KNOWLEDGE

Paid Advertising

Pinterest Advertising for Businesses: A Beginner's Guide

Pinterest Advertising for Businesses: A Beginner's Guide
Updated:
June 11, 2023
By
Liam Langers

Pinterest is a social media platform that allows users to discover, save, and share creative ideas and inspiration for their personal and professional lives.

With over 250 million active users, Pinterest has become an increasingly popular advertising platform for businesses.

This guide will take a comprehensive look at Pinterest advertising and provide a step-by-step guide for businesses to reach and engage with more customers, particularly for fashion, beauty, lifestyle, home decor, food, and health and wellness.

Setting up and Optimizing a Business Account

The first step in advertising on Pinterest is setting up a business account.

Here's a step-by-step guide on how to set it up:

  1. Go to business.pinterest.com and sign up for a new account, or convert your account to a business account.
  2. Verify your account by providing your business information, including name, address, phone number, and website.
  3. Add a profile picture, bio, and location to your account, which is how users will find you.
  4. Create boards that are relevant to your business and add pins that are of high quality and represent your brand. This will help build your brand's identity and credibility.
  5. Optimize your profile by including keywords in your bio, making it more discoverable in search results.
Read this review about Tailwind (Social Media Management)
Read this review about Tailwind (Social Media Management)

Creating and Managing Ad Campaigns

There are several types of ads available on Pinterest.

Here's an overview of each type, along with a few tips for creating effective ad campaigns:

Promoted Pins

Promoted Pins are the most basic type of ad available on Pinterest.

They work by promoting your existing pins to reach more users.

Here are a few tips for creating effective Promoted Pins:

  • Use high-quality images that are visually appealing and representative of your brand.
  • Make use of the text overlay feature to add a call-to-action and other information about your product or service.
  • Use keywords in the description to make your Promoted Pin more discoverable in search results.
  • Test different targeting options and budgets to see which option delivers the best results.

Promoted Pins can be created through the Ads Manager or the Pinterest Ads Manager app.

Shopping Pins

Shopping Pins allow businesses to showcase their products directly on Pinterest. Here are a few tips for creating effective Shopping Pins:

  • Optimize your product images by making them high-resolution, attractive, and consistent with your branding.
  • Use detailed descriptions that include vital information about your product, such as size, color, and materials.
  • Incorporate rich pins, which can give users more detailed information about your product.
  • Test different targeting options and budgets to see which option delivers the best results.
  • When users click on a Shopping Pin, they will be taken to the product page on the business's website to purchase the product.

Shopping Pins can be created by linking your business's product catalog to your Pinterest account.

Shopping Spotlights

Shopping Spotlights are another type of ad available on Pinterest.

They are a series of up to five shopping pins displayed together in a carousel format.

Here are a few tips for creating effective Shopping Spotlights:

  • Use a theme for your spotlight, such as new arrivals, best-sellers, or a seasonal collection.
  • Use high-quality images that are visually appealing and representative of your brand.
  • Use the carousel format to tell a story or showcase various products.
  • Incorporate rich pins, which can give users more detailed information about your product.
  • Test different targeting options and budgets to see which option delivers the best results.

Shopping Spotlights are ideal for promoting multiple products at once and can be used to feature new products, best-sellers, or seasonal items.

Read this review about Sendible (Social Media Management)
Read this review about Sendible (Social Media Management)

Targeting options

Pinterest offers a wide range of targeting options to help businesses reach their desired audience.

Here's a closer look at each option:

Interest targeting

Interest targeting allows businesses to target users based on the interests they have expressed on Pinterest.

This can be done by selecting specific interests or a broader category.

This is an excellent option for businesses with a specific audience in mind, as it allows them to reach users who are already interested in their products or services.

Keyword targeting

Keyword targeting allows businesses to target users based on the keywords they have used in their search queries on Pinterest.

This is a great option for businesses that want to reach users actively looking for products or services like theirs.

Audience targeting

Audience targeting allows businesses to target users based on the audience lists they have created in their Ads Manager.

