Identify And Create Your Audience
Next, you need to decide who you feel is most likely to take an interest in your ad, brand, products, or service. Scroll down to the bottom of the page where you’ll find Targeting Details and select your target audience.
First, you’ll be asked to choose between find new customers and connect with users to reveal other targeting options like interests, ad placements, audience, demographics, and keywords.
Set Your Targeting Criteria
In Step 2 of Promoted Pin creation, youll set up your ad group. You can have multiple ad groups under a campaign, and multiple individual ads under each ad group. Ad groups determine targeting, schedule, and a more specific budget.
When it comes to the actual targeting, you have several different options of how to proceed.
The first option is to create Target Audiences, which work like . You can upload your entire email list , or create audiences based off of recent site activity or users who interacted with a certain Pin.
If you want to reach similar users to any of these audiences, you can create an act-alike audience, which will show your ads to users with similar qualities.
In addition to this option, you can also use any combination of basic targeting criteria like location, language, and gender, and more with interest targeting and keyword targeting.
Interest targeting will affect where your ad shows up for browsing placements when users are either browsing in certain categories or on their home feeds.
You want to choose the interests that are actually related to the Promoted Pin youre going to select in order to get the best resultseven if someone likes photography, they may not be overwhelmingly interested in your Pin about camera lenses when theyre intentionally browsing home decor feeds.
While its easy to just go for the most obvious keywords, Ive had the best luck when I think outside the box and use a combination of broad and specific keywords.
How Do Promoted Pins Work
Promoted Pins run on an auction system, like many other pay-per-click systems. Advertisers select a Promoted Pin, choose an objective they want to accomplish, and enter targeting criteria. Theyll place bids on having their ads shown to their target audience, and those who bid the most could win the placement.
Promoted Pins can work in two different ways, which we touched on above.
This interest is typically gauged based on past behavior on the platform, including the Pins they’ve saved, though advertisers can target specific users based on things like email lists or recent site visits.
If someone is searching for handmade vase and you happen to sell those, your ad could actually appear in their search results.
As you can imagine, this option lets you promote your products to users who are intentionally seeking them out.
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Other Notes From This Episode
- Episode sponsored by Wix. Looking for smart solutions to grow your agency? Visit Wix.com/Partners and reimagine what your agency can accomplish.
- Episode sponsored by Allie Bloyd. Join Marketing Mastery with Allie Bloydthe easy decision for small-business marketers. Apply by visiting AllieBloyd.com/sme.
- Check out the marketing attribution platform Wicked Reports.
- Learn more about Social Media Marketing World 2022 at SocialMediaMarketingWorld.info.
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Consideration ads, formerly called traffic ads, have been optimized for driving traffic to a landing page or offer. The ad creative itself uses a mix of visually attractive graphics or videos and keyword-optimized captioning to help place the ad in front of people interested in that product or service, or related products or services. For example, someone whos searching for products related to pregnancy may also be served up ads related to having a newborn.
Conversion ads have been optimized for driving qualified traffic to a landing page or offer. More specifically, conversion ads are designed to put the ad in front of someone who has more than a vested interest in that product or service, and are geared toward people more likely to convert, either by adding a product to their cart, checking out, or signing up for a free offer.
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Check Out The Funnel I Used
Youll notice Im not even sending people to a long form sales page after the article Im sending them directly to my eCommerce store. This is straight-up direct response from an ad right through to a sale with no followup sequence in place whatsoever. NO email opt-ins, retargeting ads, nothing. Its just a simple article engagement page to an eCommerce store. My results Ive just shared with you tell me that this traffic source is EXTREMELY powerful. Theres a HUGE opportunity here for eCommerce retailers. The Pinterest ads network is just starting out, and its only going to get bigger and more robust. If Facebook and Google are any indicators we have a year or two of extremely cheap, high quality traffic in front of us before Pinterest gets to be any kind of competitive .
Ezra FirestoneServe the world unselfishly and profit!
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How To Get Started With Your First Promoted Pins Campaign
If you want to get started with a consideration campaign, Elysha wants to tell you one thing:
Dont be afraid.
But its okay to get help. Use our free promoted pins resources or book a consult with us for help. Right now is a great time to get started using promoted pins. Its a very inexpensive way to invest in your business. Try a couple of promoted pin campaigns and use that information to grow further.
