WITH A RECENT IPO AND THE INTRODUCTION OF CONVERSION CAMPAIGNS, PINTEREST IS ATTRACTING ATTENTION.
Although it isn’t as well known as competitors like Facebook, Instagram or Snapchat, Pinterest is making a splash in the social media landscape. The firm recently joined the New York Stock Exchange in a successful initial public offering, demonstrating market confidence in the company. What’s more, Pinterest is an ambitious company that continues to diversify its ad offering. Its latest launch? Conversion campaigns.
Here at Radiance, we’re taking the opportunity to go over the basics of ads on Pinterest.
WHY ADVERTISE ON PINTEREST?
Pinterest can be thought of as a hybrid platform. It is both a social network and an online catalog. Users can pin and organize their favourite photos in an ultra-visual environment.
With 250 million unique monthly users, Pinterest is still leagues behind Facebook. But it’s an ideal platform for a wide variety of topics: decorating, fashion, lifestyle, weddings, etc. Note that women make up 80% of Pinterest users, and 87% of active users have bought a product or service after seeing it on the platform.
This makes it excellent for reaching certain niche markets that are hard to get to otherwise. So, it’s definitely a platform to think about when you’re looking to advertise.
GETTING YOUR MESSAGE TO THE RIGHT PEOPLE: TARGETING ON PINTEREST
Pinterest offers a wide range of options for making sure you’re reaching the right people:
- Interest targeting: Pinterest ascertains its users’ interests to allow advertisers to display their ads to people who are interested in a topic or type of content (such as cooking).
Keyword targeting: The advertiser can show ads to users who enter certain keywords in the search bar.
- Audience targeting: By identifying and analyzing the habits of your most valuable customers (visitors to your website or people who interact with your brand), you can create “actalike” audiences. Actalike audiences share the same interests and behaviour as your audience base and are therefore likely to interact with your content.
For more information, visit this page: https://business.pinterest.com/en/pinterest-ad-targeting-capabilities
FINDING THE RIGHT PEOPLE IS ONE THING, BUT HOW DO I MAKE SURE MY CONTENT WILL INTEREST THEM? ALL ABOUT FORMATTING.
Pinterest offers proven formats, including:
- Promoted Pins,
- Promoted Videos,
- Promoted Carousels,
- Promoted App Pins,
Pinterest focuses on formats that it knows to be effective, though its options lack originality and choice compared to Facebook, which offers 11 different formats. It’s too bad that Pinterest doesn’t offer an equivalent format to Facebook Instant Experiences (formerly Canvas), for example.
For more information on formats, visit this page: https://business.pinterest.com/en/pinterest-ad-formats
HOW DO I MAKE SURE THE CAMPAIGN MEETS ITS OBJECTIVES?
Starting this month, there are now three possible objectives for Pinterest ad campaigns:
- Awareness, to develop your brand image and reach
- Engagement, so that users interact with your content, visit your website or install your app, for example
The platform recently introduced a third option: conversion campaigns.
What do you want users to do after seeing your ad? Sign up on your website? Place an order? Define your objective and your cost per action, and the platform will deliver your message to the right people while staying within your budget. Pretty easy, huh?
At Radiance, we’re big believers in the power of Pinterest. Although we don’t recommend using it in all cases, it’s clearly an excellent platform for certain types of campaigns.
WANT MORE INFO ON PINTEREST?Get in touch!