If you have a business account on Pinterest, you should be taking advantage of Pinterest marketing. This option is available to all business accounts operating from the US, Canada, and the UK and allows you to target a segment of the 100 million monthly users that access the site.
Pinterest’s internal data shows that Pinners who view Pinterest ads have a 40% greater awareness of new products and, importantly, a 50% higher purchase intent than Pinners who have not. These significant numbers mean that your Pinterest advertising could affect your business in a big way.
Pinterest Advertising Campaigns
There are three types of Pinterest advertising campaigns: campaigns for awareness, for engagement, and for traffic. We’ve broken them down here:
Awareness campaigns promote your chosen Pin to an audience of your choosing. These Pins show up in your audience’s feed as Promoted Pins and seem to integrate organically into the users’ feeds. There are also promoted video Pins available for users on mobile. These consist of an animated gif that leads the user to a full video when they click. You’re able to put up to 6 additional image Pins below the video at no extra cost that rotate like a carousel. This is a great way to showcase many images or information to a customer at once.
In awareness campaigns, you pay per 1000 impressions. This is a great benefit because you aren’t paying for engagements or clicks on your Pins or website. This means you could be receiving free leads through this type of Pinterest advertising!
In engagement campaigns, you are charged every time someone taps and enlarges your pin, Repins, saves your Pin, or clicks through. This type of Pinterest advertising campaign is great for measuring metrics like how your audience responds to your Pins and what they’re looking for. However, paying every time a user enlarges your Pin can be problematic. Particularly on mobile, people may click to enlarge it to get a better look at it, not necessarily because they are interested. This means you could be paying for engagements that provide no benefit or accurate metrics measurements for your company.
A traffic campaign is exactly what it sounds like – it helps drive traffic to your website. In a traffic campaign, you are charged for every click-through on your Pin. This means you’re paying for more qualified leads than simply engagements.
Depending on your campaign goals, this campaign is often your best money’s worth. You know that you’re paying for people who are interested in your Pin or business enough to click through and read more information, as opposed to just simply Repinning or saving to maybe look at later.
Tips and Tricks for Successful Pinterest Marketing
Like any social media marketing, there are some best practices and suggestions you can follow to ensure you’re getting the most out of your Pinterest advertising campaigns.
- Target specific keywords in your Pins. You can visit pinterest.com/topics/ followed by the keyword you’re thinking about and see how many people follow it. This is a great way to find a niche market.
- Include a call-to-action in your description, but not in your visual. People use Pinterest for the imagery, not to see blatant advertisements.
- Don’t use hashtags in advertisements. While Pinterest does support the use of hashtagging for conversation, using this in advertisements can seem spammy.
- Track your conversion and analytics through Pinterest. You can install a tag on your website to track page visits, conversions, sign-ups, and purchases that come from Pinterest ads. Without analytics, you can’t tell if your Pinterest marketing campaigns are successful.
- Use an image in portrait rather than in landscape mode, as this takes up more space on a feed on a mobile device.
Start your Pinterest Marketing for your Business!
If Pinterest is part of your social media marketing strategy, contact VivosWeb. We can help you find the right audience, right content, and right images to Pin to get more engagements and leads.
Contact us for Pinterest marketing and advertising today!