Which company should Pinterest buy and why
10 Pinterest Advertising Strategies You Should Try Right Now
Pinterest is often left out as an advertising platform, although you can get great results on this platform.
96% of all Pinterest users regularly search for products and 87% of users have already bought a product that they saw on Pinterest before.
Pinterest users are a good target group.
Over half of the users have an annual household income of over 50,000 euros and 10% of the users even have more than 125,000 euros.
This is good news for B2C companies, but what about B2B companies?
Pinterest is also suitable for B2B companies, provided they share helpful content and beautiful images.
The first advertising function, Promoted Pins, was activated in December 2014.
The platform now has numerous other functions with which companies and brands can advertise their products.
If you've never advertised on Pinterest, or only rarely advertise Pins, you're missing out on a great opportunity!
In this article, I'll introduce you to the latest Pinterest advertising strategies that you should definitely try out.
1. Pinterest SEO optimize
Pinterest is a search engine, not a social network in that sense.
The algorithm relies on keywords to find interesting content for users and to find the right Pins for their searches.
For this reason, social media manager Chloe West uses the keywords “social media” and “digital marketing” as extensions of her name.
If you search for “Digital Marketing” on Pinterest, your profile will appear in the search results.
SEO keywords need to be placed in strategic places.
In the name of: Use keywords as an extension of your name, e.g. B. "Neil Patel - Content Marketing Tips".
In the profile description: Your profile description should contain at least one keyword, ideally more.
Board description: PAlways put one or two keywords in the description of your boards.
Some users skillfully place the keywords in full sentences.
You can also list your keywords in a list.
Board descriptions are not read anyway; instead, users interact directly with your pins.
In the description of the pin: The description of your Pin should contain at least one keyword.
Whenever you add a new Pin from a website or share someone else's Pin, you should adapt the description of that Pin.
Click on the pencil icon to edit the text.
You are only changing the description of your pin, not that of the other users who have also saved this pin.
You need nice and interesting pins to attract followers and successfully advertise on Pinterest.
With an optimized profile you can reach more users.
2. Keyword research
What is the first step to a new ad on Google Ads?
The keyword research!
The same goes for advertising on Pinterest.
Of course, you have to know what your target group is looking for in order to be able to place the right advertising.
Just type in a search term that your target audience would use, and then look at the results.
If the results aren't related to your product or service, then you used the wrong keyword.
Pinterest also gives you keyword suggestions when you search.
Now open the list of potential keywords and compare it with the list of new keyword suggestions from Ubersuggest.
Enter the first main keyword in the search box and click on “Search”.
Then click on “Keyword Ideas” in the left side menu.
Although the data is primarily intended for Google search and Google Ads, it can easily be optimized for your Pinterest advertising strategy.
Now compare the results with the suggestions on Pinterest. Search specifically for keyword suggestions that Pinterest doesn't show. That way, you might find a few untapped opportunities.
Now you can create a new advertising campaign in Pinterest and use the keywords you found for it. Pinterest suggests additional keywords during the creation of your campaign.
But don't forget to add the keyword to the description and title of the advertised pin!
3. Use different advertising formats
Pinterest has different advertising formats.
Promoted Pins: This format is quick to set up. It is similar to the advertised posts on Facebook.
Promoted Pins appear with the addition “Promoted by” and the name of your company in the user's feed.
Video Pins: They look like normal Pins, but a Promoted Video Pin plays automatically as soon as the user lands on the video.
Videos are ideal for advertising purposes, including on Pinterest. Customers are 2.7 times more likely to buy a product if they have previously watched a video of the product.
One-tap pins: These pins have a link that sends users straight to your website when they click.
When users click on a normal pin, they land on a transition page, on which a larger photo and additional information of the pin can be found.
One-tap pins can be used to bypass this transition page, but the function is not yet freely available.
At the end of this article, I'll explain how you need to prepare your website for this new feature.
Promoted App Pins: With this format, users can download an app directly from the Pinterest platform without having to leave it.
This format is particularly suitable for start-up companies that want to advertise a new app.
Cinematic Pins: These pins are similar to an animated GIF, but are currently only available on the mobile version.
