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Harnessing the Power of Pinterest Promoted Pins

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Pinterest Promoted Pins make it easier for brands to reach people who are in that “consideration mindset”—open to inspiration from credible sources. This session will walk through a case study highlighting effective and scalable Pinterest tactics that can be applied to your next campaign.
You will learn:
- How to set up a scalable Promoted Pin campaign
- How to analyze and measure performance with Pinterest Analytics & Google Analytics
- How to optimize your campaign to improve Pin performance

Published in: Social Media
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Harnessing the Power of Pinterest Promoted Pins

  1. 1. Harnessing The Power of Pinterest Promoted Pins JD Prater Head of Paid Social | Hanapin Marketing |
  2. 2. Presenters JD Prater – Head of Paid Social at Hanapin Marketing – PPC Hero Blogger – Industry Blogger & Conference Speaker – Cyclist – @jdprater
  3. 3. Session Road Map 1. How to set up a scalable Promoted Pin campaign 2. How to analyze and measure performance with Pinterest Analytics & Google Analytics 3. How to optimize your campaigns to improve performance
  4. 4. The Power of Promoted Pins @jdprater
  5. 5. Traffic Spiked
  6. 6. From New Users
  7. 7. Show Me the Money
  8. 8. Pinterest The world’s catalog of ideas @jdprater
  9. 9. Who’s On Pinteres • Pinners in the UK save 3 million Pins/day • Pinterest has 150 million daily active users, with over 500 billion Pinterest pins • 47% of Pinterest users are from the U.S. • Millennials are using Pinterest as much as Instagram
  10. 10. What Are They 2 Billion Searches 130 million Visual searches Discoverin g CuratingPlanningShoppingBuying
  11. 11. Source: Millward Brown
  12. 12. 87% have made a purchase after seeing a product they liked
  13. 13. 75% Say Pinterest is the best place to find new interests
  14. 14. 93% Of Pinners use Pinterest to plan or make purchases Source: Millward Brown
  15. 15. Pinterest Promoted Pins @jdprater
  16. 16. What Is A Pin?
  17. 17. image brand descriptio nengagemen t headline pinner + board
  18. 18. You can buy Promoted Pins for all of your marketing goals *You must have a US, CA, or UK - based business account 1 2 3
  19. 19. Available Targeting  Keywords (broad match): Reach your audience when they are looking for something specific to make, buy or within the search results and related Pins  Interests (420): reach people based on their affinity for certain things like yoga or healthy eating  Engagement Audiences: pinners who have engaged with Pins from your confirmed domain  Actalike targeting: Reach a larger group of people who look and act similar to your audience  Customer list targeting: Target existing customers using emails or mobile ad IDs  Visitor retargeting: Reach people who’ve visited your site New
  20. 20. Launching New Pins
  21. 21. Launching New PinsAd Sequencing
  22. 22. Scalable Promoted Pin Strategy @jdprater
  23. 23. Scaling Traffic
  24. 24. Scaling Transactions 93% New Users 2% Conv Rate
  25. 25. Campaign Strategy • Started with most popular products/Pins • Keyword campaign • Interest campaign • Added Remarketing & LAL in Q3
  26. 26. Long Vertical Images High Color Contrast Product Images Product Description in Ad Copy Strong Opening Bid Straight to Product Landing Pages
  27. 27. Keyword Targeting Strategy @jdprater Promoted Pin 10-15 Keywords All Devices US Female Audience Aggressive Bid
  28. 28. Strong Opening Bid Specific Keywords
  29. 29. Interest Targeting Strategy Promoted Pin 1-6 Interests All Devices US Female Audience Aggressive Bid
  30. 30. Interests + Keywords Campaign
  31. 31. Interests & Keywords Campaigns Interest Campaign Keyword Campaign
  32. 32. Launching New PinsRotating in New Pins Launch
  33. 33. Measuring Success @jdprater
  34. 34. ClicksImpressions Close Ups Repins Conversion s
  35. 35. Measuring Pin Performance Performance eCTR eCPC Saves • Close Ups/Impressions • Close Up to Likes Ratio • Clicks/Close Ups • Close Ups to Clicks Ratio • Repins/Close Ups • Repins to Close Ups Ratio • Repins to Clicks Ratio Engagement
  36. 36. Organic Downstream Actions 294,710 Impressions (3% lift) 6,717 Close Ups (6% lift) 569 Repins (5% lift) 1,282 Clicks (4% lift)
  37. 37. Pinterest Referral Traffic Promoted Pins Start 127% Increase
  38. 38. Assisted Conversions
  39. 39. Attribution Window 60-90 Window *That’s 1,680 times longer than Facebook
  40. 40. Conversion Rates 3.49% 1.59% 1.20% 2.00% 0.50% 0.00% 0.50% 1.00% 1.50% 2.00% 2.50% 3.00% 3.50% 4.00% Remarketing Actalike Keyword Interest Organic Pinterest Conv Rate *Last Click *Since August
  41. 41. Optimizing Performance @jdprater
  42. 42. Pin Strategy • Long Vertical Image (2:3 to 1.2:8 min width 600px) • Compelling Images • Text Overlay • Detailed Description • Call to Action • Tasteful Branding
  43. 43. long vertical image brand descriptio n engagemen t text overlay
  44. 44. long vertical image engagement brand description text overlay
  45. 45. Long Vertical Image? Compelling Images? Text Overlay? Branding? Detailed Description? Call to Action? Score = D
  46. 46. Long Vertical Image? Compelling Images? Text Overlay? Branding? Detailed Description? Call to Action? Score = B
  47. 47. Long Vertical Image? Compelling Images? Text Overlay? Branding? Detailed Description? Call to Action? Score = A
  48. 48. D B A
  49. 49. 8 Tactics 1. Long Vertical Image 2. Compelling Images 3. Text Overlay 4. Detailed Description 5. Call to Action 6. Tasteful Branding 7. Landing Page 8. Rotate in New Pins
  50. 50. Harness the Power @jdprater
  51. 51. Takeaways • Start with popular products/Pins, strong opening bids, rotate Pins, segment campaigns • Understand the Pinner Journey and how to measure it with Pinterest Analytics and Google Analytics • 80% of the Pins on Pinterest are repins. Create evergreen Pins that get repined repeatedly
  52. 52. “If you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together” Sir Dave Brailsford Team Sky
  53. 53. THANK YOU JD Prater Head of Paid Social | Hanapin Marketing |

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