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Pinterest Advertsing Stats
- 89% of US pinners use Pinterest for inspiration on their path to purchase2
- 52% of US Millennials use Pinterest3
- 83% of weekly US Pinners have made a purchase based on Pins from brands4
Pinterest Ads is perfect for Food, Auto & Fashion
There are many industries where “visuals” are important, but frankly, if you’re a restaurant or a food blogger or even someone who’s on the periphery of the food industry, you should be at least trying out Pinterest as a low cost advertising solution.
Top brand names including Absolut Lime, Albertons, Birds Eye, BlendJet, Boursin, Cheetos, DiGiorno, Dunkin’ Donuts, Food Network Brazil, Frank’s RedHot, Kiwillimon, Maple Leaf Foods, MasakTV, Old El Paso, Reese’s, Special K, Springlane, Stella Artois, Stevia in The Raw, Tastemade Brazil, Tastemade Indonesia, Tesco Ireland, & TudoGostoso leveraged the image focused social network to their advantage.
In terms of Automotive, Toyota, Honda and Nissan has also found the network to enhance their sales.
Looking to build upon the successful launch of the all-new 2019 Avalon, Toyota partnered with Pinterest on a campaign that chalked up millions of campaign impressions, video views and an average 53% video view-through rate.1
Honda worked with Pinterest to build a profile of their target audience: Pinners who were actively searching for and saving Pins about parenting and other family-oriented interests (like travel and safety), as well as car-specific Pins. Among people who engaged with automobile content on Pinterest, over half (52%) say they’re searching for cars they want to buy.2 Additionally, Pinterest reaches 59% of all adults and 70% of adult women who are likely to buy a car in the next six months,3 and 63% of adults who plan to buy an SUV in the next six months.4
Aiming to boost awareness of the Nissan LEAF and improve the UK’s overall opinion of electric vehicles, Nissan wanted to launch a campaign to educate UK consumers with USP-led creatives and Europe-wide statistics about electric vehicles. They focused on two main KPIs: video views and awareness.
Beauty brands Estee Lauder, Burberry, City Beauty, Guerlain, La Mer and Shiseido have already learned that it’s a great network to spend advertising dollars for their needs.
DSW, Hunter, Kiabi, Ted Baker, ThirdLove and WEAR have also pushed forward their style brands with Pinterest. Why aren’t you?
Pinterest Ads is TIMELY OPPORTUNITY TODAY IN 2020
If you’ve been advertising on Google Ads or Facebook, you’ll know the cost per click (CPC) has grown to levels for some verticals that make it almost impossible to compete efficiently.
Most importantly, if you haven’t been doing it already, diversifying your ad mix is critical to your success. Not only will you have MUCH lower CPCs with Pinterest or Quora Ads, but you’ll have another audience to potentially secure many more conversions.
If you haven’t done it already, let us help set your first Pinterest campaign up and get you even more business than you thought was possible.
Pinterest Advertising Success Stories
LitJoy Crate Pinterest Ads Story
The book subscription company enrolled so many new members that they sold out of their inventory.
- 70% lower CPA on Pinterest than the average for all other marketing channels1
Pinterest drove so many new subscriptions that LitJoy Crate sold out of their monthly box weeks before they usually do. They blew right past their $10 cost per acquisition (CPA) campaign goal, signing up new subscribers for between $2 and $5 each.1 With a CPA 70% lower than their average across all marketing channels, Pinterest has earned the bulk of LitJoy Crate’s marketing budget going forward.1
LitJoy Crate set their sights on a new marketing goal: To sign up new subscribers for under $10 apiece. Then they made it happen with a Pinterest campaign targeted to women ages 20-35.
LitJoy Crate’s monthly book subscription boxes are especially popular with women who are avid readers and identify as fans of franchises like Harry Potter and Lord of the Rings. For this Pinterest campaign, the team created images showing what you’d find in a typical LitJoy Crate box: One or two books, plus goodies related to that month’s stories. Their ad creative caught people’s attention with artfully arranged images and copy about their nomination for the “best book subscription”.
“We’re so happy with the results of our Pinterest campaign. Our Pinterest ads feel organic and natural, and they help us reach a lot of passionate readers in a discovery mindset.”Alix Adams, Founder, LitJoy Crate
BlendJet Pinterest Ads Story
The portable blender brand has seen increased performance on Pinterest compared to other platforms, and greater sales.
2x higher sales performance on Pinterest than other platforms2
It’s also the second-largest traffic driver to the BlendJet website.1
BlendJet keeps blowing past their campaign goals. In all, BlendJet’s Pinterest campaigns have delivered an over 8x return on ad spend at a fraction of the cost for other platforms.1
The BlendJet One isn’t like other blenders. So above all else, BlendJet ads have to show that differentiation.
