Connect with us

MARKETING

How to Use Pinterest Advertising to Promote Products and Attract Customers

Published

on

Pinterest is often undervalued by social media marketers and considered an unnecessary component of a marketing strategy — unfortunately, if this isn’t the case for your team, you could be missing out on a major source of traffic and income.

Pinterest offers plenty of unique opportunities for marketers to reach leads and influence consumer purchasing behavior. In fact, Pinners are 7x more influential than any other platform along their purchasing journey.

If you’re interested in exploring how Pinterest advertising can help you attract customers, keep reading.

Pinterest Advertising

With over 442 million monthly active users, Pinterest is a great place for businesses to advertise products. Ads show up on users’ feeds and searches in the same format as a regular Pin, making the experience unobtrusive for users while putting your content right in front of them.

There is a large potential reach when you create ads for Pinterest audiences — and, best of all, users are also actively searching the site for products like yours to buy.

Why Advertise on Pinterest

  • The reach can be incredible. If your content is engaging and valuable, it can be re-pinned again and again to different users’ boards and continue to drive consumers back to your website.

  • Pins have a much longer lifespan than Tweets or Instagram posts. This longevity makes them a particularly powerful asset. Pins can show up in a user’s feed months after initially posted.

  • Pinterest drives purchases. According to Pinterest’s Feed Optimization Playbook, 83% of weekly “Pinners” have made a purchase based on content they saw from brands on Pinterest.

All of which is to say — a paid advertising strategy for Pinterest isn’t such a bad idea, and could help bolster your organic presence by gaining traction with potential buyers, and improving brand recognition.

Pinterest Ad Types

There are a few ways to promote your content on Pinterest. To determine which ad format is best for your business, it’s important to know the goals of your campaign and the attributes of each Pinterest promotion format.

1. Try On Product Pins

Accessory and beauty businesses have a new way to interact with users through Ads. Pinterest’s Try on feature uses augmented reality to enable users on the app to virtually try on products using Pinterest Lens. This feature will combine your content with their technology to create a virtual fitting room for users.

Types of Pinterest Ads: Pinterest Try on Image Source

Businesses will need to go through their Pinterest account manager to get set up and must already have a product catalog uploaded.

2. Idea Pins

Idea Pins are Pinterest’s multi-page video format that allows creators to make their video content shoppable. Creators can partner with brands to utilize affiliate links and sponsored content.

Types of Pinterest Ads: Idea PinImage Source

These are similar to Instagram Stories, but with a bevy of publishing tools. Ideal Pins come with:

  • Video recording and editing for up to 20 pages of content

  • Voice over recording so creators can add their own personal voice

  • Ghost mode transition tools (for before & after videos)

  • Detail pages for instructions or ingredients

  • Multi-draft save feature

  • Topic and user tagging

The new feature has already proven to be a standout for Pinners garnering 9x more comments than traditional pins. Pinners are 89% more likely to exhibit shopping intent on products tagged in Idea Pins than on standalone Product Pins.

3. Promoted Pins

At first glance, Promoted Pins look and act just like a regular static Pin, but they have a small “Promoted” label to set them apart. Promoted Pins are boosted and targeted to reach more people. Users can even pin your Promoted Pins to their boards, share them, and comment on them.

Once a user shares a Promoted Pin, the “Promoted” label disappears, and subsequent re-pins are considered earned media — meaning, after the first pin, organic exposure to the content is free.

Here are some guidelines to follow when creating a Promoted Pin advertisement:

  • The file has to be PNG or JPEG.
  • Your content cannot go over 10 MB.
  • There is a description copy limit of 500 characters.
  • Your aspect ratio must be 2:3 and should be vertically oriented.
Pinterest Ad Types: Promoted Pins

Image Source

4. Video Pins

Promoted Video Pins are exactly like Promoted Pins — except the static image is replaced with a video.

Seven out of 10 Pinners say Pinterest is where they go to find new products, making video a great medium to reach and engage potential customers. Therefore, just as with Idea Pins, Pinterest and video advertising go hand-in-hand.

Pinterest offers two options for video sizing: max-width, or standard. Standard videos are the same size as regular Pins and cost less than a max-width Pin, which spreads across a user’s entire feed.

No matter what size you choose, Pinterest videos auto-play once they’re 50 percent in view. Plus, the Promoted Video Pins have a conversion optimization option to better serve advertisers with traffic or conversion goals. This new option brings the user to a landing page on the advertiser’s website, as well as a close-up of the video.

Here are some guidelines to follow when creating a Promoted Video Pin advertisement:

  • The file has to be either an MP4 or MOV.
  • Your video cannot exceed 2 GB.
  • The video must meet a minimum of four seconds, and cannot go over 15 minutes.
  • Your aspect ratio must fall between 1:91:1 and 1:2.
  • There is a description copy limit of 500 characters.
  • Make sure to create a video that’s not dependent on audio for greater accessibility and for those who scroll with sound off.

