promoted pins for publishers
Post on 15-Apr-2017
Embed Size (px)
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
WHAT WELL COVER
Susan Wenner Jackson, VP of Content Partnerships Charlotte Mock, Client Success Strategist Josh Phipps, Data Scientist
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.
WHAT ARE PROMOTED P INS?
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
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
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.
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.
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.
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.
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.
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
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.
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
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
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
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)
HOW TO CHOOSE YOUR PINS
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
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.
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
See the full ad policy: https://about.pinterest.com/en/advertising-rules
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 Pinfirst
click, then engagement, then view.
Dont let your Promoted Pins campaigns get stale
You might need new creative if youre seeing:
Decreasing CTRs, conversion rates, etc. over time
Assess your Pins at least once a month; refresh as needed.
KEEP YOUR CREATIVE FRESH
COMING SOON FROM P INTEREST
Coming soon to iPhones and iPads in the U.S.
Explore by interest. Filter by price. Tap blue Buy It button to
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
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
4. Let us know if youd like help or consultation along the way!
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
Charlotte Mock and Josh Phipps of Ahalogy