Complete Newbies Guide to Success With Pinterest Ads: Part 1

By Michael Pomposello

 

Promoted Pins

In New York City, news radio station 1010 WINS makes the bold claim “If you give us 22 minutes, we’ll give you the world.” This reminds me of talking to Pinterest Ads Expert Jessica Bahr – if you talk to her for around 20 minutes about Pinterest ads, she’ll give you a world of knowledge on the topic. Jess has been running Pinterest ads since last March and taps into a wealth of knowledge and experience when she speaks. She recently did a Blab presentation to offer advice, tips, and tricks on the topic.

Today we will cover her Blab in two-part overview.

Pinterest Ads Accounts:

Creating an account: Ads accounts are not instantly created because the platform is technically not open to the public yet. Right now, you can “apply” to create an account at http://ads.pinterest.com. Jess cites that from her experience, the approval process takes about a month. She notes that one possible way to expedite the approval process is to contact Pinterest via their support portal and make a case as to why you need your account faster, such as to get campaigns live for upcoming initiatives.

Agency Accounts: Unlike on Facebook with their Business Manager environment, Pinterest does not support agency users. If you are an agency, you must have access to your client’s business login.

Multiple Users: One business has one login. Everyone in the company or agency who wants to do account management on this business must use the same login. Always be sure you have confidence in people you’re distributing your login to because they will have full permissions.  This can also create issues because if multiple users all login at once Pinterest may temporarily lock the account thinking there’s a security breach. Jess cites a time she had a client login from Canada that would automatically trigger an account lock. She suggests that if you know you’re going to be logging in from a foreign country you should speak to Pinterest about it to get that country whitelisted.

Running Ads:

There are two ways to run Pinterest ads. The first is going to the Pinterest native ads platform and loading your ads that way. The second is through what’s known as an API partner such as the one Jess works for, SocialFlow. There are BIG differences between the two.

Right now, a lot of features are available only through an API partner. Over time, they’ll eventually roll these into their native platform.

Here’s some of what’s only available through an API partner:

  • Certain bidding types such as Cost Per App Install.
  • More extensive reporting
  • Better control over campaign start and end time

Vital Tips:

  • If you’re using Pinterest ads on their native ad platform, know that all ads go live at midnight UTC!
  • There is much less competition on Pinterest than Facebook and Twitter. This is leading to more affordable traffic from the platform if you’re willing to take the risk of being an early adopter.
  • It’s reported that just buying traffic on a CPC on a normal pin is doing very well without getting involved with Buyable Pins.
  • Buyable Pins can be created with ecommerce partners DemandWare and Shopify (or some larger retailers are on-board directly.) Jess predicts that in the future, Pinterest will open up Buyable Pins to function more like Facebook in how they can accept an inventory in a feed.
  • About a month ago, Pinterest rolled out a feature where if you are following a brand, e.g. Nordstrom, they will email you if an item you pinned now has a lower price. This is very practical for retailers because Pinterest users are pinning things to their boards that they are looking to buy in the future.
  • Use Pinterest as a catalog / little website. Organize boards, show them what you offer by category. Cross sharing Pins between boards is fine.
  • Jess insists that people should be thinking of Pinterest as a search engine. Put content for people to find as opposed to ads.
  • If you have content, promote the pin for 1 day the day it comes out. You will reap the benefits of the results of this for months to come.
  • It’s against Pinterest T.O.S. to push a product or a call to action on the image if it’s available for a limited time only. They justify this because the pin will live forever so after that period of time it won’t be relevant after time.
  • If you don’t have long form content, point the pin to *some* page on your site or landing page to capture that traffic. Encourage these people to join a newsletter and retarget them with Facebook ads. Otherwise the click from the image will bring up the image itself which is a wasted traffic opportunity.
  • Driving traffic for newsletter signups works well. As does app installs for mobile games.
  • Driving traffic directly to ecommerce does well. Pinterest has great conversion tracking. They can track viewthrough, clickthrough. They will soon be able to send the conversion value back to Pinterest. This will empower you to calculate the return on ad spend as opposed to only seeing how many conversions you drove without knowing the value of each.

This brings our initial piece to an end. In the next part of this two piece series, we will discuss what makes a good pin, objectives for using Pinterest and key statistics. If you have used Pinterest Ads today, let us know your experience in the comments section.

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