What pops into your head when you think of Pinterest? DIY wedding ideas, home decor tips, or perhaps an endless stream of recipes you’ll maybe try someday?
Sure, Pinterest might be all that, but it’s also one of the most underrated tools for growing your business.
Once considered the go-to for wedding boards and barbecue chicken recipes, Pinterest is now presenting business owners with advertising opportunities like never before.
Pinterest isn’t just a social media platform; it’s a hybrid that’s both a search engine and a discovery powerhouse. It’s where millions of people (better known as Pinners) plan their futures, whether it’s designing their dream kitchen or hunting for the perfect gift. And that makes Pinterest Ads undeniably powerful.
Pinterest ads are the secret recipe to cutting through digital noise and placing your brand right where your future customers are already looking.
Today, we’re peeling back the curtain on Pinterest advertising. You’ll learn why Pinterest is worth every penny of your ad spend, the different ad types available, actionable tips for setting up campaigns, and how to avoid common missteps.
Ready to pin your way to success?
Why Pinterest Ads Deserve a Slice of Your Budget
On Pinterest, users aren’t scrolling mindlessly like they might be on other social media platforms. Instead, they’re searching with intention. They're planners, dreamers, and shoppers all rolled into one.
That future kitchen design? It needs a backsplash. The dream wedding inspiration board? It’s incomplete without shoes, décor, and centerpieces.
Over 570 million monthly active users come to Pinterest, many of them with purchase intent. Eighty percent of weekly users discover new brands and products on the platform, with 85% inspired to make a purchase. Compare that to your average Instagram or Facebook scroller; on Pinterest, people come to find products like yours.
Still not convinced? Pinterest’s audience overlaps beautifully with e-commerce and brand awareness goals. What’s more, it doesn’t just cater to home decor lovers or foodies anymore. Its evolving demographics are golden for businesses across niches.
And unlike Google Ads, which displays text-based results, Pinterest lets you visually showcase your products. Honestly, when’s the last time a static Google search made you say, “I need that”?
The takeaway is this: Pinterest users are future-focused shoppers, actively curating their own vision boards. So why not make sure your business is part of those plans?
Types of Pinterest Ads and When to Use Them
Pinterest isn’t serving up just one type of ad. From eye-catching Promoted Pins to engaging Video Pins and shopping-focused formats, there’s an ad type suited for nearly every goal.
1. Promoted Pins: The OG of Pinterest Ads
Think of these as standard Pinterest posts with a paid boost. Promoted Pins are perfect for improving brand awareness or driving traffic to your website. They seamlessly blend into the user’s home feed as if they were organic content.
To make the most of these ads, use stunning visuals that fit Pinterest’s vertical format (aspect ratio of 2:3). Static images work wonders, but make sure they pop. Pinterest’s high-quality user base won’t forgive blurry photos.
2. Video Pins: Tell Your Story in Seconds
These are designed to grab attention, and fast! With motion catching the eye, Video Pins are ideal for boosting video views or showcasing how-tos. Think “before and after” shots or quick tutorials that solve a problem.
As a tip, keep videos under 15 seconds for maximum engagement on mobile devices (where most Pinners hang out).
3. Carousel Ads: Swipe to See More
When one image just doesn’t cut it, Carousel Ads save the day. These multi-image pins allow you to showcase several products or features in a single ad. They work incredibly well for e-commerce brands with plenty of products to show off.
Why are they so successful? The swipeable format engages buyers, keeping them clicking through and thinking about all the ways they’ll use your products.
4. Collection Ads: A Shopper’s Paradise
Enabled through catalogs, these ads pair a big hero image or video with smaller images from your product feed. They’re a fantastic way to give shoppers an immersive experience.
5. Idea Pins: Pure Creativity
These are Pinterest-specific gems designed for showcasing visually rich, high-quality content. Think of them as the Stories of Pinterest, but without the 24-hour lifespan.
6. Shopping Ads: Make It Easy to Buy
Perfect for catalog sales, Shopping Ads work when you need a product to move. They make items directly buyable through Pinterest, marrying inspiration boards with straight-up e-commerce.
Your goal here? Eye-catching product pins paired with a persuasive overlay text, something captivating to convert browsers into buyers.
