Running Pinterest Ads is a straightforward process. The advertising form Pinterest utilizes is called Promoted Pins. Promoted Pins are just like regular pins, only you pay to have them seen by more people. They’re native ad units that perform just as well, if not better, than organic pins, helping people discover and save ideas. You can purchase Promoted Pins for all of your marketing goals: awareness, engagement, and traffic.
Running Pinterest Ads is a straightforward process. The advertising platform on Pinterest is called Promoted Pins. Promoted Pins are just like regular pins, only you pay to have them seen by more people. They’re native ad units that perform just as well, if not better, than organic pins, helping people discover and save ideas. You can purchase Promoted Pins for all of your marketing goals: awareness, engagement, and traffic.
1. Awareness. Promoted Pins are best used to raise awareness when your business or product name is prominently displayed on the pin, and the photo is one that adds a clear visual showing exactly what you’re offering. The main goal for this type of pin is to ensure that your business or product name starts to become well known to your target market.
2. Engagement. Pins that are meant to encourage engagement include anything that gets your target market to interact with you. One of the best ways to do this is to hold a contest in which pinners can enter to win prizes by sharing your pin and leaving a comment telling you where they’ve pinned your pin, so that you’ll be able to check their boards and see that they’ve shared it with their audience. You can increase your Reach, as well as Engagement, this way. People love contests, and they favor business who are generous in holding such giveaways. You can also encourage engagement by creating a group board and inviting other pinners to join you in posting there.
3. Traffic. Pins designed to increase traffic to your blog should have two things going for it: a clear call to action (a big button that says, ‘Click Here’) and something to entice viewers to heed that call to action. Your pin should be visually enticing, and it should give people just enough information to get them interested. Pique their curiosity, but don’t give them enough information for them to feel like they’ve gotten what they need from the pin itself. Just remember that while it’s exciting to see the traffic increasing on your website, it means nothing if your website content doesn’t hold viewers’ attention, and ultimately, compel them to buy your product or service. In other words, put as much effort into your website as you do your pins. Use great pins to lead them to your blog, but use great website content (articles, products, whatever it is you’re featuring) to get them to buy!
With a bit of time and experience, you’ll find that Promoted Pins don’t require that much more effort than any other pin you create. You’ll have the hang of it in no time, and once you do, it may become one of your preferred forms of advertising, as the potential for organic expansion of your reach is so much higher than in many other forms of advertising. If you remember that visuals are king on Pinterest, and that every pin should imprint your brand on your target market in some way, you’ll be well on your way to create Promoted Pins that perform!
Author: Denise Keniston
Denise Keniston is an entrepreneur and former network news anchor. After leaving the TV news business, she founded Keniston and Company which grew to $7M annually. Today, she manages Web4Retail and several other businesses including Blue Tidal Wave and Decorate Small Spaces. She frequently writes and speaks about marketing, social media, and entrepreneurship.