4. Run different Pinterest campaigns
There are five campaign goals on Pinterest:
- Build brand awareness
- Increase engagement (e.g. gain more re-pins and comments)
- Send traffic to a website
- Promote app installs
- Create more brand awareness with videos
You choose your campaign goal yourself.
It always depends on your company goal.
Most businesses want to drive traffic to their website, blog, or product page.
A traffic campaign is very easy to set up. In this case, you pay per click on your ad.
Now I've covered the basics and can focus on the advanced strategies.
5. The targeted Addressing target groups
On Pinterest, you can address your target group specifically based on their interests.
You can save demographic profiles that make up your target audience.
Target groups are users who are interested in your Pins. You can target users at very specific locations or according to age and gender.
The interests of the users are an important factor.
If your ideal target group is 25 to 35 year old women who live in Berlin and are interested in make-up and beauty care, you can create a target group for these users.
It works like this:
Open Pinterest, click on the plus sign, then click on "Promotional Pin".
In the next step, select a campaign goal. I'll just take “send traffic to my website”.
Give the campaign a name and set your advertising budget.
You can also leave the budget blank, but if you only have a limited budget, you should enter it here!
Scroll down to the target groups and click on “Lookalikes”.
Now you can choose your interests. You can expand each category and use the search function to search for other interests.
Now enter all important search terms for the respective target group in the “Keywords” area.
In my case that would be the term “entrepreneur under 40”.
Now you can select the desired locations.
If you run a local business, this feature is very helpful. I'll take the entire United States for this example, but I could select specific regions as well.
You can even determine which devices your ads should be played on, e.g. B. only mobile devices or desktop devices.
If you have specified a daily budget, Pinterest automatically calculates the maximum CPC (cost per click).
You can also determine the maximum CPC yourself, I will go into this point in more detail later.
Now click on “Pick a Pin” when you have made all the settings.
Now you can select the pin that should be advertised and activate your new campaign.
You can use the target group you created in later campaigns.
6. Use a high max CPC bid
Perhaps you think that the maximum bid of 5 euros is way too high.
I would like to go into this briefly.
Pinterest uses the so-called second-price auction model, in which the highest bidder wins the bid, but he does not have to pay his own price, but only that of the second-highest bid.
If your maximum bid was 5 euros, but the second bidder only bid 2 euros, you only have to pay 2 euros per click.
So first offer a high price and follow the campaign to evaluate its performance.
Once you know how much a click really costs, you can slowly lower your bid.
Now you can run the campaign without worrying that it will break your budget.
7. Beautiful Use photos
Pinterest is a visual platform.
You need particularly beautiful and professional photos to promote your Pins.
This pin from Priyanka Biswas is beautiful:
It is large and easy to read. The font is easy to recognize and read even when scrolling.
The photo is particularly well chosen. It catches the user's gaze and fits the topic.
The sub-heading offers a taste of the website: “free calendar to download”.
Here are other ideas you can use to make your Pins stand out:
Share infographics: I.nfographics are extremely popular.
65% of users learn visually. You'll remember twice as much information when it's in a visual context, e.g. B. with an infographic.
Images increase readiness to read by 80%.
Infographics look really great!
When I search for “Marketing Infographic” on Pinterest, I get the following result. You can read most of the infographics directly in the search results, you don't even have to click to open them.
Prefer vertical pins: Pinterest allows all formats, but landscape pins are often lost in the crowd.
The delicious onion rings in the following example can be recognized.
Vertical images are easier to see and stand out.
Your graphic should be at least 735 pixels wide. There is no limit to the length, which is what makes Pinterest so attractive for infographics.
Take professional photos: You need unique and beautiful photos that fit your brand, that's why you should take your photos yourself because nobody knows your brand as well as you do.
If there is no other way, you can find beautiful, free photos on sites like Death to the Stock Photo or Pixabay.
Alternatively, you can create a text graphic and use shapes or other elements to draw the user's attention to your graphic.
Melyssa Griffin creates text graphics that are recognizable.
The rules above apply to both Promoted and Regular Pins.
You can only share beautiful photos and graphics that fit your brand.
