What opportunities does Pinterest hold for brand advertising & how can you shape a solid strategy for this channel?

1. Tips for Promoted Pin
Success: taking your
Pinterest strategy to
the next level
@MeekingsRebecca#PaidSocialShow

2. Hi!
@MeekingsRebecca
Paid Social Manager

3. Why Pinterest?
@MeekingsRebecca#PaidSocialShow

4. 1. brand discovery
@MeekingsRebecca#PaidSocialShow

5. people come
to Pinterest to…
be inspired
discover new things
plan for the future

6. it’s essential to get there early
when users are still planning
96%of Pinterest users are using the platform to
research something they’re about to purchase

7. 2. user intent
@MeekingsRebecca#PaidSocialShow

8. 55% of people see Pinterest as a place for shopping

9. 90% of users
say Pinterest
gives them
purchase
ideas

10. 3. people love
Pinterest
@MeekingsRebecca#PaidSocialShow

11. 4. people love
Pinterest
@MeekingsRebecca#PaidSocialShow
Pinterest is the
“last happy place on the
internet”
- Evan Sharp (Pinterest Co-Founder)

12. 4. people love
Pinterest
@MeekingsRebecca#PaidSocialShow
1 in 2
Pinterest users
don’t realise they
are seeing
promoted content
whilst browsing
compared to other platforms, sponsored
content on Pinterest isn’t considered disruptive,
but instead, looks seamless & natural

13. 4. it’s growing
rapidly
@MeekingsRebecca#PaidSocialShow

14. 75%
increase in pins in the
last 2 years
40%
Pinterest is expected to
increase ad revenue in 2019 by

15. In the last 6 months they have
rolled out quickly across more
European markets

16. taking your Pinterest strategy
to the next level
@MeekingsRebecca#PaidSocialShow

17. utilise a full-funnel approach
BRANDING
PROSPECTING
RETARGETING
be there right at the
beginning of the
purchase journey
it’s the ideal opportunity
to capture attention
when people are
looking for inspiration

18. utilise a full-funnel approach
BRANDING
PROSPECTING
RETARGETING
help Pinterest users
bring their ideas to life
it’s crucial to be
present when people
start actively making
purchase decisions

19. utilise a full-funnel approach
BRANDING
PROSPECTING
RETARGETING
people come to Pinterest
to plan what to buy next
bring them back to your
website to complete that
purchase

20. make the most of moments
@MeekingsRebecca#PaidSocialShow

21. daily moments

22. seasonal
moments

23. life moments

24. use the Pinterest planning calendar,
highlighting when interest spikes occur for
seasonal moments throughout the year.
@MeekingsRebecca#PaidSocialShow

26. plan
your
moments
unbranded

27. utilise keywords
@MeekingsRebecca#PaidSocialShow

28. 97%searches on Pinterest are
unbranded

29. Broad Match
“Phrase Match”
[Exact Match]
-“Negative Phrase Match”
-[Negative Exact Match]
serve your ads to people who know what
they’re looking for
you can categorise your keywords
as you would with AdWords:

30. research monthly keyword search
volume within the platform to define
the keywords most valuable to you
Pinterest recommend a
minimum of 25 keywords & to
select both ‘browse’ &
‘search’ placements.
‘Browse’ to help your ‘Broad
Match’ keywords get
impressions & ‘Search’ to help
your ‘Exact Match’ keywords
to get impressions

31. target the right audience
@MeekingsRebecca#PaidSocialShow

32. the right audience at the right time
BRANDING
- Interests
- Gender
- Age (US only)
- Location
- Device
- Language
TIP - try to keep your audiences as broad as possible – Pinterest
recommend aiming for over 1m MAUs for any ad group

33. the right audience at the right time
BRANDING
- 50% of impressions on Pinterest occur in
the home-feed, which is why its essential
to use interest targeting to help your
audience find your brand
TIP - try to keep your audiences as broad as possible – Pinterest
recommend aiming for over 1m MAUs for any ad group

34. the right audience at the right time
PROSPECTING
- Actalike audiences
- Video Viewers
- Pin engagers
TIP – don’t narrow your audiences by layering targeting options (for
example Actalike audiences + interest options)

35. get creative
@MeekingsRebecca#PaidSocialShow

36. tasteful yet clear branding
mobile-first design
text overlay to give context
behind the product
product is the focus

38. utilise carousels to boost
engagement rate
give users the option to see a
variety of products, or the same
product in multiple ways
tell your brand story, drive traffic
& boost sales

39. go Max-Width for your video content
heighten your brand awareness &
generate serious impact
drive efficient CPVs & engagements
keep video short (6-20 seconds in
Pinterest’s recommended sweet spot)

40. summary of creative best practices:
1. Subtle yet clear branding
2. No text rule on Pinterest – use it to give context
3. Use high-quality, visually striking imagery to stand out in people’s feeds
4. Design with vertical format & always think mobile-first
5. Include a clear call to action as part of the pin
@MeekingsRebecca#PaidSocialShow

41. make the most of pixel
retargeting
@MeekingsRebecca#PaidSocialShow

42. drive results with pixel retargeting
RETARGETING
- Website Visitors
- Cart Abandoners
- Customer lists (email, CRM data)
TIP – try to keep a small amount of budget to allow for always-on
retargeting as you would on Facebook/Instagram

43. options for ecommerce brands are on
the way to expanding further

44. summary:
1. make sure you’re visible to audiences at all stages of the funnel:
branding, prospecting & retargeting
2. select your brand ‘moments’ and peak your spends around these
moments
3. utilise your keywords & search placements to capture attention of
people ready to act
4. nail the perfect pin to capture attention
5. implement your pixel & utilise these audiences for retargeting efforts
@MeekingsRebecca#PaidSocialShow

45. Thank you!
@MeekingsRebecca