Fashion brands seeking an alternative to the Meta/Google duopoly have increasingly been turning to Pinterest.
But scaling Pinterest isn’t as simple as copy/pasting your Meta ads strategy on to a new platform. As with any new channel, there are things you need to know to set your brand up for success.Before we get into it,I want to thank this week’s sponsor: Stack Influence.
Stack Influence is the #1 micro influencer seeding platform for brands selling on Amazon. Boost Amazon rankings, pay only in product, get a flood of UGC, drive external traffic & sales, and join Magic Spoon & Unilever in hitting page one and increasing revenue by up to 13X.
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Jordan Fry worked as an account rep on the “rapidlyThis means Pinterest is a great opportunity to build relationships with potential customers earlier in the buying journey,before it reaches the cutthroat,high CPM auctions in Meta’s “in market shopper” audience pool.
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Let’s face it: it’s hard to measure the impact of channels like Meta and Pinterest on Amazon sales,especially if you are not spending millions each month.
Does that mean that Amazon growth is limited to in-platform ads? Nope. You can build out a scalable, measurable influencer seeding program that drives real* revenue on Amazon.Stack Influence makes it easy for brands selling on Amazon to source influencers with a proven track record of driving Amazon conversions. Plus, the entire process is automated, so you’re not spending hours on outreach or negotiation.
You only pay in product, so these campaigns can be incredibly scalable. Brands like Magic Spoon and Unilever trust Stack Influence to source and manage their Amazon influencer efforts.Blueland realized a 13x ROI (!!!) on their influencer campaign.
#3 Pinterest Ads vs. Meta Ads
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Pinterest and Meta (Facebook and Instagram) both offer robust advertising platforms,targeting options (including AI-modeled audiences),and both platforms offer AI-modeled audiences. But Pinterest uses Act-Alike audiences rather of Lookalike audiences.
Pinterest models their audiences based on users’ behaviour within Pinterest,while Meta’s modeling is based on behavior within Meta and across all websites tagged with a Meta pixel.In terms of campaign objectives and bidding, Pinterest offers awareness, consideration, video completion, conversion, and catalog sales campaigns. You can bid for both volume or value with or without targets (CPA or ROAS).
Unlike Meta but similar to Google and X, Pinterest allows you to bid on search terms
#4 What You’ll Need For Your First Pinterest Campaign
You’ll need five things to get your first campaign up and running:
- Create a Pinterest account for your brand.
- Install the Pinterest tag on your website and set up CAPI.
- Install the pinterest Shopify app and connect your store. This is the fastest way to install tracking and import your product catalog.
- Achieve “Verified merchant” status if possible. This helps you enrich your ads with shoppable inventory and pricing and availability data.
- Develop a minimum of 10 ad creatives (pins) to get started (more on this in #6).
#5 How To Structure Your First pinterest Campaign
If you intend to use Pinterest with the same conversion-focused objectives as Meta, use this setup:
Campaign Level: Choose a conversion objective.
ad Group Level: Layer on your audiences (Act-Alike, website visitors, customer lists, interest-based audiences, keyword-based audiences).* Ad Level: upload your ad creatives (Pins) and link them to your product catalog (if applicable).“`html
Mastering Pinterest Ads: A Comprehensive Guide
Pinterest has evolved from a visual discovery engine to a powerful advertising platform. With over 482 million monthly active users (as of Q3 2023), it offers a unique opportunity to reach a highly engaged audience actively planning purchases and seeking inspiration. This guide will break down everything you need to know to create effective Pinterest ad campaigns, from understanding the platform’s ad formats to optimizing for success. Publication Date: 2024/08/20 08:27:56
understanding the Pinterest Advertising Landscape
Pinterest ads are particularly effective as users are in a “discovery mindset.” Unlike platforms like Facebook or Instagram were users primarily connect with friends, Pinterest users are actively searching for ideas and products. This makes them more receptive to advertising that aligns with their interests. The platform’s visual nature also lends itself well to showcasing products and inspiring action.
Key Terminology
- Promoted Pin: A standard pin that you pay to distribute to a wider audience.
- Promoted Video Pin: A video Pin that you pay to distribute.
- Promoted Carousel Pin: Allows you to showcase multiple images or videos within a single Pin.
- Collection Ads: Showcase a curated selection of products directly within the Pin.
- Dynamic Retargeting: Automatically shows users ads for products they’ve already viewed on your website.
- Keyword Targeting: Targeting users based on the keywords they search for on Pinterest.
- Interest Targeting: Targeting users based on their demonstrated interests on the platform.
- audience Targeting: Targeting users based on custom audiences you create (e.g., website visitors, customer lists).
Pinterest Ad Formats: Choosing the Right Fit
Pinterest offers several ad formats, each suited for different marketing objectives:
Promoted Pins
The most common ad format. Promoted Pins look like regular Pins but are labeled as “Promoted.” They’re ideal for driving traffic to your website, increasing brand awareness, and generating leads. They are simple to set up and effective for broad reach.
Promoted Video Pins
Video pins are highly engaging and can be used to tell a story, demonstrate a product, or provide a tutorial. They’re excellent for capturing attention and conveying complex information quickly. Remember that videos autoplay on mute, so captions are crucial.
Promoted Carousel Pins
Carousel Pins allow you to showcase multiple products or features within a single Pin. This is a great option for highlighting a range of offerings or telling a more detailed story. They can substantially increase click-through rates by offering more options to the user.
Collection Ads
Collection Ads are designed for e-commerce businesses. They feature a hero image or video with several product images below, allowing users to browse and purchase directly from the Pin.This format streamlines the buying process and increases conversion rates.
Setting Up Your pinterest Ad Campaign: A Step-by-Step Guide
- Define your Goals: What do you want to achieve with your campaign? (e.g., website traffic, conversions, brand awareness).
- Choose your Ad Format: Select the format that best aligns with your goals and target audience.
- Target Your Audience: Utilize Pinterest’s targeting options (keyword, interest, audience) to reach the right users.
- Set your budget and Bidding Strategy: Determine how much you’re willing to spend and choose a bidding strategy (e.g., automatic bidding, manual bidding).
- Create Compelling Creatives: Design visually appealing Pins with high-quality images or videos and clear calls to action.
- Track and analyze Your Results: Monitor your campaign performance and make adjustments as needed.
Best Practices for Pinterest Ad Creatives
Your ad creative is the most crucial element of your campaign. Here are some key guidelines:
- High-Quality Visuals: Use professional-looking images and videos that are visually appealing and relevant to your target audience.
- Vertical Format: Pinterest favors vertical images and videos (2:3 aspect ratio is recommended – e.g., 1000x1500px).
- Clear branding: include your logo and brand colors to increase brand recognition.
- compelling Copy: Write concise and engaging descriptions that highlight the benefits of your product or service.
- Strong Call to Action: Tell users what you want them to do (e.g., “Shop Now,” “Learn More,” “Visit Website”).
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