Pinterest Advertising
Author: Tamarin Pelston
I’m sure we’ve all heard by now, that this pandemic is the time to get creative and work on those passion projects etc. Let’s step back to idea generation or how these projects are birthed or started in the first place by focusing on Pinterest; a Silicon Valley startup, founded in 2010 as a visual discovery tool which was originally created to share inspiration, ideas, interest and projects.
Pinterest Ads
Today Pinterest is a platform to get inspiration, create little vision boards for future events or simply just collections day-dreams. Pinterest is also a great way for getting products, brands and content in front of users while searching, browsing or discovering.
Pinterest has a 100 million monthly active users, 45% outside the US. 70% of users are female with more and more male users joining daily. In my opinion, what makes Pinterest unique is instead of users passively looking at photos of friends, they are actively searching for something specific. This is an opportunity for brands to show their products on a bulletin board natively.
Pinterest Ad or Promoted Pins have seen success in the following industries:
Home Decor
Cooking
Fashion
Beauty
Homemade Goods
How it works
The audience targeting options include Placement which allows you to choose between placing your ads in user's home feeds or search results. Interests targeting enables you to reach users while searching for similar interest to your product. Keyword targeting reaches users when searching for specific terms or similar ideas. Age targeting permits you to select the specific age range, which your content is relevant to. Demographic targeting allows you to select the location, language, gender, the device to refine your audience. Audience targeting allows you to create audiences based on your customer list, people who visited your site and engaged with your content.
When it comes to execution, there are four main ad formats available. Promoted Pins are ads formatted with a single relevant featured image. Promoted Video Pins are used to capture people’s attention using storytelling. Promoted Carousels contain multiple images (up to 5) for people to swipe through. Promoted App Pins make it easy for users to discover and download apps directly from Pinterest.
How it works
The audience targeting options include Placement which allows you to choose between placing your ads in user's home feeds or search results. Interests targeting enables you to reach users while searching for similar interest to your product. Keyword targeting reaches users when searching for specific terms or similar ideas. Age targeting permits you to select the specific age range, which your content is relevant to. Demographic targeting allows you to select the location, language, gender, the device to refine your audience. Audience targeting allows you to create audiences based on your customer list, people who visited your site and engaged with your content.
When it comes to execution, there are four main ad formats available. Promoted Pins are ads formatted with a single relevant featured image. Promoted Video Pins are used to capture people’s attention using storytelling. Promoted Carousels contain multiple images (up to 5) for people to swipe through. Promoted App Pins make it easy for users to discover and download apps directly from Pinterest.
Pinterest Business Manager has a built-in analytics feature to measure the effectiveness of campaigns based on various marketing objectives which include awareness campaigns, consideration campaigns and sales campaigns. The tracking and validation solutions assist measuring and audience verification and conversion tracking as well as specific metrics like viewability, impressions engagements and clicks.
Unfortunately, Pinterest Business Manager is not available in South Africa yet, however, there are many local brands and stores that have accounts, with an Organic Presence.
Now, you are a on your way to becoming a Pinterest Paladin. Happy Pinning!
