I run a 'lifestyle' business and sell < $50 products to mostly 'eco moms' through organic traffic. About 13k visits per month. I am considering spending money on ads and believe many of our buyers spend time on Pinterest. Does anyone have insight on Pinterest ads? Do they work? What are some best practices? What is a good resource?
I will respond to your question from the angle of how you can reach your specific target group i.e. ‘eco’ millenial mums. Pinterest is slowly stepping on to the big stage as the third largest social network by averaging 175 million monthly active users.
The social platform also boasts of 9700 pins per minute. While this is not by any standard comparable to Twitter’s tweets, retweets or Facebook posts in the same time-frame, it is notable that Pinterest operates an entirely different business model that may result in conversions as opposed to ordinary posts on Facebook and Twitter.
In 2018, Pinterest turned over $300 million in revenue and had a valuation of $11 billion. This is just one of the positive indicators that Pinteresdt is a social media network that means business.
One important takeaway statistic about Pinterest is that its users are 47% more likely to be introduced to a new product or brand when compared to users of other social networks. This implies that this platform is one to be considered.
Pinterest ads, while not very popular, can help you to grow your business as it has its own salient features:
Pinterest is quite popular with affluent millenial women.
Considering its size, Pinterest is a social network that boasts of the highest density of adult internet users. Pinterest's active users comprise of 33% pinners aged 40 years old nad above. This builds credence to your target audience, an advertising greenlight of sorts, on the platform. Another demographic characteristics of the kind of users you are likely to appeal to on Pinterest is the affluent type. Pinterest boasts a catchment of 10% of users earning more than $125,000 annually, and its active pinners have a 9% higher average income compared to non-users. SproutSocial has a very good infographic on the social networks by age and income as well as other indicators.
Pinterest is a social digital bookmark
As I have mentioned before, Pinterest plays by an entirely different script and operates a unique business model. Unlike other social platforms, users do not use the network to broadcast content to their friends and followers, but rather use it to save valuable products, ideas, and content to check out later. Most pinners usually go back to the platform to purchase the items later, which makes Pinterest a worthy platform to market your products or content. As a matter of fact more than half of Pinterest's users plan purchases with Pinterest, of whom 87% actually go ahead to purchase.
Promoted pins stay up for good
A unique thing about the platform is that when you save a promoted pin, it will appear on other people's feeds as well and a natural consequence of it is that there is increased sales and engagements. While paid campaigns end, the Pins actually last a lifetime and your ads will always keep appearing in front of other users. Most advertisers claimed to have received an average of 20% more clicks in the period after they launched their Promoted Pin campaigns.
Pinterest advertising best practices When all has been said and done, you need to take action and delve into Pinterest ads. What strategies and best practices would you be considering therefore?
Choose your Call-To-Action wisely
The first thing is to link the pins to your landing page and then select a clear and precise call-to-action. No matter what you're advertising, nor the platform you are on, call-to-action is king. Its role is to inspire your audience and potential users to take another step, to take action. By so doing, you will potentially have a guarantee to increase your conversions northwards of 80%.
Consider your target audience
Since Pinterest is a lone wolf in the social network arena, you need to consider a multiplicity of demographics that lead you to your target audience. Some of these demographics that would be consequential to the mode of advertising that you will chose include: location, gender, language, and their devices.
Choose relevant keywords
Sounds like we are back to SEO 101, but trust me, it is really important to choose relevant keywords for your adverts as most of the organic traffic your pins get often come from searches of a specific string of keywords.
Pinterest only allows up to 150 keywords per Promoted Pin, and their recommended usage stands at 20-30 keywords. My opinion is that you should select a variety of both general and specific keywords to increase visibility and diversity of your pins.
You can check out how long-tail keywords help in searches in the Apple App Store.
Select different interests
This method is touted to lead your Promoted Pinterest Pins to specific audiences during browsing as well as in their home feeds. Users will be able to receive a highly personalized ads experience based on what they have browsed, saved, liked or followed.
Select tall pin for your Pinterest ads
A matter of noteworthy concern is that Pinterest scales all of the images pinned on it to a width of 235 pixels, or to 736 pixels when expanded. This implies that the ideal aspect ratio to select for your Pinterest ad is 1:3:5.
Try out rich pins
Rich pins ad a more dynamic context to your Promoted Pins, therefore automatically increase traffic to your landing page as well as syncing with your website to provide pinners with accurate information.
A quick example is when you have promoted a product on Pinterest and you suddenly put it on sale on your page. The price change will be effected in the pins as well.
A success story of optimizing rich pins in Pinterest ads is a home decor maker called Made, whose metrics were impressive after just a few months using rich pins on Pinterest ads.
In a few months they experienced and increase of 35% in website traffic, 51% in conversation, 106% in transactions, and a 173% increase in revenue.
Pinterest is the clear underdog when it comes to social media marketing but it has a potential to raise the bar on your ads and conversions.