Pinterest: What I Learned In The Last Year From Running Campaigns
Are you using Pinterest? The platform has a sizable market with quality of customers that is second to none, which makes for not being the same size as Google or Facebook. Quality over quantity each time. If you are in ecommerce or have a client who is, you need to be paying attention to Pinterest.
Video Transcription Below. Enjoy and don’t forget to leave your comments below.
My name is Duane and hello from beautiful Vancouver. You may remember me from such conference stages as MozCon, BrightonSEO, HeroConf and SMX Advanced.
Today I want to talk about my new love affair Pinterest. The platform has come a long way in the last 18 months and is slowly taking over SERP (especially around images) and how we think about machine learning and image recognition.
Who Uses the Pinterest Platform?
Each month Pinterest welcomes 250 million person to the platform across devices. Of course 80% of that traffic is going to be a mobile device; either Android or iPhone I bet. No matter what platform you are on, you can not ignore mobile devices and how that affects your CPA.
The 250MM /month is a mix of parents, 25 – 35 year olds and everyone in between including some seniors. 70% are currently women and the remaining 30% is made up of men. However, since Pinterest started out with a higher number of women signing up and using the platform back in March 2010. You now see 50% of new signups being men, which is why we continue to see user growth.
Lastly 50% of all the traffic is international, which means people visiting outside of the USA. I’m willing to bet a good number of those people are in the UK, Spanish speaking countries and maybe Italy. Pinterest has made sub-domain sites for each of these markets, which is why I think they are some of the top international markets.
What Do People Search for on Pinterest?
Over 2 billion searches are happening each month. Of those 2 billion searches, 600 million are being done visually using their new Pinterest Lens tech. Think of it as reverse image search on Google.
When people are searching, they generally cover some key categories:
- Beautiful & Fashion
If one of the categories above relates to a national statutory holiday or a major event in your country, say LGBT’s Pride celebration, than people on Pinterest are going to start searching earlier than we would anticipate they would. Always be thinking at least one business quarter ahead of a major event or national holiday.
Campaign Setup & Segmentation on Pinterest
Pinterest has a longer sales cycles then you would see from Google or Facebook. People really do come to be inspired and setup mood boards to see what they might want to do for Halloween or their next family get together at Christmas or on Thanksgiving. A digital scrapbook if you will.
- How do you run ad campaigns on Pinterest?
- What should you be avoiding?’
There are 3 places you can run ads on Pinterest:
Browse feed – A personalized feed unique to each Pinner based on their interests and browse behavior
Search – Contextually relevant when people search by keywords
Related Pins – Show up while Pinners look for similar items. Can be mix of either option above.
Generally we focus on the Browse Feed and Search for clients as they have proven to be the best ROI with a ROAS 3x+ for clients. If you are brand new to Pinterest, then we start off with remarketing or creating an act-a-like (i.e. lookalike) audience to get things going and help you get familiar with the platform first. There is no different than a new client on Facebook that already has some traction. Start with the low hanging fruit first before trying to scale up.
After you pick your campaign objective. Make sure you pick a low spend cap to start testing you don’t want to see a wild spike in spend to start. Also make sure you either pick search or browse for each campaign. Don’t mix the two because it can be hard to see which is performing well for you and not hurting your CPA. Since search is contextual and based around keyword, we start off with that for clients.
Campaign Naming Structure on Pinterest
– Purchase: Putty Search Lifestyle
We start with the goal (purchase), what we are selling (putty), which channel it is in (search vs browse) and our ad type (lifestyle). If you start out with tons of lifestyle creative on Pinterest, don’t be shy to test product creative as well. A/B testing lifestyle vs product creative when you start out is an easy way to get use to the platform.
Ad Group Setup
When you are picking your keywords, don’t reply on the keyword planner within Pinterest. I found a few bugs in the system and I don’t find it that reliable right now. I would take your best performing keywords from Google and Bing and test those out on the platform. Search queries are shorter at 2 – 3 words on average on Pinterest, which is good to keep in mind. Don’t forget negative keywords as well. If you want to try out a browse campaign, then look at who your customers on in Facebook analytics and test targeting those interests on Pinterest.
Similar to the campaign budget above, keep your ad group budget and bids low to help with testing. Also put an end date to your campaign, that way if you get busy and forget about it then you won’t have it continue to spend money without someone watching it. Limit yourself to 4 pin/ad group max as Pinterest system doesn’t currently run well if you try to stuff 5+ pins in an a group. Lastly, all ads you want to promote have to be a pin on your board, which means your competitors can see them.
Lastly, don’t forget you can segment your campaigns by device, gender, locations, and languages to name a few other options. With 50% of Pinterest traffic being from a international audience, you don’t want to see a successful campaign get paused due to traffic issues.
That is it for this week. See you next time.