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| Pinterest Ads |
With around 433 million active users per month, Pinterest is no longer an insider tip among social networks. So it's no wonder that more and more companies want to advertise there too. For your Pinterest ad to prevail against the competition, we have collected four best practices in this blog post, with which you are guaranteed to become the eye-catcher of your target group in the visual search engine.
What are Pinterest Ads?
Pinterest Ads, or Pinterest Advertising, describes paid advertising on the Pinterest platform. Due to the large variety of categories and users on Pinterest, this platform is very well suited as an advertising platform for many industries.
If you take a closer look at the graphic shown, which shows the number of active users worldwide since the first quarter of 2016, it becomes clear that Pinterest has had almost continuously increasing user numbers since 2016.
Only users who actively use their account are counted in the statistics. Pinterest reached almost 500 million active users worldwide in the first quarter of 2021, which shows how big the platform has become. As a result, there are numerous opportunities for you and your company to become active on Pinterest.
Let's take our agency Online Experience as an example: It can be shown that we offer the opportunity to present our services, share useful tips about various marketing topics with interested target groups and thus win new customers for us.
Another option is to promote individual products, such as rings, clothes, or watches. For example, the advertiser can refer directly to a product in their own online shop on an image, or in the case of a blog post to the appropriate website on which the post can be found.
All advertisements, also known as ad formats, offer the advertiser the opportunity to place advertising on Pinterest. This enables advertisers to increase their reach and visibility.
All ad formats have their advantages, which means that the user has to decide for himself from situation to situation which ad format suits the campaign to be advertised.
Best Practice 1: Include titles and descriptions
Unlike Instagram, Facebook & Co., Pinterest is not a typical social network. The platform can be described as a combination of social media and search engines. Similar to Google Ads search ads, it is therefore very important not only to optimize the text within your creative for the search queries of the target group but also the title and description of the ads.
Should e.g. For example, if a vegan meat substitute is advertised for the barbecue season, search terms such as “vegan bratwurst”, “vegan barbecue ideas” or “vegan barbecue recipes” are suitable for drawing the user’s attention to your own ad. The idea is six to 40 characters for the title and six to 96 characters for the description. The description is particularly important for content targeting. You should therefore include relevant search terms and the brand name as much as possible.
Here are examples of Pinterest Ads copy:
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| Pinterest Ads |
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| Pinterest Ads |
Best Practice 2: Use keyword-based targeting
Pinterest users actively search for inspiration on various topics in a similar way to a search engine. It is all the more important to use this special feature of the platform: with the help of keyword targeting. Search terms can therefore be stored for which your ads should be displayed.
Pinterest offers the ability to narrow down the target audience both geographically and demographically. In addition, you can include different interests in the targeting to address more potential buyers. It often pays to combine interest-based and keyword-based targeting. Around 25 keywords that match the content of the ad, the advertised product, and the search intention of the user are ideal.
Researching suitable keywords using the Google Ads Keyword Planner has become established as best practice. You can use this to see related search terms and the search volume on Google.
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| Pinterest Ads |
Pinterest itself also provides you with information for keyword integration within a target group. The potential search volume is displayed, but here related directly to Pinterest and other suitable search terms.
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| Pinterest Ads |
As you already know from Google Ads search campaigns, the keywords used can also be adjusted here. A distinction is made between the keyword options "broad match", "phrase match", "exact match", "negative phrase match" and "negative exact match" to only include relevant search terms at the end. An overview of the options can be found here:
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| Pinterest Ads |
Best practice 3: consider the five dimensions of content
Of course, Pinterest also gives creators tips for optimal performance of ad creatives. The platform recommends using five dimensions as a guide. Your content should:
- "Visually appealing",
- "Relevant",
- "positive",
- "Original" and to be actionable.
Your ads should be able to be assigned to at least two dimensions to optimally address the users of the platform. In the "Visually appealing" dimension, the focus is on high-quality, convincing, and colorful content, which should always match the corporate design of your brand.
A pin appears relevant by using text within your ad creative that fits what is being shown and creates context. The title and description of the pins also support ad relevance.
Positive content is also important for well-functioning and inspiring ads. As an advertiser, it is advisable to concentrate primarily on the solution that the advertised product offers and less on the underlying problem. In addition, the topic of diversity, e.g. B. about different body shapes, gender, or origin.
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| Pinterest Ads |
If you want to create particularly original Pinterest ads, they should inspire users to try new things and be tailored to the respective season and current trending topics.
Activating Pinterest ads are characterized by a clear call to action. This encourages users to interact and can be ideally integrated into the title of the pins.
Best Practice 4: Find new and current content ideas thanks to Pinterest Trends
If you are looking for inspiration for your ads yourself, Pinterest has a great feature that you should definitely use regularly: Pinterest Trends. Even if the feature can currently only be used to display trends for the UK, USA, and Canada regions, it still gives you an insight into currently emerging topics.
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| Pinterest Ads |
For a popular theme like "Summer Outfits 2022" you can e.g. B. observe when and to what extent the interest of the users arose and whether this continues. In addition, other associated trends and thematically appropriate pins are presented as a source of inspiration. So inspiration without end – also for your ads.
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| Pinterest Ads |
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| Pinterest Ads |
Conclusion
Pinterest ad its special features offer advertisers exciting advertising opportunities. With the help of our four tips, you can get even more out of your ads and optimize your campaigns. So, let's go - feel free to try out our Pinterest tips and tell us in the comments which ones you found most helpful.
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