Top Tips on Pinterest Advertising
Have you tried Pinterest advertising yet? Since Pinterest created an advertising strand it’s proven to be a great way for visual brands to heighten interest and increase sales in their products using ‘promoted pins’. Promoted Pins are just like normal Pins, but you pay to have them seen by more people.
Since the advertising platform has been opened up to all UK business account holders over the last year, it’s created a lot of interest amongst advertisers. We’ve been using Pinterest advertising for some of our clients here at QSM and would like to share with you our top tips on Pinterest advertising.
Set up a Business Account
First up you need a Pinterest business account on Pinterest in order to advertise, so if you’re set up as a person you’ll need to switch to a business account. If you don’t yet have an account, set one up and create a few boards relating to your product to help populate your business account.
Create an Appealing Pin
Create your pin before heading to the advertising portal. Use an appealing image and write a description which gives more information about what the pin is in order to convince users to click. Make sure you add in your desired searchable keywords into the description. Watch out though, Pinterest doesn’t like more than one hashtag in a promoted pin. Images with prices and discounts, descriptions with a false sense of urgency and lots of capitalisation are also not allowed.
Decide on your Marketing Goals
Before setting up your promoted pin, decide on your marketing goals. Pinterest allows you to set up an awareness campaign (introduce your brand to people actively trying to discover and save ideas), an engagement campaign (reach people while they’re figuring out what to do next.), or a traffic campaign (drive traffic back to your website).
Use Interest Targeting
Pinterest allows you to target your audience according to their ‘interests’. This isn’t as sophisticated as Facebook’s interests targeting so if your business is specific and local you might want to skip this targeting option. However, if your business fits comfortably into one of the broad interest categories it’s worth trying this method of narrowing down your audience.
Use Keyword Targeting
To help your promoted pin reach people actively searching for ideas relating to your product the keyword targeting is essential. Add 20-30 Keywords - just enough to get you noticed, but not so many that you’re showing your content to the wrong people. Keep the keywords relevant to your product or add keywords which allowing your product to show up when people make other relevant searches (e.g ‘Mother’s Day’ if you sell bouquets).
Be Location Specific
Be specific about the location you want to target. Interestingly, the locations Pinterest offers within the UK are all based on local TV coverage so scroll through the list to work out what area gives the best targeting for your product. Unfortunately you can’t target by city or county yet.
According to Pinterest, in an internal brand lift study comparing Pinners who’ve seen Promoted Pins to Pinners who haven’t, people who saw them had 40% greater awareness of new products and 50% higher purchase intent.
If you have a visual product and haven’t yet tried Promoted Pins, it’s worth trialling a few and tracking the impact they have on your web traffic and conversions. If you need help, get in touch with us here at Q Social Media to help set up and monitor your campaign for you.