MASTERCLASS : P ROMOTED P INS FOR PUB L I SHERS

• A brief overview of Promoted Pins • How publishers can use Promoted Pins • How much to spend and what to expect • Deciding which Pins to promote • Best practices for Promoted Pins • Coming soon from Pinterest

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WHAT WE’LL COVER

• Susan Wenner Jackson, VP of Content Partnerships • Charlotte Mock, Client Success Strategist • Josh Phipps, Data Scientist

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MEET THE TEACHERS

1. Feel free to participate in polls.

2. Ask questions via Q&A feature. We’ll answer as we go along.

3. A recording of this class will be available later.

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CLASS NOTES

WHAT ARE PROMOTED P INS?

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Just l ike regular Pins, only you pay to have them seen by more people .

• Recently out of Beta • Only available to US-based business accounts • Ability to drive more traffic, engagement, and purchase • Target based on interests and intent • Self-serve option available for all budgets

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WHAT ARE PROMOTED PINS?

• Paid clicks: # of visits to your site directly from Promoted Pins • Earned clicks: # of visits to site after your Promoted Pins were repinned • CPC: Cost per click, average amount you paid per click to your website

eCPC: Effective cost per click, average amount per click including paid

and earned clicks (cost/total clicks) • CPE: Cost per engagement, e.g. Repin, Pin Closeup, and Clicks • CPA: Cost per acquisition

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PROMOTED PINS GLOSSARY

HOW PUB L I SHERS COULD USE

PROMOTED P INS

Show your content to people who are looking for i t , turn them into loyal readers.

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GROW YOUR READERSHIP

Looking for healthy, vegan recipes… Clicks on Promoted Pin for

Apple Strawberry Popsicles…Falls in love with Ginny

McMeans/Vegan in the Freezer.

Support your branded campaigns with addit ional traff ic/engagement.

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ACHIEVE SPONSORSHIP GOALS

Browsing men’s grooming Pins …

Expands this Promoted Pin featuring a Braun shaver.

Makes Talun Zeitoun and his friends at Braun happy.

Turn casual Pinterest browsers into buyers on your blog.

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SELL YOUR STUFF

Searching for DIY card ideas …

Clicks on Promoted Pin for this lovely card tutorial …

Buys supplies from Kristina Werner’s shop.

Grab attention of potential email subscribers , convince them to s ign up.

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BUILD YOUR LIST

Browsing the feed while waiting to pick up kids…

Can’t resist clicking this Promoted Pin for hacks…

Signs up for Kelly Dixon’s emails to get ALL the DIYs.

Give your new project or blog some extra “oomph.”

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BOOST YOUR BRAND

Curious about the “succulents” sensation …

Clicks from Promoted Pin to see if they’re really this easy…

Discovers cool projects to try from Succulents & Sunshine.

SET T ING YOUR COSTS AND

EXPECTAT IONS

• Start small to experiment—as little as $5 a day. • CPAs should come down over time. • Learn as you go and adjust budgets accordingly. • Each Promoted Pins campaign has a total budget. • Based on duration, decide how much to spend per day.

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COST: DETERMINING A BUDGET

Getting the best bang for your Promoted Pin buck

• Promoted Pins see engagement rates of 2-5%, higher than industry

average. Source: Pinterest • Many brands see average +30% “earned” reach on Promoted Pins.

Source: Ahalogy • Pinners don’t tend to view Promoted Pins as advertising—which

means they’re more receptive to your content. Source: Ahalogy

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RESULTS: WHAT TO EXPECT

Learnings from recent campaign with one blog’s account

The test • Promoted 40 Pins via

@WMAGblog • $15 total budget on each pin at

$5 per day • Max CPC: 25 cents

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OUR PROMOTED PINS TEST

The results (Average per Pin) • 13,000 impressions • 50 clicks • 65 repins • CPC: 9 cents

DEC ID ING WH ICH P INS TO

PROMOTE

Choose wisely.

• Keep your campaign goal(s) in mind—relevance is key. • Select Pins that already perform well organically. • Make sure the landing experience (from your Pin to your site)

is optimized.

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HOW TO CHOOSE YOUR PINS

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BEST P RACT ICES

FOR PROMOTED P INS

5 top ways to boost Pin performance

1. Detailed descriptions and calls to action

2. Tutorials and lists

3. Multiple images (step-outs/collages)

4. Text overlays

5. Subtle branding

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MAKE SURE PINS ARE HELPFUL

• Break out campaigns for mobile vs. desktop (and/or tablet) to

make reporting easier. • Choose at least 30 terms per pin, the more the better (if

relevant). • Include brand and relevant generic keywords.

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TARGETING AND KEYWORDS

Top reasons Pinterest might reject your Promoted Pin

• Too many hashtags—stick to one or none. • Prices on the pin—leave off the $. • Promotional material in image—use non-“brand-y” images. • Promotion details lacking—description must include date and

year.

See the full ad policy: https://about.pinterest.com/en/advertising-rules

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FOLLOW THE RULES

Measure s ignals of Pinners ’ future intent over t ime.

• Create the conversion-tracking pixel in Pinterest Ads platform. • See conversions from page visits, signups, checkouts or other

actions. • Attributed to when Pinner interacted with Promoted Pin—first

click, then engagement, then view.

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TRACK CONVERSIONS

Don’t let your Promoted Pins campaigns get stale

You might need new creative if you’re seeing:

• Negative comments

• Decreasing CTRs, conversion rates, etc. over time

Assess your Pins at least once a month; refresh as needed.

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KEEP YOUR CREATIVE FRESH

COMING SOON FROM P INTEREST

Coming soon to iPhones and iPads in the U.S.

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BUYABLE PINS

• Explore by interest. • Filter by price. • Tap blue “Buy It” button to

purchase.

Increase app instal ls with Pinterest

• 80% of Pinners use Pinterest

on a mobile device • App Pins will soon be

promotable • Available on a cost-per-action

(CPA) basis

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PROMOTED APP PINS

TAKEAWAYS AND NEXT S TEPS

Here’s what to do now.

1. If you haven’t already, convert to Business Account.

2. If you don’t have Promoted Pins access yet, go to ads.pinterest.com and

request to join the waitlist.

3. Create your first Promoted Pins campaign—step-by-step directions

here: https://www.ahalogy.com/blog/ahalogys-guide-to-promoted-pin-cpe

4. Let us know if you’d like help or consultation along the way!

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READY TO GIVE PROMOTED PINS A TRY?

Shoutouts for your contributions to this c lass

Ginny McMeans / Vegan in the Freezer Talun Zeitoun / TalunZeitoun.com Kristina Werner / K Werner Design Kelly Dixon / Smart School House

Cassidy Tuttle / Succulents & Sunshine

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Charlotte Mock and Josh Phipps of Ahalogy

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SPECIAL THANKS