There are many ways to find the right inspiration, one of the best, fastest and easiest is called Pinterest. The slightly different Social media platform is primarily used to compile mood boards and helps Usenr find inspiration on a wide variety of topics.
This can be your own wedding, a DIY project for your living room or different collections for your dream wardrobe. With Pinterest Ads, you have the opportunity to position yourself among Pinterest's suggestions and thus attract new customers and build a fanbase on the site. In this guide, we will tell you step by step how this can work.
How do Pinterest Ads work and why is it worth it?
The fact that Pinterest is used in many guides to Social Media Marketing The fact that Pinterest plays only a subordinate role, or none at all, is systematic. Pinterest itself ekes out a kind of niche existence; it's not really social media, but it's not really a classic website either. The best way to approach Pinterest is as a classic platform that provides content. In case of doubt, Pinterest is more closely related to YouTube than to Instagram or Facebook.
Pinterest ads can perform better than ads on other social media, with 2.3 times increased cost per conversion efficiency and 2 times higher return on advertising - but both numbers come from Pinterest itself should therefore be treated with a little caution.
But why you can still expect a lot from Pinterest Ads lies in the nature of the platform. Pinterest relies on visual first and scales effortlessly with any device. Without a log-in, site visitors have to live with annoying reminders; the log-in works not only via a dedicated account, but also via Google or Facebook. This makes it ideal for exchanging data between platforms, as far as this is still possible after the iOS update.
Here's how to make your Pinterest Ads hit the bull's eye
Probably the biggest advantage you and your brand have on Pinterest is the user's intention. Pinterest is actively used to obtain information - so there is usually a clear purchase intention, regardless of which phase of the marketing funnel the user may be in. Simply browsing on Pinterest is the absolute exception. Users don't use a feed of friends and famous accounts that they scroll through at random.
For smaller companies that don't have the budget for a marketing team or to have a comparison value to manually managed campaigns, a useful tool. For this, Pinterest simply selects the target groups itself, based on tags, text and context of the pin to be promoted.
Here, ads are sorted according to the topics that users are interested in. This is usually a little broader, so furnishings, fashion, wedding, garden, etc..
Of course, you can also use demographic data such as language, gender, age or location to target the right new customers.
Users usually come to Pinterest to browse for specific keywords, good Pinterest Ads start right here. Whether it's "IKEA hacks", "bachelor party" or "kids birthday party", you'll find the right keywords to land on the right mood boards right here.
This is perfect for companies with a larger number of existing customers, because of course you can also upload lists with data from existing customers or newsletter subscribers via Pinterest. Ideal for efficient retargeting.
This function also assumes lists of customers and searches for target groups that behave similarly.
How to stand out with your Pinterest Ads - Best Practices for Advertisers
Advertising on Pinterest is most comparable to advertising on Instagram, because the visual content should definitely be in the foreground.
Clear and strong visual communication are a must to stand out among organic pins. Remember that Pinterest is an established platform with many professional and dedicated members, the level is accordingly high. Brand or product should be at the forefront of the pin - a brand logo is not a must, but quickly creates Brand Awareness. Be sure not to place the logo in the lower right corner to avoid overlapping with displayed products.
Overlays with concise text are also recommended and should be readable at first glance. Large font and little content for this caption are recommended to remain readable on mobile devices. In addition, you should also make the best use of title (up to 100 characters) and description (up to 500 characters) to not only rank well as an ad, but also show up in organic searches.
In addition to classic pins, you can also use video pins or Idea Pins (multi-page pins as a moving story) as ads. Videos work best with Pinterest ads with a clear call to action, while Idea Pins can be used as illustrated listicles.
Inspire, discover and buy - understanding Pinterest as a microcosm
Pinterest is an important part of the Customer Journeybecause it allows potential customers to stay on the platform at many stages of their journey. Pinterest is also mostly well indexed among Google search results. Here, users can search for ideas and discover suitable items, compare different offers and browse visually (comparable to a visit to the department store) and then come straight to your store via well-placed ads.
On their own boards, users can also create a wall of matching pins and use it as a basis for further inspiration. So if your pins are well received, you will definitely remain in the digital memory.