Can’t Beat Them, Join Them – Why Pinterest?
Since their original launch in March of 2010, Pinterest has grown from a basic web and mobile application company that operates a photo sharing website to being the fastest site ever to break through the 10 million unique visitor mark (2012). The ads on the Pinterest site could generate as much as $500 million in 2016. So why is this information important to you?
If you are…
- Someone who wants to learn Pinterest advertising
- An agency that supports e-commerce businesses
- An owner/operator of a business
- You are a consultant or a project manager
Then you need to listen up because I am going to tell you how you can get a piece of that Pin Pie!
The goal of this article is to help you become a Promoted Pins Specialist! You will be able to help ANY organization to achieve their marketing goals by creating and launching a winning Promoted Pins Strategy!
So what are you waiting for? Let’s get started!
A Rose by Any Other Name – What is Pinterest?
Even though the founder of Pinterest, Ben Silbermann, would disagree, Pinterest is a Social Network site.
It boasts over 250 million users, 100 million of which are active at all times! 85% of those users are women and 42% of them are adults. American users alone make up 47 million of the total and the best part of it all is that THEY SPEND! Since Pinterest traffic got referred to Shopify stores, the average order value is 50$ a pop!
It is the fastest growing social network by % in THE WORLD and while at the moment males make up 13% of the total users, now 1/3 of all new sign-ups are MEN.
75% of usage is through a mobile app, which is great for advertisement as mobile ads convert very well!
And 40% of Pinterest users have discovered a new product simply by being on Pinterest, making it not only a social networking site but also a search engine of sorts!
93% of Pinners use the app to plan purchases. Meaning that they are already in a Ready To Buy Mindset!
Pinterest is #2 source of Social Media Traffic to Shopify and other Ecommerce stores. It’s #5 in the world behind social networks like Facebook, YouTube, Twitter and LinkedIn. And more than 75% of pins saved on Pinterest come from businesses. While 72% of pinners have seen a product on Pinterest and then made the purchase offline in brick and mortar businesses.
These stats should help you and your clients understand better the opportunities that lie within advertising on Pinterest. If you are going to create an interface and run your ads on a platform, you really need to know where it all comes from and what your possible audiences are, and what they are doing on this social network.
What Are Promoted Pins?
Query based traffic is buying advertisement based on what people have typed into the search engine and Pinterest’s Promoted Pins are just that. A unique combination of a query and contextual based advertisement which allows you to target certain locations and demographics of customers who are searching or have shown interest in what you offer. It actually gives you an opportunity to leverage demographic data points such as age, gender, location, etc., along with individual search requests. Which is fantastic!
This really is the easiest method of advertisement which you can get to convert because you know exactly what they have searched for. Now Pinterest also has an interest based option where you can simply select the key interests such as beauty or fitness so you don’t have to use only query based searches. However, I would recommend that you start off with the latter as they are easier to get to work and are more audience specific.
The set-up of the Promoted Pins is quite easy, they run on a Cost Per Click basis and your campaign has a specific daily budget as well as the duration of it. So if you only want to spend 50$ a day and only run your campaign for 3 days, then you can do that. You pay every time someone clicks on your pin and goes to your website so you can basically monitor and adjust your campaign on the go.
To find out more about the secrets of Ad Targeting on Pinterest, join us for the second part of the installment on how to become a Pinterest Promoted Pin Specialist in 5 Easy Steps! You can also sign up for our 6 month DIY Digital Marketing Implementation Coaching Program. For a free consultation contact us today!
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