INTRODUCTION TO PROMOTED PINS AKA PAID ADVERTISING ON PINTEREST

INTRODUCTION
  TO PROMOTED
  PINS AKA PAID
ADVERTISING ON
    PINTEREST

INTRODUCTION TO
INTRODUCTION TO PROMOTED PINS                                 PROMOTED PINS AKA PAID
                                                              ADVERTISING ON PINTEREST

AKA PAID ADVERTISING ON PINTEREST
In this Module, we are going to look at:
ϑ The amazing power of paid advertising on Pinterest
ϑ Why you might be interested in using Promoted Pins for your business
ϑ Types of ad campaigns that you can run on Pinterest
ϑ How Pinterest ads work
ϑ Setting up your ad audiences, different types of audiences you can use
ϑ How to use the categories to guide your campaigns
ϑ How to use your interest keywords in campaigns; broad and specific
ϑ How to pick your Pins to promote
ϑ How to assess what Pins are doing well
ϑ How ad performance varies industry to industry
ϑ How to set up your ad budget
ϑ And much more

Before you start running paid advertising on Pinterest, it is important as a business owner
to understand your ‘why’. What are you trying to achieve and how are you measuring the
what?

Paid advertising can accelerate your growth. The best paid campaigns are supported by a
really strong organic marketing strategy. Layering in the paid aspect is another method to
get in front of your ideal audience rapidly.

You want to make sure you are spending money at the right time in the right places and
that you can afford it.

PAID ADVERTISING ON PINTEREST

COMPARISON WITH OTHER FORMS OF PAID SOCIAL MEDIA
ADVERTISEMENTS
Why Pinterest Ads are different than other social media platforms?
1. People on this platform are planning their lives - You can set up your campaign (Pins) to
   only show up in Pinterest feeds and searches where it makes sense! This is
   more                    .
2. Pinterest wants your ads to appear in searches that make sense!
3. Pinterest is testing the number of ads users see! They are showing you ads because of
   your search history and engagement with that type of content or similar content.
4. Because Pinterest ads are relatively new, they work harder for you! You get a bigger
   bang for your buck!

DETERMINING YOUR PROMOTED PIN CAMPAIGN GOALS
& WHAT TO CONSIDER
If you are thinking about running a Promoted Pin campaign, it’s crucial to set a goal for
that campaign first. Your campaign goal could:
ϑ Drive Traffic and get more eyes on your content. Great for
ϑ Drive Traffic to a                       to increase your email list.
ϑ Drive Traffic to an interview, video or other service to
ϑ Drive Traffic to introduce and eventually

What does growing your business mean to you? What elements of your business goals are
going to be achieved with Promoted Pins? Jot some ideas down here…

INTRODUCTION TO
ARE YOU READY FOR TRAFFIC?                                     PROMOTED PINS AKA PAID
                                                               ADVERTISING ON PINTEREST

This is SO important to make sure your website is ready for all those new, eager visitors!
You want visitors to have an enjoyable user experience that makes it irresistible for them to
stay. Here are some tips on how to optimize your website:
ϑ Mobile first - ensure your website is mobile friendly (Pinterest is 80% mobile traffic)
ϑ User friendly - easy to navigate. No user pop-ups on mobile.
ϑ Images are optimized for Pinterest
ϑ People are directed to where you are leading them to. Don’t make it hard for them to find
  the information you said you were going to share/teach/show them
ϑ Include a Call To Action
ϑ Make your email opt-in easy to access TIP: half way through the post, at the top and in
  the sidebar (excellent locations for email opt ins)
ϑ Multiple images and clear product descriptions if you are selling products
ϑ Make sure your landing pages are great!

PROMOTED PIN CAMPAIGN TYPES &
OBJECTIVES OF YOUR CAMPAIGN

Learn What’s Best For You
Different Ad Campaigns You Can Set Up:
1. Build Awareness:                       and                        .
2. Drive Consideration:                     and                          .
3. Get Conversions:                      and                     .

PIN TIP:
                   is my favourite type of Pin Campaign. The purpose is to drive traffic to a
particular landing page, product, service or blog post where you are teaching your audience
something you are an expert in.

Traffic Campaigns are my fav! They increase my brand awareness and visibility, it shows
people what value I have to offer, it grows my email list so I can nurture my audience so they
can know/like and trust me.

PIN TIP:
In order to track conversions, you need to install a Pinterest Tag. It’s a piece of custom code,
that you take and embed this code into your website. This gives Pinterest permission to track
these conversions when people visit your website.

YOUR PAID AD GOALS &                                         INTRODUCTION TO
                                                             PROMOTED PINS AKA PAID
PROMOTED PIN CAMPAIGN OBJECTIVES
                                                             ADVERTISING ON PINTEREST

Why it’s SO Important to Run Paid Ads:
ϑ Don’t waste your hard earned dollars without knowing your                    !
ϑ Make sure you refer back to your goals you jotted down earlier, so you can decide what
  type of paid campaign is best for you and your business objectives!

MAJOR FLUB I MADE SO YOU CAN AVOID: I didn’t have a
for what my audience would do once they came to my site!

PIN CREATIVE AND A/B TESTING
How to Pick Pins to Promote:
ϑ Remember first...your
ϑ What content aligns with those goals
ϑ Your campaign is going to be                               driven: so you need landing
  pages that all fall into the same category so you can use this information in your search
ϑ Record the URLS of those landing pages and assess how the pins related to that landing
  page are doing. What are people clicking on and saving?
ϑ I recommend creating                per landing page/blog post per page on your website.

