THE SUMMARYAI-generated
Key Concepts
- Pinterest Ads: Utilizing Pinterest as an advertising platform for businesses.
- Visual Search Engine: Pinterest's function as a search engine driven by visual content.
- Intent-Driven Platform: Users on Pinterest are actively searching for ideas and products.
- Unbranded Searches: The majority of searches on Pinterest do not include specific brand names.
- Performance Plus: Pinterest's AI-powered targeting and bidding optimization.
- Keywords: Crucial for discoverability on Pinterest due to the high volume of unbranded searches.
- Native Advertising: Ads that blend seamlessly into the Pinterest feed, appearing as organic content.
- Pinterest Templates: Pre-designed, customizable templates for creating visually appealing pins.
- AI Hacks: Using artificial intelligence tools to enhance Pinterest ad campaigns.
- Catalog Sales: Utilizing a product feed to create ads directly from a product catalog.
Pinterest Ads for Small Businesses: A Comprehensive Guide
Introduction
Pinterest is presented as an underrated yet powerful advertising platform for businesses, particularly effective because it reaches users when they are in the planning and decision-making phase. The video aims to demonstrate how to leverage Pinterest ads to connect with potential customers actively seeking inspiration and products.
Why Pinterest?
- Discovery and Inspiration: Pinterest users, like the video creator when decorating her new house, are often looking for inspiration for projects. 85% of Pinterest users are starting a new project.
- Unbranded Searches: 96% of top searches on Pinterest are unbranded, meaning users are open to discovering new brands.
- Seamless Integration: Ads blend into the feed, making them feel less intrusive and more like natural inspiration.
- Shopping Experience: 80% of weekly pinners feel inspired by the shopping experience on Pinterest.
- Visual Search Engine: Pinterest functions as a visual search engine with over 578 million monthly active users.
Setting Up Pinterest Ads: A Step-by-Step Guide
The video provides a detailed, ten-step guide to setting up Pinterest ads, using the example of a cozy campware brand, Threaded North.
- Set Up a Pinterest Business Account:
- Switch to a business account in settings.
- Claim your website and Instagram account.
- For Shopify users, the Pinterest app simplifies setup, claiming the website, installing the Pinterest tag and conversions API, connecting to the product feed, and automatically creating product pins. Some regions offer a $100 ad credit for the first campaign.
- Apply for the verified merchant program for extra shopping perks and visibility once the catalog is syncing and tracking is active.
- Create a Campaign: Click the Pinterest icon and select "create campaign."
- Manual vs. Automated:
- Automated: Pinterest AI handles targeting and bidding. Suitable for beginners or those short on time.
- Manual: Offers more control over interests, keywords, and audiences. Chosen for Threaded North to target outdoor and camping audiences.
- Performance Plus:
- Pinterest's advanced AI targeting option, available for consideration and catalog sales campaigns.
- On: Full autopilot, using ad creative, past results, and platform data to find the right audience.
- Off: Manual control, allowing for experimentation with customer data, demographics, interests, and keywords. Performance Plus can be toggled on later, using manual inputs as signals.
- Pick Your Objective:
- Brand Awareness: Maximize impressions.
- Video Completion: For storytelling content.
- Consideration: Drive clicks to your site. Chosen for Threaded North.
- Conversions: Best for actual sales.
- Catalog Sales: For synced product feeds, creating ads directly from the catalog.
- Set Your Budget:
- Pinterest ads are relatively affordable. 59% of businesses spend less than $500 a month.
- Start with $20 a day and run the campaign for at least two weeks for the algorithm to learn.
- Add a UTM parameter to the ad link to track results in Google Analytics or HubSpot.
- Choose Your Targeting:
- Audience Lists: Target specific audiences or upload customer data (CSV) for retargeting or creating act-alike audiences.
- Interests: Target based on browsing behavior (e.g., camping, home decor).
- Demographics: Layer in age, gender, location, and device.
- Placement: Choose between "browse" (home and related pins) and "search." Default to all placements unless isolating a search-only test.
- Keywords: Essential for discoverability. Target relevant keywords (at least 25 recommended). Add negative keywords later to filter out irrelevant searches. Examples for Threaded North: "cozy fall outfit," "camping clothes."
- Use a mix of customer data, interests, demographics, and keywords for optimal targeting.
- Upload Your Creative and Write Your Description:
- Select existing pins or create a new ad.
- Idea Ads: Pinterest's story-style content using photos or short videos.
- Upload a vertical image, short video, or carousel (2:3 ratio recommended).
- Weave in natural keywords in the title and description. Example: "Get your cozy camping sherpa made for fall hikes and cool summer nights."
- The best Pinterest ads don't look like ads; they blend seamlessly into the feed.
- Utilize the provided free Pinterest templates for business to create Pinterest-worthy creatives.
- Choose Your Ad Type:
- Options depend on the campaign goal and setup.
- Standard: Single image.
- Carousel: Multiple images.
- Video: Adds motion.
- Max Width Video: Larger real estate on mobile.
- Idea Ads: Multi-page story style.
- Quiz Ads: Interactive and mobile-only.
- Showcase Ads: Premium big tile experience.
- Collections: Hero image/video with product tiles (requires catalog connection).
- Shopping/Catalog Ads: Pull items straight from the feed (requires catalog connection).
- Finalize and Launch:
- Name the ad and add the destination link (directly to the product page, not the homepage).
- Choose a call to action.
- Let the ad run for two weeks for Pinterest to learn.
- After two weeks, check in weekly and make one small change at a time (e.g., swap images, add negative keywords, adjust budget).
- Track changes and results.
Expert Insights on Pinterest Ads
The video includes insights from a Pinterest ad agency owner, addressing common questions:
- Intent-Driven Platform: Pinterest is where people actively research and save products.
- Budget: $100 a day is a good starting budget for a new ad channel. Smaller budgets may take longer to optimize.
- Timeline: A minimum of 1 month is needed to understand the platform, 3 months to test strategies and optimize, and 6 months for full optimization.
- Creative Strategy: Use native and contextual visuals, such as lifestyle images with models. Avoid studio shots unless styled as lifestyle shots. Video is growing rapidly and increases purchase likelihood by 55%.
- Keyword Strategy: Align keywords and tags with the creative. Ignoring keyword strategy is a major failure.
- Patience: Don't quit too early. Focus on creative and keyword strategy.
- Agency vs. In-House: Start in-house if cash-strapped. Engage an agency when the business has strong traction and is scaling. Agencies can deliver decent results in the first month and fully optimize accounts by the third month.
AI Hacks for Pinterest Ads
The video highlights several AI tools to enhance Pinterest ad campaigns:
- Performance Plus: Pinterest's built-in AI for bidding and targeting.
- Creative Mockups: Tools like Canva AI can create Pinterest-friendly templates.
- Keyword Generation: ChatGPT can generate keyword-rich titles and descriptions.
- Trend Spotting: Pinterest Trends identifies current trends, and AI can summarize insights into actionable steps.
- Analytic Summaries: Export Pinterest metrics and use AI to summarize performance, identify areas for improvement, and suggest tests.
Conclusion
Pinterest is a powerful sales engine, not just a mood board. Businesses can leverage Pinterest ads to reach users in the planning and buying stages. Start with one pin, test it, and utilize the platform and AI tools to optimize performance. The video emphasizes the importance of native advertising, keyword strategy, and continuous testing. The provided free Pinterest templates can help businesses create visually appealing ads that stand out without requiring extensive design skills.
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