience. You can target based on criteria such as interests, demographics, search behaviors, and keywords. Using these options allows you to customize your campaign and maximize relevance. In addition, with some experience, you can also generate custom audiences based on interactions, or those who performed a certain action on the site, such as content views, additions to carts, and purchases, or from customer lists, by uploading a csv file directly to the platform. Not to mention the ability to generate similar audiences – the so-called Lookalikes – based on the latter.
Obviously, the proper functioning
An advertising campaign cameroon phone number material is also linked to the budget and how we set it. In this regard, you can choose to set a daily or total budget and you can also define the maximum bid you are willing to pay for each interaction.
Furthermore, a peculiarity of this channel is that it is able to segment conversions not only by age, gender, device or region but also by specific interest or keyword! A feature that for the moment has only been developed by Pinterest and that allows you to exclude interests that do not bring profit.
In terms of functionality, therefore, it has nothing to envy Meta 😉
Also find out how to do SEO on Pinterest!
Case study of furniture on Pinterest for online sales
For a few years we bhb directory have been collaborating with an e-commerce specialized in the online sale of sofas. The e-commerce in question manages to obtain excellent performances on all the main reference channels but Pinterest, which as a platform fully embraces the business line relating to furniture, allows you to have an extra edge.
First of all, the costs to reach 1000 people are much more convenient than Meta and this allows us to collect proportionally more traffic with the same budget. In fact, during Black Friday, Meta had a CPM of around €8, while Pinterest had €3: a notable difference!
Below is a brief overview of the last quarter still underway:
With an expense of just over €8,000, Pinterest generated 114 purchases for a conversion value of almost €78,000 and a Roas of 9.5 x. The beauty of this platform is that the CPM (cost per 1000 impressions) are significantly lower than Facebook, which means that you can record excellent performances with lower investments.
So why choose Pinterest Ads?
One of the great advantages of using this platform to promote your products is that it is a visual discovery channel. Unlike Meta, for example, where users browse apps for entertainment. Where ads are often seen as a disturbance to navigation rather than an added value. Pinterest is considered almost a real search engine. By virtue of this, the positioning of the ads is more organic and, if done correctly, much more in line with the user’s navigation flow.
Furthermore, as already mentioned above, the costs per 1000 people are more advantageous than other channels. The motivation behind this factor is also linked to the fact that on this channel we find less competition and therefore you can certainly position your ads at lower costs.
Given what has been expressed so far
We can certainly foresee the great potential that can arise from this platform. If your company is interested in expanding its customer acquisition channels. We recommend testing Pinterest by creating ad hoc campaigns, carrying out tests with different graphics and audiences. Then evaluating the response. Without forgetting that, as with any online advertising campaign. It is necessary to monitor the data daily and make regular adjustments. To obtain the maximum value from your advertising investment.
