Pinterest Ads: Set up your first campaign

Marketers may utilize Pinterest advertisements to get awareness and attention from Pinterest's 250 million users early in their buying cycles. Also, early works are linked: Compared to 71 percent on other social media platforms, 98 percent of Pinners say they've tried new things they found on Pinterest.

Brands that use Pinterest advertisements' targeting capabilities get results and raise awareness. After seeing business material on Pinterest, more than half of Pinterest users have purchased. Pinners also spend 29% more than non-Pinners, resulting in an average profit of $2 for every dollar spent by advertisers.

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With that in mind, it's time to get inspired by Pinterest advertising. There's only one catch: Pinterest advertising is only accessible in Australia, Canada, France, Ireland, New Zealand, the United Kingdom, and the United States for the time being.

Types of Pinterest Ads

The ad structure you employ and your bid type and possible locations are all determined by the sort of Pinterest ad campaign you have. So, before launching a campaign, it's a good idea to familiarize yourself with the characteristics of each format.

1. Promoted Pins

2. One Tap Pins

3. Promoted Carousels

4. Promoted Video Pins

5. Promoted App Pins

1. Promoted Pins

Promoted Pins display in the same places as ordinary Pins in the home feed and search results, but they're enhanced and tailored to reach a far wider audience. They appear and function like normal Pins, except for the "Promoted" label on the Pin. They may be pinned to boards, shared, and commented on.

The nice thing about Promoted Pins is that after Pinner shares it, the "Promoted" label fades away, and future rePins are treated as earned publicity. To put it another way, you gain free publicity. When someone taps or clicks on your ad, they are transported to your landing page.

Features:

• The goal of the campaign is to raise brand recognition.

• Ideal aspect ratio: 2:3 File type: .PNG or.JPEG

• Maximum file size: 10 MB

• Maximum of 500 characters for the description copy

2. One-Tap Pins

According to Pinterest, all Pinterest ad types have been formally converted to the one-tap system as of 2019. When users tap or click on your ad, they'll be transported straight to your landing page.

Ads that required a "two-tap" (where the initial click resulted in a zoom-in) are no longer available. It's also pointless to use the phrase "one-tap" because all advertising is technically "one-tap." "One-tap Pins" is no longer a Pinterest ad category.

3. Promoted Carousels

In November 2018, Promoted Carousels were added. Pinners can swipe through two to five photographs on these boards. These multi-image adverts may display everywhere Pins can, and they function similarly to Pins, except for the dots beneath them that indicate the swipe option.

A Promoted Carousel ad can have a new picture, title, description, and landing page for each card. This style is ideal if you have many items or features to highlight since varied imagery and selling points will appeal to different Pinners.

Features:

• Type of file:.PNG or.JPEG

• Aspect ratios of 1:1 or 2:3 is ideal.

• Maximum file size: 10 MB

• Maximum of 100 characters for the title copy

• Maximum of 500 characters for the description copy

4. Promoted Video Pins

Promoted Video Pins are similar to Promoted Pins, except they feature a video instead of a static picture. Promoted video, like Promoted Pins, appears in the home feed, search results, and beneath a Pin close-up in the "more like this" area.

It automatically starts playing when you get to 50% of the way through a Pinterest video. It's crucial to create a video that isn't dependent on audio for improved accessibility and since many people watch videos with the sound turned off.

Promoted Video Pins come in two sizes: max-width and standard width. Standard width videos are the same size as standard Pins, but full-width videos span the whole stream, reducing distraction from competing Pins. Because minimum bids start higher, maximum video exposure might be more expensive.

Videos are a wonderful platform for presenting a brand or product story and are perfect for awareness efforts. According to a Pinterest study done with Millward Brown, promoted videos are four times more memorable than non-video advertising. Moreover, 67 percent of Pinners claimed that video motivates them to act.

Features:

• Views on videos are the campaign's goal.

• Type of file: .MPR or.MOV

• H264 encoding

• Ideal aspect ratios are 1:1, 2:3, 9:16, and 16:9.

• The maximum file size is 2GB.

• Video length: 4 seconds minimum, 30 minutes maximum

• Maximum of 500 characters for the description copy

5. Promoted App Pins

Pinners may download your mobile app directly from Pinterest with Promoted App Pins. Because mobile devices account for 80% of Pinterest traffic, this mobile-only advertising is a natural fit for the Pinterest audience.

Promoted App Pins are similar to Promoted Pins and Promoted Video Pins in appearance and functionality, except the link to a real iTunes or Google Play app store URL. These Pins include an install button, but you should also ensure your content and picture or video deliver information about your program.

