It's our fav
Pinterest is, by far, my favorite platform to market on. Aside from being fun to use as a consumer, it gives great options for ad creative and targeting. And because people using pinterest are looking for new products and services to try, the ads are more welcome, making it a great platform for conversion and traffic campaigns.
However, if you’re new to the business side of the platform, figuring out how to make an effective ad campaign can be difficult. Here are some of my best practices for creating a Pinterest ad campaign that gets results.
Pinterest Best Practices from our CEO, Eric Parent.
Use eye-catching pins
The ads you’re making are essentially boosted pins. Which means you want creative that goes with the flow of the other content on the site, but also stands out and makes users want to click.
Pinterest also recommends using high quality photos, bright colors, and text overlays. These will make your ad pop, bringing in engagement. It is also important that your pins, including organic pins, have your branding on it. I like to use similar imagery across all pins I create for a business. This way, you can create some brand awareness.
You should also have a few pins for each campaign. This prevents ad fatigue and allows you to share more information about the products or services you’re providing.
Ad Targeting
Along with your basic demographic-based targeting, Pinterest has interest and keyword targeting. While I would suggest keeping your age and gender targeting pretty open to start (narrowing as you find what audience works best for you), you can get more specific with your keywords and interests.
For keywords, it’s better to have more. Pinterest suggests having at least 25, but I would recommend aiming closer to 100. When you target keywords, it’s similar to targeting keywords on Google. People search those terms, and your ad will show up in the results. As for interests, you should aim for four or five relevant ones. This way, your ad will show up in the home feeds of people following those interests.
Tracking and Analytics
You should check on your ads regularly regardless of which platform you’re using. I would recommend logging on and making adjustments to your campaign once a week. You can look at results for each of your interests and keywords, as well as age ranges, genders, and locations. If your targeting strategy doesn’t seem to be working, try switching up your interest targeting or narrowing your age ranges.
Talk To Your Pinterest Representative
If you have a Pinterest Business account, you also have a Pinterest representative. This is someone who works at Pinterest specifically to help you with your ads. If you’re having trouble getting your ad to spend, don’t know why your pin got rejected, or just have some questions on how to optimize your campaign, go ahead and shoot your rep an email. They are there to help and I would highly recommend utilizing them.
Pinterest is a great advertising tool for any business, especially self-care, home care, and parenting brands. Using these best practices, you can create a productive campaign that brings awareness, web traffic, and conversions to your business.
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