Tracking: The option to add tracking pixels to measure performance (i.e. clicks) and conversions (i.e. sales).
Targeting: The ability to share Promoted Pins with a pre-defined set of users. Pinterest is calling these identifiers a “hash,” and this is similar to custom audiences.
Although Promoted Pins have yet to launch to the greater public, Pinterest has been testing this highly anticipated feature among select brands, including Gap, Target and ABC Family. If a consumer is browsing Pinterest, they might see these pins appear within search results as well as “Everything,” “Popular” and category feeds.
If Promoted Pins are on your brand’s horizon, read on for tips on how to leverage analytics to maximize pin performance – and your advertising dollars.
1. Pick your pins wisely.
Pinterest is taking the guesswork out of marketing. When a user pins a product from your website or repins an image on Pinterest, they’re not just interacting with your brand; they’re also conveying an emotion – visually. Popular pins, therefore, are representative of a shared emotion. That emotion is desire. And this desire is driving traffic and revenue for brands.
When considering which of your creative assets will be most effective on Pinterest, put your data to work. Sort your pins by performance, and identify your MVPs (most valuable pins, of course). Then, keep that momentum going. If neon running sneakers consistently perform well organically, for example, it’s a good indicator that these images should be promoted as well. Keep an eye out for sudden spikes in pinning, and optimize your strategy around these visual trends.
2. Know your audience.
The images you promote are only as effective as the people who are engaging with them. To make your Promoted Pins work harder for you, evaluate your audience—from what gender they identify with to the devices they are using to pin. For instance, if the majority of your audience uses the iPhone, you’ll want to make sure that your Promoted Pins are driving users to a landing page that’s optimized for this mobile device.
Tap into Community Insights to ensure that your pins are reaching the right consumers. This is essential to creating a good user experience that drives excitement, engagement and intent.
3. Set the stage.
Once you’ve identified your audience, you’ll also want to package your Promoted Pins so that they speak to how consumers use (or imagine they could use) the products within them. How can you frame your pins so that they speak to the broader needs of your target audience? Keywords are a great place to start.
When writing captions for your Promoted Pins, be direct yet descriptive. For example, if you’re an athletic wear brand promoting those neon running sneakers mentioned above, seek out keywords that give your kicks context. Maybe that’s “marathon,” “fast,” “happy,” or even “gift.” Whatever you find, incorporate the most important ones to make your Promoted Pins feel personal, as personalization sparks action.
4. Don’t forget to follow through.
Getting a consumer to take action on your Promoted Pin is only half the battle. Once you’ve convinced a user to engage with your content, you’ll want to make sure that the on-site experience lives up to the hype as well.
With that said, your Promoted Pins should drive users to exceptional content. If you operate an e-commerce website, maybe that’s a product detail page with a gallery of beautiful images produced by fans or critical information like sizing and reviews. For publishers, this could be a relevant article, blog, video or slideshow.
And while we’re on the subject, keep a close eye on the functionality of links that live within Promoted Pins as well. Sending traffic to expired links or 404 pages hurts your search ranking and frustrates consumers. To avoid this, make sure that your products are well stocked and your articles and blog posts are alive and well.
What’s your Pinterest strategy?
Consumers are taking to Pinterest to search for and discover new products every day. Because of this, Promoted Pins will likely serve as an excellent way to get your products in front of more—and more targeted—consumers. If you aren’t already, start gathering data around which images consumers are pinning, where those pins are coming from, and how those pins are being described. By doing so, you’ll be able to develop an informed Promoted Pin strategy that creates real opportunities to drive traffic and revenue for your brand.
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