Advertising on Pinterest with Promoted Pins
When online businesses think of social media advertising, they think of the larger, leading platforms, such as Instagram and Facebook, and Pinterest may go under the radar. However, as of the second quarter of 2021, Pinterest has a growing global audience of 454 million monthly active users worldwide. Pinterest is growing in popularity with consumers, developing into a powerful tool for marketers, making Pinterest ads the next step in perfecting your digital media marketing strategy.
What are Pinterest Ads?
Firstly, let's start with what a Pinterest pin is; a pin represents an idea and is usually links out to content on a website that a user can click for more information. For example, "10 ways to increase your work productivity" could be a title on a pin design, and clicking on it leads to a blog post outlining what the pin suggested. Pinterest allows its users to browse through different pins, gathering ideas and saving pins they like to their boards on their profile to return to in the future.
Pinterest Ad pin formats may look just like regular Pinterest pins. The difference being that paid-for ads are sponsored by a business looking to gain more exposure.
Promoted Pins are distinguishable as users will see a label with the business' name ("Promoted by…") underneath the promoted pin. Pinterest will show users relevant ads in their Pinterest feed based on their search queries or engagement with the advertiser's content. For example, if a Pinterest user has been doing many Pinterest searches for online business tips, a promoted pin for a productivity course or webinar could be relevant to pop up on their feed.
There are a few different promoted pin formats for advertisers to choose from; here are the five different types of Pinterest ad formats you can choose from:
Standard Pins
Carousel Ads
Video Pins Ads
Shopping Pins
App Install Pins
Why advertise on Pinterest?
Pinterest is the perfect platform to promote product and gift ideas. It's a social marketplace where sharing and promoting products isn't perceived as intrusive (as it can be on other social networks) — it's encouraged.
You also have a good case for your brand to be present and active on the platform, as, stated by Pinterest, "97% of top searches on Pinterest are unbranded". Users search to expand ideas rather than directly looking for brands, allowing smaller brands to reach their audience while they're in the consideration phase before making up their minds.
Having a promoted pin will drive website traffic. It could also very well lead to a sale. If a user does not make a purchase straight away, coming across your promoted pin while they're on the hunt for inspiration and ideas increases your brand awareness. They may even remember your product or service and convert into a purchasing customer when they're finally ready to buy.
Pinterest Ads are relevant throughout the whole marketing funnel, from creating awareness, increasing purchase intention to making a sale. Many categories of e-commerce products, particularly decor and fashion, use Pinterest as one of their essential marketing tools to reach users at every point in their buying lifecycle.
Are affluent millennial women your target market?
4 in 5 U.S. moms have an active presence on Pinterest. Shopping on Pinterest has also been on the rise since 2020, making Pinterest a significant consideration if you're an e-commerce business setting your social shopping strategy.
Getting Started with Pinterest Ads?
Before diving into creating your first Pinterest ad, here are some standard Pinterest Ad terms to get you on your way:
Campaign - The highest level of structure that holds the ad groups and ads
Ad Group - Lives inside the campaign and is where audience targeting happens
Ads/pins/creatives/promoted pins - What is seen in the user's feed to promote a product/service/offer
Conversion window - days after clicking on ad/days after engaging/days after viewing
Pinterest Tag - The code that is placed on your website to track events in the Pinterest dashboard
Get started with Pinterest Ads Today
Ready to take advantage of all of the Pinterest Ad benefits? Maybe you're thinking of hiring a Pinterest Ads manager? First, create your own Pinterest business account and then book a discovery call with me to discuss the next steps in your Pinterest Advertising journey.