8. Test graphics and advertisements
As with any other marketing strategy, you should also test your ads on Pinterest.
A split test, also called A / B test, tests different elements and variables of your pin.
With this test, we want to find out which variant achieves the best performance.
The best way to do this is to create several variants of the same ad.
However, these should not deviate too much, otherwise you will achieve inaccurate results.
Because of this, just change a few subtle elements.
For example, you could test color variations or different layouts to see which ad is driving the most traffic to your website.
To do this, create two ad groups in your advertising campaign so that you can compare two graphics with one another.
You can also test your ads for different keywords or audiences.
It is best to play around with the settings to see which variant gives the best results at the lowest cost.
You can see the performance of your ad groups in the ad manager.
Select your campaign, in my case “Traffic Campaigns”.
Now you can see all ad groups, your expenses, the costs per click, impressions and other key figures in the overview.
9. Set up rich pins
Rich Pins contain more information than regular Pins.
They can be compared to Google's snippet extensions. A rich pin contains relevant information about your pin, depending on the selected category.
You can create rich pins for products, recipes and articles.
Product Rich Pins show real-time prices and the name of the product.
In addition, they show the availability of the item and the website from which your product can be purchased.
Recipe pins contain ingredients, preparation times and portion sizes so that users don't have to leave Pinterest to cook the recipe.
Rich Pins make your content even more engaging.
For this, Pinterest uses the Open Graph metadata of your website and then enriches your pin with this information.
You can add the required code manually or use a plugin.
On WordPress, you can use the free version of Yoast SEO to create rich pins for your blog posts.
Install the plugin and open the settings.
Click on “Facebook” and activate the function “Add Open Graph meta data”.
Then add the title and description of your website under “Frontpage Settings”.
Save the new settings.
Then log in to Pinterest and validate your code with the Rich Pin Validator.
The site is only accessible to registered users.
Now enter the URL of one of your articles on your website.
When the code has been validated, you will receive a message.
Then click on “Apply” to activate the Rich Pins function. You don't have to make any changes in the “HTML Tags” area when you work with WordPress.
However, if you use Shopify, you have to activate this function.
A confirmation message appears when the settings have been made successfully.
Now all you have to do is have your new articles validated and they will be automatically displayed as rich pins.
10. Set up one-tap pins
At the beginning of this article, I introduced the different formats, including one-tap pins.
One-tap pins send the user directly to your website when they click, so an intermediate step can be skipped.
Under normal circumstances, your pin would appear in the user's feed. So the user finds great shoes that he would like to take a closer look at.
Now when I click on the picture, Pinterest initially shows a larger version of the pin that has more information.
Now I have to click on “Visit” to go to the Urban Outfitters product page, where I can buy the shoes.
This intermediate step can be skipped with one-tap pins. In this case, the user is taken directly to the product page.
This format is still in the testing phase, but should be available to everyone soon, but there are strict guidelines that you must adhere to.
It is best to prepare your website for the new format now.
Your website must meet the following requirements:
- Fast loading speeds
- Flawless display on mobile devices
- The product must be placed in the visible side area
- No annoying pop-ups
I would recommend these four basic requirements to every website, which is why you should start implementing them immediately.
The users on Pinterest are already in the mood to buy, which is why one-tap pins are ideal for online shops.
If you run an online shop and are not yet represented on Pinterest, the best thing to do is to set up an account right away!
With the new one-tap pins you are guaranteed to make more sales.
Placing advertising on Pinterest differs from advertising on Google Ads.
Pinterest is a mostly visual platform, so you need particularly nice, vertical images.
Your advertising campaign will not be successful without great graphics and images.
Since Pinterest is a search engine, you need to optimize the SEO of your Pins, Boards, and Profile before you can advertise.
Try different ad formats, e.g. B. Promoted Pins, Videos and Rich Pins. You can target your advertising to different target groups, keywords and interests.
A / B test your campaigns to see which Pins your customers like the most.
Pinterest users like to recommend the products they've bought to their friends. They also spend more money.
You should definitely advertise on Pinterest.
Have you ever run an advertising campaign on Pinterest?
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