We've all battled with the beast that is Facebook ads, you've probably dabbled in Instagram ads, and maybe even given LinkedIn ads a test-drive, but how many Pinterest ad campaigns have you launched?
You might think Pinterest is just for foodies, event planner, and future brides, but it's actually an incredibly powerful social media search engine just waiting to showcase your business.
Ads expert Akvile DeFazio is here to talk us through the benefits and strategies of running Pinterest ads…
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Where do Pinterest ads fit in a funnel?
It is perfect for top of funnel, as an introductory point to your brand, for brand awareness, and traffic campaigns.
Pinterest tries to really focus on e-commerce, but I think for a variety of different types of business it’s perfect for top of funnel.
Who is the Pinterest market and audience?
As we all know it’s really big on food recipes, bridal ideas, event planning, that kind of thing.
But last time I check there were over 250 million users and most of those people are coming in to discover new content and brands from businesses.
There are a ton of creators and entrepreneurs using Pinterest to find inspiration, strategy and planning ideas, and education.
Pinterest is all about the images and graphics and is super text-friendly, where some other platforms are not, so it’s a great platform to display your content.
How should our Pinterest ads look?
Pinterest ads blend into the feed really well so all the usual Pinterest rules apply.
Make your ad nice and bright so that it stands out and remember to overlay text. You can use the pin itself to show off your ad copy, as you don’t get too much space to attach copy to the pin description.
A huge thing that Pinterest recently released is video ads. This makes a big difference because most of the Pinterest feed is made up of still images, so any sort of subtle motion in your pin will certainly captivate people more than a static image.
What are the targeting options for Pinterest ads?
The great thing about Pinterest is that it’s a hybrid of a social platform and a search platform.
So, while you have demographic targeting and all the regular targeting, you also have keyword targeting – which is huge!
You can also do custom audiences like you would see on Facebook or Instagram where you can import email lists and your pixel, however, on Pinterest it’s called an ‘act-a-like’ audience.
What’s a sensible ad budget for Pinterest?
I’ve run some awareness campaigns that run on $5-$10 per day and that seems to be more than enough to get people started.
You can look at your organic Pinterest analytics to see what type of content works well for you and then essentially boost or promote those pins.
It’s best to look at what is already working well for you on Pinterest and try to put your budget behind those content types to get the most out of your ads.
When it comes to scaling your budget it’s best to increase your budget in increments so that you’re giving the algorithm a chance to adjust. If you successfully spend your daily budget, then that’s a good sign that you can increase it a bit.
A book that you would recommend…
Contagious by Jonah Berger
What is your top success habit?
I’m a sucker for efficiency, so I’m always creating processes and task lists.
What are your favourite apps right now?
I love Trello.
Here’s the big one… who do you like more, Rob or Kennedy?
Kennedy said my name correctly on the first try, so I’ve got to go with Kennedy!