In today’s digital age, social media has become a powerful tool for marketers to reach their target audience. With the rise of visual-driven platforms, such as Instagram and Snapchat, businesses are constantly looking for new ways to showcase their products and services in a visually appealing manner. This is where Pinterest comes into play.
Launched in 2010, Pinterest has quickly gained popularity as a visual discovery platform with over 320 million monthly active users. It allows users to create virtual bulletin boards, or “pins,” to save and organize images and videos from around the web. This makes it a perfect platform for businesses to showcase their products and reach potential customers.
But did you know that Pinterest also offers advertising options? With Pinterest Ads, businesses can take their marketing efforts to the next level by targeting specific audiences and promoting their products and services directly on the platform. In this blog post, we will discuss the benefits of using Pinterest Ads for e-commerce, how to set up a Pinterest Ad campaign, best practices for creating effective ads, and future trends to keep an eye on.
Benefits of using Pinterest Ads for E-commerce
Pinterest Ads offer a unique opportunity for e-commerce businesses to reach a highly engaged audience and drive sales. Here are some of the key benefits of using Pinterest Ads for your e-commerce store.
Increased Visibility
With Pinterest Ads, you can promote your products and services to a larger audience than just your followers. Your ads will appear in relevant searches, category feeds, and home feeds of users who have shown interest in similar products or have engaged with similar content. This increased visibility can help your business reach a wider audience and attract potential customers.
Highly Targeted Advertising
One of the biggest advantages of Pinterest Ads is its targeting options. You can create customized campaigns and target specific demographics, interests, behaviors, and keywords. This means that you can show your ads to people who are more likely to be interested in your products, resulting in a higher return on investment (ROI).
Increased Website Traffic and Conversions
Pinterest Ads can help drive traffic to your e-commerce website and increase conversions. With the “Buyable Pins” feature, users can make purchases directly on Pinterest without ever leaving the platform. This streamlines the purchasing process and makes it easier for customers to buy from your store. Additionally, you can track the ROI of your ads through Pinterest’s conversion tracking tool.
Cost-effective Advertising
Compared to other social media platforms, Pinterest Ads can be a cost-effective advertising option for e-commerce businesses. You can set your own budget and only pay when someone clicks on your ad or engages with your promoted content. Plus, with highly targeted campaigns, you can ensure that your ad budget is being spent on reaching potential customers who are most likely to convert.
Setting up a Pinterest Ad Campaign
Now that we’ve covered the benefits of using Pinterest Ads for e-commerce, let’s discuss how to set up a campaign on the platform. Follow these steps to get started:
1. Create a Business Account
To run ads on Pinterest, you will need to have a business account. If you already have a personal account, you can easily convert it to a business account by going to your settings and selecting “Convert now.” If you don’t have an account yet, you can sign up for a business account on the Pinterest for Business website.
2. Install the Pinterest Tag
The Pinterest Tag is a piece of code that you need to add to your website to track conversions and optimize your ad campaigns. It also allows you to re-target people who have visited your website or engaged with your pins. To install the tag, go to your ads manager and select “Tag” from the menu on the left-hand side. Follow the instructions to add the tag to your website.
3. Choose your Campaign Objective
Pinterest offers three main campaign objectives: awareness, consideration, and conversion. For e-commerce businesses, the most relevant objective would be “Conversions,” as it focuses on driving sales and website conversions. You can also choose from different ad formats, such as Promoted Pins, Promoted Video Pins, and Promoted Carousel Pins.
4. Define your Target Audience
As mentioned earlier, Pinterest Ads offer a variety of targeting options to help you reach the right audience. You can target based on demographics, interests, keywords, and behaviors. It’s important to have a clear understanding of your target audience to ensure that your ads are reaching the right people.
5. Set your Ad Budget and Schedule
Next, you will need to set your daily or lifetime budget for your campaign. With a daily budget, your ad will run until you hit your specified amount each day. With a lifetime budget, your ad will run continuously until you hit your total budget. You can also choose a start and end date for your campaign.
6. Create your Ad
Finally, it’s time to create your ad! Choose an eye-catching image or video, write compelling copy, and add a call-to-action (CTA) to encourage users to engage with your ad. Make sure to use high-quality visuals and include relevant keywords in your copy to increase the visibility of your ad.
Targeting Options for E-commerce on Pinterest
As mentioned earlier, Pinterest Ads offer a variety of targeting options to help businesses reach their desired audience. Here are some of the key targeting options that are beneficial for e-commerce businesses:
Demographics
With Pinterest Ads, you can target specific age groups, genders, languages, and locations. This allows you to narrow down your audience and show your ads to people who are more likely to be interested in your products.
Interests
You can also target people based on their interests and behaviors. Pinterest has over 5,000 interests to choose from, ranging from fashion and beauty to home decor and food. You can select multiple interests to create a more targeted campaign.
Keywords
Using keywords is another effective way to target potential customers on Pinterest. You can add keywords related to your products or industry to ensure that your ads are shown to users who are searching for those terms.