5. Carousels

Promoted Carousels contain up to five images that users can swipe through. Carousels are used to give a deeper brand story within one Pin.

This feature behaves the same as other Pins, except it will have dots beneath the images that signal additional content. Each carousel image can be different and have a different title, description, and link to another landing page.

Here are some guidelines to follow when creating a Promoted Carousel advertisement:

  • File type: PNG or JPEG
  • Ideal aspect ratio: 1:1 or 2:3
  • File size: Max 10 MB
  • Title copy: Max 100 characters
  • Description copy: Max 500 characters

6. Collections

Collection ads appear as a combination of one larger, hero image (or video) followed by three smaller, secondary photos. When a user taps on a collection ad, they’re taken to a full-screen experience where they can view the hero image and up to 24 secondary images.

Types of Pinterest Ads: Collection Image Source

They’re a great way to showcase a variety of products in one ad. Plus, they are easy to create using the catalog feature. Just select the product groups you’d like to feature from your catalog and Pinterest create an ad that displays the most relevant products for the user from your product feed.

Currently, collections ads can only be created on desktop and are targeted to users on the mobile app.

7. Shopping

Pinterest shopping ads let you target customers early while they’re just browsing. Like Collections, these ads are created by pulling from your product catalog. When a user clicks on your image or video, it takes them directly to a link where they can purchase the product.

Simply set up your product groups in catalog and Pinterest will use your product data to show relevant products to users. With this feature, there’s no need to set up any additional targeting.

Curious about how to advertise on Pinterest? We’ll walk through all the steps next.

1. Create a business account.

First you’ll need to create a Pinterest business account. This will give you access to all of their ad tools and features. You also have the option to convert your personal account to a business one once you’ve logged in.

2. Choose your campaign objective.

Each of your Pinterest campaigns starts with an objective. Choosing your campaign goal is what determines what ad formats are available to you. There are several categories to choose from — Build Awareness, Consideration, Conversions, and more.

If you’re not sure what you need, you can select one of the goals listed in the short questionnaire pictured below to get started.

How to advertise on pinterest: set objectiveConversion optimization is a campaign objective that optimizes your advertisements for specific actions outside of clicks. Now, advertisers have a way to directly inspire people to take action — like leading a user to an online checkout or newsletter sign-up with no extra steps.

If you want people to discover your business, choose Brand awareness for standard Pins or Video views for Promoted Video Pins as your campaign objective. For these two objectives, you can set a maximum cost for every 1,000 impressions your ad receives.

If your Pinterest goals are to drive qualified leads to your website or improve traffic, choose Traffic or App install for your campaign objective.

For these campaigns, you set a maximum cost-per-click — which means you are only charged when people click through your Promoted Pin to visit your website.

3. Set your campaign budget.

If you want to spend your campaign money evenly over a specific time period, select lifetime. Select daily to choose the amount spent each day. You’ll have to automatically adjust the budgets based on how long you want your ad to deliver.

How to advertise on pinterest: set budget

Next, you’ll set a maximum bid. A bid determines the highest amount of money you’d like to pay for an action, like an engagement or click, on Pinterest. Pinterest will recommend an amount for you depending on your target audience, and what competitors are spending.

Make sure your budget for Pinterest ads reflect your overall marketing goals and the importance of the platform for your business.

4. Create an Ad group.

With Ad groups you can lump together related ads within the same campaign and track them.

how to advertise on pinterest: set ad groupFor example you could create a beauty campaign with one ad group for “women 35 to 45” and another for “women under 30” and see which performs better.

5. Choose your target audience.

Targeting allows you to reach people who are searching for your content and who are ready to actively engage. Targeting is an important part of promoted ads because, without it, you’ll have less interest.

How to advertise on pinterest: choose audience

Pinterest has several targeting options that you can use singularly or combine together for a unique targeting approach.

  • Audiences combine your customer knowledge with behavioral insights from Pinterest. If someone has recently bought something from your site or engaged with your Pinterest content, this allows you to target that person for an ad.
  • Keywords show your ad to someone who is searching for that kind of content. If you set specific keywords like “tropical vacation” or “apple pie recipes”, your ads will target people searching for those things.
  • Interests target people based on the types of content they regularly engage with. Your apple pie recipe ads would most likely be served to people who have an interest in baking or preparing for Thanksgiving.
  • Expanded will provide you with additional interest and keywords based on your ad’s content and who you’re trying to reach.
  • Demographics allows you to select a specific location, language, device, or gender.
  • Placements gives you the option to choose where your ad is delivered. If you don’t want your promoted Pins to show up when someone is browsing, and only appear in search results, you can specify that here.

6. Design your ad.

Now it’s time to create an ad. For this you can use an image that you have already pinned or start with the template below.

How to advertise on pinterest: Design Ad

7. Maximize your SEO efforts.

By adding an interest and keywords to your descriptions, they become more relevant to people who are actively searching for that content. Keep in mind that hashtags don’t add any ranking value.

