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How to Start Marketing on Pinterest - blog post image

How to Start Marketing on Pinterest

Design Angler - Wednesday, June 20, 2018

Over 500,000 businesses are promoting on Pinterest, and there’s no limit to what types of businesses get results. Apps, financial services, vacation destinations, and shopping have experienced success from promoting pins. A “promoted pin” is a pin that businesses pay to have appear on the site more often, so users more likely to see their ad, which increases your ad’s reach and website’s traffic. Audiences are extremely receptive to promoted pins since they are already searching for similar products and services. In fact, 61% of Pinterest users have made a purchase from a business after seeing a promoted pin. Promoting pins is easy and could be successful for your business.

NOTE: You can only promote your current pins, so you have to pin what you want promoted before you start this process.

To set up a promoted pin, go online to the Pinterest Ads Manager, click the “+” button, then select “Create Ad.” Here, you will chose a goal for your ad. You can choose a Traffic Campaign, where you pay every time a user clicks on your promoted pin. This is the best option if your goal is to get more traffic to your site. The other option is an Awareness Campaign, which you pay every time your pin shows up on a user's feed. An Awareness Campaign is a good choice if your goal is to increase reach.

Next, you will specify the details of your campaign. Here you will determine your spending limits. You’ll be able to set a daily or a lifetime spending limit, so once you reach that limit, Pinterest will stop promoting the pin to avoid over spending. If you chose a traffic campaign in the earlier step, you will also have the option to turn on “One-Tap,” so if a user clicks on your promoted pin, it will take them directly to your landing page, as opposed to just taking them to a close up of your pin. You will also determine where your ad shows on Pinterest. If you want users to see your ad while browsing their home feed, select the “Browse” options. This is a better choice if your goal is to increase reach. Otherwise, you can select “Search,” so users will only see your ad if they’re already searching similar ideas or products.

The next step is to set up an ad group. In this section you will name your ad, determine the start and end date of your campaign, and add your overall budget. The daily budget is the maximum amount you’re willing to spend per day and the lifetime budget is the maximum amount you’re willing to spend throughout your whole campaign. Once you reach your maximum budget, Pinterest will stop promoting your pin. If you’ve only reached your daily maximum, it will stop promoting for the day, but once your pin reaches the maximum budget, it will stop being promoted until you increase your budget.

Now you can determine your target audience. Pinterest offers a variety of targeting strategies, including interests, keywords, and location. In the next step, you will set your “bid” or the maximum amount you’re willing to pay for each interaction with your promoted pin. If you’re running a traffic campaign, you’re bid will be set based on the amount you’re willing to pay for every user that clicks on your promoted pin. The minimum bid is $.10/click. If you’re running an awareness campaign, you determine how much you’re willing to pay for every 1,000 users that see your pin. The minimum bid for an awareness campaign is $2.00/1,000 views. The more you’re willing to bid, the more likely users are to see your ad.

Finally, you can pick a pin to promote. It must be a pin you already have on your public boards. Choose your pin, review the details, and you’re promoting on Pinterest! You now have the opportunity to reach over 2 million Pinterest users. If you need help marketing on Pinterest or beyond, contact us!

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