Pinterest is becoming more prominent in the world of social media marketing. In order to take full advantage of this platform, businesses should consider using one of Pinterest’s newest tools, promoted pins.
Last spring, Pinterest introduced promoted pins, and although still in beta, it is available to some business account holders. With promoted pins, you can target specific locations, demographics, and devices to reach customers who are searching for what you offer. Each campaign runs for a certain duration with a daily budget on a cost-per-click (CPC) basis. This means you only pay when someone clicks through the pin to your website. Pinterest also allows you to monitor and adjust the campaign.
Pinterest does have a few rules pertaining to promotional pins. For instance, promotional information, calls to action, service claims, price listing, or deceptive content in the image is forbidden. The ads must be accurate without signup requests. If your company has not already been invited, you can apply here for promoted pins. Note that approval is not guaranteed and does not always happen right away.
Why Use Promoted Pins?:
Promoted pins will draw attention to a certain pin when you feature something special or unique, such as an event or promotion. This feature will also allow you to gain exposure to people who do not follow your business on Pinterest. Promoted pins are especially great for seasonal content, time-sensitive material, or anything else that requires more attention.
How to Promote Pins:
First, select the pin you wish to choose; then, hover over the image and click ‘promote.’ After the pin has been selected, it will take you to another screen to set up your ad. Start the ad by entering keywords to help your promoted pin appear in Pinterest search results. Make sure to research keywords by searching them in Pinterest. This allows you to see what type of content your pin will appear among. Next, you have the option to refine your audience. The audience can be narrowed by gender, location, language, and the type of device they use Pinterest on. You will then choose a maximum cost-per-click bid. This is the amount you are willing to pay per click, and you will never have to pay more than your bid. You will then name your campaign, give it a starting and ending date, set up a billing address, and submit the information. The pin will go through an approval process, and even if it is rejected, Pinterest will return suggestions so you can resubmit.
Promoted Pins Strategy:
Before choosing a pin to promote, it is beneficial to look at your analytics and see what pins have already received traction. If a certain pin has received a lot of attention, promoting it might help it grow beyond the reach of your current audience. You can also split test (A/B testing) promoted pins for something specific like a time-sensitive campaign or contest. Create different images for the same event and run two separate campaigns. By doing this, you can change the pin description of the targeted keywords to test results.
Promoted pins come with a tracking function so you can see the number of times your pin was seen, repinned, and clicked, as well as your click-through-rate (CTR) and the amount you will be billed.
Promoted pins on Pinterest are a great way to gain exposure for your company. Although the function is still in beta – which means features are subject to change – it is a useful to experiment with the new platform since there is less competition and potentially more exposure for your product.