How to Run Conversion Campaigns on Pinterest

Apr 26, 2019 -- Posted by : emily

How to run conversion campaigns on Pinterest

When you think of running campaigns for driving conversions, there are probably a few top platforms that jump to your mind right away – Facebook, LinkedIn, Google AdWords, etc.

But, did you know that Pinterest allows you to run conversion campaigns?! With over 100 million active users and low levels of competition, it’s a great opportunity for marketers to introduce another layer to their ad strategy.

We understand the possible hesitation though; with a new platform comes new learning curves and challenges to face. Which is why we’ll take the time to walk you through how to run a conversion campaign on Pinterest so you can take full advantage of this advertising opportunity.

Here are some simple steps to Pinterest marketing success.

  • Define your audience.

This may seem like an obvious first step when creating any type of marketing strategy, but it’s often overlooked. Without clearly defining your audience, you can’t create appealing Pinterest boards or craft relevant ads. The biggest mistake a digital marketer can make is casting a net that’s too wide to really drive results. Instead, make different boards that are catered to different specific audiences, so they are more likely to take action.

Conversion campaigns on Pinterest require scoping out the competition

  • Scope out the competition.

This is another important step that’s often overlooked. Before you start populating your own boards with Pins, especially those you want to promote, take a look at your industry or niche on Pinterest. How are other brands making themselves stand out? What type of content is resonating best with people who could be your potential customers? But most importantly, identify areas of your competitors’ content that your brand can improve on.

  • Convert to a business account and confirm your website.

Similarly to other platforms, your Pinterest profile needs to be a Business account to run ads and gather insight on page activity. This gives you great insight into what your audience reacts well to, what isn’t working, and other brands that your followers engage with. It also allows you to integrate Pinterest and your website, so the platform can track how people are interacting with the Pinterest-based content on your website.

Engaging images used in Pinterest conversion campaigns

  • Choose engaging imagery.

Pinterest is arguably the most visual of all social networks. The most important things to keep in mind are the quality of the image and the purpose it is serving. High-quality images perform better since they do a better job of catching attention and giving your brand a higher perceived authority.

It’s also important to think about what purpose an image is going to serve - and select your images accordingly. For example, an image designed for brand engagement is probably going to be simple, with bold colors or selective focus. Images designed to inform or convert may contain a little more content, some text, or prompt action. Either way, make sure that your images have good lighting, match your brand’s feel, and keep a consistent style throughout the profile and your other social channels.

  • Put your brand’s personality into your Pins.

With so many Pins competing for eyes, it’s important that yours stands out. As is the case with your other social channels, get creative with ways to set your content apart. Identify key parts of your brand’s personality and make sure they shine through your images. If you have a lighthearted tone, include witty sayings or puns as text on your images. If you strive to be informative, include helpful tips or steps within your images. Make sure that the images you choose for your Pins are relevant and appealing. This helps you build brand authority and attract people who are most likely to convert.

  • Consider formatting.

An important thing to keep in mind is that majority of Pinterest traffic comes from mobile. Therefore, images should be created with that in mind. If your images are not optimized for the mobile experience, users will either scroll right past them - or worse - have a negative impression of your brand, which stops them in their tracks from taking any further action.

Another thing to keep in mind is that not all Pins are created equal… literally. Different sized Pins take up a different amount of space on a screen, drawing more or less attention accordingly. Pinterest suggests using Pins with an aspect ratio between 2:3 and 1:3.5 and a minimum width of 600px. This sounds complicated but can be done easily in a user-friendly photo editing tool.

  • Carefully craft your Pin descriptions.

Although Pinterest is primarily a visual platform, you don’t want to neglect the text description that accompanies the image. You want your Pins to be optimized for search engines, so include keywords that are associated with the product in your Pin. Although keywords should be included in all Pin types, the remainder of the text will vary greatly based on what action you want your audience to take. Regardless of what it is, keep the text short and to the point, so it can be easily skimmed. Quickly state the purpose, the need your item meets, and/or what action the user should take from there.

  • Set up your campaign!

Now that you have a good foundation for creating successful Pins, you have the tools you need to create your conversion campaign. Here are the steps:

  1. Select your pin to promote. First, you choose an already existing Pin to promote. You can choose from a list of your Pins from the past 30 days, or your most re-pinned pins in the past 30 days.
  2. Select your campaign goal. Campaigns can be set up to boost engagement or to drive traffic to your website. For conversions, you would want to send traffic to your website.
  3. Adjust your targeting. You can personalize keywords, locations, languages, devices, and other demographic information you wish to target with your Pin. You can also set the spending limits and budgets during this step.
  4. Set up your Pin description and URL. This step is where you add further description to your Pin and determine what URL users will land on.
  5. Submit Pin for review. Like all social ads, Pinterest ads must meet criteria and pass review before they are pushed live.

Once the ad is created, you can analyze key metrics, set up conversion tracking, and edit your Pin as necessary to achieve the best results.

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