Josh Dreller, VP of Product Marketing at 4C and Michael Akkerman, Head of Pinterest Marketing Partners discuss Pinterest Search in this 30 minute webinar. Watch the full webinar at https://youtu.be/ZwyDAFEbVtY

1. +
4C Pinterest Search Webinar
Wednesday, November 29th
#4CPinterestSearch

2. Learn How Pinterest is Transforming
Search in Just 30 Minutes
#4CPinterestSearch

3. +Webinar details
#4CPinterestSearch
Please ask questions for Q&A
session at the end
You will receive a link to the webinar
recording tomorrow
3

4. Welcome!
JOSH DRELLER
VP, PRODUCT MARKETING

5. +One of the top targeted advertising tactics
#4CPinterestSearch 4

6. 75% of U.S.
Internet users
search for images
and video before
making a purchase
#4CPinterestSearch

7. 2+ billion monthly keyword searches
300+ million visual searches
(and growing!)
#4CPinterestSearch

8. +
#4CPinterestSearch
A lot of the future of search is
going to be about pictures
instead of keywords.
BEN SILBERMANN, FOUNDER/CEO, PINTEREST
*Source: CNBC Interview on 4/3/2017
7

9. +
4C Social Suite
Single sign-on workflow for self-
service activation across the six major
social and mobile platforms.
SCALE COMPLEX CAMPAIGNS
TARGET WITH PRECISION
REACH AUDIENCES
EVERYWHERE
#4CPinterestSearch

10. +
#4CPinterestSearch 10
Joining today
Michael Akkerman
Head of Marketing Partners, PINTEREST

11. Pinterest Search

12. +Traditional search helps when I have
something specific in mind…
…or when I’m looking for
specific information

13. But falls short
when I’m
looking for
inspiration
& ideas

14. confidential
#4CPinterestSearch
Browse Search
On Pinterest,
people are in
discovery
mode,
as they
browse and
search

15. +
People search for ideas
73% of searches come from
1 to 3 wordqueries
97% of searches are non brand
#4CPinterestSearch 15

16. +Influence pinners early in the purchase path
when they’re most open to new brands and
products
months day of postweeks
SOCIA
L
TRADITIONAL SEARCHPINTEREST
Best opportunity to influence
shopping decisions
Shopping (product) decisions
already being made
#4CPinterestSearch 16

17. Pinterest Search Ads

18. +
Keyword targeting to capture
search demand
Placement targeting: More control over where
your ads show
More precision when targeting
Pinners’ searches
• Broad, phrase, exact match keywords
• Negative keywords
• Keyword level bids and reporting
• Search term reporting
Show video in search results
#4CPinterestSearch 18

19. +
7%
8%
10%
16%
20%
22%
23%
25%
27%
27%
45%
I like the thrill of last-minute shopping
I'm waiting for a holiday/year-end bonus to fund my shopping plans
Holiday shopping is a necessary evil, and I put it off for as long as possible
It helps me spread out my holiday shopping budget
I am a procrastinator
I am still waiting for the best deals on holiday merchandise
I like to shop for the holiday season during the holiday season
I am busy with other activities which delay/restrict the time I have to holiday shop
I have other priorities before December
I am waiting for family members/friends to let me know what they want as gifts
I am still trying to figure out what to buy
Why shoppers delay purchasing earlier:
Why shoppers have only finished half
or less of their holiday shopping
I AM STILL TRYING TO FIGURE
OUT WHAT TO BUY.
#4CPinterestSearch 19

20. +Purchases in most categories are driven
more by shopping than by loyalty
#4CPinterestSearch 20

21. +Loyalty is elusive in today’s market
#4CPinterestSearch
of brands purchased by
switchers were part of their
initial consideration set.
69%
Proprietary and confidential. ©2017 4C Insights, Inc. 21

22. +
Placements determine where your Promoted Pins show up on Pinterest.
You can now choose placements based on how Pinners use Pinterest,
by browsing or searching.
Layer on Pinterest targeting options with your keyword initiatives.
Placements
PLACEMENTS
Home Feed
Related Pins
Search
Related Pins
All
PINTEREST BROWSE SEARCH
TARGETING Interests Keywords
Interests +
Keywords
AUDIENCES
#4CPinterestSearch 22

