Depending on your industry, Pinterest can be a phenomenal place to advertise your products. Something to keep in mind is that Pinterest is very heavily dominated by women – 71% of all users are, in fact, female. So, if you’re in an industry women care about, it might be time to start thinking about advertising on Pinterest.
Chances are if you’re starting to advertise on Pinterest, you have some sort of previous knowledge of Facebook or Instagram ads. Are you ready for some good news? Pinterest ads are approximately 3458 times easier than Facebook ads. Math and numbers are not my strong suit, but Facebook and Facebook ads are. So, believe me, when I say that if you’ve done any sort of Facebook ads in the past, Pinterest will be a breeze.
So, let’s get down to it. How exactly do you create a Pinterest ad? When you’re on your Pinterest account, you’ll notice there are a few tabs in the top left corner. You’ll want to click on the one that says “Create” and when the drop-down opens, you’ll click on “Create ad”. You’ll then select your consideration; this part is very similar to Facebook. Are you looking to build brand awareness, get more traffic to your site, or drive sales? Whatever your goal may be, you’ll choose that at this level.
Once you select your consideration, the format looks more like Google ads than Facebook, but that’s a good thing when we’re looking at the simplicity factor. After you select your consideration, you enter your ad group details. Here, you’re pretty much naming what your ad group (or “ad set” in Facebook terms) is. Next is your target audience, aka where you’ll pick your demographics. Are you targeting both men and women? All ages? Or are you targeting women ages 24-44? You’ll add those details here. You can’t get as creepy specific as you can on Facebook, but that’s ok. If you’re doing any sort of remarketing campaign, you’ll add that information, too. If not, you can do a keyword campaign (again, similar to Google), or include interests. If it’s your first-ever Pinterest campaign, I’d suggest starting with keywords. It’s a great starting point and extremely easy to flesh out after you get a month or so of data.
Much like Google, you’ll input keywords that people would use to search for your product. Think about using Pinterest for yourself. If you’re looking for crockpot dinners, you literally type “crockpot dinner” into the search bar. So use thoughts like that to build your list. If you’re promoting your online businesses’ wood kits, you’ll use any variety of that term that makes sense – wood kit, DIY wood kit, reclaimed wood kit, etc. You get the point here. You want to fill out 25 keywords initially, and you can flesh that out and add more or get rid of terms that aren’t performing well when you audit your campaign. You definitely want to start it with a good base, though.
Don’t worry, you’re almost done. You’ll select your budget and schedule, much like you would for either Facebook or Google; yes, I know it’s in a different order, but it’s the same idea. Once you have those set, you pick which pins you’d like to promote. You can either pull something that has done well or create a new pin, completely. Unlike Facebook, your Pin must live somewhere on one of your boards. Once you select two or three pins to promote, you’re all set! You’ll review your target audience, keywords, budget, pins, etc. and set your campaign live.
This may seem like a lot of information, but when you’re actually setting up your first campaign, you’ll realize it’s not. Whether you’ve dabbled in Facebook or Google or this is your first time ever promoting anything, I have full faith that you can handle it. If you don’t have as much faith in yourself as I do, reach out to us, I’d love to help you grow your brand on Pinterest.