Google and Facebook now have a market share for online advertising at over 50%. Marketers are worried this duopoly will exhaust all other options of online advertising. But each social platform has a unique audience including Pinterest.

Pinterest is doing something these two other advertising giants aren’t. Pinterest is focused on the process of discovery, reaching audiences before they even know they need a product.

pie chart of pinterest stats
Pinterest is the best platform for discovering new brands & content. Source: Pinterest

Who Should Run a Pinterest Awareness Campaign?

  • Brands whose target audience are mainly women
  • Brands with higher ticket price items
  • Brands that benefit from visual representation (food, arts & crafts, fashion, interior design, family-related content, photography, etc.)
  • Brands whose target audiences regularly purchase on mobile
  • Especially, new brands that haven’t established a brand presence and fall under any of the above descriptors

Impression and Brand Lift Campaigns

Pinterest is a search platform, much like Google, but it differs in users’ search intent. Users are interested in things like travel, food, and music, so they search for content centric to these interests. This is where they discover products, brands, and services they wouldn’t have otherwise searched for.

On the other hand, Google isn’t used for discovery. Users already know what they want.

Pinterest gets unfamiliar brands in front of users, aligning with their hobbies and interests.

97% of users’ search terms are unbranded, giving any brand the opportunity to lead users to their products. So how does this help your brand? Impressions.

An impression campaign isn’t tied to any action like purchases or visiting your site. It’s used to display your ads to as many people as possible, in the attempt to expose your brand, acquire new customers (as opposed to retargeting), and build audiences.

Getting Started

1. Creating a Business Account

You can convert an existing Pinterest account into a business account or create a new one. A Promoted Pin (Pinterest speak for a Pinterest ad) must be a pin you have already posted to your profile. This is why it’s helpful to be active on the platform before promoting your pins.

You can also see which pins users engage with and have a clear idea of which pins would perform the best. If you don’t have an active Pinterest account, that’s ok too! Create an account. Create a graphic and pin it to your profile. Now, you can use it as a Promoted Pin.

2. Choose Your Objective

Pinterest allows you to choose 3 objectives: Awareness (Impressions), Engagement, and Traffic. Choosing an Awareness campaign means you will be charged by impressions, instead of clicks. You’re charged a CPM (cost per impression) for every 1,000 people that see your Promoted Pin.

3. Choose Your Promoted Pin

If you have an active Pinterest account, choose pins with the highest user engagement. If you haven’t added any pins to your account, follow our best practices to create great graphics for pins.

Pinterest Graphics Best Practices
  • Vertical pins are the best format. If you create landscape pins, they will be greatly diminished on mobile. It’s best to stick to vertical orientation so every screen has a clear view (maximum vertical aspect ratio of 1:2.8).
  • Don’t clutter the images. If you’re using multiple images in one graphic, stick to 4 or less. You want to grab users’ attention while they are quickly scrolling.
  • Use relevant landing pages. When users click on your pin, they are directed to your website. Ensure you use the most relevant, specific landing page. If you’re showcasing a product, send users to that product page for purchase.
  • Avoid displaying promotional or limited availability items. Pins stick around in the database to be retrieved when a user searches for products or content. It’s best to promote products that are part of your core offerings.

4. Choose a Target Audience

Pinterest allows you to choose a range of targeting options, but if you’re running an Awareness campaign you want to target users who are unfamiliar with your brand. You should exclude users who have been to your site before. In order to do this, you will need to add the Pinterest tag to your site. Choose your audience based on your customer profile. This includes gender, locations, interests and keywords.

Campaign Metrics

Once you have your campaigns running, gauge performance. Key metrics for impression campaigns:

  • Reach – number of different users exposed, at least once, to your ad during a given period.
  • CTR – ratio of users who click on a your ad to the number of total users who view your ad.
  • Impression –  when your ad is displayed once on a web page. This is important to know to control your costs.

Pinterest Specific

  • Re-pins – The number of times someone saved your Pin to one of their boards. This gives your brand free exposure on the platform.
  • Interests – A look at the most popular categories that your followers are into. This is important so you can get more ideas about what kind of content your audience may like.

Pinterest has expanded their ad platform and Pinterest’s CEO says it will double its revenue this year as their customer base grows. It’s a great time to get creative and tap into Pinterest’s potential. To get more in depth with your campaigns visit the Pinterest Business hub for help, guides & tips. Or contact us to learn about our professional social media advertising services!

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