How to promote your business through Pinterest Ads
Pinterest is one of the world’s largest social networks, with over 250 million active users; in Romania, it’s the second most used social network after Facebook.
Thus, the audience Pinterest offers is far more interesting for business owners who can use the platform to market their products and services. And no, the products that can be marketed via Pinterest are not only related to fashion & lifestyle. Although one may think this at first, the platform’s content is varied and offers audience segments for almost any area.
How to begin
The first step is to create a business account or to transform your existing Pinterest account into a business one.
In order to create a new business account, you need to access business.pinterest.com and choose the Sign Up option. Then you need to introduce an e-mail address and a password, the name of the business and the domain of activity suitable for your business.
Then, Pinterest will ask you to choose the country and the language.
Then it’s time to introduce your business’ website. This helps you see who saves content from your website, you will get access to audience statistics and you will be able to create pins directly from you website.
The next step is choosing the topics or subjects that define the products or the services you offer. Pinterest offers a wide array of areas and you will surely find something to match your business. As Pinterest recommends, it’s good to choose as many topics as possible, as long as they are relevant of course.
Aaand, you’re done. All you need to do now is create your first pin.
It’s recommended to link the pin to one of your products and to add the product link from your website, and also to type a short description. Create a Board for your pin.
How to set-up your first Pinterest campaign
Now that you created your first, Pinterest suggests creating an ad.
Pay attention when you add your business’ location, as you will not be able to edit it later!
Now choose your campaign’s objective. Here you get the following options:
- Get traffic to your website
- Build brand awareness
- Increase installs for your app
- Build brand awareness through video
Choosing the first option opens up a new window where Pinterest asks you to introduce the name of your campaign, the daily spend limit and a total spend limit.
You can also edit the ad’s placements.
After finishing all the necessary settings, it’s time to create your first ad group.
First, introduce the name of the ad group, the run dates and the daily budget. On the right hand side you can see a short summary for the created campaign.
Introduce some details about the audience you want to target.
As above, on the right hand side you can see a summary of the audience settings.
When clicking Create New Audience a new window opens up, with the following targeting options:
- Website visitors
- A list of customers that you upload
- An engagement audience that engaged with Pins from your confirmed domain
- An actalike audience that behaves similarly with the one you already have
Pinterest has got some more targeting options, such as:
- Introducing your audience’s interests
- Introducing specific keywords. You get the opportunity of doing some research on the words you aim to target to discover what other keywords users use. At the same time, you can use broad match, phrase match or exact match.
- Location & language targeting
- Targeting according to specific devices your audience uses
- Gender targeting
When you finish setting all of your audience settings, Pinterest asks you to introduce a maximum CPC bid; when you set a certain value, Pinterest will let you know how competitive is your placed bid.
The next step is to choose the pin you want to promote.
You can choose the pins with the highest click rate or the ones that were most saved during the past 30 days.
After choosing your Pin, Pinterest will ask for your business billing data, in case you haven’t done this already.
Before starting your campaign, Pinterest will show a window with the campaign summary and the reach it may get, and after you click Submit, your campaign becomes in review.
This is it, now you’re ready to go.
How to check your campaign’s results?
If you want to see the details of what’s going on with your business account, go to Pinterest Analytics. You will find information about:
- Pins and Boards with most impressions
- How many users have seen and have interacted with the content you shared
- Audience interests, age, gender, location and devices
Next, in the Ads section, you can see the following:
You can find an overall campaign overview and you can access each campaign to check its results.
Moreover, you can export various report types or you can customise reports in the best suitable way for yourself.
In order to collect more data about your campaigns’ performance, it’s best to install Pinterest Tag – this helps you see the number of conversions your campaigns generated or their ROAS. Also, you can set audiences for remarketing.
To sum up, Pinterest created a very easily trackable flow for whoever wants to promote their products or services using the platform. It offers a real business growth potential for the businesses that choose to use Pinterest Ads.
Unfortunately, Pinterest Ads are not available yet in Romania, and they are only used in the US, Canada, Great Britain, Ireland, Australia and New Zeeland. Judging by the popularity Pinterest has in our country, our hopes are high that we will soon be able to test the Pinterest campaigns.
Don’t worry, we will keep you posted on this!