Marketers are constantly looking for the latest advertising platforms to promote their products. New platforms offer the chance to get cheap traffic before competition gets too tough. Mature sites like Google, Facebook, and Bing are all effective ways to get traffic, but don’t expect to get excessively cheap clicks in most markets. A site like Pinterest offers a different kind of opportunity. The site is very popular, but their advertising is still in the early phases, offering plenty of scope for cheap clicks and a high ROI.
One of the main reasons for advertising with Pinterest is the audience they attract. Pinterest report that users have an annual household income of $100,000+, meaning they hold a lot of spending power. Almost 70% of users are women, making female-centric niches perfect for targeting. The largest audience share is between 25 and 34, accounting for 27.4% of users, while 22.1% are aged 35 to 44. Those aged between 12 and 17 account for just 4.1% of the audience, so the platform is not driven by younger people without much spending power. These demographics make Pinterest perfect for many advertisers.
Choosing the Right Images
Pinterest is a social media platform built around images, so first and foremost you must engage people visually. Promoted Pins, the name of the ad service, does not allow excessive promotion and call to action buttons within the image. Instead, make your image noticeable and clear, avoiding simply posting a product image. It is far better to show the product being used or worn, appealing to the senses and imagination. Users won’t browse Pinterest in the same way they would look at an ecommerce site, so avoid treating your pin like a product inventory. Vertical images tend to work far better than horizontal images, but having to scroll too far down will impact click-through rate.
Split Test Pins
As with most other ad platforms, split testing is necessary to optimize your campaigns. You can always make improvements to results, so keep adjusting until you reach a point you are happy with. Using an alternative image is one thing, but don’t ignore the description text, keywords, and bid prices. You can get good results by bidding higher than you would like initially, before lowering your bid to ensure profitability.
Think About Your Landing Page
The aim of the ad is to get users to click it, but you also need to consider where you are directing them. The landing page is another area that can be tested, with different pages working better on Pinterest as opposed to other platforms. A stripped-down squeeze page intended for gathering emails can cause problems with Pinterest, so ensure your page is more substantial. You could direct people to a product page, but you might get better results from a blog post that leads into an offer.
Choose Relevant Keywords
Pinterest allow up to 150 keywords, but it is not essential to use this many. In order to reach a good number of users, though, you should try to come up with a strong list of relevant terms. Not every keyword needs to be laser-targeted, but a lack of relevance could see your pin denied by administrators. The keywords you use are not fixed, so look to adjust your campaign if you see terms are not generating clicks.
For the right businesses, Pinterest provides a way to get cheap clicks and a high ROI. Competition will inevitably increase, but it hasn’t reached a stage where bid prices are a concern. The demographics are perfectly targeted for many niches, offering higher incomes and more disposable income than many other platforms. For the immediate future, Pinterest advertising is something every business should be looking at.