The team turned to Pinterest for a highly visual campaign highlighting the blender’s portability, versatility and design. Video ads acted like product demos, showing how the blender works. Meanwhile, standard ads depicted scenarios for using the BlendJet One—from in the car to on the trail.
“We were profitable with the video campaign right out of the gate and our ROI has been incredible.” Ryan Pamplin, Co-Founder and CEO, BlendJet
Noom Pinterest Ads Story
The health and fitness app attracted more paying customers, increasing conversions.
4x increase in conversions3 – A new team record
By the end of their conversion campaign, Noom saw a 4x increase in conversions.1 They believe conversion optimization played a huge role, since their budget and delivery was optimized over time.
Thanks to their stellar results, Noom plans to keep using Pinterest video ads and conversion campaigns.
Noom offers free trials to get people familiar with their app. But trials aren’t their end goal: They want loyal, paying subscribers.
The team has run various Pinterest campaigns over time. This time around, they set up a campaign specifically designed to convert people from free to paid memberships.
They chose the conversion campaign objective to pick a specific performance goal. As their campaign ran, Pinterest’s conversion optimization tools helped the team manage budget and performance behind the scenes.
“Conversion optimization really focused our ad spend where it did the most good. The new optimization feature has taken our acquisition campaigns to the next level.” Sam Wheatley, Director of Growth Marketing, Noom
Tons of other success stories are here.
Pinterest Ads Recommendations:
- Include CTAs (calls to action) in the description. Pinterest doesn’t allow you to use direct CTAs in the promoted pin description. The targeted user needs to know what he is expected to do after seeing the pin. However, it is important to remain contextual and not sound too “salesy.” CTAs such as “Sign up today for a free trial,” or “Download this free guide,” are things that users will still engage with.
- Include relevant keywords in your targeting options. Pinterest allows you to add up to 150 keywords in a promoted pin, but most marketers make the mistake of trying to add as many as possible. This results in low click-throughs and conversions. Try to have a focused and targeted approach with Pinterest keywords. This isn’t Google Adwords, so you need to think about how your target customer uses Pinterest every day and target those keywords. The keywords chosen shouldn’t only be focused on targeting users, but should also maintain context with what’s offered in the pin and the web page they’re redirected to.
- Pay attention to your demographics. Even though Pinterest still doesn’t offer you as many targeting options as other social media platforms, it still allows you to display your promoted pins to audiences based on their location, device, gender and language. It is important to leverage these targeting capabilities to reach the right set of people.
- Bid aggressively. The good thing about Pinterest advertising is that you only pay for the number of clicks you get. Thus, marketers should continuously measure performance and adjust their bid prices accordingly to maximize results. While the initial bid could be high, once the ad gains momentum, you’ll see a drop in bid price, especially with pins that receive a high level of organic engagement and interaction. The idea is to keep testing your ads and bid aggressively to optimize your clicks and conversions to meet your goals.
- Consistently monitor and optimize your campaigns. Pinterest is a social media platform primarily driven by visuals, and it’s unpredictable what visual content will resonate with people. To run successful Pinterest ads, you need to constantly test different variations of your campaign-varied imagery, photos, text, keywords, bids and audiences. Eventually, you’ll be able to recognize the combination that suits your business best and brings maximum conversions.
Pinterest “Do nots” for advertising
- Do not direct to a lead generation landing page. Pinterest users are only able to see a glimpse of what you’re offering in a pin, and they typically click to get more information without sharing their contact information. While the platform itself won’t disapprove of your pin, you should still avoid linking to a lead generation landing page. Instead, link to a web page that shares more information about your value proposition and gives the user the “choice” to convert.
- Do not include CTAs in your visual. The visual you use in the promoted pin should focus on catching the user’s attention in a feed full of other appealing pins. Including direct CTAs in your visual will not just take away the visual appeal from your pin, but also get your ad disapproved. Make use of “soft” CTAs (like “Here’s how to write a compelling blog post”) when promoting a checklist you’ll be redirecting them to.
- Do NOT use horizontal images. Pinterest is best suited for long, vertical images, so the longer, the better. If you use horizontal visuals in your pin, they won’t be fully seen, and people will not engage with a pin they don’t understand. Use horizontal, colorful and eye-catching visuals to compel them to click through.
- Don’t use redirects. If you’re trying to link your promoted pin to a page that redirects to another, Pinterest is not going to approve your ad. The platform aims at offering a seamless user experience, and redirecting links break that. Check the URL you want to use and make sure it has a direct path to where you need the users to arrive.
- No need to use hashtags. Even though the platform allows the use of hashtags, no one really wants to see them in your promoted pins. They make them look spammy and disrupt the message you’re trying to communicate, hence bringing down the effectiveness of the campaign.
1comScore, July 2017
2Pinterest Category Usage Study, 2017
3comScore, Nov 2017
4comScore, Nov 2017
5Millward Brown Brand Lift Insights study, 2017