BENEFITS OF PROMOTED PINS
Promoted Pins give you a qualified audience. In other words, you are reaching exactly who you want to be reaching.
It amplifies your content. If you have really great content, and you gain that coveted top spot in the Pinterest feed, your content gets spread even more.
Benefit to bloggers specifically in using promoted Pins? Definitely! If you are a blogger who wants to get your content in front of the exact people your blog is targeting, promoted Pins are a great way to do that. Promoted Pins boost audience engagement, and click throughs to your website.
The shelf life of a Promoted Pins is 90 days!
GETTING THE MOST OUT OF A CAMPAIGN
Focus on the creative aspect. Your Pins should be beautiful, helpful and focused. Add your logo to the lower corner for credibility. Pins should be tall and contain multiple images, with text overlay. To use the description to your greatest advantage, word it as a conversation between yourself and the reader.
Be okay with “test mode” when you first start. Using promoted Pins for one week will not tell you whether or not your campaign is a success. It may take up to 30 days to see any real traction, so be patient and use that time to really figure out how it works.
WHAT SHOULD WE AVOID?
Don’t run more than one Pin per campaign. Pinterest has their feed optimized for the best performing Pin to be shown the most. So the other Pins will fall off and you won’t be able to see what is working best for you. If you don’t know specific results, you can’t adjust your budget accordingly.
There are two different types of campaigns…you need to know your goals in order to choose the right one for you.
BEST KEYWORDS AND DEVICES
Taking into account the latest changes to Pinterest’s algorithms, they now recommend anywhere from thirty to fifty keywords in targeting your audience in the ads manager. These keywords don’t need to all be repetitive either. And the good news? You aren’t punished in any way if you go over. Some businesses use upwards of 200 keywords with no negative consequences.
So, do you set your campaign for “all devices” or just a specific one? Mary says that in the beginning, you should choose “all.” It will give you more reach. Keep in mind though, that 80% of Pinners use Pinterest on an IOS mobile device.
HOW DOES CPC (COST PER CLICK) WORK?
When putting in your bids, don’t just go for the “good bid.” Go for the high bid to start with. Pinterest gives your ad a boost in the beginning, but with the higher bid, you get more performance out of the gate. Then, as you see how successful the campaign is, you can adjust down.
Be sure to listen to the episode to hear a great example of a CPC ad.
What is the difference between a daily budget and a lifetime budget? Obviously, a daily budget will cap at the end of each day. A lifetime budget actually works pretty much the same way; you just commit the entire budget up front and Pinterest breaks it down for you.
NO GOOD RESULTS?
Look back at your targeting and see if it is too limited. How many keywords are you targeting? If your target is limited, your results will be limited. Go back to the creative part. Does your Pin have everything it needs to be successful? Look back at the list in the second topic above and check your Pin against that.
Read more here about branded images and how they affect Pinterest traffic.
PINTEREST BEST PRACTICES
- One pin per campaign. When just starting out, it is the cleanest way to get started.
- If you are a blogger trying to drive email sign-ups, install the Pinterest conversion tracker. (It can be found in the ads manager, and is a snippet of code that you put on your site.)
