How to manage ads on Pinterest?

Pinterest’s ad revenue is projected to surpass $ 1 billion by the end of 2020, making it number three in the big three social media platforms. So it will take its rightful place among such popular giants as Youtube, Facebook and Instagram.

This is not to say that the popularity of this social network grew out of nowhere or was caused by a sharp jump. Pinterest’s audience has grown steadily and step by step since its inception.

STATISTICS:

• About 47% of millennials on Pinterest bought something they checked out. This is 9% more than the activity of millennials on Facebook. And, at the same time, 14% more than on Twitter
• 61% of users purchased a product after viewing branded content on Pinterest
• 9% of active buyers buy a product using Pinterest at least once a month.

WHY IS IT IMPORTANT TO USE ADVERTISING ON PINTEREST AS A WORKING TOOL?

The main working strategy is to ensure brand awareness. And the second, equally important strategy is attention for marketers with an audience early in the customer journey. So, marketers who work and understand the social network can regularly display mobile and desktop ads to users by creating message boards, finding pins and clicking on URLs. Objectively speaking, an effective way of lead generation and brand promotion.

Unfortunately, there are also disadvantages here. It is difficult to say for sure whether this is a disadvantage or advantage. Let’s call this the long-term nuance of Pinterest. When it comes to gathering leads and sales data, most marketers have a short time frame. It is not possible to get the required amount of statistical data from Pinterest during this time. Pins and Pinterest ads don’t always show the right amount of results in a short amount of time.

ADVERTISING FORMATS AVAILABLE ON PINTEREST

There are only four ad formats available on Pinterest. It is likely that with the development of popularity and the social network itself, this number will increase. At the moment, there are enough of them.

Promotional pins

Posting content to Pinterest is called a pin. Promoted Pins easily show up in search results in your home feed. They are mixed with other pins selected individually for each user of interest. The difference between an advertising post and an ordinary one is only in the presence of an “advertising” label on the pin.

Promoted carousels

As you know, every social network borrows something from its “brother”. So, in order to keep up with Facebook, Pinterest thought about it in time and created a “carousel” advertising format. This ad format has the ability to display 2–5 media that can be scrolled and selected. Which is definitely beneficial for product and food brands. It is quite easy to distinguish it from regular pins. Several gray dots by the number of images are displayed below the post.

Propelled pins

The pin-on pins let you shop instantly without leaving Pinterest. So, for example, there are contacts that work on mobile and desktop devices, displayed in the same places as promoted contacts.

Promoted Video Pins

Pins with promoted video pins appear both in personal feeds and in search results under “Looks Like This”. Close-up. The video automatically starts playing as soon as it becomes 50% visible, with the sound muted. Viewers can watch all videos without going anywhere.

HOW TO SET UP ADVERTISING IN PINTEREST?

The first thing to do to run ads on this platform is to create a business account. If you already have a regular account, and would not like to create a new one for brand promotion, there is always the opportunity to convert it into a business profile. Don’t forget to make sure to set your Pinterest tag. The Pinterest tag works like a UTM code, tracking the conversions and activity of your Promoted Pins. It also measures the effectiveness of your campaign. Further actions will be described step by step.

1. — ADS.PINTEREST.COM

Ads.pinterest.com is an ad creation site. After clicking on the link, you must select the tab “Advertising” — “Create ad”.

2 — OBJECTIVES OF THE ADVERTISING CAMPAIGN

For those familiar with the Facebook Ads Manager, it will seem similar that starting a Pinterest ad campaign starts with a goal. The goal you choose will help you determine the right ad type. Subsequently, you will use it.

3 — CREATING AN ADS GROUP AND SELECTING A TARGET AUDIENCE

Ad groups are like containers with pins. It is the presence of an ad group that will allow you to manage multiple goals within one campaign. Also, ad groups give you more control over several settings: campaign budget, delivery date, location, and targeting.

The last point is especially important not only in Google Ads or Facebook Ads advertising campaigns. Targeting is important everywhere and a lot depends on the correctness of its settings. On Pinterest, you can target gender, location, language, and device. For example, if the goal of an ad campaign is to generate traffic, it would be logical to use a broad targeting strategy to avoid decreasing amount of clicks.

STEP FOUR — BUDGET AND SCHEDULE

First, you need to choose the duration of your Pinterest ad campaign and then set a daily or lifetime budget. This is how the daily budget sets the daily spending limit for your ad group (similar to Facebook).

Be sure to set a maximum budget rate. This way, you avoid unnecessary waste for the ad group at the end of its campaign.

STEP FIVE — SELECTING A CREO OR ADVANCED PINS

There are several rules that your posts must meet in order to be promoted later. So, they should:

• Save in your profile;
• Not to be saved on secret and private boards;
• Have targeted URLs;
• Do not contain third party videos, GIFs and images.

You can use UTM Tracking Options, Pinterest Tag, or Tracking Options to track the performance of your posts.

After all the steps taken to set up an advertising campaign, you will be prompted to set up your billing information. And the settings will be finished.

After a successful payment, your ads will be sent for moderation. There will be checked for compliance with the Pinterest guidelines. Moderation usually takes about 24 hours. After receiving a positive response from the moderator, all you have to do is follow Pinterest’s ad analytics. Remember to adjust, edit, or pause your ads if necessary.

If you want to achieve short-term benefits, the main platforms are still Instagram, Facebook and others. However, if the goal is your long-term benefit, your path is through Pinterest.