For Further Listening/Reading:
How Does Google Ads Work
Google Ads work like an auction, but unlike your typical auction where youll find people standing and shouting their offers, this happens online. And youre bidding to grab that number 1 position in ad placement.
And its not about spending the most money, there are other factors that Googles algorithm considers when placing ads. These include the quality of your ads and their relevance.
When you submits a bid for a keyword, it tells Google how much youre willing to spend when a user clicks on your ads.
It then takes your bid amount, the quality score of your ad, and the relevant keyword to show your ad on, and then assigns you an AdRank.
AdRank is a position Google places your ad on the search results and is measured by simply multiplying your maximum bid value by the quality score of your ad.
The higher the rank, the higher your ads are placed. This means you have more chances of people seeing your ad.
As for the quality of your ads, Google will assign you a score based on the relevance of your keywords, your ad copies, , and the user-experience or quality of your landing pages.
So, its important to make sure your quality score is high for Google advertising.
Now that weve locked down the basics, are you ready to create an ad campaign and run Google Ads?
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Choose Your Pins To Add To Your Campaign
The final step in creating your campaign and ad groups is to select the Pins that you want to appear to your ad group.
These saved Pins become the Promoted Pins your audience sees.
that your Promoted Pins must follow in order to guarantee that theyre seen:
- Save Pins to your own profile
- Dont use Pins that are saved to secret boards
- Include destination URLs within each Pin
- Dont use link shorteners in the destination URL or description
- Dont include third-party videos or GIFs
- Follow Pinterests Ad Standards
The review takes no more than 24 hours, so plan your campaign accordingly so that youre not waiting for review during the time your ad should be running.
Bonus Format: Product Rich Pins
Rich Pins allow you to include much more detailed information than standard Pins. Anyone can use Rich Pins, but youll need to add some code to your website first.
There are three types: Product, Recipe and Article, but Im going to focus on Product Rich Pins.
Heres what a Product Rich Pin looks like. It shows price and stock availability as well as the title and description from your website. And, it even updates that information including price if your website content changes.
Wondering about the Promoted Pins in the example above? You cant pay to promote a Product Rich Pin, but your Shopping ads will show up here, too.
All it takes is adding a bit of code to your site to get your products listed here for free, with auto-updating information. Just do it.
Want to save even more time? Once you have Rich Pins set up on your website, you can schedule all your Pins, including Product ones for the Shop tab, easily with Hootsuite:
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Choose Your Landing Page Carefully
If youve run PPC campaigns before on any platform, you know how important the landing page is. You should be sending users directly to the content that theyre expecting to see after they click on your Pindont send them to your home page, or to a random lead offer or email subscriber page.
Instead, send them directly to the pages of the products or content youre promoting. If you dont, theyll get frustrated and click away, even if they were interested in buying before. This will lower the chance of them clicking on your ads again, so you dont want to blow your opportunity.
Ive Been Getting 17 Cent Clicks
Not only that, but the number of visitors I received from Pinterest ads they sent me, meaning Im actually getting 9 cent clicks.
As you can see, Ive spent $775 from which Ive generated $21,969 in revenue. I used a google analytics tracking URL in my promoted pin so I could track back exactly how many visits and sales came from Pinterest ads. We have not seen this level of high quality traffic since Google Adwords way back in 2003. Its ridiculous!
Heres another interesting tidbit for you: the ads is spending nearly 3 times as much time on my web page as my Facebook ads traffic, and its converting 5 times better.
You may be wondering why I said I made $41,254.34 in sales from $775 in spend but my analytics only shows $21,000. Well, heres where it gets really interesting. Take a look at my direct sales and Google organic sales I had NO direct traffic or Google organic traffic before I turned on this campaign. None. Zero. Nada. Now Im getting 5-10 sales per day from each source. This means people are seeing my ad, remembering it, and then coming back later to search for me and buy from me.
Compare these stats from before and after I turned on the campaign for Pinterest. In the month before I had ZERO traffic and sales. In the month after I have TONS of traffic and sales!
