Selling on Pinterest
Pinterest is often underestimated, but represents a highly advantageous option for businesses, especially SMEs.
This social network distinguishes itself by enabling the creation of content that lasts longer compared to that on Facebook or Instagram.
Pinterest encourages its users to accumulate publications, rather than subscribers, and takes the form of a visual collage where content can be pinned.
Users can assemble collections of publications around specific themes, forming mood boards of sorts.
Content added to these collections remains visible until a user decides to remove it, making publications on this network significantly less ephemeral.
Advertising campaigns also adopt this pin format.
However, to maximize the effectiveness of a campaign on Pinterest, it is essential to have specific expertise, particularly in the field of advertising on this platform.
Online advertising: a well-optimized strategy will be effective
By properly leveraging Pinterest’s advertising expertise, advertising campaigns on this network can generate remarkable returns.
Pinterest’s audience is particularly inclined to make purchases directly via the platform.
In fact, almost half of its users (48%) consider shopping to be one of the main motivations for using the app.
With the options offered by Pinterest Ads, advertisers can target a vast audience, reaching nearly 169 million people, maximizing the visibility and engagement potential of their ads.
The structure of advertising on Pinterest
Display advertising on Pinterest takes a unique and distinct approach from that to which many businesses may be accustomed.
Indeed, in the ad manager, Pinterest Ads structures each campaign into three distinct levels, each with its own specific importance and function:
Campaign: This level defines the overall objective of your advertising efforts.
Whether you’re looking to increase brand awareness, drive traffic to your website, or encourage direct conversions, this level allows you to frame your ads according to these objectives.
Ad group: At this level, you can segment your target audience according to demographic criteria, specific interests, or other behavioral factors.
This allows you to further personalize the approach and precisely target the users most likely to be interested in your products or services.
Individual ads: These are the visual and textual content that users will see.
This level concerns the creation of the pin itself, including the selection of attractive images, the writing of captivating descriptions, and the addition of relevant links.
By understanding and effectively using these three levels, companies can maximize the impact of their advertising campaigns on Pinterest, achieving their marketing objectives with great precision.
“Pinterest is exceptional for increasing product visibility and attracting a customer base ready to buy with “wow”.
To succeed and come out on top, it’s important to master the specifics of Pinterest, especially pin targeting and optimization to improve SEO and maximize engagement.
Pinterest is proving to be an ideal platform, particularly for those wishing to reach an international audience.
Pinterest users are often looking for inspiration and likely to make impulse purchases, drawn by attractive, aesthetically pleasing visuals.
This makes it a powerful marketing tool for presenting products in a creative and visually engaging way.”
Campaign
Within Pinterest’s advertising structure, “Campaign” represents the broadest level.
It’s a category encompassing all ads linked to a specific advertising effort or theme.
When created, each campaign must be clearly oriented towards a specific objective, according to the advertiser’s choice.
Pinterest offers five distinct objectives to choose from.
First and foremost, advertisers can opt to promote their company’s brand image to increase awareness among a targeted audience.
It’s also possible to choose to showcase video content, with the aim of improving metrics such as view rates.
Campaigns on Pinterest also offer the opportunity to drive traffic to a website, chosen by the advertiser, which can significantly increase the company’s online visibility.
In addition, these campaigns can help increase conversion rates, improving the overall effectiveness of marketing efforts.
They also make it possible to strategically insert products into users’ search results, facilitating their discovery and purchase.
Pixel Pinterest and retargeting
In addition to the standard features, Pinterest Ads offers the possibility of improving the results of advertising campaigns thanks to the “Pinterest Tag”.
This small piece of JavaScript code, easy to integrate into a website’s code, enables the site owner to track visitors’ actions.
Generated from Pinterest’s ad manager, this tag is discreet but effective for advertisers.
It tracks a variety of visitor activities on a site, including page visits, categories viewed, searches performed and videos watched.
It can also track conversion actions such as adds to cart, registrations, purchases, and lead acquisition.
This anonymous data enables precise analyses that help improve the targeting of retargeting campaigns, optimizing ads to reach an audience already interested in the proposed content.
With a good command of the Pinterest tag, companies can significantly increase the yield of their ads by targeting specifically according to actions on the site and the type of content consulted.
Advertising
Ultimately, advertisers can create their ads using pre-existing content on their account.
Depending on the specific objectives of their campaign, they can choose from five different ad types.
Initially, the advertiser can opt for a sponsored pin, which resembles a standard publication, or its video equivalent, the sponsored video pin.
They can also opt for the sponsored carousel, which presents several images in a single interactive format.
In addition, the sponsored shopping pin and sponsored app pin are available, designed to promote a brand’s products and its mobile app respectively.
Each option offers a unique and targeted way of highlighting the advertiser’s offerings, aligned with its overall marketing strategies.
Ads Group
Ad groups, or Ads Groups, are the second level of the advertising structure on Pinterest, acting as sub-campaigns within a main campaign.
Each campaign can include several of these groups.
At this stage, the advertiser has the ability to specify the duration of the ad campaign by selecting start and end dates.
He can also define the budget allocated to this sub-campaign, including the amounts earmarked for bids.
Defining the ad group is also the time to specify the campaign’s targeting.
On Pinterest, targeting can be adjusted according to various criteria, such as gender, language, geographic location or the type of device used by the target audience.
This approach optimizes the effectiveness of ads by addressing them to a specifically chosen audience based on relevant parameters.
Litchi Marketing’s Pinterest expertise
With in-depth expertise in Pinterest, companies can achieve attractive returns while enjoying peace of mind.
This ranges from designing the various levels of an advertising campaign to analyzing the data provided by the Pinterest pixel.
A competent expert can offer valuable guidance in these areas.
At Litchi Marketing, we’ve developed in-depth expertise in Pinterest.
Each member of our team specializes in a particular aspect of digital advertising.
With a methodical and rigorous approach, we guide you in developing optimal advertising strategies, tailored to your specific needs and business context.
Our goal is to maximize the effectiveness of your campaigns and ensure tangible results that contribute to your company’s growth.