Customer List Targeting
If you have an existing customer list, you can upload it to Pinterest to create a custom audience and target them with your ads. This is a great way to re-engage with past customers and encourage repeat purchases.
Best Practices for Creating Effective Pinterest Ads
Now that you know how to set up a Pinterest Ad campaign and the different targeting options available, let’s discuss some best practices for creating effective ads that drive results.
Choose High-Quality Visuals
Pinterest is a visual-driven platform, so it’s crucial to choose high-quality images or videos for your ads. Make sure the visuals are attention-grabbing, relevant to your product, and of good quality.
Use Rich Pins
Rich Pins provide additional information about your product, such as price, availability, and a direct link to purchase. They make it easier for users to learn more about your product and make a purchase directly on Pinterest.
Write Compelling Copy
The copy of your ad plays a significant role in encouraging users to engage with your ad. Make sure to write compelling copy that highlights the benefits of your product and includes a clear CTA.
Include Keywords in your Descriptions
As mentioned earlier, using relevant keywords in your descriptions can help increase the visibility of your ads. Make sure to include keywords in your ad copy and use them in your boards and pin titles as well.
Test Different Ad Formats
Pinterest offers various ad formats, such as Promoted Pins, Promoted Video Pins, and Promoted Carousel Pins. Test out different formats to see which one works best for your business and resonates with your target audience.
Case Studies of Successful E-commerce Campaigns on Pinterest
To further understand the effectiveness of Pinterest Ads for e-commerce, let’s look at some case studies of successful campaigns on the platform.
1. MADE.COM
Furniture retailer MADE.COM used Pinterest Ads to reach a new audience and increase sales during their annual summer sale. They used several targeting options, such as interest targeting, customer list targeting, and keyword targeting, to reach potential customers. As a result, they saw a 48% increase in traffic to their website and a 24% increase in sales compared to the previous year.
2. JIMMY CHOO
Luxury fashion brand Jimmy Choo used Pinterest Ads to promote their new collection and drive sales. They targeted users who had shown interest in similar luxury brands and were in the market for high-end fashion products. With a combination of rich pins and video ads, they saw a 40% increase in online sales and a 60% increase in traffic to their website.
3. WAYFAIR
Online home goods retailer Wayfair used Pinterest Ads to promote their products and drive sales during a holiday season. They used interest targeting to reach users interested in home decor and furniture, and also used Promoted Video Pins to showcase their products in a visually appealing manner. As a result, they saw a 54% increase in sales compared to the same time period in the previous year.
These case studies show how businesses can leverage Pinterest Ads to reach a highly engaged audience and drive sales. By using the right targeting options and ad formats, you can achieve great results for your e-commerce store as well.
Tips for Optimizing Pinterest Ads for E-commerce
As you start running ads on Pinterest, here are some additional tips to keep in mind for optimizing your campaigns:
Use Seasonal or Holiday Themes
Pinterest is a popular platform for DIY and holiday inspiration. Consider creating seasonal or holiday-themed ads to take advantage of this trend and reach users who are looking for ideas and products related to that season or holiday.
Utilize Influencers
Influencer marketing can be an effective strategy to reach a larger audience on Pinterest. You can collaborate with relevant influencers to promote your products and showcase them in their pins, boards, and stories.
Keep an Eye on Trends
Pinterest is constantly evolving, and it’s important to stay updated on the latest trends and features. For example, Pinterest has recently introduced Story Pins, which are a combination of photos, videos, and text that can help businesses tell a story and showcase their products in a visually appealing way.
Future Trends in Pinterest Ads for E-commerce
As mentioned earlier, it’s crucial to stay updated on the latest trends and features on Pinterest. Here are some potential future trends to keep an eye on:
More Advanced Targeting Options
Pinterest is continuously working on improving its advertising platform and offering more advanced targeting options. In the future, we could see the addition of options such as re-targeting based on specific actions, lookalike audiences, and more.
Enhanced Analytics and Reporting
Pinterest has already made improvements to its analytics and reporting features, but we can expect to see even more detailed insights and data in the future. This will allow businesses to track the performance of their ads more accurately and make data-driven decisions for their campaigns.
Augmented Reality Try-On Pins
With the rise of virtual try-on technology, we could see the integration of augmented reality (AR) in Pinterest Ads. This could allow users to try on products virtually before making a purchase, providing a more interactive and immersive shopping experience.
Conclusion
Pinterest Ads offer e-commerce businesses a unique opportunity to reach a highly engaged audience, increase sales, and drive conversions. With its various targeting options and ad formats, businesses can create highly targeted and visually appealing campaigns that resonate with their target audience. As the platform continues to evolve and introduce new features, it’s crucial for businesses to stay updated and adapt to these changes to make the most out of Pinterest Ads. So, if you haven’t already, it’s time to start leveraging Pinterest Ads for your e-commerce store and take your marketing efforts to the next level.