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Grow Your Number Of Followers
Here are a few tips:
Tip #1 Create Boards & Start Pinning
If your profile is new, then you should start by creating different boards. They should be distinctive, but they shouldnt drift away from your niche. This profile is just an extension of your brand. For example, if you sell sports items, you can create fitness boards about specific topics like, workouts, nutrition, motivation for weight loss.
People looking at your profile will relate to your content in an authentic way.
Tip #2 Get Followers
The more followers you get, the more chance youll have that theyll purchase a product using your Amazon Affiliate Links. There are two main ways to do it: following other people or repinning popular content. The good thing is you can do both.
Once your boards are set, publish some pins first and then start to follow other profiles. Find users with profiles that can be associated to your niche market or your brand. Its not about following profiles exactly like yours, its about profiles that share the same interests.
You can also pin content that is already doing well. This may be the best way to gain the most followers and its really easy since any of the top pins is already extremely popular. Just choose whatever image you like.
Once youve done this, you can start pinning affiliate content or pins that redirect users to your Amazon posts or to your website.
Dont Forget To Test Your Links
You can track how these links work for your brand by using and managing Tracking IDs. Go to your Amazon Associates dashboard, click on your email address and the button to Manage Your Tracking IDs will appear.
Compare your Tracking IDs for the next month. Try sending your pins to the affiliate product and other pins to your buyer guides and see which way works best youre your products.
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How Do Promoted Pins Compare To Facebook Ads
People always want to compare Facebook and Pinterest. Kate has devoted an entire episode of the podcast to describing out . In a different episode, we interview a seasoned ads manager about her . Be sure to listen to these episodes if you arent sure of the differences between the two platforms.
And while were on the subject of comparison, please dont compare your ad results with what someone else accomplishes through their ads. Every business is different and your results are unique to your business.
Instead of comparing Facebook ads to promoted pins, think about the bottom line you need to see and what your goals are.
New For 202: Try On Product Pins
Try on product Pins combine your content with augmented reality to create a virtual fitting room experience on Pinterest. Whoa.
Especially powerful for beauty and accessories brands, it allows users to see how a product will look on them by using their phones camera.
Try on Pins arent available in all countries yet, and youll need a Pinterest Business account and an uploaded product catalog. Additionally, creating a Try on Pin is currently only possible by working with a Pinterest account manager.
But if you run an e-commerce business, you should start thinking about these. Hopefully, well see this format become more publicly available for brands to use as ads in late 2022 as well. Right now, theyre available
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When Can You Expect To See Results From Your Promoted Pin Campaign
There are so many variables in how you measure results:
Supply and demand Competition Budget.
The great thing about promoted pins is that you typically see results more quickly than you do with organic pins. This is because promoted pins are super-targeted, while organic pinning is more akin to throwing spaghetti at the wall and seeing what sticks.
Its easier to see results with ad campaigns because you can see how people are interacting with the campaign on a daily basis. Based on this data, you can make changes to refine those results.
I Had Some Big Questions To Answer
Okay, so I was in, and the platform was amazing. Now what? I had some BIG questions to answer:
How was I going to use this platform?
What sales funnel should I test?
Should we just send people directly to our eCommerce product detail page?
How much was it going to cost?
And the list went on . . .
My go-to sales funnel for this type of situation creating a new ad campaign on a new platform is a lead generation funnel. This is where you use your advertisement to send someone to a page where your only goal is get their email address .
These pages can be social contests like raffles, giveaways, photo contests, etc. that require an email address to enter or free PDF, Infographic, or e-Book downloads where the user must enter their email address to access the content or even just a page with a promise of something on the next page, for example: Get this free video that teaches you the 5 step process to a better golf swing by entering your email address below. You get the picture. Its just like it sounds the goal of a lead generation campaign is to generate a list of leads.
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About Targeting & Setup
There are two ways for people to view pins:
This gives you three options to target people: by browsing, by searching, or by browsing and searching.
How To Get Images For Your Posts
You can get access to different product images at no cost in the Associates Central homepage.
You can browse for products in the Quick Links or Browse for Product sections. Go to the Product Links page to enter product numbers or keywords into the search box. then, use the search functions or get banner buttons. This will allow you to generate HTML-based images.
Once you have your image codes on the product pages, grab them from there by clicking Image in the SiteStripe toolbar.
Also, you can use Canva to create your own images. They even have a whole section of templates called
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