1) Promoted Pins on Pinterest allow businesses to advertise their pins through targeted campaigns on keywords, interests, and audiences.
2) JD Prater discusses how to set up and measure successful Promoted Pin campaigns through keyword and interest targeting, as well as retargeting and lookalike audiences.
3) Optimizing pin format, description, imagery and landing pages can improve pin performance, with long vertical images and compelling product photos performing best. Rotating new pins regularly also helps scale traffic and transactions.
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Harnessing the Power of Pinterest Promoted Pins
1. Harnessing The Power of
Pinterest Promoted Pins
JD Prater
Head of Paid Social | Hanapin Marketing |
2. Presenters
JD Prater
– Head of Paid Social at Hanapin Marketing
– PPC Hero Blogger
– Industry Blogger & Conference Speaker
– Cyclist
– @jdprater
3.
4. Session Road Map
1. How to set up a scalable Promoted Pin campaign
2. How to analyze and measure performance with
Pinterest Analytics & Google Analytics
3. How to optimize your campaigns to improve
performance
10. Who’s
On
Pinteres
• Pinners in the UK save 3 million Pins/day
• Pinterest has 150 million daily active
users, with over 500 billion Pinterest pins
• 47% of Pinterest users are from the U.S.
• Millennials are using Pinterest as much
as Instagram
21. You can buy Promoted Pins for all of
your marketing goals
*You must have a US, CA, or UK - based business account
1
2
3
22. Available Targeting
Keywords (broad match): Reach your audience when they are looking for
something specific to make, buy or within the search results and related Pins
Interests (420): reach people based on their affinity for certain things like
yoga or healthy eating
Engagement Audiences: pinners who have engaged with Pins from your
confirmed domain
Actalike targeting: Reach a larger group of people who look and act similar
to your audience
Customer list targeting: Target existing customers using emails or mobile
ad IDs
Visitor retargeting: Reach people who’ve visited your site
New
38. Measuring Pin Performance
Performance eCTR eCPC Saves
• Close Ups/Impressions
• Close Up to Likes Ratio
• Clicks/Close Ups
• Close Ups to Clicks Ratio
• Repins/Close Ups
• Repins to Close Ups Ratio
• Repins to Clicks Ratio
Engagement
55. Takeaways
• Start with popular products/Pins, strong opening bids,
rotate Pins, segment campaigns
• Understand the Pinner Journey and how to measure it
with Pinterest Analytics and Google Analytics
• 80% of the Pins on Pinterest are repins. Create
evergreen Pins that get repined repeatedly
56. “If you broke down everything you could think of that
goes into riding a bike, and then improved it by 1%, you
will get a significant increase when you put them all
together” Sir Dave Brailsford
Team Sky
So unlike regular search engines, which are powered by robots, Pinterest is powered by people and the ideas they hand select. So if you find a living room Pin with a couch you want to make your own, now you can search within the image to find visually similar Pins at different price points.
2 billion searches every month
New visual search tool - 130 million visual searches on Pinterest every month
55% of people use Pinterest for shopping
https://blog.pinterest.com/en/introducing-how-to-pins
How-to Pins will be available on Android and web. We’ll be bringing them to iOS in the future.
https://blog.pinterest.com/en/introducing-how-to-pins
How-to Pins will be available on Android and web. We’ll be bringing them to iOS in the future.
Pinterest captures shoppers in many mindsets, which is why we’ve seen some impressive shopping stats, according to Millward Brown:
93% of Pinners have used Pinterest to plan for or make purchases
52% have seen something on Pinterest and made a purchase online.
Source: https://business.pinterest.com/en/blog/how-pinterest-drives-purchases-online-and
Men’s Fashion search yielded these results. Gotta get ready for Italy!
Long Vertical Images
High Color Contrast Product Images
Product Description in Ad Copy
Straight to Product Landing Pages
Strong Opening Bid
A speedy, significant increase in spend may enable you to drive lower CPC and higher CTR once your pin has gained traction. Based on setting your max CPC higher, campaigns have an opportunity to drive a higher predicted CTR, thereby becoming more relevant and prevalent in the launch of your new ads.
We use a “second-price auction model”, which means you’ll only be charged what you needed to beat the next highest bidder in the auction.
A speedy, significant increase in spend may enable you to drive lower CPC and higher CTR once your pin has gained traction. Based on setting your max CPC higher, campaigns have an opportunity to drive a higher predicted CTR, thereby becoming more relevant and prevalent in the launch of your new ads.
Or targeting. No “And” targeting
Or targeting. No “And” targeting
More than doubled - causation between higher referral traffic and Promoted Pins