Pinners are known for their spending habits; thus, fast app downloads can soon purchase when Playrix uses Promoted App Pins to promote its gaming applications Fishdom and Gardenscapes. One out of every five installations resulted in a paying customer.

How to Advertise on Pinterest

Thanks to your increased knowledge of Pinterest ad forms, you're now ready to build up a Pinterest marketing campaign.

Step 1: Sign up for a business account

Create a new account for your business or convert your current Pinterest account to a business account.

Step 2: Install the Pinterest Tag

Ensure you have the Pinterest Tag installed before launching a Pinterest marketing campaign. You'll be able to track the activities customers take on your website after viewing your Pinterest advertisements with the Promoted Tag, such as checkouts, sign-ups, and searches.

Step 3: Choose your Campaign Goal

Each campaign begins with a goal on ads.pinterest.com. It's critical to select the proper aim since it will influence what ad types are offered and how you bid in the ad auction.

There are four campaign goals to choose from:

1. Increase the number of visitors to your website. Obtain high-quality leads and direct visitors to your website by using Pinterest. You are charged each click.

2. Increase your brand's visibility. Gain a large number of existing and potential clients. You'll be billed per 1,000 impressions.

3. Increase the number of people who download your app. On Pinterest, there are two ways to boost app downloads. Pinterest modifies your bid according to your budget regularly when you pay by install. Your ad is optimized for click traffic when you pay by click.

4. Increase awareness through watching videos. Auto play videos are great for raising awareness and getting people to think about something. You will be charged per 1,000 impressions.

Step 4: Choose your campaign budget

Set your daily and lifetime spend limits after giving your campaign a name. More explicit pricing characteristics will be provided later. Ensure you enable the option if you're building a carousel ad campaign. It will only work if your campaign aims to raise brand recognition.

Step 5: Create an ad group

Create a new ad group or choose an existing one. Consider an ad group to be a container for Promoted Pins. Each ad group may be given a distinct budget and target audience.

You may use ad groups to handle several objectives within a single campaign. For instance, suppose you want to target certain information to a specific location but only have a limited budget. Plan on starting with two to four Pins per ad group.

Step 6: Choose your target audience

Set the criteria for the audience you want your campaign to target.

Gender, region, language, and device may all be used to target your audience. To avoid poor click volume, utilize a comprehensive targeting strategy if your Pinterest ad campaign's goals are traffic or awareness.

Step 7: Select ad placement

If your budget allows, use the default settings for all locations. Otherwise, your adverts will display in two different places: Browse and Search. Browse placements populate the home feed and associated pins. They work well with interest targeting, but keyword targeting works better with search result placements.

Use 25 keywords for the best results. Broad match, phrase match, and exact match keywords can all be structured. Negative keywords can be used to prevent specific search queries from activating advertisements.

Keyword formatting:

1. Broad match: art modern

2. Phrase match: "art modern."

3. Exact match: [art modern]

Step 9: Set up your budget and schedule

Set your Pinterest ad campaign's start and finish dates. Then decide on a daily or long-term budget. Your daily budget determines your ad group's daily expenditure limit. The total amount you wish to spend between your start and finish dates is your lifetime budget.

Be cautious about what you put here because you won't change it later.

Step 10: Tailor for delivery and optimization

Set a maximum bid for your Pinterest adverts first. Your goal CPM rate is also known as this. Bids must be at least $2.00 to be accepted.

Step 11: Determine your pacing

Standard and fast pace options are available for your Pinterest ad campaign. Your bids are aligned with your overall cost and campaign length using standard pacing. Accelerated pacing may be preferable for high-impact campaigns since it allows you to deliver your money and results more quickly.

Pinterest will never go over your daily or total budget limits, but the rapid pace may deplete your money before the conclusion of your campaign.

Step 12: Pick your promoted Pins

To add Pins to your ad group, click Pick a Pin. Remember that each ad group should have two to four Pins. You have the option of creating new Pins or selecting Pins that you've previously added. Each Pin was given a name and a URL.

Pins must meet the following criteria to be considered:

• Your profile will be stored.

• It will not be stored on any hidden boards.

• Have URLs for your destinations

• There will be no third-party movies or GIFs.

Step 13: Analytics and campaign performance

To evaluate the performance of your campaign, go to Analytics from the Pinterest Ads Manager dashboard. You'll get a summary of all campaigns and their important data, such as total clicks or impressions, engagement rate or CTR, average eCPM (earned and non-earned cost-per-impression), and eCPC (effective cost-per-click), and total expenditure. To learn more about a certain campaign's performance, click on it.

Each campaign is unique, but you may improve it by expanding your audience, increasing your budget, experimenting with other formats, or planning around events.