Pinterest is a very useful social media platform for users to find or to collect ideas. Users look for inspiring, amusing, and even entertaining pins. This also serves as a venue for them to shop for items and avail services. Entrepreneurs see this as a great business opportunity.
Pinterest recognizes this trend, thus the conception of Pinterest Ads Manager. This allows the user to create, edit, and manage Promoted Pins. These type of pins are perfect for promoting what you have to offer and content to more people in the most significant places on Pinterest.
#Setting Up Your Account
First, convert your existing account to a business account. Second, bookmark ads.pinterest.com. Third, set your location to identify the currency you are billed in and what taxes may apply. Fourth, make sure that the pins you want to promote are already on your profile as only those can be promoted.
#Promoted Pins
Managing your Promoted Pins is a vital step in Pinterest Ads Manager. This involves 3 major steps.
- First is the creation of a campaign,
- second is selecting a pin to promote,
- and third is adding details.
#1 Creation of your campaign
A campaign assists you in organizing your Promoted Pins. This is similar to Pinterest boards. You have the option to create campaigns for product lines, various moments, or even promotion of the same pin but with a different target audience. Managing your budget and promotion dates can also be done.
Select your campaign goal which reflects what your business aims to achieve. This determines how your pins will be delivered to your audience. Keep track of signals of intent sent by your audience. You get charged for each engagement (click, repin, close-up) on your pin.
Drive traffic to your website as well. You get charged for website clicks as well. Then enter pertinent campaign details which include the name, dates, and daily budget. You can calculate the appropriate daily budget you will allot if you have a specific budget for the campaign.
#2 Select a Pin to promote
Choose from the pins you have on your boards. You can view all of your pins, or filter the most repinned or clicked in the last 30 days. You can also search the pins by typing the keyword/s or by its URL.
Aside from the pins that you own, you can only promote those that link back to a website. Promote those which are already doing well to have a greater audience reach. Go to the analytics portion to view your top pins. You can also check the most-repinned and most-clicked tab.
#3 Supply other campaign details
You have the option to name your Promoted Pin. You can also update the URL where your pins link off to. You can use UTM tracking parameters.
Interest targeting helps you reach various types of people based on their affinity for certain things. They will see your Promoted Pin in their home and category feeds. In this Pinterest Ads Manager step, consider related interests to include a wider range of pinners who might be interested in your business.
Adding keywords is vital as well. Keyword targeting allows you to reach the audience as the look for specifics. Keywords can be found by searching the search box, by recommendations, and by importing a list of existing keywords.
Locations are set to default in the US. You can specify for other countries, or a combination of these as well. Languages, devices, and genders are set to default for all as well, but you can also specify these.
The maximum bid tells you the most you would be willing to pay per desired action, which includes clicks and engagement. Review bid guidance under bid entry to be aware of the bids other advertisers place on the same target audience. As a second price auction, Pinterest only charges what is necessary to beat the next highest bidder.
You can now review the summary details of your Promoted Pin, then publish your campaign. Pinterest Ads Manager ensures that the Pins follow the platform’s ad policies. You will be notified within 24 hours via email and notifications in the Pinterest Ads Manager summary dashboard. Any updates you make will make your Pin subject for review again.
First-timers are asked to set up billing information. You can update those details and see how you have been charged via the Billing tab. You can see the card you have on file, details of your charges, and you can edit your billing information.
Pinterest Ads Manager makes it convenient for you to edit aspects of your ad. You can edit details of your campaign, and even details of the Promoted Pin itself. You can also add new Promoted Pins to your existing campaigns.
Be creative when setting up the pins. You can organize them under a certain campaign. You can also set up one per campaign if you want to apply a specific budget to it.
Conversion Tracking
Pinterest Ads Manager allows you to track your conversions as well. This aids in understanding the performance and effect of your Promoted Pins for your business. Conversion is the activity done in your website, like purchasing your product or signing up for email notifications. Monitor your Promoted Pins to see how it affects conversions with a conversion tag.
Types of conversions
A type of conversion is page visits. Another is sign-ups from your site. Product purchases or checkouts is also another. Custom conversions are user-defined to what one wants to track.
Ads reporting entails aggregation of conversions by conversion type. Pinterest recommends you to create one tag for each type. Through the conversion tag, pass order value and quantity. This aids in greater performance visibility, and evaluation and optimization of Promoted Pins.
Types of actions to track
Clicks determine when a user clicks your Pin and is being directed to your site. Repins and close-ups are as defined, which means the user stays on Pinterest. Views are when your Pins is viewed on a Pinterest feed. These three are types of high-intent actions on Pinterest, which you can adjust the attribution window to.
Engagement in Pinterest is different from other social media platforms. Close-ups, repins, and clicks are indicators of intent and consideration by the users. Since Pins do not expire, repins garner impressions, engagements, and conversions on your own site.
To help you in your conversion tracking in Pinterest Ads Manager, get your code with the following steps: Click on the Conversion tracking tag and name it. Select the type of conversion you want to monitor. Customize attribution windows for various Pinterest actions, create the tag, and copy the bit of code at the bottom of the page.
Add this code to your blog or website. Simply paste the copied code before the closing <body> tag. If you have a web developer, you can seek their assistance. Update your tags to pass back order value and quantity for enhanced tracking.
Best Practices
Choose a longer attribution window to capture the upcoming intent when you use Pinterest Ads Manager to track conversions. This is due to the pinner’s interest to plan for the future whenever they use this social media platform. Your attribution model should also account for high-intent signals. Users who close-up and re-pin are over twice likely to purchase and sign-up online.
Reporting and Optimizing
Pinterest ads manager will provide you with an update a day or two after your campaigns start running. This will help you get your Promotes Pins’ daily performance data. Data is tracked in UTC time.
Pinterest reports on paid and earned delivery metrics. The former are all the engagements and views from your Promoted Pins in search. These also are from related Pin results, category feeds, and home feed.
The later collects data from the value you receive when a user repins your Promoted Pin. This includes the distribution of your content to their own followers. As mentioned earlier, pins last forever and this extra value you get can help you lower cost over time.
In the Pinterest Ads Manager, you will be directed to your summary dashboard. Time span is within the last 30 days. You will also see future steps based on campaign budgets, disapproved pins, and bid performance. It also shows Pin performance and helpful links to best practice guides and Promoted Pins support.
Pinterest Ads Manager also reports by campaign type. There are also various ways for you to view data. This includes metric tabs, toggling between campaigns, campaign display, and campaign name among others.
You can also export raw data in various ways to help you optimize your campaigns. Conversion reporting also gives you more choices to export conversion metrics important to your business. Cross-device reporting (available for conversion tracking only) helps you map the Pinner’s path, know where Pinners engage, and where they convert.
Wrapping it up
We have just presented how to use Pinterest Ads Manager to grow your business. At the end of the day, make sure that your content is consistent with your business brand. It would also be beneficial if you post pins which are engaging to your followers.
