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Pinterest Ads: The Secret Tool for Success
It’s no secret that social media can be powerful - it’s home to over 4.6 billion active users. Social media gives your business a great opportunity to advertise on your preferred platforms. But here’s a platform that tends to go unnoticed, Pinterest. Being the 14th most used social media platform in the world, it has over 400 million monthly active users. However, don't let its lower ranking fool you. Its paid media opportunities are where it excels.
Pinterest is the platform users go on to discover new things. They want to find new brands, products, inspiration, and more. Because of this drive, Pinterest Ads work seamlessly because they don’t interrupt the user’s feed. These ads have a total potential reach of 225.6 million people. According to Pinterest, their ads are 2.3x more efficient cost per conversion and have 2x higher return on ad spending compared to other social media. Shopping on Pinterest is also very powerful, in fact people who use the platform weekly say that Pinterest is 2.2x more influential in their purchasing decisions than other platforms. Using Pinterest Ads can be your missing step to boosting brand awareness and sales.
Getting Started with Pinterest Ads
With any campaign, the first thing you have to do is set up your ad goals. These vary from business to business, but Pinterest allows you to pick up to three goals to choose from for your ads. These goals include growing brand awareness, selling more products, generating more leads, driving more traffic to your website, and creating content to grow your audience. Based on the goals you pick, Pinterest will show what ad formats are available.
Types of Ads to Choose From
Pinterest offers six different ad formats to choose from. The platform will suggest what ads work best based on what you’re looking to achieve. The formats are:
Standard: As the name implies, these Pins are just like the average posts you see on the platform already. You can show your products and content in a simple, organic format.
Carousel: Carousel Pins look like organic Pins, but they allow the user to swipe through multiple pictures in a single ad. Using a carousel is great to showcase details of a single product or all your products and tell your brand story.
Collection: This hybrid format consists of one large featured video or image, followed by 3 supporting images. Once the user clicks on the ad, they’ll be taken to a fullscreen experience where they can see the featured content and up to 24 supporting images.
Idea: Idea Pins are organic format ads used to draw users in. They’re designed to tell a story that inspires an audience and encourages them to act on it. These ads can be a combination of photos and videos and links to your website.
Shopping: These ads are products pulled straight from your catalog and turned into Pins. You can set up your product groups within catalogs, and from there promote them as Shopping Ads to bring your products to users.
Video: These ads come into a user’s home feed, where they can watch it in a larger view, replay it, or watch with audio. This ad type is great for brand awareness, video views, consideration, and conversions.
Create Your Campaign and Track Your Results
Once you’ve set up your goals and created an ad, it’s time for you to post it! Pinterest Ads Manager allows you to track your ad’s progress and edit whenever necessary. This is where you can see all the campaigns you’re running, how much you’re spending, and see your results. It also gives you information such as impressions, saves, click-through rates, and more.
In short, Pinterest can be extremely useful and beneficial for your business. The potential total reach is incredible, Pins are great at driving purchasing decisions, and their longevity is much longer than a tweet or Instagram post. Pinterest tends to be undervalued, and if you’re not taking advantage of it, you could be missing out on a huge amount of traffic and sales.
If you’re still unsure about running your campaigns by yourself, you’re not alone. Our team at Fifth & Cor can help assess where your marketing efforts can improve and how Pinterest Ads can assist in that. Connect with us today!