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Pinterest Ads for Mobile Apps - Thomasbcn @ APSBerlin

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Grow your app with Pinterest Ads - App Promotion Summit Berlin 2018 (6/12/18)

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Pinterest Ads for Mobile Apps - Thomasbcn @ APSBerlin

  1. 1. 1 1 Pinterest Ads December 2018 @Thomasbcn #APSBerlin
  2. 2. 2 2 #APSBerlin
  3. 3. 3 3 @Thomasbcn #APSBerlin The State of online advertising A duopoly 75% of ad spend 83% of growth
  4. 4. 4 4 @Thomasbcn #APSBerlin • Price inflation heavy competition • Channel fatigue ”law of the shitty clickthrough” • Dependency threat rules can change suddenly (UAC) • “Create a marketing Symphony” © Gessica Bissego Why look elsewhere? Read more: “Emerging UA channels”, Slideshare.net/thomasbcn
  5. 5. 5 5 @Thomasbcn #APSBerlin Diversify your channel mix “Emerging UA channels”, Slideshare.net/thomasbcn
  6. 6. 6 6 @Thomasbcn #APSBerlin Since March 2017
  7. 7. 7 7 2 years & 7-digits spent on the platform 2016 Experimented with workaround to promote Apps… 2017 Participated in both iOS & Android MAI official betas 2017 2018 Managing Pinterest Ads accounts as a freelancer #APSBerlin My experience with Pinterest Ads
  8. 8. 8 8 @Thomasbcn #APSBerlin Pinterest audience 175b pins, +75% yoy 250m active users, +25% mobile 80% US 50-70% women 70+% Ads available to 100+m active users on mobile
  9. 9. 9 9 @Thomasbcn #APSBerlin
  10. 10. 10 10 @Thomasbcn #APSBerlin View this GIF online
  11. 11. 11 11 @Thomasbcn #APSBerlin < new!, October 2018
  12. 12. 12 12 @Thomasbcn #APSBerlin Daily + lifetime caps CPI or cpc pricing
  13. 13. 13 13 @Thomasbcn #APSBerlin Targeting • Audiences • Interests • Keywords “Actalikes” Engaged pinners Retargeting (IDFA/Email/Pixel)
  14. 14. 14 14 @Thomasbcn #APSBerlin Country / City / ZIP
  15. 15. 15 15 @Thomasbcn #APSBerlin 24 level 1 interests (“Home Decor”) 100s of level 2 interests ( “Furniture”) 1000s more (“Living Room Chair”) View all interests list Search terms monthly volume! Auto-expand
  16. 16. 16 16 @Thomasbcn #APSBerlin Seasonal data!
  17. 17. 17 17 @Thomasbcn #APSBerlin CPI bidding + bid level suggestion
  18. 18. 18 18 @Thomasbcn #APSBerlin Dynamic audience size & bid suggestion according to your targeted options Get audience size!
  19. 19. 19 19 @Thomasbcn #APSBerlin Pinterest Ads Creatives Formats • Static pictures • Autoplay video (sound muted) • Carousel (new Nov. 2018!) • Max-width video (awareness only) Tips • High quality imagery • Vertical • brand/logo • Mind overlay elements! • Be creative with text
  20. 20. 20 20 @Thomasbcn #APSBerlin Brand/Logo Call to action Overlay not overlapping Store badges “Instagrammy” imagery Engaging text Vertical format
  21. 21. 21 21 @Thomasbcn #APSBerlin
  22. 22. 22 22 @Thomasbcn #APSBerlin
  23. 23. 23 23 @Thomasbcn #APSBerlin Source SensorTower, Q2 2018
  24. 24. 24 24 @Thomasbcn #APSBerlin What about the impact? How does it look vs other sources?
  25. 25. 25 25 @Thomasbcn #APSBerlin business.pinterest.com/en/success-stories/8fit business.pinterest.com/en/success-stories/runtastic Advertisers case studies growwithbamboo.com/blog/after-100-days-running-pinterest-app-install-ads-here-are-our-5-keys-to-success/
  26. 26. 26 26 @Thomasbcn #APSBerlinadjust.com/blog/pinterest-promoted-app-pins-beta-results kochava.com/kochava-traffic-index Attribution partners data “For the fitness apps in the sample, the ARPU from the Pinterest campaigns were almost nine times higher than from other premium inventory, and triple that of their organic users”
  27. 27. 27 27 @Thomasbcn #APSBerlin Pinterest Funnel Still very low CPM/cpc + Excellent post-install metrics
  28. 28. 28 28 Performance secret sauce Below usual click to install rate  > iterate on your creatives: High CTR will trigger volume High Install rate leads to returns #APSBerlin
  29. 29. 29 29 @Thomasbcn #APSBerlin Untapped scalable channel ; for how long? • Large US iOS Women 25+ audience • New countries available soon • Low ad load / competition • Very specific targeting options • UI limitations are now behind • Incredible traffic quality • No third party inventory - Fraud free
  30. 30. 30 30 @thomasbcn Pinterest Ads accounts: • Setup • Management • Audit • Training  mailto: thomasbcna @ gmail More presentations: slideshare.net/thomasbcn

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