Hooray! Many businesses now have access to Promoted Pins on Pinterest, the platform’s cost-per-click solution for advertisers. In fact, we were just granted access too.
According to Pinterest, Promoted Pins perform just as well and sometimes better than organic pins. In the beta launch of Promoted Pins, brand advertisers saw about a 30% increase of earned media (pinners who saw a Promoted Pin and subsequently saved it to one of their own boards). Another major plus of the program is the advanced targeting it allows. Advertisers can finally reach someone based on a specific search term, by gender, location and more.
Sound promising? Here’s how to get started.
1. Pick a pin, any pin.
Which pin would you like to promote? Pinterest helps advertisers get the ball rolling here by displaying the pins that were most clicked and most repinned within the last 30 days.
But what if someone wants to promote a pin based on more distinct analytics? Curalate users could turn to the Dashboard to learn which was the most popular pin within a specific timeframe, as well as to unearth the most popular organic content.
Let’s imagine 4th of July is just a couple of weeks away, and Pinterest users are scouring the platform for clever recipe ideas. A brand might have a great red, white and blue cupcake recipe living on its site from the previous year that was never pinned onto a board. However, consumers stumbled upon the recipe, and avidly pinned it onto their own boards. By tapping into these analytics, the advertiser would learn that this would be great content to promote on Pinterest in the weeks leading up to Independence Day.
2. Add more details.
Once an advertiser has nailed down what to promote, it’s time to add the most accurate search terms to reach the right audience.
The first step is to add terms related to the pin that will reach people making relevant searches. A purse, for instance, could be targeted to reach users searching for “leather bag,” “cute purse,” and a myriad other terms. Pinterest will offer search suggestions based on the pin description.
Advertisers can either search for terms within the platform or import their own. They can add as many relevant terms as they’d like.
Curalate’s Dashboard comes in handy here, too. Upon locating a specific pin within the Dashboard, a user can hover over it and spot the top keywords associated with the image. For example, the obvious keywords associated with an article of clothing might be “skirt” and “tulle,” but a quick look at the Dashboard would tell the advertiser that people highly associate the term “Cinderella” with this item, even if it isn’t marketed as such.
As soon as the advertiser begins adding terms, they will begin to populate in the right-hand column. An “estimated weekly impressions” number will fluctuate depending on which terms and how many are selected.
3. Refine your audience.
For even more specific targeting, advertisers can select a designated market area in the U.S., a language, device and gender. A user could pinpoint, for example, that in Indiana, 14% of followers identify as male, while 86% identify as female, and target their pins accordingly.
4. Finalize the budget and campaign details.
Once everything is settled, a maximum cost-per-click bid is placed with the stipulation that advertisers only pay for clicks to their site.
And that about sums it up! After setting up the pin details, advertisers are asked for their billing information and to accept Pinterest’s Terms of Service.
It’s that simple! Now to look forward to additional ad formats Pinterest is in the process of testing for brands, like animated pins!