Guide to Pinterest Advertising for Beginners (2024)
TABLE OF CONTENTS:
Imagine the power of combining the effectiveness of search engine advertising with the appeal of social media promotion. This is what advertising on Pinterest offers. It lets you display your ads to users who are actively looking for products similar to yours and also to those who are just casually scrolling through their feeds.
Known previously as Pinterest ads, this platform offers a unique blend of targeting potential customers. Pinterest is recognised for its remarkable ability to drive sales, which is why numerous well-known brands consistently choose it for their advertising campaigns.
If you're new to using Pinterest for advertising and unsure how to begin, there's no need to worry. This introductory guide to advertising on Pinterest will walk you through the steps to creating effective ad campaigns on the platform.
Is investing in Pinterest advertisements a good decision?
Pinterest, primarily popular among women, who constitute 60% of its user base, is witnessing a significant uptick in male users, enhancing its reputation as a prime destination for exploring new ideas and inspirations.
Advertisements on Pinterest are particularly effective for businesses in sectors that are already prevalent on the platform, such as:
- Home decoration
- Culinary arts
- Craftsmanship and handmade items
However, this doesn't imply that companies outside these categories can't leverage Pinterest advertising successfully. Achieving remarkable results may just necessitate more precise targeting or adopting a unique, creative approach.
Advantages of Advertising on Pinterest
Advertisements on Pinterest can be highly effective for businesses whose offerings align well with the platform's user interests.
There are two primary ways Pinterest ads can benefit your business, as briefly mentioned earlier.
- Potential for Direct Sales Through Ads
It's important to note that organic content on Pinterest itself holds considerable potential for driving sales. Users who engage with the platform weekly are twice as likely to report it as the most influential in their buying decisions, compared to other social media platforms. Additionally, 45% of U.S. users with household incomes over $100,000 use Pinterest, indicating significant purchasing power.
In terms of paid advertising, Pinterest claims that retail brands often experience a return on ad spend that is double what they might see on other social media platforms. However, the specific outcomes can vary based on factors like your product type, target audience, and your overall strategy for Pinterest advertising.
- Visibility to Users Browsing on Pinterest
Ads on Pinterest can appear to users who are navigating through specific categories related to your ad or to users whom Pinterest deems likely to be interested in your products. This prediction is based on their previous activities on the platform, such as saved pins. Advertisers also have the option to target specific user segments, for example, using email lists or tracking recent website visits.
- Ads Appearing in Pinterest Search Results
Another powerful feature is that your Pinterest ads can show up in search results. For instance, if a user searches for “handmade vase” and your business sells these, your ad could be displayed in their search results. This capability is especially valuable as it allows you to present your products to users who are actively seeking them out, tapping into a market with a pre-existing interest in what you're offering.
Types of Pinterest Advertising Formats
Pinterest offers a diverse range of ad formats that can be utilised throughout the platform. Below are the currently available types:
Standard pin ads resemble regular pins, with the distinction of having “Promoted by” next to your company's name.
Example Image: A Pinterest ad from Rothy’s showcasing various shades of red shoes. These ads can be in a vertical or square static image format. They provide an excellent opportunity to showcase your brand in a format native to Pinterest.
- Logo inclusion, a link, and brief text overlay (searchable).
- Up to 500-character description for expanded pin views.
- Aim for readability and search optimisation in the description.
Pinterest has merged standard pins with idea pins (introduced in 2021). Known also as story pins, these allow for recording multiple videos and adding images, lists, and custom text to a single pin. Users can flip through them like Instagram stories, perfect for tutorials or product showcases. These pins can be densely packed with creative content and are promotable as ads.
Video pin ads are a standout format on
Pinterest. They allow for more creative expression and can display a range of products.
Videos should be 6–15 seconds long.
Include sound, but focus on visual appeal (some users browse without sound).
Available in standard vertical or wider formats (the maximum width covers two columns).
Greater investment is likely needed.
Potentially higher effectiveness due to larger size and engagement.
Carousel pin ads resemble standard image pins but allow users to swipe through 2–5 images.
“Promoted by” label and a counter indicating the position in the carousel.
Ideal for showcasing product variations, different items in a category, or action shots.
Shopping pins enable immediate purchasing through a buy button or link to an e-commerce site.
Products can be imported from your catalogue, with automated integration for Shopify users.
Advertisers using catalogues and shopping ads reportedly see a 15% increase in ad spend returns.
Collections ads present a large hero image or video with three smaller assets below, expanding into a full-screen display of up to 24 items upon tapping.
Exclusively in the mobile app feed.
