Home Advertising Tips How Your Marketing Team Should Be Advertising On Pinterest

How Your Marketing Team Should Be Advertising On Pinterest

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Pinterest is now the world’s largest digital catalogue. With over 175 million monthly active users, consumers are discovering products and services on Pinterest globally. Many brands have started testing the water on this platform. However, the viral stories that you hear about on Pinterest are all centered around niche brands and startups. Many Pinterest success stories are inspiring because the majority of them are about mom-and-pop shops started by stay-at-home moms. This begs the question: With such an impressive and broad user reach, how can more marketers take advantage of Pinterest advertising?

The basics of Pinterest advertising are similar to those of Facebook and Instagram. In terms of audience, you can create custom audience, interest and keyword targeting as well as act-alike audience. This makes it easy to utilize audience learning from other social campaigns on Pinterest and target effective audience sets. In terms of ad format, Pinterest is different because the most common pins are vertically oriented versus horizontally oriented. This requires cross-functional team collaboration across brand marketing, performance marketing and creative teams to create assets that best fit Pinterest user behavior.

To maximize your takeaways from Pinterest, consider two major focus areas. First and foremost, Pinterest attribution is a hidden gem for marketers. It might just be the answer to your attribution questions. Conversion numbers and revenue reported by Pinterest include a lookback window showing the entirety of a campaign. This means that Pinterest’s reported return on ad spend changes every day. This is great news for marketers because you can record your daily return on ad spend and actually see how many conversions should be attributed on which days. Most platforms have fixed lookback windows that are inflexible and make it more difficult to attribute conversions accurately.

The second major area of consideration is that Pinterest users have higher engagement and purchase intent. Reportedly, 70% of women on Pinterest use and save style pins every week. This high level of engagement in retail is unbeatable. And not only are Pinterest users already clicking on pins, they also view Pinterest as a place of inspiration. This means that your presence on Pinterest has double the impact when it comes to product discovery, branding and direct-response actions. Pinterest is the app of choice while your customers are shopping in-store. Fifty-six percent&nbsp;of style shoppers pull up the Pinterest app while shopping in-store. Marketers whose products are available online and in-store can take this insight a step further and drive foot traffic via Pinterest.

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Pinterest is now the world’s largest digital catalogue. With over 175 million monthly active users, consumers are discovering products and services on Pinterest globally. Many brands have started testing the water on this platform. However, the viral stories that you hear about on Pinterest are all centered around niche brands and startups. Many Pinterest success stories are inspiring because the majority of them are about mom-and-pop shops started by stay-at-home moms. This begs the question: With such an impressive and broad user reach, how can more marketers take advantage of Pinterest advertising?

The basics of Pinterest advertising are similar to those of Facebook and Instagram. In terms of audience, you can create custom audience, interest and keyword targeting as well as act-alike audience. This makes it easy to utilize audience learning from other social campaigns on Pinterest and target effective audience sets. In terms of ad format, Pinterest is different because the most common pins are vertically oriented versus horizontally oriented. This requires cross-functional team collaboration across brand marketing, performance marketing and creative teams to create assets that best fit Pinterest user behavior.

To maximize your takeaways from Pinterest, consider two major focus areas. First and foremost, Pinterest attribution is a hidden gem for marketers. It might just be the answer to your attribution questions. Conversion numbers and revenue reported by Pinterest include a lookback window showing the entirety of a campaign. This means that Pinterest’s reported return on ad spend changes every day. This is great news for marketers because you can record your daily return on ad spend and actually see how many conversions should be attributed on which days. Most platforms have fixed lookback windows that are inflexible and make it more difficult to attribute conversions accurately.

The second major area of consideration is that Pinterest users have higher engagement and purchase intent. Reportedly, 70% of women on Pinterest use and save style pins every week. This high level of engagement in retail is unbeatable. And not only are Pinterest users already clicking on pins, they also view Pinterest as a place of inspiration. This means that your presence on Pinterest has double the impact when it comes to product discovery, branding and direct-response actions. Pinterest is the app of choice while your customers are shopping in-store. Fifty-six percent of style shoppers pull up the Pinterest app while shopping in-store. Marketers whose products are available online and in-store can take this insight a step further and drive foot traffic via Pinterest.

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