Get Ahead of Your Competitors in Your Industry
In my first article, I mentioned what content is worth showcasing on Pinterest and which industries can benefit most from using the platform. Now, as a complement to organic activities, I suggest implementing paid advertising campaigns that will help you gain visibility faster on this channel. In marketing, the idea is key—only by standing out from the competition can you gain an edge. The good news is that on Pinterest, competition is either very small or nonexistent. Many brands are unfamiliar with this tool or mistakenly consider it unsuitable for their industry. It’s worth taking advantage of this niche and becoming one of the first in your sector. Why? Pinterest users are conscious, future customers. According to research, 97% of them are searching for specific products, and as many as 8 out of 10 end up making a purchase!
Define Your Goal and Choose the Right Campaign Format
Before launching advertising campaigns, it’s essential to carefully consider the objective and ad format. Pinterest’s ad platform allows for three primary goals:
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Building brand awareness, including:
- Brand awareness
- Video views
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Encouraging purchase consideration, including:
- Consideration
- Catalog sales
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Driving conversions, including:
- Conversions
- Catalog sales
These objectives are very similar to those available on other social media platforms. What sets Pinterest apart is the ability to use previously published Pins to achieve all campaign objectives, unlike Facebook or Instagram, where only individual posts can be promoted. Of course, you can also create entirely new Pins and use them in your ads. Pins can take the form of:
- Single banner
- Image carousel
- Video
I should also highlight the often overlooked catalog sales. This feature is rarely used in our market, yet it can offer another significant advantage over competitors! All you need to do is connect a product feed and configure the campaigns correctly, and your products will be displayed to potential customers.
Increase Click-Throughs and Engagement
On Pinterest, aside from redirecting users from the ad to your website, viewers can also:
- Visit your brand’s main profile,
- Pin the ad to their own board, expanding your brand’s reach,
- Start following your profile.
Regardless of the advertising objective you choose, you can gain additional traffic to your profile and increase the number of followers.
Start Acting!
The first step towards effective advertising is, of course, setting up an ad account and configuring it properly. It’s crucial to correctly install the Pinterest tag, configure events, and set up target audiences. Then, translate your brand’s goals into the objectives available in the ad platform. Once that’s done, it’s time to determine what and how you want to showcase, and how your Pins should look. Remember! For Pinterest efforts to be effective, they need to be continuous. It takes a bit of patience and time for the algorithms to learn your products and optimize the campaign toward the desired goal.
Key Takeaways
- Do your research, analyze industries and competition. You’ll see that there is still a lot of untapped potential on Pinterest.
- Prepare your ad platform technically. Pay attention to the proper installation of the pixel and event configuration.
- Define the objectives you can achieve on this platform. Remember, it’s an excellent place to showcase products and services in a natural setting.
- Create both organic and paid Pins. Keep in mind that users can take multiple actions directly from the displayed ad.
- If you already have a full plan of action, you’re ready to launch your campaign!