23. +Align your keyword strategy to Pinterest
BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE*
What it
Does
Targets keywords and it’s
synonyms, misspellings,
related searches & other
relevant variations
Targets keyword phrase
and extensions in any
word order
Targets exact keyword
query without extensions
Prevent the pins within a given
campaign or ad group from showing
on any of the KWs housed within
said campaign or ad group.
*We also have negative exact*
BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE
Eligible
Ineligible
Example Keyword: Hawaii trip
More reach/less control Less reach/more control
“Hawaii trips”
“Hawaii vacations”
“Alaska
anniversary”
“Celebration”
“Hawaii trip ideas”
“Plan a Hawaii trip”
“Hawaii vacation”
“Trip Hawaii”
“Hawaii trip”
“Hawaii trips”
“Hawaii trip deals”
“Cheap Hawaii trips”
“Hawaii ideas”
“Beach vacations”
“Best Hawaii trip”
“Hawaii trips for less”
#4CPinterestSearch 23

24. Campaign Creation

25. +
#4CPinterestSearch 25

26. +
#4CPinterestSearch 26

27. Tips & Tricks

28. +Best Practice #1: Look beyond last click
Pinterest is a critical early touch
Neustar’s results showed that last
touch attribution under-credits
Pinterest by almost 30%
Promoted Pins drove a 28:1 ROAS
and 30% more incremental sales
than the next best channel
Pinners had 40% larger basket
spend than those not exposed to
Pins
#4CPinterestSearch 28

29. +
TRACK MEANINGFUL ACTIONS LONGER ATTRIBUTION WINDOW
Use the Pinterest tag (v3) to track actions across
the path to purchase. Track actions that occur
from views, saves, closeups and clicks
Why?
• Understand cross device activity
• Optimize against meaningful business metrics
Use a longer attribution window to reflect the
consumer journey on Pinterest. We recommend a
minimum
of 30 day click and engagement and
a 1 day view.
Why?
• Last click model undervalues Pinterest by 30%1
• Conversions from views, saves and closeups
are significant
• CPAs come down over time
Best Practice #1: Look beyond last click
Measure success beyond one click
#4CPinterestSearch
29

30. +Best Practice #2: Structure your campaign
for success
The account structure is a filing system to categorize potentially thousands of KW’s in an account
Structure like ad groups
into a campaign
(category).
Group like keywords
showing similar creative
into an ad group (sub-
category)
An advertiser’s navigation bar on the homepage could be a good place to get inspiration for how an account structure could be
categorized, or take a look at Pinterest guided search for advertiser name or category
#4CPinterestSearch 30

31. +Best Practice #2: Structure your campaign
for success
Tightly group ad groups by theme
2-4 ads per Ad Group are recommended.
Pinterest auto-optimizes which ads serve
Helpful hints when building Ad Groups:
• Make sure ad groups are not too granular.
• The more tightly-themed KWs you can put into an ad group,
the easier an account will be able to manage.
• Split the ad group when you feel like the KWs vary too much
and can be broken out to show different creative.
Pinterest Ad Groups ideally are tightly themed creative and keywords
#4CPinterestSearch 31

32. +Best Practice #3: Align your keyword strategy
to Pinterest
Three things to remember that work best
on Pinterest:
• 97% of search terms on Pinterest are non-branded
• 73% of search queries are between 1-3 words in length.
Focus on upper/mid funnel terms, shorter in length
• Idea-based terms: Pinners prefer to search more
idea-based terms on Pinterest i.e. ‘bedroom décor
ideas’ rather than ‘bedroom area rug’)
#4CPinterestSearch 32

33. Best Practice #3: Align your keyword
strategy to Pinterest
1. Bedroom Ideas 11. Furniture Makeover
2. DIY Home Decor 12. Furniture Placement
3. Bathroom Ideas 13. Patio Furniture
4. Living Room Decor 14. Furniture Design
5. Apartment Decorating 15. Furniture Projects
6. Home Décor Ideas 16. Home Furniture
7. Master Bedroom Ideas 17. Living Room Furniture
8. Bedroom Decor 18. Painting Furniture
9. Kitchen Ideas 19. Contemporary Furniture
10. Home Decor 20. Black Furniture
EXAMPLE: TOP HOME DECOR AND FURNITURE SEARCHES
#4CPinterestSearch 33

34. Summary of Best Practices
1. Look beyond last click
2. Structure your campaign for success
3. Align your keyword strategy to Pinterest
#4CPinterestSearch 34
+

35. Q & A

36. VISIT 4CINSIGHTS.COM OR FOLLOW @4CINSIGHTS
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