Creativity on Pinterest: Building Your First Pin-able Ad Campaign
Creating ads through Pinterest’s interface is a fairly straightforward process. While you’ll want to have your copy worked out beforehand, you’ll be able to pull together all of your campaign elements in the same place.
The process of building an ad through Pinterest breaks down into the following steps:
Step 1: Create a Business Account
You’ll need to create an individual business account for your business through the Pinterest interface. If you already have a Pinterest account, you can alternatively convert that account into a business account through Pinterest’s settings.
Step 2: Install The Pinterest Tag
You’ll need the Pinterest Tag installed to help you track your ad campaign’s analytics. Take this step early in your campaign so you a) don’t forget, and b) go into your ad research process with more information about consumer interests.
Step 3: Choose Your Campaign Goal
To get started on Pinterest, you’ll need to identify your campaign goal. Pinterest lets you choose from one of the following four goals:
- Draw in Traffic
- Build Brand Awareness
- Increase App Installations
- Build Video Awareness
Step 4: Specify Your Budget
With your goal specified, you can name your ad campaign and determine how much money you’re going to spend on the ad over the course of its lifetime. You’ll also be able to select daily spending limits so as to control your ad’s exposure. Pinterest will charge you for every 1,000 impressions your ads receive, so plan your budget accordingly.
Step 5: Create an Ad Group
Pinterest’s Ad Groups help you categorize your campaigns in the long run. Place your most recent ad into a pre-existing ad group or create a new one that best describes your latest ambitions.
Step 6: Identify Your Audience
Pinterest’s audience is overwhelmingly made up of women between the ages of 25 and 58. Even so, you’ll need to specify your audience so as to reach the right consumers. You’ll be able to target potential consumers based on:
Step 7: Place Your Ad
Pinterest offers you two ad avenues to choose from regarding placement: Browse and Search. Browse placement puts your ads on consumers’ homepages and in their recommended feeds. Search placement allows your ads to show up on Pinterest’s SERPs.
Step 8: Research and Add Your Keywords
You’ll better target your ad to the right audience with the appropriate keywords. Pinterest uses broad matches, which means your keywords will appear in related searches as well as direct ones. That said, you can also integrate negative keywords into your content.
Step 9: Establish a Timeline
When do you want your campaign to begin and end? You’ll be able to determine the lifetime of your campaign in the ninth set-up step. Note that an ad’s lifetime directly correlates to its budget.
Step 10: Set Your Bids
Pinterest requires its ads to have minimum bids above $2.00, so set your maximum bid – or target CPM rate – accordingly.
Step 11: Choose a Pace
From here, you can determine how quickly you want your bids to roll out. Pinterest provides you with two speeds: Standard, which releases your bids in increments over your ad’s lifetime, or accelerated, which releases your bids at a faster rate for higher impact.
Step 12: Promote Your Pins
Finally, choose the ads you want to reach a broader audience. By promoting an ad as a pin and assigning it a URL, you’ll be able to have your most effective content reach the most potential consumers.
Don’t let this new advertising opportunity pass you by. Several other companies have already found success by advertising on Pinterest. Now it’s your turn.
Image attribution: rosinka79 – stock.adobe.com