Showcase a standout item before showcasing the entire product line.
Manual creation or automatic data import from your catalogue is similar to shopping pins.
In summary, Pinterest offers a variety of ad formats tailored to different marketing strategies and goals, from standard and idea pins to video, carousel, shopping, and collection ads, each with unique features and potential benefits.
Optimal Pinterest Ad Dimensions
Each ad variant on Pinterest has its own ideal size ratio, ensuring optimal visual presentation and completeness without cropping.
Optimal Aspect Ratio: 2:3 (1000 pixels x 1500 pixels).
Ensures the entire visual is displayed effectively.
Standard Video Ads
Suitable ratios: 1:1 (square) or vertical formats (2:3, 4:5, 9:16).
Max Width Video Ads
Optimal Sizes: 1:1 (square) or 16:9 (widescreen).
Idea Pin Ads
Aspect Ratio: 9:16, catering to full-screen vertical visuals.
Carousel Pin Ads
Recommended ratios: 1:1 (square) or 2:3.
Shopping Pin Ads
Ideal Aspect Ratio: 2:3, tailored for product display.
Collection Pin Ads
Hero Image: 1:1 (square) or 2:3 (vertical) for static images.
Video Formats: Square (1:1) or vertical (2:3 or 9:16).
When designing ads, pay attention to the layout, particularly the balance between image backgrounds and overlaid text. For instance, use dark text on lighter sections of the image for clarity and readability.
This information underscores the importance of adhering to Pinterest’s specific aspect ratios and sizes for each ad type, ensuring that your ads are visually appealing and fully visible without any unintended cropping or misalignment.
Pinterest Advertising Cost Dynamics
The pricing for ads on Pinterest isn't fixed; it operates on an auction basis. Advertisers specify their maximum budget for specific campaign objectives, like enhancing engagement, generating site click-throughs, or achieving a certain number of impressions. The actual rate charged is influenced by several factors, including the selected keywords, targeted categories, ad types, and the dimensions of the ads.
In terms of cost per thousand impressions (CPM), the range might span from $2 to $5 for every thousand impressions. For engagement objectives, costs could fluctuate between 10 cents and $1.50 per engagement activity. Similarly, for campaigns aiming to drive traffic to a website, the cost per click could range from 10 cents up to $1.50. It's important to note that these ranges are not rigid and may vary based on a host of elements, including any changes in Pinterest's fundamental pricing structure. More detailed information about specific ad costs can be obtained during the process of setting up an ad campaign on the platform.
Creating Ads on Pinterest: A Step-by-Step Guide
To begin advertising on Pinterest, the first requirement is to own a business account on the platform. With this in place, you can easily start the ad creation process. Here's how:
- Initiating an Automated Campaign
Access your dashboard, locate the “Ads” menu, and click on it.
Choose the “Create campaign” option.
On the subsequent screen, select the “Automated Campaign” choice.
- Defining Your Campaign Objective
The initial step in campaign creation involves setting your campaign's goal. This is crucial as it determines both the campaign's purpose and the billing method.
Pinterest simplifies this with straightforward options: either “I want to drive more sales” or “I want people to click on my ad.”
- Choosing or Crafting Your Pin
The final step involves selecting the appropriate pin. Options include choosing from existing pins on your boards, selecting a pin from a paid partnership, or creating an entirely new pin.
Once a pin is selected or created, you’ll enter its name and the targeted URL for traffic redirection.
To effectively select or create a pin, leverage strategies like:
- Utilising Pinterest’s analytics to identify high-performing pins based on parameters like most saved or most clicked over a specific duration
- Deliberately creating new pins, especially when promoting specific actions like app installs, which might not already exist on your boards,
- Finalising Audience Selection
The next stage is relatively straightforward, where you determine if there are specific age groups that should be excluded from viewing your ads.
This process encapsulates the streamlined and user-friendly approach of Pinterest ad creation, facilitating businesses in effectively reaching their targeted audience.
- Setting Your Budget and Campaign Parameters
In this step, you will give your campaign a name, define your budget, and decide the duration of your ad run, including whether it should be continuous or set to specific dates.
Establishing a budget is a critical aspect, as it defines the financial scope of your campaign.
- Reviewing and Publishing Your Ad
Before launching your ad, you'll have the opportunity to review all the details of your campaign.
Once you're satisfied with the setup, click “Publish” to activate your ad on Pinterest.
- Monitoring Campaign Performance
After your campaigns are live, you can track their progress and make any necessary adjustments using the Pinterest Ads Manager.
The Ads Manager provides comprehensive insights into your campaign’s performance, including:
- Total number of impressions and saves.