This option is ideal for businesses that want to reach users who have already interacted with their content by visiting their website or saving one of their pins.

Demographic targeting

Demographic targeting allows businesses to target users based on demographics such as age, gender, location, language, and device type.

This is an excellent option for businesses that want to reach users who match specific demographics.

Location targeting

Location targeting allows businesses to target users based on their physical location.

This option is ideal for businesses that want to reach users in a specific area, such as a city or region.

Read this review about Planable (Social Media Management)
Read this review about Planable (Social Media Management)

Ad Design and Copywriting Best Practices

To get the most out of your Pinterest ads, paying attention to ad design and copywriting is important.

Here's a closer look at the best practices for each:

Ad design best practices

  • Use high-quality images that are visually appealing and representative of your brand.
  • Make use of the text overlay feature to add a call-to-action and other information about your product or service.
  • Test different images and layouts to see which performs best.

Copywriting best practices

  • Use clear and concise language that is easy to understand.
  • Use keywords in the description to make your ad more discoverable in search results.
  • Incorporate a call-to-action to encourage users to take a specific action, such as visiting your website or making a purchase.
  • Test different headlines and descriptions to see which performs best.
Read this review about SocialBee (Social Media Management)
Read this review about SocialBee (Social Media Management)

Measuring and Analyzing Performance

To measure the performance of your ad campaigns and identify areas for improvement, you should use Pinterest's analytics feature, which provides data on engagement, reach, and conversions.

Engagement data includes clicks, repins, likes, and comments.

Reach data shows the number of unique users who have seen your ad.

And conversion data includes the number of people who have taken a specific action on your website, such as making a purchase or signing up for a newsletter.

To analyze the performance of your ads, you can use the data provided by Pinterest's analytics feature.

This data can identify which ads are performing well and which are not. From there, you can adjust your ad targeting, budget, and design to improve performance.

Measuring Performance

  • Use engagement data to identify which ads get the most clicks, repins, likes, and comments.
  • Use reach data to identify which ads are being seen by the most users.
  • Use conversion data to identify which ads result in the most purchases or other desired actions.
  • Use this data to make informed decisions about which ads to continue running, which to modify and which to pause.

Remarketing Feature

Pinterest also offers a remarketing feature, which allows businesses to target users who have previously engaged with their content.

For example, this feature can show specific ads to users who have visited a business's website or saved one of their pins.

  • Remarketing allows you to target users who have already shown interest in your products or services, making them more likely to convert.
  • Analyze the performance of your remarketing campaign separately to understand its effectiveness.
Read this review about SEO Powersuite (SEO Tool)
Read this review about SEO Powersuite (SEO Tool)

Key Takeaways

  • Pinterest is a social media platform with over 250 million active users, making it an effective platform for advertising.
  • Setting up and optimizing a business account is the first step to advertising on Pinterest.
  • Promoted Pins, Shopping Pins, and Shopping Spotlights are the different types of ads that can be created on Pinterest.
  • Targeting options include interest targeting, keyword targeting, audience targeting, demographic targeting, and location targeting.
  • Budgeting for your ad campaigns is critical to ensure that your advertising goals align with your budget
  • Ad design and copywriting play a crucial role in ad performance.
  • Utilize Pinterest's tools and analytics to measure and analyze the performance of your ads and make the necessary adjustments.
  • Remarketing is a powerful way to reach users who have previously engaged with your content.

Conclusion

Pinterest offers businesses an excellent opportunity to connect with their target audience and drive conversions through effective advertising campaigns.

With over 250 million active users, this social media platform has become increasingly popular among businesses, particularly in fashion, beauty, lifestyle, home decor, food and health, and wellness.

By following the steps outlined in this guide and utilizing the targeting options and analytics provided by the platform, businesses can create and manage effective ad campaigns that will reach their desired audience and drive conversions.

With Pinterest's ability to provide a unique opportunity to reach, engage, and inspire your target audience, it's a platform worth considering for your business' advertising efforts.