Setting Up Your Pinterest Ad Campaign
Pinterest offers a unique platform for reaching users in the discovery phase, so creating ads here requires attention to detail and a strategic approach. Here’s how to set up your campaign:
Create a Pinterest Business Account
The first step is creating a Pinterest Business Account. It’s quick, free, and instrumental in accessing the tools needed for advertising.
Remember, this account should be distinct from your personal Pinterest page (no room for that cat meme collection you’ve been curating here). A Pinterest Business Account unlocks analytics and advertising features that are integral for your campaign.
Install the Pinterest Tag
To measure your campaign’s success, install the Pinterest Tag on your website. This clever bit of code allows you to track conversions and user actions, giving you invaluable insight into the effectiveness of your ads. Treat it as the secret ingredient that makes the magic happen behind the scenes.
Define Your Objective
Next, define your campaign objective. Are you aiming to boost brand awareness, drive traffic, or acquire new customers? The goal you choose will dictate every other aspect of your strategy, from targeting to budgeting.
Take your time with this step, as it’s like deciding the flavor of your cake before you start baking. Each campaign objective sets the tone for your creative and targeting approaches.
Set Up Ad Groups
Once your objective is set, the real planning begins with setting up ad groups. This stage is where precision matters most, as you’ll need to identify your ideal audience.
Pinterest provides options to target users by interest, keyword, demographics, or even retarget users who have interacted with your website before. By honing in on the right group of people, you increase the chances that your ads will resonate and perform effectively.
Choose Your Format and Upload Visuals
Selecting a suitable ad format is the next challenge. Pinterest offers formats like Promoted Pins, Carousels, and Shopping Ads, each with their unique way of engaging users. High-quality visuals and concise, compelling messaging are non-negotiable elements here.
Take the time to ensure your visuals are clear, aesthetically appealing, and aligned with your brand voice. Think carefully about the format that works best for your objective and audience.
Don’t Skip Landing Page Optimization
Equally critical to your success is optimizing your landing page. When users click on your ad, the experience they have on your website should be smooth and intuitive.
A well-designed landing page can be the determining factor between securing a conversion or losing a potential customer. Check for page speed, clear call-to-action buttons, and mobile-friendliness to enhance the user experience.
Set Your Bid Strategy
Finally, your bid strategy is like deciding how much effort (or in this case, funds) you’re willing to put in for the results you desire.
Pinterest offers automatic bidding, cost-per-click (CPC), and cost-per-thousand-impressions (CPM) options. Choose the bidding method that aligns best with your budget and goals, and don’t hesitate to monitor and adjust as needed.
Tips to Optimize Your Pinterest Ads
Crafting a Pinterest Ad campaign is a lot like building a recipe. Each step is essential for creating a delicious outcome. Here’s are some tips to help you perfect that recipe:
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Target Smartly: Use Pinterest’s audience targeting options—by keywords, interests, or demographics. Pinners love personalized content!
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Keep an Eye on Metrics: Your Pinterest Ads Manager is your best friend. Track metrics like Cost Per Click, Click-Through Rate, and Return on Ad Spend (ROAS).
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Test and Refine: Experiment with different ad formats, CTAs, and price points to see what sticks. Digital marketing is all about iteration.
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Organic Pins Matter: Amplify your ad’s reach with organic content, creating a cohesive brand presence on Pinterest.
Why Pinterest Works for E-Commerce
Pinterest is built to sell. Again, its users aren’t just window-shopping; they’re actively saving and clicking on items they plan to buy.
Take retargeting, for example. Say someone clicks on your product but doesn’t make a purchase. Pinterest allows you to retarget these users with Shopping Ads, giving them a direct nudge to finish what they started.
Bottom line? Pinterest is the ultimate fusion of inspiration and action.
Pin Your Way to Business Success
At the heart of Pinterest advertising lies an astounding opportunity. It’s not just about showing up in users’ searches, but instead, is about embedding your brand into their aspirations.
Whether you’re aiming to grow brand awareness, drive catalog sales, or introduce your products to a new audience, Pinterest ads are your golden ticket. When you’re ready to turn ideas into actions, we’re here to help.
Want results that rise above the scroll? Kinetic319 can craft a campaign that delivers. Contact us today!