PINTEREST ADS TUTORIAL 2021// How To Advertise On Pinterest With Promoted Pins (Strategy & Tips)

if you've been wanting to try out pinterest ads for a while but you don't really know how to get started then this video is for you hey there this is shruti from digitalempires.com and in today's video i'm taking you behind the scenes of how pinterest ads work how you can use the pinterest ads manager to create your first advertising campaign as well as what it is that you need to know to make sure that your ads are cost effective as well as bring you the returns that you expect so without further delay let's dive into the tutorial all right so before we jump into creating an ad campaign and you know doing all the technical stuff let's first see what a promoted pin looks like so as you can see i'm on my home feed right now and when i just simply scroll across the home feed you will see that below some of the images there is a button called promoted by now when it says promoted by xyz account that normally means that it is a promoted pin or it is an ad right because on pinterest in order to create ads you need to be creating pins which are promoted by your business account so essentially when you click through to this particular pin instead of going to a close-up of the pin you actually end up going straight to the website so as a business owner this is a very very effective strategy especially if you you're creating you know ads to sell your products or maybe even signups because nobody has to click through twice so just to show you what i mean for example when i click through here it first takes me to the pin and then i have to click to the pin to actually get to the article or the product right versus when you actually create a promoted pin it will take you to the direct landing page which is you know your ad or your product that you're trying to sell through your particular advertisement now it doesn't always have to be a product that you're selling or a service that you're selling you could just be creating an ad for traffic so maybe you just want to drive traffic maybe you want to drive sign ups really the aim for you to be creating ads could be multi multiple and it doesn't have to be only selling products and services so as you can see for example this is an article which also you know uh promotes a beginner's guide to seo and again it is promoted by omr so when i click through to it we go directly to the landing page which is as i can see it is basically a report that i can buy and you know the entire sales page of this particular report so as you can see they're really multiple things that you can promote on pinterest they can be either you know normal images like image graphics which are static they can be infographics with lots of information on them they can even be videos of the product so for example this is a promoted pin which actually shows the product in action so if you have a product which really you know sells by the the function of it or the benefit you could create a video and you could promote that as well so again again when i click on it it go takes me directly to the product landing page now this is obviously different from usual pins because usual pins will first take you to a close-up and then you will have to click through to it so there are multiple steps involved and again this is one of the biggest benefits of creating promoted pins or running ads on pinterest because you get people interested in a very organic manner as you're browsing through the feed you're looking for things that you're interested in you come across an ad or an article that you want to click through and you get led directly to the landing page and the best way for you to identify it is just to see the promoted you know sign below below the pin and you would know that it is a promoted ad all right so now that we know what it looks like let's go behind the scenes into the pinterest ads manager so as you can see right now i'm logged into the pinterest ads manager and first i want to share with you you know what it actually costs to let's say run a traffic campaign now obviously this really differs across niches it really differs across brands across products how much competition exists in your niche on pinterest when it comes to um selling or buying ads that will really determine how expensive or how cheap it is for you to run ads in my experience on average i find pinterest ads to be way cheaper compared to facebook ads but it really depends on the type of campaign that you're running so it could be that you know running a campaign directly for product sales is more profitable for you on facebook but it is maybe more profitable for you in terms of traffic and driving clicks on pinterest again if this is completely dependent on the type of business that you have and i cannot really give you blanket statements on how much it costs to advertise on pinterest because it really depends on what your objective is what business you're in and who you're competing with right because the more people spend money on ads the more expensive it gets for you to advertise to the same audience so as you can see one of my ads here which i ran as a test just to you know show in this video you can see that i spent around three point four six dollars so i was spending i think around a dollar a day roughly i got 27 clicks as a result of it and as you can see every click basically cost me around 12 or 13 cents so cost per um you know cost per result now my result is here a traffic click which means that for every click it cost me around 12 cents now if you know a little bit about facebook and instagram advertising you already know that this is quite cheap in comparison especially if you are in a competitive field uh for me this ad was running to a marketing audience which is again one of the more competitive fields in general and again you can see what it cost me to have a thousand impressions so cpm is the cost per meal or how much did it cost for 1000 people or for the pinterest ad to be viewed by 1 000 people right i'm just telling you these terms so that you're not completely bland out when you you know create your first campaign and you don't know what it means link clicks is pretty obvious any anytime anyone clicks on my ad that becomes a link click so i paid around three point five dollars to get 27 link clicks you don't have to do you know you don't have to be great at math to know that that is quite cheap click through rate is your ctr so now this means out of all the people that viewed my ad what percentage of people actually clicked through so this is about 1.95 generally a good click-through rate would be a little over 0.5 to 0.75 again this will really depend on your graphic your um campaign idea and again it depends on the requirement for your product as well and how well you're targeting your audience um if