promoted pins: making them work for your brand by lorraine goldberg
TRANSCRIPT
#SocialPro #15b
@VoraciousGirl
How To Effectively Advertise On Pinterest
Promoted Pins: Making Them Work For Your Brand
#SocialPro #15b
@VoraciousGirl
§ Brand Awareness (CPM) § Top Placements § Audience Targeting § Traffic (CPC) § Search, Interest Feeds § Engagement (CPE)
§ Repins
Types of Advertising On Pinterest
#SocialPro #15b
@VoraciousGirl
Pinterest is not your traditional social advertising § Pinners Are Planners § Reach Pinners Via Many Ways § Repins § Feeds § Search § Discovery Tool/Intent
§ Search vs. Social
Rule #1: Understand Pinterest
#SocialPro #15b
@VoraciousGirl
§ Set Your Goals § Research on Pinterest § Build Creative Assets § Activate Campaign § Multi-Variate Testing § Optimize § Measure
Build An Effective Campaign
#SocialPro #15b
@VoraciousGirl
§ Imagery § Pin Descriptions § Meaningful not just promo-language. § Use evergreen language/keywords § Know what’s already popular on
Content Strategy Is Key
#SocialPro #15b
@VoraciousGirl
§ Seasonal § Holiday § Evergreen
Optimize Types of Content/Pins
#SocialPro #15b
@VoraciousGirl
Descriptions
§ Offer Value § Tips/Info § Integrate
Keywords
#SocialPro #15b
@VoraciousGirl
Imagery
§ Bright, Colorful Images
§ Avoid Stock Photography
§ Attainable & Inspirational
#SocialPro #15b
@VoraciousGirl
§ Imagery § Pin
Descriptions
Test & Optimize
Highest CTR: .71% RPR: .91%
#SocialPro #15b
@VoraciousGirl
§ Do You Always Need A Text Overlay?
Using Text Overlays CTR: 1.09% RPR: 1.54%
CTR: .51% RPR: .78%
#SocialPro #15b
@VoraciousGirl
§ Do You Always Need A Text Overlay?
Using Text Overlays CTR: .49% RPR: .48%
CTR: .99% RPR: .92%
#SocialPro #15b
@VoraciousGirl
§ Repins! Repins! § During Campaign:
111K § Post Campaign:
29K
Value of Repins (CPC Campaigns)
[PERCENTAGE]
[PERCENTAGE]
Clicks To Recipe
Paid Clicks Earned Clicks CTR: 1.47% RPR: 1.12%
#SocialPro #15b
@VoraciousGirl
§ Use Best Performing Paid Pins on Your Pinterest Channel.
§ Create New Campaigns Using Best Performing Keyword Targeting, Images & Descriptions.
Apply Learnings
#SocialPro #15b
@VoraciousGirl
§ Campaign Measurement § Repins § Impressions § Conversions
Your pins don’t end when you campaign ends! Continue measurement post campaign to garner full effect/ROI!
Measurement Strategies
#SocialPro #15b
@VoraciousGirl
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!