Structure of a Profitable Pinterest Ad Account

by | May 9, 2017 | Pinterest

Note: This is part 3 of our 4 part series. To get the most out of this educational series click on Part 1 and Part 2 before moving forward.

Get Your Bloodhounds – We’re Tracking Conversion!

Before you actually run your advertisement, you want to make sure that you are all set up to track what’s happening. Remember when we’ve set up the Promoted Pin we have included a special URL so we can see what happens. Pinterest also has a conversion tracking system which is really good because it allows us to see specifically what queries are bringing in conversions.

So go to your Pinterest Dashboard and click on Ads. Then scroll down to Conversion Tracking.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

This will allow you to set up Conversion Tags. And these tags you can use at multiple steps within your funnel. Make sure that your funnels are all set up and ready to go, if you’re not sure how to do that, go to Clickfunnel Virtual Assistant and their helpful staff will set you up.

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Back at the Conversion Tracking page, you will see in the top right-hand corner a tab that says “Create a Tag”, go ahead and click on that. Name your tag, for the sake of the example and to keep this blog completely honest, it’s “Anna <3 Nutella”, and then select your Conversion Type.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

As you can see you have several options, you then place these tags on your website in relevant points of your funnel. So if you have a 3-step-funnel where you send someone to an Opt-in Page, and when they opted in they landed on a Sales page, and when they purchased the product they landed on a Thank You page, you can have one tag on the Sales Page and one tag on the Thank You Page. The Timeframe section you can leave at the default setting and adjust it later if needed.

Once you click on the Create Tag button, what happens is that Pinterest gives you a little snippet of code which you need to copy before the closing tag on your conversion page.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

After you’ve done all that, you want to go back to your Conversion Tracking page and make sure that under the Status section where it used to say “Unverified” it now says “Verified”.

Do it Right from the Start – Promoted Pins Set Up

Things to Remember:

  • Start with a tight keyword list – query based traffic and advertisement is just that. We are advertising to people based on searches that they’ve typed in. So we want to start with the most relevant to the product keywords that we can find.
  • Separate out mobile, iPad and desktop – each device has to have a separate Promoted Pin with its own keyword list, that way you can see how they are performing individually.
  • Separate the ads by gender – you would not run the same ad for men as you would for women even if it’s the same product.
  • Test images first – while you can’t do a split test on Pinterest, there is a way around it and we will discuss it shortly.
  • Bid $1 or $2 for the keyword sets – you won’t actually pay that much as it is set up on a bidding system so sometimes you may pay as little as 10 cents or sometimes 75 cents – $1.50. It’s really about the market and the number of people advertising in it. There will be certain keywords that will cost more and some will cost less.
  • Aim for 15-20 keywords per pin – Pinterest actually frowns on more than 20 keywords per pin, so don’t be greedy or your pin might get denied.
  • One keyword set per campaign – is actually a good way to make sure that you stay within your keyword limit.

Walk the Walk – Setting Up Your Pin to Go Live

Let’s go back to your Pinterest Dashboard and expand on these points a little more. Initially, you will not have any data on your Dashboard as you have no Pins running. But once you start to get your Pins out onto the market, the data will flood in.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

As you can see, your Dashboard will give you quite detailed information on your spendings, clicks, and earnings so keep a close eye on it to know how to scale your campaign accordingly.

From the top right-hand corner of your Dashboard, click on the “+” sign again and select Create Ad. It will give you two options, to create a Traffic Generated Campaign or an Engagement Campaign. I would strongly advise against selecting the Engagement Campaign option. This is where people re-pin your Pin or they look at it deeper, this is more for Branding. We are Direct Response Marketers, we want to actually see the results so we will only want to run Traffic Campaigns because we want to get people from Pinterest to our website.

Once you select Traffic Campaigns, you will get to choose which campaign you want to run. You can create a new campaign or use one of your existing ones. As we are new, we would want to create a new campaign but in the future, you will have that option.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

Here you get to name your campaign and select your daily budget. When it comes to your daily budget remember, this is just for one Pin, each campaign will have one keyword set and its daily budget will get spent. A good place to start is about $50 a day but you can start with less or more depending on your needs and abilities.

For now, leave the end date blank until you know if the Pin isn’t working or you want to start a new campaign that will make this Pin obsolete.

Next, click on Pick a Pin from the board that you have created previously. Once your Pin is selected, you are brought into the editing section where you have many options which you can modify to set up your Promoted Pin.

When adding more details to your Promoted Pin, it is good to name your pin with the device on which it will be promoted included in the name. For example: “Electronics Keywords 1 tablet”.

When it comes to your destination URL, that is the page where your customers will land when they click on your Pin or on your link so it is very important that you include a tracking link that has a UTM (Google Analytics Parameters) or any other type of analytics program that you would like to use, so that the data is passed in so that you can see that the data came from this particular pin.

If you are unfamiliar with Trackable URL, just go to YouTube and type in Google URL Builder and quickly learn from that.

As you go down, you will see that the next section is Interests which is the sort of contextual demographic targeting that Pinterest offers us. In the beginning, it is best to leave this section blank. Once the campaign in going and you know your public better, you can get in a little deeper and wider into the advertising process.

The best way to start is to use the Keywords as it is a much tighter campaign because you know exactly what query they have typed in. So you can select Import Keywords and put in the list of your keywords that you have created separated by comas or by line breaks. Or you can put them in one at a time, Pinterest will offer you suggestions. Don’t forget to not pass your 15-20 keyword limit and keep them relative to one another.

As you go further down, you will see the option to pick your Location. You have options to ship to UK, Canada, and the US. If you look at the individualized option for shipping to the US, you will see that Pinterest doesn’t actually give you an option to ship to state, rather you can select individual towns, this is done more to encourage you to provide shipment all over the US, and it’s not a bad idea, so just go ahead and select that option.

How to run a Promoted Pin Campaign in these 5 easy steps! #marketingtips

So the next part is the Languages which people will use to type in their queries. So it is completely up to you and your product demographic as to which languages to select or avoid.

Now, remember we talked about device placement. In the device section, you would select just one device to which your Pin will be targeted. So as ours is named “Electronics Keywords 1 tablet”, we would select the Tablet option. Then you would simply duplicate this Promoted Pin and run it on the iPad, Web, Android, etc.

Next is Gender, and then Cost Per Click bid. Pinterest recommends setting between about a dollar to $1.74, my advice is to go about $1.50, you would never really go above that amount. Then click the Promote button. Et voila! Your campaign is now live!

This is it for How to Set Up Promoted Pins. Look out for part IV of this article where we will discuss the Ongoing Pinterest Optimization!

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