Pinterest is where people go for inspiration. Sometimes they are just getting ideas, but many times, they act on what they find. The key is finding your target audience at the right stage of your funnel with the right pin is essential. Maybe you’ve tried Pinterest in the past but haven’t figured out how to unlock its potential. Maybe you’re just getting started. Either way, here are some ideas and tips to get you thinking about new ways to see your campaigns.
Revisit Your Audiences
One size definitely doesn’t fit all, so think about each audience you want to target, how you want to target them and how many possible ways Pinterest best fits in. Plot out the audiences you’ve already tested (if you have) and brainstorm about all the potential new ones you could try. Rule nothing out. If you’re stuck here are a few ideas to help you get thinking:
- Have you thought through all your funnels and touchpoints? Here are some ideas for you:
- First Touch: Use topics, higher level and/or broad keywords, browse targeting (not search) and Actalikes of higher level touch points or actions on your website
- Mid-Level Interest: Try phrase match keywords, search targeting (not browse), and actalikes of more specific actions (lead form fills, add to cart shoppers)
- Deep Interest: Exact match keywords, remarketing, and actalikes of your most qualified actions (buyers, repeat customers, etc).
- Have you tried actalikes of every audience you have?
- Which remarketing audiences have you not tested yet?
- Are there other topics you can try?
- Which keywords from search have you tried? Are you only tried very high level or very specific?
- Are there seasonal keywords or trends you should map out?
Revisit Different Settings
If you’ve run Pinterest in the past and haven’t found success, it might be time to revisit your campaign objectives and any in-channel updates. Campaign objectives don’t always react the way we think they should work. Additionally, the platform often has updates to improve or change your reasons for having a certain campaign objective.
One specific example I have here surrounds conversion campaigns. Previously in the channel, you used to need approximately 10x the goal CPA. I have a high-end client where a $300 CPA isn’t unreasonable, but a daily budget of $3000 would be. However, a daily budget of 3.5x the goal CPA is now required, which means we can consider testing the conversion objective now. We didn’t see enough direct sales from the traffic campaigns, but it’s worth seeing what another campaign type can do. And, we might try an Add to Cart objective instead of conversion to further bring down the required budget amount.
I have another client who still can’t afford conversion campaigns and traffic campaigns didn’t create enough direct conversions the last time we ran them. We’re now working hard to get their catalog uploaded to try Catalog Sales and Dynamic Remarketing for them. A bonus when you upload your catalog is that all your products are automatically created into new pins! (Be on the lookout for a future post on results from these efforts for this client.)
Revisit Your Pins
Too often, Pinterest is overlooked and the same creatives we use for other social channels, we use for this one. Facebook has caused us to shy away from copy on our images, but if you do that on Pinterest, you’re actually losing out. Pins with copy and CTAs set them apart from other pins and help set expectations for the viewer. Think about if someone searched for “cake pans”. They could be looking to:
- buy a cake pan
- see how a cake turns out from a given cake pan
- figure out what a certain type of cake pan is actually called
- determine brands of cake pans
- look for creative ideas for the cake pans they already possess
- find new recipe ideas and they mistyped or picked the wrong search autofill
See what I mean? If your pin has your logo on it and the viewer know what to expect when they click on the pin, you’ll get more qualified traffic and likely more engagement and saves as well. Take a look at some sponsored pins I found when I did this search below and you’ll be able to see the difference for yourself. Look at which ones you can quickly and easily see the logo and/or CTA. Also, observe which ones stand out from the organic pins. I have a special affinity towards collections pins because I believe they really showcase your brand and many of your products.
Revisit Your Bids
Maybe you’ve done everything I outlined already. So, my last idea is to play around with your bids. Try increasing, decreasing and/or automatic bidding. Let’s face it, automatic bidding is going to push its way into every channel so trying it out now might give you more of an advantage for the future. It might help steady your spend, delivery, and your results. Like everything else, you just never know until you test it out.
Remember, it’s ok to think about tactics that would drive engagement and are good first touch. The buying cycle will take longer on Pinterest, so be a little extra patient too. Lastly, if you need further inspiration, look at the results of your top organic pins both by engagement and your top KPIs. You can always develop a strategy around those. The key to Pinterest is learning how to unlock it, not to give up on it, so keep trying, keep revisiting it and keep pinning!
What other strategies have you revisited in Pinterest? Comment below to share!