With more than 400 million monthly users, Pinterest can offer good opportunities for reaching customers with advertising. Pinterest is also unique in that people use it to find ideas and to plan for events, so it can be very influential.
If you have already started Pinterest advertising, you have probably seen some of the benefits already. At this point, you might be looking to see what you can do to expand. You should definitely consider hiring a Pinterest advertising agency to optimize your campaigns and increase ROI.
With that said, finding the right online marketing firm to work on your Pinterest campaigns can take time. In the meantime, the following tips can help you get a boost while you look for the right advertising partner.
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Pinterest Advertising Tip 1: Expand and Refine Audience Targeting
Audience targeting is one of the most important elements of advertising on Pinterest. Maybe you have found a few audiences that have worked well so far, but now is the time to start branching out and trying new things. Try targeting new keywords or looking for new audience interests that may be relevant to your brand.
You should also consider targeting options like customer list targeting, actalike audiences, and engagement. Customer lists can offer powerful options because you are reaching people who are already familiar with your brand. Actalike audiences can be great for expanding your reach because it allows you to target people that are like your existing customers.
Pinterest Advertising Tip 2: Add Long Keywords to Your Promoted Pins
Keywords represent one of the most effective features for targeting your ads on Pinterest. You definitely want to hit all of the basic and obvious keywords that apply to your business, but you should try to expand your reach by looking for keywords that can reach more people.
One of the best ways to expand your reach is to try some long keywords on your promoted pins. You’ll show up in more searches if you have these keywords and it can be a good way to make your targeting more specific.
Pinterest Advertising Tip 3: Seasonal Advertising and Events
Along with targeting these longer keywords, you should also consider changing the keywords for seasonal events. If you are running ads for products that you want to sell at Christmas, you should include some keywords that are specific to the season. The same goes for any other holiday. You will want to add the seasonal keywords to your promoted pins and then remove them when the season is over.
Pinterest users tend to be planners. They plan ahead and they use the platform to find inspiration for seasonal activities and events. If you are advertising on Pinterest, you should try to take advantage of this by offering timely ads that will benefit from the interest in a season or event.
What many brands may not realize is that they should start seasonal advertising campaigns much earlier than they do. According to the possibilities planner from Pinterest, users usually start thinking about these events months ahead of time. As an example, people start thinking about Mother’s Day in February. That means you could start your Mother’s Day advertising much sooner than you may have thought.
Pinterest Advertising Tip 4: Try Different Types of Ads
Maybe you have done well with the ads you have tried so far, but that is no reason to avoid some of the other options that are available on the platform. Try promoted carousel ads or video ads to see if they can offer something new for your campaigns. Run new ad campaigns with different types of ads and compare the results. With a little bit of experimentation, you might be able to find some new ideas that have a lot to offer your brand.
Promoted Carousel ads can be a great option to take your campaigns in a new direction. They allow the advertiser to showcase 2-5 images that the user can swipe through. They can also show up anywhere a pin can, so they integrate well with the standard user experience on Pinterest. Each slide can have its own image, title, and description and they can all link to different landing pages. This makes this type of ad particularly good for promoting multiple products.
Tip 5: Go Long with Your Pins
Pinterest automatically scales images to fit the correct width, but you do have options for length. Since you can expand your images in length, you should take advantage of the additional space. Having a pin with a larger image will help it stand out and it can be a good way to add more information (both visual and in text) to the image.
This can be especially good for targeting users on mobile. Since most of these people will be viewing the page on a vertical mobile screen, you can create images that will fit well and play to that experience. You could even try to optimize your pins to make them fit close to the size of the average mobile phone screen.
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Tip 6: Boost Your Budget
It is not uncommon for businesses to limit their results by not spending enough on ads. If you regularly hit your spending cap and find that you are only reaching a very small portion of your audience, you might want to consider putting a little more money into the advertising budget. By increasing the budget by 5-10%, you could reach more people and there is a good chance that it will actually increase the ROI of your campaigns.
Tip 7: Use a Text Overlay With Images
The image is the first thing people see when they encounter your ads on Pinterest. While the bulk of the image should be visual, you can enhance images by adding a text overlay. Use it to highlight an important feature or to help users understand the importance of the image. Adding text can also be a good way to add a call to action to the image.
Adding a text overlay can be helpful but you do not want to overdo it. Most of your text should be in the description, so you want to try to keep any text overlay short and simple. The overlay just needs to be quick and easy to read so it can grab the user’s attention. You should also use contrast and bold letters to help the text stand out.
Tip 8: Feature Prices in the Description
If you are promoting a product or service, you want to draw as many eyes to your content as possible. While there are several tactics you can use to make your ads stand out, there is one simple way to get the attention of Pinterest users: adding the price in the description.
Prices have the ability to grab attention. When users are scrolling the page, they will see a price and it will get them thinking about the product or service you are promoting. With the price there, it takes the user out of the casual browsing experience and it gets them thinking about buying.
Beyond that, you also have the option of using Buyable Pins. With this option, you can set up special pins that allow the user to buy the product without having to leave Pinterest. The Buyable Pins might not be the right option for every business, but the direct shopping experience can be a good way to boost sales.
Tip 9: Dig Into Pinterest Analytics
Data and analytics can provide a wealth of useful insights about your Pinterest marketing. Pinterest offers an analytics platform that you can access from the ads manager. Once you open the analytics page, you will be presented with information about your campaigns and key metrics. You can even look at campaigns individually to see data that is specific to each campaign.
Analytics can be good for learning about what is working and what is not. It can tell you more about your audiences and the types of content that appeal to them. It can show you information about impressions, total clicks, cost per click, and the clickthrough rate. This information can be good for refining your campaigns and increasing the value of every dollar you spend on the platform.
Most businesses will find that the onsite analytics are enough, but there are other Pinterest analytics tools that can provide more information. Some are free and others may require a paid subscription for access to the tools. With that said, many of the analytics tools work with multiple social media platforms, so they can have uses beyond improving your Pinterest advertising.
These nine tips can do a lot to enhance your Pinterest advertising. Hence, there is a lot more that can be done. You should keep experimenting with new advertising techniques and tactics and track your results to find what works best for your business. It might take time to get the hang of things and learn the ins and outs of Pinterest advertising, but it will pay off if you give it time and keep an eye on the results.
