If you’ve been using Pinterest for your business and have been seeing decent results from your efforts, you may want to step it up with promoted pins which are an advertising program on Pinterest. Promoted pins are regular pins except that you are paying for exposure rather than getting it organically.
The great thing about promoted pins is that they look exactly like regular pins. The only difference is that there is a statement that says “promoted by brand” below the image and right next to your logo. The big benefit of these pins is that they will get instantaneous views. So how do you get started?
8 Useful Tips on How to Advertise Your Business Through Promoted Pins
1. Start with Precise Targeting
Before you even start a promoted pins campaign, you need to know your audience. This is a paid advertising program. So, if the goal is to see a return on investment, you need to make sure your targeting is on point. You can target by location, language, and gender. While the targeting options seem limited, it’s likely there will be more options added in the future. Pinterest also lets you target with keywords, so you don’t have to worry about your ads being served to too broad of an audience.
2. Brainstorm Relevant Keywords
The great part about Pinterest’s promoted pins program is that you can attach 150 keywords to your pin. This allows you to really make sure that you are targeting the right audience. Invest a good amount of time into brainstorming a large keyword list.
You’ll find that Google’s Keyword Planner will help immensely with this task. You want to use a combination of broad keywords and specific keywords if you want as much exposure as possible. If you want to keep your campaign really targeted, then stick to specific keywords to start your campaign.
3. Use Rich Pins for Best Results
The best way to capture the attention of Pinterest users is to use rich pins. Rich pins allow you to put the essential details of your pin to make them more useful to users. For example, a rich pin for a product will display the brand, description, cost and the site. The same idea applies if you are planning to do a lead generation campaign. You want to do a rich pin for your article so that your title get shown in a large font above your pin.
4. Start with Pins that Are Already Winners and Use Strong Descriptions
Look through your account history and see what pins can be applied to your advertising campaign. You obviously want to work with pins that have already gotten great engagement numbers. Then, you want to create a description that’s benefit driven, engaging and finish it off with a strong call to action. You may also want to improve the image or photo if the quality and resolution aren’t high enough. All these little steps ensure you get the most out of your advertising campaign.
5. Choose the Pricing Model that’s Right for You
You can choose from a cost per engagement, cost per click (CPC) (traffic that goes to your site) and CPM model. Most advertisers will want to opt for a cost per click model though the CPM model can sometimes be more economical with the right pin. Start out with a CPM model if you have a small budget. Then, switch over to a CPC model to see how it compares to the CPM. The success of the CPM model obviously depends on how attractive your pin is to the target audience.
If you’re running ads that link to your website, you have to put a lot of effort into creating strong landing pages. Invest some time into writing ad copy that is relevant and impactful to your target audience. Then, make sure you work on the design to create a strong presentation that supports your copy and guides the visitor to complete the conversion.
You also want to aim for the highest possible conversion rates by testing new landing pages on a regular basis. The best elements to test is the layout, headline, call to action, offer, pricing and lead paragraph. If you have trouble with this process, you may want to hire a conversion rate optimization expert.
7. Manage Your Costs
The last thing you want to do is to let your costs get out of control. Start with a low cost per click bid and scale up depending on how much traffic you’re getting and the return on investment. You also want to set a daily minimum spend so that you don’t spend your budget all at once.
The daily minimum spend will allow you to make changes as you start getting data about your campaign. Finally, go back to the keyword targeting and try removing the broader keywords if you feel you’re getting a lot of traffic but a low return on investment.
8. Track Everything and Continue Testing New Pins
Like any other advertising platform, you have to track your campaign to make the right decisions. Keeping track of your metrics will allow you to scale your winners, eliminate the losers and improve the pins that are doing okay but obviously need some help. To test pins against each other, put multiple promoted pins in one campaign. This simple testing A/B method will allow you to see which creatives are more effective than others.
Summing It Up
That’s a quick primer for advertising your business using promoted pins. Both small businesses and large brands alike have been seeing strong ROI numbers from this advertising program. The advertising costs are relatively low compared to some of the other cost per click and CPM advertising platforms.
Another benefit of promoted pins is that when they are repinned, they’ll show up in other people’s feeds/boards which gives you extra value from your promoted pins campaign. So what are you waiting for? Start building your promoted pins campaigns today.
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