Before we get started, a few quick tips:
- You will have 3 campaigns and 3 pins per keyword set (mobile, desktop, tablet) – the Pins will be exactly the same. Each campaign will have its own budget, which you need to adjust to your budget and data.
- I recommend running no more than 5 keyword sets per time so you can keep a close eye on them as campaigns grow very quickly.
- You can duplicate a Promoted Pin within the campaign with same exact keywords to “split test” the image creative. Pinterest doesn’t actually have a “split test” feature but they do look at both campaigns and the one with the highest “click through rate” immediately, is the one that they choose. So it’s a “split test” of sorts. So what you can do is simply switch out the Creative once the “click through rate” falls.
Let’s return to our Pinterest Dashboard, we are going to click on Ads and select Bulk Editor.
One of the easiest ways of doing it is to Download Your Existing Promoted Pin Data, and what that will do is download your previously created campaign in a CSV file. You can then open and edit that file and click “Create Promoted Pins” and upload the CSV file back under the “Campaign Template”. Or you can do it all by hand from the very beginning by clicking on Ads to Traffic or “+” and “Create Ad”.
Data and Optimizing
Once your ads are running, back on your Pinterest Dashboard you can click again on Ads and Traffic to open your Traffic Campaigns. This will give you and overview of your traffic within the date range that you have set in the top right-hand corner.
As you scroll down, you will see a list of your active campaigns and if you click on a campaign, you will be able to look at your traffic details specifically for this campaign. As you can see, the data you get is very detailed to give you the best feedback on how your campaign is actually doing. If you want to get even more detailed, you can jump into the Pin itself!
If you click on the Spend tab and select Keywords below, what you can see is the number of conversions you’ve got for a particular keyword.
So for example, on “older women style”, the average cost per click is $1.22 and we spent $80 for 7 conversions. Which essentially means that we are getting $11 conversions here, which is a phenomenal rate! But if you look at the next keyword down, it actually cost $93.12 for one conversion. So we might want to remove that. Unfortunately, it’s not as easy as “click and delete”. You need to go to Edit Promoted Pin at the top of the screen and once it opens, you can scroll down and remove the keyword that isn’t working for you anymore.
You can look just as closely at your locations, which cities are doing well, same goes for devices. This is one of the reasons you don’t want to put all of your placements under one campaign because if one placement is not doing well, you will not be able to remove it from the list as easily without disturbing the entire campaign.
On Promoted Pin basis you want to look beyond keywords. Under Overview, from the Graphing drop down box, you want to select CTR and eCTR option. If your Click Through Rate is holding pretty steady, then you don’t really need to make too many adjustments. But eventually your CTR starts to drop and that is when you want to adjust your Creative as you will begin to pay more per click.
Another thing that you can do is look through your Pinterest Analytics (top right-hand corner of your Pinterest Dashboard). So one of the more important sections here is Your Audience.
This section will give you very detailed information about your existing audience. You can also click on “Interests” and see everything that your existing audience is into. This will allow you to run Interest-Based Targeting later on.
If you have followed this entire post in its completeness, then by now you are ready to take on the Pinterest Promoted Pins and I wish you all the success possible. And if you’re anything like me and love to be a know it all then joining our 6 month DIY Digital Marketing Implementation Coaching Program is the right move for you. For a free consultation contact us today!