As far as paid digital advertising goes, most eCommerce businesses choose Google and Facebook as the forefront advertising platforms to spend money on. While these are fantastic options they are becoming oversaturated with competition for every single industry which makes them a very expensive option for small businesses looking to launch their products without spending a fortune.
We are here to tell you there are other advertising platforms, like Pinterest, where you could benefit from low competition, and potentially lower cost per click to discover key audiences for your product conversions.
There are multiple types of campaign goals to choose from:
Reach: Also called “Brand Awareness”, gives you the option to get your brand in front of as many users as possible. You pay for every 1000 impressions.
Video views: Show your video to as many people as possible. Pay for every 2s view.
Consideration (aka. Traffic): Straightforward, you pay per click to get your landing page to a relevant audience for their ‘consideration’.
Conversions: The purpose of this type of goal is to find the right leads for conversions. For eCommerce, you can optimise for conversion events like ‘Add to cart’ or ‘Checkout’. You also have the option to use fully automated bidding or add a target cost per action (CPA) for slightly more control.
Catalogue sales: This is the eCommerce gold mine. This lets you show potential clients your full product catalogue as an ad. You can optimise your ad delivery for Pin clicks or conversion events like ‘Checkout’.
Targeting the right user on Pinterest is simple and similar to the industry giants like Facebook and Google. In fact, Pinterest combines the two. You can target audiences based on Interests and Keywords.
The Pinterest algorithm is the platform’s greatest advantage. Since Pinterest is designed for people to clearly state (by pinning the things they like to Boards) what they like, it makes it very easy to find users based on their likes. This also means their high-level targeting like ‘bedroom furniture’ also has much more detailed options within that category like ‘murphy bed’, ‘daybed’ ‘vanity’ ‘headboard’ ‘dresser’.
Similar to Google, you can target Pinterest audiences based on their search results. Pinterest is its own keyword planner and will show you the estimated monthly search volume.
Any successful strategy will have to involve following your current audience to wherever they are. When it comes to Pinterest remarketing, you get plenty of classic ‘Facebook Ads’ option replicas.
You can target:
Each ad creative has to come from your pins (good idea is to have a secret Board for ad creatives) or your connected catalogue products. It is essential to fill your Boards with high-quality Pins that represent your brand to utilise Pinterest to its full potential.
We need to emphasise that Pinterest is a visual-first platform and each advertising creative will have to be a piece of media that stands out while a user scrolls through a screen of images.
Our best practice recommendation is to use video content. The majority of pins on the platform are images so it always catches your eye when you see a moving image. Video is predicted to take over the platform, current reports claim that daily video views on Pinterest have reached over 1 billion.
Building your profile organically should be the first step in the Pinterest process, just like you would optimise a landing page on your website. Customise your brand’s profile and cover picture, add a bio and the correct website URL. Make sure everything looks professional and welcoming.
It is very easy to get a verified blue check mark for your Pinterest profile. All you need to do is connect your catalogue while passing Pinterest eCommerce guidelines and you will have a ‘Verified Merchant’ status right at the top of your profile. This is a very important step to show potential customers you are a serious vendor and have or appear to have authority on the platform.
Finally, get in touch with us to discuss potential Pinterest advertising opportunities for you.
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