- The number of clicks your ad receives
- Click-through rate (CTR) and effective CTR
- Average cost per click (CPC) or cost per thousand impressions (CPM)
- Total expenditure on your ad campaign
Additionally, if you have implemented the conversion tag (e.g., for Shopify store owners via the Pinterest Sales Channel), you can track the return on ad spend. This includes an analysis of the ad's cost against the revenue generated from user purchases on your site.
By following these steps, businesses can not only effectively launch their Pinterest ads but also closely monitor and adjust their campaigns for optimal performance.
Best Practises for Advertising on Pinterest
To maximise the effectiveness of your Pinterest advertisements, it’s crucial to adopt certain strategies and methodologies. These will ensure your pins capture attention and encourage clicks in the Pinterest feed. Here's a more detailed guide:
Continuously experiment with your strategies.
- The key to successful marketing on Pinterest, as with any platform, is experimentation. You never fully know what will resonate with your audience or what they are actively seeking, even after extensive research.
- To identify the most effective approach, it’s advisable to try various strategies, types of pins, and targeting methods (like selecting different keywords).
- Pinterest now facilitates rapid A/B testing of ads. Within a single ad group or campaign, you can create multiple ads or replicate an existing campaign with slight modifications to test certain variables and observe their impact on your ad performance.
Optimise your pin descriptions:
While the image of your pin grabs initial attention, the accompanying description provides essential context and persuades users to click. Hence, the description plays a critical role.
On Pinterest, it's more effective to elucidate the value of your product rather than merely describe it. Explain why your product is beneficial or unique.
Avoid Using Hashtags:
Pinterest functions as a vast search engine, rendering hashtags less relevant, even for organic pins. Users are unlikely to click on hashtags, as they usually reach their desired content through direct searches.
Instead of hashtags, utilise the description space to include content that is more beneficial to your ad’s purpose.
Carefully select your landing page:
Similar to any PPC campaign, the landing page is vital. Ensure that clicking on your pin leads users directly to the expected content, not just to a homepage or unrelated lead generation page.
Direct users specifically to the product or content pages that you’re advertising. A mismatch between the pin and the landing page can frustrate users, potentially decreasing their likelihood of engaging with your ads in the future.
Incorporate video content:
As with many other platforms, the use of video is highly recommended on Pinterest. The platform has fewer videos, and since they autoplay on mobile devices, they naturally stand out.
Successful video types include brief product highlight reels and how-to videos.
For optimal engagement, videos on Pinterest should be:
High Resolution: Ensure clarity and sharpness, as even slightly blurry videos can deter users and negatively impact your brand's perception.
Concise: Since users are generally browsing, lengthy videos are less likely to be watched. Aim for shorter videos that serve as teasers or brief showcases.
Independent of Sound: Videos autoplay without sound, so they should be effective even in silence. Incorporating on-video text and subtitles can significantly enhance their effectiveness.
Implement the Pinterest conversion tag on your website:
The Pinterest conversion tag is crucial for gathering insightful data about user actions on your website following a click on your Pinterest ad. This tool goes beyond mere click tracking, allowing you to assess the real value and impact of each click.
This tag not only tracks conversions but also monitors general site activity. This data is instrumental in setting up targeted retargeting campaigns.
The tag consists of two components: the base code and the event code. The base code is specific to your Pinterest account and enables you to create retargeting campaigns based on visitors' interactions with your website.
The event code is appended to the base code on specific pages where you want to monitor particular actions such as conversions, additions to the cart, or sign-ups. For example, by placing the checkout event code on the “Thank you for your order” page, it can track and record successful purchases.
In conclusion, if you're still deliberating about the suitability of Pinterest ads for your marketing strategy, consider initiating a few experimental campaigns to gather concrete insights.
It's crucial to recognise that relying solely on paid ads on Pinterest is not the most effective approach to Pinterest marketing. Indeed, these ads work best when they are part of a broader strategy that includes organic efforts.
Paid advertisements on Pinterest can significantly boost your visibility on the platform. However, the long-term value of Pinterest marketing often lies in organic discovery. For instance, when other users repin your content, it reaches a larger audience at no additional cost to you. This organic spread of your content is a sustainable advantage that doesn't rely on your advertising budget.
Therefore, for the most effective outcomes on Pinterest, it's recommended to balance your focus between both organic content creation and pay-per-click (PPC) advertising campaigns. This dual approach is a standard best practise across various digital platforms, and Pinterest is no exception. Balancing these two strategies can maximise your overall impact and success on the platform.
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