By Mélissa Toutant, marketing coordinator
Since last April, businesses now have the chance to create publicity on Pinterest. Why is this social platform a convenient solution? Based on statistics, Pinterest has 175 million active users per month. In addition, it is often used by consumers with the goal of buying something. According to Hootsuite, 93% of internet users use Pinterest to plan a buy and 87% of users have already made a purchase after seeing a product on Pinterest. Convinced? If that’s the case, here is your complete guide to master this form of advertisement and put it into effect.
In simple terms, Pinterest advertising, known as “sponsored pins”, is an image sent out to a larger audience by paying a fee. To do this, Pinterest proposes 3 types of campaign based on your main objectives.
If your main goal is to increase your notoriety towards a larger clientele, awareness campaigns would make a good choice. It allows you to pay every 1000 impressions. You will reach new clients who don’t know your products or services.
Engagement campaigns focus on communal interaction and content. Whether its pinning an image or a link, you pay for every defined action.
You can equally create ads that redirect the users towards your website, by clicking on your pin. Once again, you pay for every effective click.
If you don’t know where to start to create a campaign, here are some steps to guide you on your way.
You are offered to options, create an account dedicated to your business or transform an already existing account into a professional account. After that, you need to publish your pin or pins that serve your campaign, because only published pins can be sponsored.
To start your campaign, click the ‘+’ button on your profile and select ‘create an advertisement’ where you choose your principle objective.
After that, you can give your campaign a name, choose starting and finishing dates and determine your daily budget.
If you hesitate in your choice of the best pin to promote first, you can always analyze which has generated the most clicks and interactions within the last 30 days. You will then know the type of content that is easy for your business.
Users who click on your pin must be redirected towards a page pertinent to your site. This is the moment to choose. Don’t forget that these users must convert so the page must consequently be optimised. Make sure you can collect information from your potential clients as well.
Once after, you can define your target audience and they’re characteristics (location, language, gender, etc.) by choosing choices based on interest and key words.
Finally, the last step is to determine the maximum amount that you are willing to pay for each action.
Since there is a ton of content on Pinterest, you must stand out and use your most valuable content. This needs to represent your brand and must be interesting for the community. Here a couple techniques to follow:
By establishing these precise goals, your business can increase its sales thanks to advertising on Pinterest. In effect, the users exposed to the ads on this platform can recognize new products in a 40% proportion compared to other forms of advertisement. In addition, the average price is 50$, which represents the highest cost on social media.