How to Use Pinterest Advertising to Promote Products and Attract Customers

Pinterest Advertising

With over442 million monthly active usersPinterest是企业广告产品的好地方。广告以与常规PIN相同的格式出现在用户的供稿和搜索上，这使用户的体验不引人注目，同时将您的内容放在他们面前。

当您为Pinterest受众创建广告时，可能会有很大的潜在影响力 - 最重要的是，用户还在积极搜索网站购买类似您的产品。

Why Advertise on Pinterest

• 覆盖范围可能令人难以置信。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.这种寿命使它们成为特别强大的资产。最初发布后的几个月后，可以在用户的​​供稿中出现引脚。
• Pinterest用户花费27％的点击和收集购物-- meaning your Pinterest ads, or Promoted Pins, are being shown to a remarkably responsive audience.

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。Pins

乍一看，促销销的外观和表现就像是常规的静态销钉，但它们具有一个小的“促销”标签，使它们与众不同。促进的大头针被提升和针对更多人。用户甚至可以将您的促销别针固定在其董事会上，分享并对它们发表评论。

一旦用户共享促进的PIN，“促进”标签就会消失，随后的重新固定被视为培养基 - 这意味着，在第一个PIN引起PIN之后，有机接触内容是免费的。

以下是创建推广的PIN广告时需要遵循的一些准则：

1. The file has to be PNG or JPEG.
2. Your content cannot go over 10 MB.
3. 有500个字符的副本限制。
4. Your aspect ratio must be 2:3 and should be vertically oriented.

2.视频引脚

Promoted Video Pins就像促销引脚一样 - 除了静态图像被视频所取代。

90％的客户表示视频可以帮助他们做出购买决定，并且每周Pinterest用户的百分比相同正在平台上做出购买决策。因此，Pinterest和视频广告齐头并进。

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.

无论您选择多大的尺寸，Pinterest视频在观看50％后自动播放。另外，推广的视频引脚具有转换优化选项，可以更好地为具有流量或转换目标的广告商服务。这个新选项将用户带到广告商网站上的登陆页面，以及视频的特写。

以下是创建促进的视频引脚广告时需要遵循的一些准则：

1. The file has to be either an MP4 or MOV.
2. 您的视频不能超过2 GB。
3. The video must meet a minimum of four seconds, and cannot go over 30 minutes.
4. Your aspect ratio must fall between 1:91:1 and 1:2.
5. 有500个字符的副本限制。
6. Make sure to create video that's not dependent on audio for greater accessibility and those who scroll with sound off.

3.旋转木马

促销的旋转木马最多包含用户可以滑动的五个图像。旋转木马被用来在一个别针内提供更深层次的品牌故事。

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.

以下是创建推广的旋转木马广告时需要遵循的一些准则：

• 文件类型：PNG或JPEG
• 理想纵横比：1：1或2：3
• File size: Max 10 MB
• 标题副本：最大100个字符
• Description copy: Max 500 characters

4。App Pins

促销的应用程序引脚是仅移动的广告，允许用户直接从Pinterest下载您的应用程序。

iOS和Android设备上可用,这些广告clude an "Install" CTA that allows for a seamless transition from Pinterest to your app.

尽管这些引脚的大多数准则保持不变，但您的副本，图像或视频应传达有关您应用的重要属性。

Below are some Pinterest ads in action.

Pinterest广告示例

这些广告中的每一个都是Pinterest广告的一个示例，并使用可操作的提示进行，您可以在创建自己的时取出：

1。可Rugg

在此广告中，图像可以说明自己，这很好地符合Pinterest平台的视觉性质。地毯在吸引眼睛的吸引人的家居空间中是前面和中心（可能会触发喜欢装饰的人的购物趋势）。它确实带有一个引人入胜的标语：“回到家庭学校。”因为谁需要返校销售才能购买酷东西？

2。爱汗健身

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.

3。敏锐的调度

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.

该广告以文本格式设置了价值主张，并正是观众痛苦的核心：“停止安排时间安排客户”。然后，他们将其与通话行动配对：“立即开始预订。”

4。MissNowMrs

Missnowmrs量化了新娘花费更改名称的时间，以便他们可以将其用作本广告中的价值主张。出于这个原因，对观众的好处是清晰而引人注目的。

5。Torrid

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.

现在，您已经看到了Pinterest广告的外观，请从上面的示例中汲取灵感，并将其采取行动，以您自己的广告作用。

1。Choose your campaign objective.

您的每个Pinterest广告系列都始于目标。选择您的广告系列目标是确定您可用的广告格式的原因。有三个类别可供选择 - 建立意识，驱动考虑和转换。

Conversion optimization is a new 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.

如果您希望人们发现您的业务，请选择品牌意识用于标准引脚或视频视图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.

如果您的Pinterest目标是将合格的线索推向您的网站或改善流量，请选择交通or应用程序安装为了您的竞选目标。

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.

2.设定您的竞选预算。

如果您想在特定时间段内均匀地花钱，请选择寿命。Selectdaily选择每天花费的金额。您必须根据您的广告提供的时间自动调整预算。

接下来，您将设置最大出价。出价决定了您想为pinterest上的订婚或点击等诉讼付费的最高金额。Pinterest将根据您的目标受众以及竞争对手的支出为您推荐金额。

确保您对Pinterest广告的预算反映了您的整体营销目标以及平台对业务的重要性。

3。最大化您的SEO努力。

通过在您的描述中添加兴趣和关键词，它们变得更加与积极搜索该内容的人相关。请记住，主题标签不会添加任何排名值。

在Pinterest上，感兴趣的类别已经被分类和分类。您应该探讨与您的业务相关的可用主题并针对这些查询 - 如果您需要灵感，查看七个类别在Pinterest上表现出色。

你的董事会也提供了一个搜索引擎优化的机会。Boards inform Pinterest’s search engine on how to categorize your Pins, which improves visibility. Focusing on both will support your SEO efforts.

4.选择您的目标受众。

定位使您能够接触到正在寻找您的内容并准备积极参与的人。定位是促进广告的重要组成部分，因为没有它，您的兴趣较小。

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

• 受众将您的客户知识与Pinterest的行为见解相结合。如果某人最近从您的网站购买了一些东西或从事Pinterest内容，这使您可以将该人定位为广告。
• 关键字向正在寻找此类内容的人展示您的广告。如果您设置了特定的关键字，例如“热带假期”或“苹果派食谱”，您的广告将针对寻找这些东西的人。
• 利益根据他们定期互动的内容类型的针对人员。您的苹果派食谱广告很可能会给有兴趣烘烤或准备感恩节的人提供。
• 扩展will provide you with additional interest and keywords based on your ad's content and who you're trying to reach.
• Demographics允许您选择特定的位置，语言，设备或性别。
• Placements让您可以选择选择广告的交付位置。如果您不希望某人浏览时出现促销别针，并且只会出现在搜索结果中，则可以在此处指定。

5。添加值。

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.

例如，如果您出售汽车，请共享有关维护或汽车配件的内容。另外，如果您正在为咖啡店运行Pinterest页面，请尝试固定播放列表的想法，让人们在工作时听。有大量的内容可以为您的受众带来利益。

6.混合您的内容。

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. In fact, research has shown Pins featuring holiday copy or images have a增加22％在在线销售中。

7. Monitor campaign performance

最后，您需要密切关注您的广告系列表现，以确定广告的成功，或者为什么它们没有按照您的预期表现。

When you're in Pinterest Ads Manager, click onAnalytics您会向您展示所有广告系列和关键指标的概述。这些指标包括印象，单击总额，每次点击率的成本，每次点击的有效成本等等。

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.

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