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Social Media

Pinterest Ads Could Mean More Conversions

by Kristen Baumert
on June 9, 2015

Promoted Pins and PinterestPinterest has been making some changes to the way a business looks at pinning.  Pin promoting allows you to incorporate pins into your marketing campaigns.  These ads are only open to select companies right now, but preparing for its launch for all U.S. businesses is essential for getting a leg up on the competition.    

Here are some things to keep in mind when you’re getting ready to promote:

  • Know your spending limit. Every marketing campaign has a certain amount of dollars they will use for ads and promotion.  Creating campaigns within Pinterest allows you to stay within your budget and gives you the option for a cutoff time on where your campaign will end. 
  • What is the point? Why are you promoting?  Do you want conversions or leads?  If you want conversions, you will want to link to the product you want to sell.  If it is leads you’re after, you’ll want to create a landing page for your pin to link to so that you can get information from your potential lead.
  • How long is your campaign? When creating your campaign in Pinterest, know your start and end date.  You may want to start your pinning campaign before your actual marketing campaign kicks off to let your pins spread among your followers before you lift off.
  • Which pins are crucial? Within your campaign, you can choose your CPC (or cost per click) for each pin.  Whichever pins are most important to your campaign should get the higher CPC. 
  • Can I adjust my campaign? Yes!  If you see that one of your pins is really kicking off, you may want to add more CPC dollars to that individual pin.  If the overall campaign is doing poorly, you can add more dollars to the daily budget or you may want to rethink the pins you have promoted.  Either way, you can edit your campaign as you please. 

Do you have to spend a lot to get results?

Here is an example of a client who used Pinterest to get more clicks back to their website.

Daily Budget: $10

Duration:  21 days

Average CPC: $0.71

Average CTR (Click-Through Rate): 0.09%

Impressions: 111.7k

Total Repins: 171

Total Clicks:  131

Total Campaign Spend:  $70

So, for under $100, this client had 131 clicks back to their website, which means a lot of potential conversions.  If your buyer persona is an average Pinterest-er, pin promotions may be a way for your business to get more out of your campaign dollars.  Either way, it may be worth a try!

Why would you put budget dollars toward Pinterest ads vs. Facebook or Twitter?

Pinterest is growing every day.  Its followers are spending hours every day “pinning” ideas and products.  If you’ve already been using Pinterest for your business, you may have noticed that you’re getting great conversion rates. 

If you aren’t using Pinterest for your business, you may want to give it a try.  When someone pins your products to a board, you have the opportunity to receive a conversion right away, or they may want to come back to your product when they’re ready to make the purchase.  Don’t be afraid to pin other ideas too.  If someone values what you’re pinning, they may follow more of your boards.  For instance, if you’re a party store, pinning party food ideas would provide value to your followers. 

How does it work?

A pin goes directly to your website or landing page.  If someone is repining your product, it means they like it and are more likely to follow the link.  So, if you aren’t having luck on Facebook or Twitter with clicks to your website, give Pinterest a try. And don’t forget to track your conversions in Pinterest Analytics by adding a pixel to your website; that way you can decide where future dollars should be spent.

You should be aware that bounce rates from Pinterest are perfectly normal.  Sometimes a pinner will follow the link back to your site just to make sure that when they do want to purchase, they are pinning a good link, so don’t let that scare you. 

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Kristen Baumert
Kristen is a HubSpot certified marketing consultant specializing in social media. She has a BA from Ball State where she studied art, English, and journalism. Her true passion is social media marketing.
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