E40 How to Set Up Ads on Pinterest
On today’s episode, Annette is sharing how to advertise on Pinterest (and email hacks!). Promoted pins sound simple enough, but there are a few key things to know before putting your money behind it. This episode will teach you what to do—and what not to do—to make the most of your advertising dollars. If your site isn’t prepped for promoted pins, please listen to episode 15 so you can prepare your site properly. And you can grab your free Promoted Pins Prep Printable ebook here. (Was that a lot of “p” words or what?!)
Why Ads on Pinterest?
This is Pinterest’s revenue stream and now that they’re a publicly-traded company, this is really important.
Pinterest isn’t (yet) necessarily a “pay to play” platform because it doesn’t have (like Facebook or Instagram) everyone’s personal updates and photos being added all the time. They need users to provide content to put between the ads.
Ads are valuable to us for getting:
Faster reach for pins and content
Reach in places other than high search results
More guaranteed reach
When you pay they’ll put your ads in specific places and that will get you different results than organic pins.
Setting Up Your Ad
The first thing to do is set a goal—know what you want to get out of your ad campaign! There are several ways to set up your ad depending on what you want:
Impressions (eyeballs on your pin)
Clicks (traffic to your site)
Conversions (taking a specific action)
It’s tempting to make your goal increased traffic to your site, but consider how much you’re paying for those clicks and how much you’ll make in ad revenue once they’re there. If it doesn’t offset the cost of the Pinterest ad, it probably doesn’t make much sense.
So if traffic isn’t the best goal, what is? Whatever makes you money! For most people, this consists of any (or all!) of the following:
It makes sense for some brands to set up ads to promote brand awareness, but again, this depends on your ultimate goal with your marketing.
A word of caution about conversion campaigns: don’t jump straight into these—Pinterest needs more information about how people convert on your website and it can only get that from other (less expensive) campaigns. Start by running a traffic campaign first.
One of my favorite goals is email conversions. They’re simple to set up and typically perform well (and if it’s not performing well for you, check your offer—are you providing valuable information that people want?).
Choose your landing pages and where’ they’ll go on your site. This is simply a page that’s dedicated to a single offer that people will want in exchange for their email address. Check out an example of our landing page for our Promoted Pins Ebook. You can use a traditional landing page or a blog post that further explains your offer. We do NOT recommend sending traffic to your homepage from your ad because it lacks continuity—they should see the offer right away.
Listen to episode 15 to learn more about tracking codes you can add so you know when people sign up for your emails.
For products, you can send traffic to a landing page that’s just that one specific product, a category of products, or a blog post about the products. Again, I do NOT recommend sending traffic to your homepage from your ad.
It’s important to know where you should focus your targeting! Ask yourself:
Who do I want to see this ad?
Do I want a warm audience? (those who’ve already visited your site or given you their email)
Do I want a lukewarm audience? (those who have engaged with your pins but haven’t visited your site yet)
Do I want a cool audience? (this would be an act-alike audience—similar to a look-alike audience on Facebook)
Do I want a cold audience? (those who don’t know you yet and haven’t interacted with you—you’ll target them with keywords and interests)
We usually recommend a mixture of one of the warms and one of the colds. Try to get an audience of approximately 250,000 people.
The easiest way to start is to pick a pin that you already know converts. If you have a pin that’s already going to a landing page, take advantage of what’s already working and promote that pin!
To create new pins, use what you know about your already-existing pins. (If you need to learn how to create better images, give episode 2 a listen!) You can get some fantastic inspiration from the Pinterest Creative Gallery. This is where Pinterest puts all the ads they’ve created for clients.
Quick Tips to Increase Conversions on your Promoted Pins
Have a call to action (Take the Quiz! Claim Your Free Book! Anything that prompts action)
General text overlay so pinners can quickly and easily see what your pin is about
Have the promotion fit with seasonal moments
Continuity from pin to website (don’t send them to your homepage, they won’t know where to go from there!)
Give your ad about a month to start getting results. Pinterest is a long-game strategy!
Set Up Your Campaign
The first step is to set up your budget. This will be different for everyone, so I can’t tell you the right budget for your needs. The biggest question you need to ask yourself (let’s use a traffic campaign as an example) is, How much is a click worth to you? Or for an email campaign, How much is a subscriber worth to you?
A good start is $5 per day per ad group. Pinterest will recommend a much higher dollar amount, but that’s targeted at bigger companies, so simply disregard and start with something more affordable for your business.
Find your keywords by using the Pinterest search bar or suggested keywords in the Pinterest Ads Manager. Check out the Pinterest ad trends report (it’s called Pinterest Trends) that comes out monthly. They share keywords that have been trending up in the last 8–12 months, so this can be really helpful information.
Make sure you’re targeting a few Interests with your campaign. The list is created for the purpose of people who are bulk uploading and want certain pins to target certain interests. This is viewable and searchable by anyone. Check out the Pinterest Interests here!
We recommend a minimum of 25–40 keywords and 2 interests for your promoted pins.
There are plenty of ways to succeed with promoted pins. Follow the outline in this post and your ads will give you more bang for your buck and help you reach your goals faster!
2:05 | Peculiar Pin 5:00 | Why Ads 7:13 | Setting Up Ads 10:50 | Email Conversions 13:42 | Target Audience 16:37 | Pin Creation 19:51 | Set Up Your Campaign
To see this episode’s and all the Peculiar Pins, check out our Peculiar Pins Board