On Pinterest, categories of interest are already sorted and categorized. You should explore the available topics that are relevant to your business and target those queries — if you need inspiration, check out the seven categories that do exceptionally well on Pinterest.

Your boards also provide an opportunity for SEO. Boards inform Pinterest’s search engine on how to categorize your Pins, which improves visibility. Focusing on both will support your SEO efforts.

8. Add value.

Endless product promotions on a Pinterest feed aren’t the best way to get an audience’s attention — and keep it. More than likely, you’ll just become a disruption and get unfollowed. You have to add value to every touchpoint with your customer for them to engage with your content.

To add value on Pinterest, try adding Pins that your audience will want to engage with that don’t include your product or business. You might offer added value by showcasing services or interests that compliment your own.

For example, if you sell cars, share content about upkeep or car accessories. Alternatively, if you’re running a Pinterest page for a coffee shop, try Pinning playlist ideas for people to listen to while they work. There is plenty of content available to curate for your audience’s benefit.

9. Mix up your content.

If you’re busy targeting your content to a persona, you’ll miss out on the organic connections and interests of your audience. While helpful for first steps, personas don’t give you everything you need to know about the people who are interacting with your ads.

Keep your content seasonal and relevant. Yes, it is good to make evergreen content — but don’t miss out on pop culture or holiday opportunities to spark interest.

10. Monitor campaign performance.

Finally, you need to keep an eye on your campaign performance to determine the success of your ads, or why they didn’t perform as you expected.

When you’re in Pinterest Ads Manager, click on Analytics and you’ll be shown an overview of all your campaigns and key metrics. These metrics include impressions, total clicks, earned cost-per-impression, effective cost-per-click, and more.

Every campaign has the opportunity to increase brand awareness or inspire purchases. After looking at your analytics, you can determine whether or not you need to widen your audience, increase your budget, or try a different ad format. Pinterest advertisements are not an exact science, so experiments are key to being successful on the platform.

Now that the logistics are out of the way, check out the Pinterest ad examples below for inspiration.

Pinterest Ad Examples

Each of these ads is an example of Pinterest advertising done right with actionable tips that you can take away as you create your own:

1. Ulta

Pinterest Ad Example: Ulta Image Source

Pinterest is an excellent platform for beauty brands to showcase their products. This video ad from Ulta takes advantage of seasonality in the weeks leading up to Mother’s Day, creating an ad that is captivating and timely.

2. Ruggable

Pinterest Ad Example: ruggable

Image Source

In this ad, the image speaks for itself, which lends well to the visual nature of the Pinterest platform. The rug is front and center in an attractive home space that draws the eye (and probably triggers the shopping tendencies of those who like decorating). It does come with a catchy tagline: “Back to Homeschool.” Because who needs a back-to-school sale to buy cool stuff?

3. Love Sweat Fitness

Pinterest Ad Example: love sweat fitness

Image Source

A big audience on Pinterest is the foodies who love to find and share recipes. Love Sweat Fitness, a fitness brand, is appealing to that crowd with easy and healthy holiday sides. The best part of the ad is how it combines high-quality imagery with attractive typography.

4. Acuity Scheduling

Pinterest Ad Example: acuity scheduling

Image Source

One thing to take away from this ad is that Pinterest advertising isn’t just for home goods, recipes, and ecommerce. Those in the B2B space can definitely take advantage of the advertising opportunities… and who knows, your audience might be browsing for home goods, too.

This ad sets up the value proposition in a text format and gets right at the heart of the audience’s pains: “Stop scheduling time to schedule clients.” They then pair it with a call-to-action: “Start Booking Now.”

5. Torrid

Pinterest Ad Example: torrid

Image Source

In this Pinterest ad, Torrid is using retargeting options to put their products in front of people who already visited the Torrid website. After visiting this product’s page on torrid.com, the ad “followed” me to Pinterest to stay top of mind and earn the sale.

Create Your Pinterest Campaign

Now that you have seen what Pinterest ads can look like, take the inspiration from the examples above and put it to action on your own advertising efforts.

Editor’s note: This post was originally published in April 2019 and has been updated for comprehensiveness.

Pinterest Templates

Source link

MARKETING

3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Published

on

3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.

Conclusion

If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

Source link

Continue Reading

MARKETING

Is Twitter Still a Thing for Content Marketers in 2023?

Published

on

Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.

HANDPICKED RELATED CONTENT:

Cover image by Joseph Kalinowski/Content Marketing Institute



Source link

Continue Reading

MARKETING

45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Published

on

45 Free Content Writing Tools to Love [for Writing, Editing & Content Creation]

Creating content isn’t always a walk in the park. (In fact, it can sometimes feel more like trying to swim against the current.)

While other parts of business and marketing are becoming increasingly automated, content creation is still a very manual job. (more…)

Continue Reading

Trending

en_USEnglish