Pinterest Ads campaigns
Pinterest Ads is a marketing platform that Romanian brands often leave out of their online promotion strategy. One reason is that Pinterest ads arrived in Romania relatively recently (2019), and specialist agencies have either not had time to test them properly or meet reluctance from clients to invest in a new platform.
Advertising on Pinterest may still be in its early days, but the platform itself has been in Romania since 2012 and had 1.31 million users in 2021. If your business is in a field such as fashion, gardening, HORECA, the creative industries, design or education, Pinterest is where it will flourish.
Why Pinterest Ads?
With the new rules Facebook has introduced, Pinterest is an opportunity worth considering more and more seriously.
Ads created on Pinterest deliver conversions at a cost 2.3 times better than other social networks, and twice the ROAS in retail compared with ads running on the other social networks. (source: Pinterest)
Pinterest Ads targeting tools
Targeting on Pinterest Ads works in an unusual way, as a combination of how Facebook and Google handle targeting. You define your target audience by selecting relevant interests, demographic characteristics and keywords. Targeting this precise means your ads are shown to the most relevant users.
Automatic targeting
Pinterest automatically chooses the audience based on the details specified in the ad.
Demographics
Narrowing the audience by defining demographic characteristics such as age, gender, location and language.
Customer lists
Uploading a list of customers who have already interacted with your site or Pinterest account.
Interests
The target audience can be defined by the interests users have.
Keywords
You can also target audiences by selecting the keywords your promoted Pins should appear for.
Actalikes
Pinterest lets you create lookalike audiences whose interests and behaviours are similar to those of your customers.
Campaigns available on Pinterest Ads
Awareness campaigns
These campaigns are the first step in the user’s buying journey, a journey known as the funnel. Awareness campaigns have 2 types of objective: brand awareness and video views.
Consideration campaigns
Consideration is the second step of the conversion funnel, and traffic is the only objective available. These campaigns work well for driving as many clicks as possible to your Pinterest content or your website.
Conversion campaigns
This is the last step of the funnel. The objectives available for conversion campaigns are website conversions and catalogue sales, which promote your products through shopping ads.
How do we build a high-performing marketing flow?
- Analysis
- Planning
- Implementation
- Optimisation
- Testing
1. Analysis
A good start is essential in any project, so when we take on Pinterest Ads campaigns, our first step is a detailed look at your business and your competitors. After a full analysis, we outline the objectives and the Pinterest Ads marketing strategy, shaped around your business outlook and the specific needs of your project.
2. Planning
Next, we create your Pinterest Ads account (if you do not already have one), set up your Google Analytics account and connect the two platforms. If your business sells products, we will also bring the products from your site in through a feed.
After that comes the planning and structuring of the campaigns themselves.
The planning stage is also when we build the audiences relevant to your business niche. They can be created by selecting demographics, interests and keywords.
3. Implementation
Next step: we confirm the keyword lists and proposed audiences with you. Only once we have your OK do we go on to build the campaigns, setting the geolocation, the devices the ads will appear on, the best time slots for showing them, the budget, the bidding strategy and other platform-specific settings.
Each campaign contains ads organised by keyword group and selected audience, with specific copy that complements the product or service being promoted.
4. Optimisation
We launch your Pinterest Ads campaigns and, depending on the budget and the strategy chosen, adjust the ads daily or weekly to maximise their performance.
Transparency is vital in any partnership, so every month you will receive a report on the results of your Pinterest Ads campaigns. It helps you understand and interpret the leads generated, the conversion rates recorded, the number of sessions by device and the other KPIs we hit for you.
5. Testing
We believe adaptability is essential in digital, so we keep testing and improving your ads. A/B testing shows us how to get you a better click-through rate, an optimal position in placements or a lower cost per click. We test new interests and keywords, different messages, various audiences and bidding strategies.
Let’s talk about your campaign
Curious to launch your first Pinterest Ads campaign, or have questions this article did not answer? We are just a phone call or an email away.
Your safety matters to us too, so we can always schedule a Skype / Google / Zoom meeting and talk in detail about the opportunities that suit your business.