 PIN TIP:
 No Brainer Approach - Pick Pins that are 			               organically.

The Pins that are popular are the ones that are getting 			                ,
and                   .

HOW TO DECIDE WHAT SHOULD
BE IN YOUR CAMPAIGN

& THE IMPORTANCE OF TESTING YOUR IMAGES
ϑ You can promote what is already doing well
ϑ You can create additional visual assets to promote in ad campaigns - 3-5 per landing page
  is best so you can see what garners the most interest!
ϑ Test out different images with and without text overlay to see what does well

WHAT IS AB TESTING?
ϑ You are setting up different conditions (different keywords, copy, etc) and running them.
  You put money behind each to see what does well and helps you reach your goals.
ϑ This is where I refer to                     interest.
ϑ It’s important to test the different approaches so you know what works for your campaign
  goals.

INTRODUCTION TO
ENSURING YOUR PIN COPY IS
                                                               PROMOTED PINS AKA PAID
OPTIMIZED & READY FOR PROMOTION                                ADVERTISING ON PINTEREST

HOW TO UPLOAD PINS YOU ARE GOING
TO PROMOTE:
ϑ Click create a Pin
ϑ Grab an image you want to work on
ϑ Enter in your title: First 30 characters shown
  in the smart feed
ϑ Create a keyword rich Pin description: also
  a great place to add in keywords, hashtags
  and url
ϑ Pin to a board and hit Publish

How to Edit:
ϑ Go to Your Profile
ϑ Click Boards
ϑ Select a Pin and click on the pencil in the top left hand side to edit
ϑ Review the Pin to make sure you have it optimized (see previous instructions). This allows
  you to pick something that is already doing well and just further optimize it so it converts.

PROMOTED PINS AD MANAGER

STEP BY STEP WALK THROUGH
SETTING UP A CAMPAIGN:
ϑ Click on Ad Tab and click ‘Create Ad’
ϑ Select the type of Campaign you are looking to run
ϑ Select your campaign name so that it is clear what the campaign is about (TIP: I often
  include the date so I can easily refer back to the time period)
ϑ Set your lifetime spend amount/limit
ϑ Click continue
ϑ Targeting: If you’re just getting started with Promoted Pins, don’t worry too much about
  creating custom audiences. Think of that as stage 2 or 3 of Promoted paid ads.
ϑ Add Interest: Picking topics related to your brand will help you reach your audience.
  Depending on your niche, you may not have any interests to select.
ϑ Keywords: Pick keyword phrases so your Promoted Pin is embedded in keyword searches...
  this is GOLD! This is called detailed interest targeting.

 PIN TIP:
 For the best results, I want you to add                  keyword phrases! It’s important
 to use a combination of                   and                   keyword phrases.

INTRODUCTION TO
PROMOTED PINS AD MANAGER                                      PROMOTED PINS AKA PAID
                                                              ADVERTISING ON PINTEREST

There are 3 types of keyword matches:
Broad Match:
Phrase Match:
Exact Match:

PIN TIP:
What I do is a                      so you can make sure you are appearing
in the right searches!

SETTING UP A CAMPAIGN CONTINUED…
ϑ Select Your Audience Characteristics: Gender, Age, Location, Languages, Devices
ϑ For Advanced Options select ALL for Ad Group Placement
ϑ Check to use Pin to expand marketing
ϑ Budget and Schedule: select                 and let Pinterest decide how to spend
  that money. Make sure to select your dates and coordinate with any launches or events
  happening for your business.
ϑ Optimization and Delivery TIP: Pinterest wants to you spend a strong bid on a Pin to
  make money from you. You can totally use what they recommend, but here is where I love
  pushing the envelope. You can bring in leads for as low as                cents!
ϑ Select the Pins you want to select: go into Boards and select from there or search for your
  Pins with the search box.
ϑ Hit Launch

PIN TIP:
Pinterest Users are in the                   stage of the buyer’s journey, so make sure you
treat them as such!

PINTEREST TAG IMPLMENTATION &
CONVERSION TRACKING

INSTALLING THE PINTEREST TAG:
ϑ First install the base code on                           .
ϑ Place an Event Code to track specific conversions. Ie. email sign-ups, product sales, etc.

PIN TIP:
Setting this up is SO IMPORTANT! It’s important to track and see what’s converting for your
business.

YOUR AD CAMPAIGN IS COMPLETED - WHAT DATA TO LOOK AT
What Data to Look at to Determine if Your Ad Campaign is Successful:
ϑ Cost Per Click (CPC)
ϑ Conversions: which you can also see in your
ϑ Content impressions
ϑ Link Clicks
ϑ Engagements
ϑ Saves

PIN TIP:
I try to keep the ad spend low over longer periods of time. But keep in mind, that sometimes,
the higher the cost, the more likely you will get a higher quality lead. You will want to test this
out and play around with your bidding value when setting up your ads.

Make sure you are looking at the longer term plan and the bigger picture. Remember
Pinterest is a long game, so keep that in mind when you are setting up your promoted pin
campaigns.

CONCLUSION
Promoted Pin campaigns allow you to generate leads for relatively low cost! Promoted
Paid advertisements on Pinterest are changing at a fast rate, but don’t worry, I’ve got you
covered and will always be keeping the latest information at your fingertips!