Published June 3, 2021
Pinterest calls itself a discovery platform for a reason. People go to Pinterest to try new things or to pin new ideas – which translates really well to finding new products. Ignoring this channel means your competitors get in front of your customers in the crucial period where they’re still figuring out what they need.
If you’re not advertising on Pinterest, it also means your competitors are getting to potential customers before you. With over 450 million monthly active users to reach, that’s a lot of missed potential.
Pinterest doesn’t need to be intimidating or confusing. Let’s break it down for you into four steps.
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1. Define Your Goal and How You’ll Measure It
What’s most important to your business? What do you want to use Pinterest to do? If you’re looking to get your name out there, use the Awareness campaign objective and measure reach and frequency. Trying to increase sales? Use the Purchase campaign objective and measure purchase volume, revenue, CPA, and ROAS.
You might be thinking, Attribution probably matters, right?
Always. We usually recommend a 30-day click, 30-day engagement, 1-day view Pinterest attribution model, but you should choose one that makes the most sense for your brand, your product, and this channel.
2. Build the Right Audience
Pinterest offers similar audience options to other social media platforms: audience lists, Actalikes, and interests. Even better, Pinterest also touts the ability to target by keyword. This can be a helpful tool to scale your reach or find a niche group. Just make sure you use your AND and OR statements correctly!
But wait – aren’t interests and keywords basically the same thing?
Both demonstrate affinity, but they come from different sources. Pinners are placed in interests based on how they’ve interacted with other pins on the platform. Keywords target the specific words or phrases that a Pinner is searching.
3. Choose Where Your Ads Will Show
Pinterest offers two main placements: Home Feed and Search. You’ll get the most reach by targeting both, but special circumstances might keep you from opting into both.
Choose only Home Feed if you’re focused on upper-funnel awareness and getting as many eyes on your brand as possible. Choose only Search if you’re confident you know what search terms your customers are using.
4. Dip Your Toes in the Creative Waters Before Diving In
Pinterest ads perform best with two to four themed pins per ad group. Don’t waste your time designing 50 different creatives before you know whether text overlay performs better than a naked image, or if you should feature one product over another.
And don’t forget – mobile is still king. 85% of users access Pinterest through the mobile app, so a font size of 10 isn’t going to cut it.
Does avoiding Pinterest pitfalls sound overwhelming to you? Pinterest is an invaluable channel for brands looking to boost upper-funnel brand awareness. Our digital marketing experts can provide comprehensive Pinterest data analysis and a full management team for keyword research, audience testing, ad creation, & more. Under our management, one client saw 34% increase in CTR and 21% growth in revenue month-over-month. If avoiding Pinterest pitfalls sounds overwhelming to you, let us help.