Successful Pinterest Advertising
Pinterest is yet another social media platform advertisers are getting their feet wet in. There are a few tips for how to be successful in Pinterest advertising.
Pinterest seems to be the land of endless DIYs, recipes, ideas and inspiration. Tons of people use it every day to discover new things and create boards of all their likes. Though the site has been used mostly for how-tos, it is an excellent platform for advertising. All marketers should know a few things about Pinterest, in order to create a successful campaign.
Keywords have been very helpful in the past to get your campaigns noticed on Google and other search engines. They are also very important when it comes to Pinterest. On Pinterest, you can choose up to 150 keywords for your pin. It isn’t recommended you stuff your pin with exactly that amount. It could result in a low click through rate and low conversions. A good start number for campaigns is about 30-40 keywords. From there you can expand or reduce the amount you use, depending on your campaign’s success.
Keep in mind that keyword matching on Pinterest is still on the broad side. Use keyword suggestions from Ads Manager and Pinterest’s guided search to help you choose broad pins that will get your content noticed.
Pinterest is all about the visuals. People will click on a pin they find cool or pretty or yummy. You need your visuals to get noticed. The best way to do this is by having a vertical pin. Vertical pins will take up more space on a user’s screen. It’s more than okay if the page needs to be scrolled, in order view the entire pin. The user will have more time exposure to the pin.
Remember to also keep the image aesthetically pleasing. Don’t sound too much like you’re trying to sell something in your calls to action, and don’t include the calls to action in your visuals.
There are two ways to target your audience on Pinterest: interest and demographics. Pinterest offers over 400 interest targets. Use them in addition to keywords because they are behavior-based, rather than search-based. If you’re a hair product company, you can choose to target interests like hair, beauty and style.
Pinterest only allows you to know a few things about your audience. So far, the site allows pins to be displayed to a user depending on his location, gender, language and device. Those are the four tools you have in demographic targeting on Pinterest. Use them to the best of your ability.
- Use one pin per campaign to avoid share of impressions and spending going to one pin over the others.
- Separate mobile and desktop campaigns to manage the costs. Mobile will have cheaper CPCs.
- Don’t focus on conversational goals of a campaign because Pinterest favors click-through rates. Make click-through rates your campaign goal.
- Think about how your customers are using Pinterest, in order to come up with better keywords and visuals for your pins.
- Constantly update visuals to keep track of what works and what doesn’t.
Pinterest is still a relatively new form of popular social media and an even newer platform to advertise on. The keys to success in your Pinterest campaign are visuals and keywords. Once you have both of those down, your campaign is golden.
Need help building your brand’s presence on Pinterest? Kraus Marketing specializes in Social Media and Digital Marketing, and serves companies in the NJ & NYC area. Inquire about our services by calling us at (973) 998-5742 or contact us online at www.KrausMarketing.com.