Pinterest gained additional users during the past two years. The social media and image sharing site offers some nice opportunities for savvy advertisers. Use our checklist to make sure that your Pinterest campaigns not only add some value but deliver great ROI.
Pinterest is an image sharing and social media platform that uses hyperlinked visuals to help users discover information and inspiration from around the web. The platform claims around 800k users in Ireland and it continues to grow. And it’s not just surging in Ireland, Pinterest is one of the social media platforms that benefitted from stay-at-home orders and lockdowns; while we were all housebound, Pinterest added 100 million more accounts globally with around 440 users around the world on the platform now. This figure fluctuated as restrictions were lifted around different countries.
With its magazine-style imagery and links to content from a very wide range of sources, Pinterest is considered to be the go-to platform for planning and inspiration. The platform allows users to fill boards with whatever they want but encourages themed content; popular themes include fashion, home improvement, decor, wedding planning, fitness and parenting tips but users use the platform to search for information about a very wide range of subjects. As the world re-opens and new plans are made, Pinterest offers a very valuable opportunity for savvy advertisers, so get ready to think creatively and grab some attention.
People come to Pinterest to feast their eyes and to collect inspiring imagery on their boards, so it goes without saying that strong visuals are the key to standing out on this platform. But if you want to really grab attention on Pinterest there are four areas that you should think about before you launch your campaign. If you want to get a good return on your investment make sure that you tick all of these boxes.
1. Objectives/Goals: Let’s start by considering the funnel and how that plays into our planning. Pinterest has similar goals of the funnel as those available on other social network channels. Top of the funnel options are brand awareness or video views. The brand awareness option is available to static only ads and is a great way to drive cost-efficient impressions for a campaign launch or where a video element has not been produced yet. While Pinterest is considered a more top-of-funnel aspirational social media channel, it does offer a conversion-based product with four key leads to choose from: Check Out, Add To Cart, Sign Up and Lead. Like other channels, getting out of the learning phase is critical for success and Pinterest suggests that you don’t make too many changes to campaigns until this has happened. For optimal performance on a conversion campaign, avoid making more than two changes per week and allow 3-5 days for your campaign to adjust.
2. Creative: Over 80% of Pinterest traffic is mobile so you should use vertical imagery; 2:3 aspect ratio will work best. The brand should be the focal point of the image and your logo should be clearly visible for the mobile user. Check out some examples of best in class creatives below:
3. Targeting: Pinterest targeting is similar to targeting on other platforms. Aligning your creative with desired targeting is critical for a successful campaign. As you will probably guess, if you want your ad to show when people are searching for a relevant board, keyword targeting is vital. Pinterest suggests using at least 25 words for best results. We advise that you also use negative keywords to ensure that your ads only show in results that are relevant to your brand..
4. Budget/Bidding: Pinterest requires you to choose a max bid for the goal you want to achieve. You can select automatic bidding but we don’t advise this as this method tends to spend budgets more quickly and inefficiently. While the average cost per click is €0.11 and CPM €5.50, in reality, given all the targeting and buy type options, there are a lot of variables. You can expect to wait 1-2 weeks into a live campaign before you’ll see real results that will tell you how the campaign is performing. For this reason, Pinterest recommends bidding a little more aggressively at the beginning of a campaign to drive learnings and find the right audience.
We hope that these tips have been useful and that they’ve got you thinking about how your brand might take advantage of the opportunities offered by the platform!
If you’re interested in running a successful campaign on Pinterest and you’d like some expert help to make the most of your investment, get in touch with us.
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