Today’s post is about Pinterest ads and what I will tell my friends if they come to me asking about a Pinterest Ads Strategy. In fact, I had this very same conversation with a few of my friends on Instagram.

The average return on ad spend for Pinterest ads is 1.3 to 2 times greater than other platforms like Facebook and Instagram. It’s an industry average of greater value, and you also can tend to find higher-quality customers on Pinterest.

There are three things that you need to know before you start running your own Pinterest ads, and today we will break those down.

• Pinterest is a full-funnel marketing platform
• Build your foundation before you even start your Pinterest ads
• Understand your goals and KPIs

I run a Pinterest Ad Agency and I help Pinterest advertisers get started on this platform and be successful. In fact, our 2021 success rate is 2.5 to 4x return on the ad spend for all of our clients. 

That is actually one to two times higher than their other advertising platforms altogether for some of our clients. So our Platform is bringing them more value and higher value customers at the end of the day.

Our 2021 success rate is 2.5 to 4x return on the ad spend for all of our clients.

Pinterest is a Full-Funnel Marketing Platform

Your customers are on this platform, looking for you from the very beginning, when they become aware of a problem.  All the way through to the end when they decide to buy a product or a service to fix the said problem.

So if they are on Pinterest looking for plant care tips (like I do), they are probably looking for very problem-specific things like overwatering, underwatering, or plant care. They are there looking for those beginner customer journey things, the value-based proposition content. 

Then, because you are prepared with a product or service, you are also there ready and willing when they are going to get their credit card out to help them in a paid way as well.

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Facts Every Marketer Should Know About Pinterest

• Pinterest users, or pinners, spend 80% more in retail than their non-pinning counterparts.
• Two out of three pinners say they actually love and enjoy the inspirational phase of shopping on Pinterest, and it helps them decide what they are going to buy.
• Two out of three pinners have said that they go to Pinterest to figure out what they want to do, buy, or try. So for the product services and the content they want to consume, they actually go to Pinterest first.
• There are currently around 450 million active users on this platform worldwide.

Questions to Ask Yourself

• Are your products validated or are your funnels validated?
• In other words, are you coming to Pinterest to advertise to see if you can validate your product for service?
• Or are you already coming to this platform with a valid product or service?

That will make a huge difference when you decide what kind of campaigns you want to run and the ultimate goal of that campaign in the end.

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Build Your Foundation Out Before Getting Started

Without a foundation to support your ads strategy, setting up and running ads without the following is like shooting darts into the dark.  Make sure you have all of these things in place.

Pinterest Tags and Event Codes

A lot of people don’t even realize that Pinterest actually offers a retargeting tag or base code. They have pixel and event codes.

You are going to want to start by getting your business account created, accepting the terms of use of the ads, and then getting your pixel and your event codes installed. If you need any help with that, make sure you visit my playlist All About Pinterest Ads, and I have some tutorials located there for more tactical advice.

But in this step, you need to make sure you get your Pinterest tags and event codes installed. 

That way, Pinterest can start collecting data about your users and figure out:

• What drives them on this platform?
• What interests are they using?
• What devices are they using?
• Who are they specifically so they can be retargeted to online?
• What is their identified gender and age?
• Where are they located?

So, the Pinterest tag is essential to help you out with all of the above.

A lot of people don’t even realize that Pinterest actually offers a retargeting tag or base code.

Use Your Current Audiences

The second tip in building your foundation is to take your current audiences and export them. You may have an email list of 20,000 people. You download that to a CSV file and upload that to the Audiences Manager inside Pinterest to validate and see how many of those people are also using the same email address for Pinterest. Then, you can build targeted audiences off of that exact customer list that you uploaded.

I would export your entire email list, and export a segment of your list that are buyers. That way, you can see the difference between the two. And you can start to create more custom audiences based on those.

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Research Like Your Buyer

Go onto Pinterest and start genuinely searching for your product or service. You want to get used to using the platform and learn how other people are using it as well to find what you offer. So if you create plant care tips, I want you to go on Pinterest and search for your most recent piece of content or service that you provide. Look on there and see how other people are phrasing their search terms in the search bar.

Look at the other pins in the search to see how other advertisers like you are putting their content on the platform. Pay attention to how people structure the media (the imagery and the videos) that they use. See how they are doing it and how people interact with that content to see how you can structure your own.

Getting to know this platform and start understanding that these people are planning.  They are looking for value-based content to help guide their journey to help make that buying decision. That will help you better equip yourself when it is time to create your own ads in your business.

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Understanding Your Goals and KPIs

Everyone who runs ads on this platform needs to have that tag and event code installed. These will help you track those KPIs (key performance indicators) that you wish to have in your business.

The common KPIs that we track in our agency or that you can track on Pinterest are:

• sign-ups,
• add-to carts
• checkouts
• people searching on your website
• people looking at specific links of videos
• video views
• click-through rates
• cost per million impressions

You name it, and you can track it on Pinterest. All of that will be available to you once you get started inside the ads manager and figure out how you want to track your KPIs.

• What are your goals for Pinterest ads?
• Are you looking to validate your own product or service on Pinterest, and are you going to start top-of-the-funnel campaigns? If so, your KPI will be sign-ups, add to cart and checkout.
• Are your goals just to start with a simple retargeting campaign because you are targeting the top of the funnel for more traffic elsewhere?

It does not matter what you choose, but now is the time to figure out how you will use Pinterest ads and your overall goals. And let those goals tell you what your overall objective campaign type will be on this platform.

The last little thing here is understanding how you will measure your success on Pinterest. Pinterest is not like Facebook or Instagram ads. You will not turn an ad on for Pinterest in 48 hours and have 4X ROIs and have people coming to your site and converting right away. It’s generally not going to happen that quickly. It actually takes between seven to ten business days at least before Pinterest starts even to give you the data you need to see and fully spend your budget. 

It also will be highly dependent on your audience, your offer, how big that audience is on this platform, and what your competition is as well. So, going into Pinterest ads will not be as simple as turning on your ad and knowing within 48 hours if it is successful or not.

But that’s not bad news!  This is a much more impactful platform like Google because if you’re playing the long game, you’ll see those 2-4x results outlast things happening on Facebook.

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Final Thoughts

If Pinterest ads seem to be a place where you want your business to be…

If it seems like your audience is there and you think you could capture some more sales from them, then I have a question for you.

What if you could shortcut your success time on this platform with ads by two to three months? Or what if you could have access to an ads strategist (me and my ads rep) on this platform and get actual tips, actionable advice, and strategies for your niche or verticals on Pinterest?

If that will be at all helpful, then I want to invite you to visit www.pinprofitacademy.com.  I have recently (September 2021) added a beginners Pinterest ads course into my membership community, and I want to invite you in to take it.

Now, this was highly sought after by the community members already inside, so I wanted to make sure to add a super valuable beginners course. The whole goal with this beginners course inside Pin Profit Academy is to just introduce you to the basic strategies I use.

 

Pin Profit Academy

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It is more than just basic like within this post, but I want to introduce you to the strategies and the campaign types that hit the overall goals and objectives of your campaigns and help you get set up on your own.

Inside the community, you get access to the course that you can go through in your own time. You have a paid community with us inside a Facebook group where you can ask any one of your one-on-one individualized business questions related to Pinterest Ads.

Go check it out. Sign up for the academy!  Even if you only stay for a month just to get your feet wet and to see if it would be right for you. Questions?  Drop a comment and I’ll get right back to you.

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