What I Learned In One Year Marketing on Pinterest..Yes It Was Profitable
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Pinterest users are conducting 600 Million+ visual searches per month on the platform. Did you know this... are you using Pinterest? Our B2B and ecom clients that are growing their business by 11% on Pinterest. We want to see you grow your business too. This hands-on session is going to take you through the world of Pinterest and everything we have learned. In this session, you will learn the following: - The Dos and Don'ts of marketing on Pinterest - When people start their search for major holidays, sports, Pride and fashion week events - What the mysterious CTR threshold is and how it can turbo charge your campaign - How to segment your campaign for the best results - Why you should stay away from the "One Tab" feature - Are you ready for the marketing nirvana that is Pinterest?
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What I Learned In One Year Marketing on Pinterest..Yes It Was Profitable
- 1. Pinterest: What I Learned In The Last Year Duane Brown | Founder & Head of Strategy
- 2. Session Outcomes Our Agenda For Today ● Who Uses Pinterest ● Campaign Setup ● A/B Testing ● Just One Tap ● The Mysterious CTR ● The Dos and Don’ts ● Pinterest’s Propel Team
- 4. 200MM Monthly Active Users
- 5. 70% Women and 30% Men
- 6. 50% of new signup are men
- 7. 2 Billion Searches A Month With 600 million being visual using their new Lens tech. Think of it as reverse image search on Google
- 9. 50% Traffic is International
- 10. Other Cool Stats Part 1 ● 66% of women are 25 - 54 (USA data) ● 75% Save Pins ● 55% Shop & Buy Later
- 11. Other Cool Stats Part 2 ● 40% make over $100K/ year (USA data) ● 1 in 2 Millennials (USA data) ● 7 in 10 Moms & 1 in 3 Dads (USA data)
- 12. What Do You Search For?
- 14. Holiday Search
- 16. Where Pins Show Up
- 17. Campaign Segmentation & Setup Highest Level: Advertiser Information ● One ad account/brand
- 18. Campaign Segmentation & Setup Campaign ● Campaign objective ○ Con, or App installs ● Lifetime spend cap ● Enable One or Two tap ● Search vs Browse
- 19. Campaign Segmentation & Setup Ad groups: Container for Promoted Pins ● Targeting ○ keywords or interest ● Budget & bids ● Flight dates ● Limit to 4 pins/ ad group
- 20. Campaign Segmentation & Setup Promoted pins ● Creative (the Pin) ● Destination URL
- 22. A/B Testing on Pinterest May not be that different from what you do on Facebook...
- 23. A/B Testing on Pinterest Hypothesis: In science, a hypothesis is an idea or explanation that you then test through study and experimentation. ● What do you think will happen? ● …okay to be wrong.
- 24. A/B Testing on Pinterest Define Success ● Increased sales ● Increased AOV ● More downloads ● Better Lead
- 25. A/B Testing on Pinterest ● Sample Size ○ Size of Opportunity ● Confidence level: 95%? ○ Margin of error ● Run test for 2-3 weeks at least ● Control vs. Treatment group
- 26. A/B Testing on Pinterest Brand Is Successful. ● Test opposite of what’s working ○ Going against the grain
- 27. A/B Testing on Pinterest Brand New To Pinterest? ● Look at what competitors are post ● Adjacent industries ● Product vs lifestyle photos
- 31. Just One Tap / Mysterious CTR
- 32. Just One Tab Benefits ● Drive more clicks, more efficiently, to your website ● Capitalize on active consideration by making it easy for people to learn more and take action directly on your landing page
- 33. Just One Tab How it works ● After clicking your Promoted Pin, people are taken to a seamless landing page experience where they can take action or learn more
- 34. Mysterious CTR … what is it? ● Blackbox CTR that tells Pinterest to give your more traffic. ● Quality Traffic; Laser Focused Targeting
- 35. The Dos and Don’ts
- 36. The Dos ● Lessons we learned and keep in mind for new Pinterest clients’ ● Always A/B Test; product vs lifestyle photos ● Naming Structure: ○ Purchase: Putty Search Lifestyle (how we name campaigns and ad group) ● Bring your best keywords from Google Ads/Bing over ○ This includes your negative keywords
- 37. The Don’ts ● To many pins in one ad group: 4 pin/ad group max ● Group browse and search traffic in one campaign ● Pray and spray: Use targeting: gender, mobile, location and language
- 38. Propel Team ● Get you assets and resources ● Vertical strategy decks ○ Parents & vegan food ● How-tos and walk-through ● Live and breath pinterest SignUp: business.pinterest.com/en/expert
- 39. The End. Thank You. About Me ● Lived 5 Cities. 3 Continents ● Traveled 40 Countries ● Huge Gaming & Tech Nerd ● Brands: ASOS, Ogilvy, Unbounce, Jack Will, Yarnspiration, ChildLine and Grant Thornton