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  • 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

    2

    WHAT WELL COVER

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

    3

    MEET THE TEACHERS

  • 1. Feel free to participate in polls.

    2. Ask questions via Q&A feature. Well answer as we go along.

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

    4

    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

    8

    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

    9

    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.

    11

    GROW YOUR READERSHIP

    Looking for healthy, vegan recipes Clicks on Promoted Pin for

    Apple Strawberry PopsiclesFalls in love with Ginny

    McMeans/Vegan in the Freezer.

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

    12

    ACHIEVE SPONSORSHIP GOALS

    Browsing mens 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.

    13

    SELL YOUR STUFF

    Searching for DIY card ideas

    Clicks on Promoted Pin for this lovely card tutorial

    Buys supplies from Kristina Werners shop.

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

    14

    BUILD YOUR LIST

    Browsing the feed while waiting to pick up kids

    Cant resist clicking this Promoted Pin for hacks

    Signs up for Kelly Dixons emails to get ALL the DIYs.

  • Give your new project or blog some extra oomph.

    15

    BOOST YOUR BRAND

    Curious about the succulents sensation

    Clicks from Promoted Pin to see if theyre really this easy

    Discovers cool projects to try from Succulents & Sunshine.

  • SET T ING YOUR COSTS AND

    EXPECTAT IONS

  • Start small to experimentas 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.

    17

    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 dont tend to view Promoted Pins as advertisingwhich

    means theyre more receptive to your content. Source: Ahalogy

    18

    RESULTS: WHAT TO EXPECT

  • Learnings from recent campaign with one blogs account

    The test Promoted 40 Pins via

    @WMAGblog $15 total budget on each pin at

    $5 per day Max CPC: 25 cents

    19

    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 mindrelevance 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

    25

    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.

    26

    TARGETING AND KEYWORDS

  • Top reasons Pinterest might reject your Promoted Pin

    Too many hashtagsstick to one or none. Prices on the pinleave off the $. Promotional material in imageuse non-brand-y images. Promotion details lackingdescription must include date and

    year.

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

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    FOLLOW THE RULES

    https://about.pinterest.com/en/advertising-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 Pinfirst

    click, then engagement, then view.

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    TRACK CONVERSIONS

  • Dont let your Promoted Pins campaigns get stale

    You might need new creative if youre 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

    32

    PROMOTED APP PINS

  • TAKEAWAYS AND NEXT S TEPS

  • Heres what to do now.

    1. If you havent already, convert to Business Account.

    2. If you dont have Promoted Pins access yet, go to ads.pinterest.com and

    request to join the waitlist.

    3. Create your first Promoted Pins campaignstep-by-step directions

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

    4. Let us know if youd like help or consultation along the way!

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    READY TO GIVE PROMOTED PINS A TRY?

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

  • 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

    and

    Charlotte Mock and Josh Phipps of Ahalogy

    35

    SPECIAL THANKS