Hello, SE’rs. It’s Jan again with another look at social media marketing. The topic today is Pinterest.
I kept seeing the option to promote pop-up when I would pin something new to my account. So, because of my promise to you, I decided to explore.
Promoting a pin was fairly easy, although I now know that I missed a few important steps on this first try.
The pin I chose to promote was a blog post featuring a 5-star review of my book.
All I did was open the pin and click on the “promote” button. In three steps, I was done. I never saw any options for setting keywords, target audience, or any of the things I’d come to expect from social media advertising.
Here were the results. I spent a total of $16.80.
Did any of those 6,700 views equate to sales? From looking at my Amazon stats, I would say they did not.
After experimenting with this, I found a detailed post about how to succeed with Pinterest-promoted pins. So, back to the drawing board.
Here are the steps I missed:
- Since Pinterest is above all a platform for inspiration, creativity plays a huge role in driving click-through rate (CTR), which drives impression volume and in turn CPC (cost per click). Find or create images that draw readers’ attention. High-quality, vertically oriented images work really well.
- One of the most important aspects of Pinterest advertising campaign management is keyword optimization. Per Pinterest guidelines, you can associate around 150 keywords with each promoted pin. (Wow, who knew?)
- Engage Targeted audiences: Pinterest targeting enables you to pinpoint audiences by location, language, device and gender. Therefore, it’s essential to target the right audience at the right time, based on relevant keywords. (Again, an important step I missed)
- Once a campaign is on Pinterest, it lives there forever like a never-ending billboard. So, when considering promoted pins, make sure your pins lend themselves to long-term movement and longevity.
- With the promoted pins CPC (cost per click) model, you only pay when people click through to your website. So, don’t be afraid to start campaigns with aggressive bidding. A speedy, significant increase in spend may enable you to drive lower CPC and higher CTR (Click Through Rate) once your pin has gained traction. Based on setting your max CPC higher, campaigns have an opportunity to drive a higher predicted CTR, thereby becoming more relevant and prevalent in the launch of your new ads. (Makes sense to me)
So, friends, the next time I promote a Pinterest Pin, I will follow these steps and see if I get different results. I think it might be important to give the reader a direct buy link, so I will think about that, too.
At any rate, it was a fun experiment and I learned about another social media advertising platform that could be lucrative. I hope you enjoyed learning along with me!
What do you think? How do you use Pinterest?
Also if you’ve missed other posts in this Book Marketing Series, you can find them below.