Advertising on Pinterest & LinkedIn
•Download as PPT, PDF•
1 like•357 views
Learn tips to successfully use paid advertising on Pinterest and LinkedIn. Presented at Pubcon SFIMA on February 25, 2016
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Viewers also liked (16)
Similar to Advertising on Pinterest & LinkedIn
Similar to Advertising on Pinterest & LinkedIn (20)
Recently uploaded
Recently uploaded (20)
Advertising on Pinterest & LinkedIn
- 1. #pubcon Alternative Social Advertising: Pinterest & LinkedIn Presented by: Robert Brady
- 2. #pubcon About Me • Doing PPC since 2006 • Senior Manager at Clix Marketing • Regular contributor to SearchEnginePeople.com, ClixMarketing.com, PPCchat, PracticalEcommerce.com, SmallBizTrends.com and others @robert_brady
- 15. #pubcon What Are Promoted Pins Anyway?
- 26. #pubcon Tips
- 29. #pubcon @robert_brady Add tracking parameters to Destination URL on Edit screen
- 34. #pubcon Results
- 42. #pubcon Targeting: Think In Layers • Job Title: CMO @robert_brady
- 44. #pubcon Targeting: Think In Layers • Job Title: CMO • Job Function: Marketing + Seniority: CXO @robert_brady
- 46. #pubcon Targeting: Think In Layers • Job Title: CMO • Job Function: Marketing + Seniority: CXO • CMO Groups @robert_brady
- 47. #pubcon LinkedIn Category vs Self Identified • Groups – Seniority:CXO • Job Function:Marketing + Seniority:CXO - Groups @robert_brady
- 61. #pubcon Right Side Ads Work! • Case Study 1 – 1,987 clicks – 7,046,846 impressions – 0.028% CTR – 439 leads – 20.47% conversion rate – CPA < $20 • Case Study 2 – 1,540 clicks – 4,037,809 impressions – 0.038% CTR – 390 leads – 24.97% conversion rate – CPA < $15
Editor's Notes
- Doing PPC since 2006. Got started in college “Online Marketing” course. We talked about Google AdWords for 1 lecture. Currently with Clix Marketing. Write on these blogs. That’s the boring stuff about me; here’s the interesting stuff about me.
- Born on a small farm in Idaho. No we don’t grow potatoes. We had a dairy until I was about 12 and then switched to grass fed beef. Clay pigeons don’t stand a chance when I’ve got a 12 gauge in my hands.
- I love my wife Elisse and my daughter Jane (almost 1). I love grass fed beef as you may have guessed. I love sports and will play just about anything from softball (that’s the trophy there) to golf to ultimate Frisbee (not Frisbee golf). I love the outdoors, whether that’s a hike to a waterfall, skiing in the mountains or going up to Yellowstone, which is pretty close to where I live. Enough about me…
- …. we’re here to talk about Pinterest and LinkedIn.
- Let’s start with Pinterest. Side note: look behind Meryl Streep and you’ll see the inspiration for Pinterest. Those are effectively Pinterest board. But I digress. They have 100 million monthly active users as of September 2015. 45% of users are international. So how do we advertise on Pinterest? Actually, you can’t…yet!
- Should have been available in January for all US advertisers.
- Today! Still waitlist. Ouch.
- Captain Picard is not happy, so let’s say we’re planning our Pinterest advertising. Who should we target?
- Well, Pinterest has lots of fashion-conscious users.
- And lots of younger users.
- And lots of recipes and cooking pins.
- Lots of crafters and DIYers.
- And lots of ideas that you can totally pull off yourself! &lt;nod head no and pause for dramatic effect&gt; Anyway, you advertise on Pinterest via Promoted Pins.
- Promoted pins look & behave just like a regular pin…because they actually are a regular pin.
- They just add that little “Promoted by…” bit at the bottom So let’s go for a walk through the Pinterest advertising interface.
- Here is the main dashboard where you see your performance. Campaigns come in 2 flavors: Engagement and Traffic. For this client we have only pursued traffic campaigns.
- Drilling down into the campaigns you can get the basic stats. Something that stands out is the “effective” stats that are slightly different from the regular stats. Why is that?
- When we drill down to the pin level we see why. Check out these “earned” impressions. They’re the “free” impressions that our pin received. Someone pins our promoted pin and their friend sees it? Boom, free/earned impression.
- Reporting is admittedly pretty basic. I anticipate to see a lot of progress here, but for now we’ve got our keyword performance tab.
- We can see location performance which would help us see top performers and create promoted pins specifically for those geos
- Languages, devices, gender are all there.
- Now some tips. A favorite saying of mine is this “A wise man learns from his mistakes. A wise man learns from the mistakes of others”
- A favorite saying of mine is this “A wise man learns from his mistakes. A wise man learns from the mistakes of others”
- Seems pretty obvious to add tracking, but it’s not very obvious in the interface because you just pick pins to promote. You probably don’t want to pin URLs with tracking codes for cpc or you’re organic traffic and paid traffic get muddled up. So…you need to edit your promoted pins.
- Once in here you’ll get the “Destination URL” field that you can edit. Heck, you can even send promoted pin traffic to a different URL than the original pin if you want.
- Say you need to manage a lot of promoted pins? Pinterest has a bulk editor (albeit via CSV) which is already one step ahead of LinkedIn (which we’ll get to)
- This isn’t exactly “Promoted Pins” but just a recommendation to amp up your Pinterest. This is tied to your product feed and adds a blue “Buy It” button to your pins with the price. If you’re selling products you should be doing this…
- but you’ll only be able to on these 5 platforms (our client is on Shopify, where it’s built right in and works really smooth)
- And lastly, don’t be this guy with your promoted pins.
- So how are we doing?
- But wait? Our client sells mostly to men. Because the client sells beard care products!
- Party on Wayne! Party on Garth!
- Great so far. As you can see, the demographics trend heavily female and they’re doing most of the buying. February has seen 2.23 ROAS and 3.45% conversion rate
- Yep. Pinterest can work even for the manliest of products. Be excellent to one another!
- People on LinkedIn are in a business mindset. They’re there to update their profile, check out a potential hire, scope out their competition, connect with industry peers, etc. No cat pictures and funny memes.
- So our targeting needs to be based on their business persona.
- Let’s use this guy for our example. He’s the big-shot CMO of a company and he is the decision maker we want to reach. Easily enough we target him by job title “Chief Marketing Officer”
- 20,000+ CMOs in the US. But we were hoping to reach a bigger audience. How else might we reach this CMO?
- But I want more!
- Layering a CXO seniority with a Marketing job function should get us the same audience, but now we’ve got 80,000+ people in the US we can reach. Awesome! But I want more!
- But I want more!
- Targeting groups centered around CMOs gets me up to 86,000+ people in my audience.
- If we take these groups and exclude the others, we see that these are exposing audiences with fairly little overlap.
- That’s a lot more!
- Now we’re talking. But let’s say I don’t like tomatoes in my 7-layer dip.
- Then let’s get rid of them. Shun those tomatoes with exclusions. Get rid of the entry level people and the unpaid and the training people. Just target the audiences you want. But what about all the grey area? What if you want those people too? Exclusionary targeting goes beyond just excluding a characteristic. It helps you find “uncategorized” people in LinkedIn
- 36% have no seniority!
- But what if we can’t find what we’re looking for?
- Talk about Sponsored Updates vs. Right Side ads
- Talk about Sponsored Updates vs. Right Side ads
- Talk about Sponsored Updates vs. Right Side ads
- Case Study 1 results are from 1st month after new campaign launch. Case Study 2 results are a 1 week span. All right side ad campaigns