Pinterest Promoted Pins: Everything You Need to Know

Posted by Hannah Stacey 5 Jun 14

pinterest_logoPinterest has been dabbling in monetising its platform through ‘promoted pins’ for a while - since September 2013, to be precise - and the news last month that a small group of major brands like Banana Republic and Gap had been let loose into the world of Pinterest advertising doubtless left many small and medium sized online retailers asking, ‘But when’s my turn?’.

And not without reason: in the social commerce stakes, Pinterest is already proving to be pretty pivotal. Research from Shopify shows that it outstrips all other major social networks - bar Polyvore and Instagram - when it comes to average order value; 13 per cent of social traffic to Shopify stores coming from Pinterest. Tasty stuff.

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The big news is that Pinterest has announced what appears to be its first foray into small and medium enterprise advertising in a blog post today - in what it’s calling ‘DIY promoted pins’.

So what’s the fuss about?

Although the platform is currently only available to a handful of hand-picked businesses (though you can sign up to be part of it), the announcement is set to have a big impact upon the way that online retailers go about ‘doing’ Pinterest. Here’s a summary of what’s in store:

  • While its current super group of big brands fall into the category of ‘premium CPM advertisers’, the new offering looks set to be implemented - much like its Facebook and Twitter counterparts - on a cost-per-click basis.

  • As such, brands will be able to bid for their promoted pins to appear alongside certain search terms and categories.

  • Advertisers will only pay when people click through to their website.

  • This will all be available through ads.pinterest.com.

  • Pinterest has also upgraded its analytics platform, announcing that, “you’ll able to see how Pins from your Pinterest profile are performing...which of your Pins and boards are driving the most impressions, clicks and repins… and Pins that drive engagement across different platforms.”

What do I need to do?

Not a huge amount while Pinterest promoted pins are still in the test phase. However, you might want to:

  • Join the waiting list to try out the platform for yourself.

  • Get prepared! Make sure that you’re ready to start factoring Pinterest ads into your social ad budget.

  • Come up with an ad strategy in advance. Which of your pins are currently most popular? Which of your products perform best on category pages on your website? Which products perform best in terms of click-through in other social ad campaigns you’re running? Looking into all of these factors will help you decide which products you potentially promote on Pinterest.

  • Build up your organic following on Pinterest.  A great paid social ad strategy must be accompanied by a brilliant organic presence.  The only real way of doing this is by putting a concerted effort into making your Pinterest page look like the cat’s pyjamas.

 

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