Advertise On Pinterest With Promoted Pins

What Are Promoted Pins

When you have important visual pins that will drive business for you, Pinterest gives you the option of paying for Promoted Pins which is the advertising modality within Pinterest.

When you scroll down your personal feed you will read the term: Promoted By on pins which designate promoted pins the way Google Adwords have ‘Ad’ on them.  Any pin that is public can be promoted in this way.

Essentially as a first step you need to think critically about the thing that is central to what your business does. In other words what is your ‘core’ business? Within any area you will be able to see the level of activity within Pinterest as measured by the number of people that follow that area.

Mobile Friendly Video Pins

Pinterest have now also confirmed that you can now also incorporate Promoted Video Pins that are at this stage at least, being targeted exclusively to mobile users that as we know make up the vast majority of Pinterest users with over 80% of use happening on a mobile device. These video pins are viewed on the mobile screen as an animated GIF and when selected direct the viewer to the full video.

As an added incentive those businesses that use these new video pins will be able to at no cost, add six free pins below the video. These complimentary pins show as a carousel under the video, and are used to provide additional content regarding the product being marketed.  

Currently the videos are on third-party video players like YouTube but Pinterest is developing its own video system so it is just a matter of time until it replaces the current system and users will upload video content directly the Pinterest system.

Using Promoted Pins

The key benefit with the use of Promoted Pins is that you can effectively target defined groups where you create an ad campaigns based on three main business goals: Namely: Awareness, Engagement and Traffic.

Brand awareness campaigns allow you to promote your pin to your target market using a Pay per Impression (PPI) model of 1000 impressions.   Whilst with engagement ads, the Pay per Click (PPC) system is used where you pay each time someone clicks and enlarges your pin, repins your pin, saves your pin, or clicks and your pin.With traffic campaigns, the business pays for each click-through on your pin.

Personally as with Adwords which is also PPC I have always preferred the value that PPC ads provide. 

Budgeting for a Promoted Pin Campaign

Pinterest will provide you with a CPC budget estimate based on the keywords and interests you are targeting. Typically it will be around a dollar plus per click so it is more expensive potentially than a Google Adword but I believe a good complement to it.

For brand awareness campaigns, you will be looking at around 3 to 5 dollars per click.

Industry reports say that around 5% of all pins are promoted pins.

Buyable pins are also now available as promoted pins represent a change where when you buy you no longer need to be transferred to the seller’s site.

So until next time, Good luck and good marketing.

Regards,

Daniele.