you're trying to sell a baby product to people who don't have babies obviously your click-through rate will be poor right um conversions can be when you're driving a conversion campaign like let's say you want to drive a campaign for your sales to your website then that's where your conversions will show up and again there are lots of other things that you can you know see in the metrics as well now of course for every ad you can create multiple ad groups um you can create just one ad group you can create two or three ad groups depending on how you know how deep you want to go with your pinterest ad strategy um here you can also see an overview of which pin it is that i was promoting you can click through and see what the id of that pin was maybe you want to go and update that sometime during the ad you can also click through and see what keywords we are using which keywords are performing well should you update or edit or maybe delete some keywords so on and so forth so now that we know what an overview of pinterest ads looked like let's go into actually creating an ad for you step by step right now here is where you will see your ads um let's say menu and they're going to be a lot of different options here so when you're creating an ad you would obviously pick the first option which is to create an ad you can also go to overview which will show you an overview of all the campaigns that you're running how much money you've spent and you can you know toggle them on or off depending on what you want to do you can be on reporting which is the page we are currently on where you see detailed reports of your campaign how it's working etc you can create custom reports and you can even publish them you know you can export the data to your let's say business account and then map it into an excel sheet and go all crazy with how your ad is performing etc uh if you create bulk pins to promote let's say that you are a large e-commerce company and you want to create a lot of pins for ads you can click through to bulk editor and you know create all of these campaigns together or these graphics so that um you know it's much easier and faster for you you don't have to create an ad step by step conversions will essentially show you what kind of conversions are active on your website and what are the tags that you need to make those conversions active so just like on facebook you have facebook pixels which you have to use to create a tag um so that you know every ad is being tracked and they can figure out how that ad is performing similarly on pinterest you also have something called the pinterest tag now obviously you need to enable it to make sure that you're actually running ads which can be tracked anyone can run ads with a with a business account if you're in a country where ads are allowed so i have to mention that not all countries allow ads you have to check whether or not pinterest ads are available in your country or not but the next step really before you start running ads specifically if you're running conversion ads like sign up sales products services etc then it might make sense for you to first add the pinterest stack to your website make sure it is enabled and activated you can use something called the pinterest tag manager it's a pretty helpful chrome extension and it helps you set up your tags in place and once you're done with that you also have other things so you have an option to create specific audiences so again on facebook you also have this option and here you can see you can create a custom spec a specific customer list you know maybe you want to target a segment of your list which is interested in a specific product you can upload that list and you can create that audience here maybe you want to target the people who've already visited your website so you can create a list on that as well it's pretty simple actually you go on creating an audience and then you can pick one of these four criterias it can be people who visited your website it can be a list of customers that you uploaded it can be an engagement audience so everyone who interacted with your pinterest business account um or you could create a look-alike audience as you have on facebook this is called actor like on pinterest but essentially it's the same as you have on facebook as well which is an audience which behaves and acts similarly like the one you have so this is basically a cold audience with similar demographic features as the people that are let's say interested in your business right awesome so now that we know what all of these different things mean add account history is just changes in your ad accounts billing and catalogs et cetera catalogs is again interesting for you if you're an e-commerce person who has activated catalogs and you want to be uploading multiple pens at the same time to pinterest to shop let's go and create an ad and see how this process looks like first time right now first things first you're going to be picking your business goal so what is your objective what is your aim for driving um you know um this ad for creating this ad campaign so as you can see there are three big buckets that your ad campaign is divided into you have build awareness so you could create an ad which you know brings more people to know about your brand or maybe you can promote a video and you want to drive more people to view that video on pinterest so you can have video views the second type of ad is to drive consideration so how do you make people more aware of the problem that you're solving or of your products and services and here's where you have traffic and then the last one is going to be conversions focused ad so these are ads for example that in that enable people to actually take actions on your website so sign ups to your newsletter uh maybe to your next webinar and also sales to your products and services right so to drive um sales to your e-commerce store now again depending on how long you've been running ads and what kind of business you have you might not have access to these ads directly because you usually need to show to show a certain number of conversions in the last 30 days to actually get access to these conversions um you know campaign so i actually haven't been running ads on this um this particular account and that's why this is not active for me in my other accounts where i do run um don't run ads i have you know access to conversion campaigns as well but at the end of the day the easiest and safest place for you to start will always be traffic because without driving traffic to your landing page or to your url it's hopeless for you to expect a sale or a conversion right so even if these are not activated for you and your account is not yet mature enough to activate these conversions um then you can still start with the traffic campaign or you can start with one of the brand awareness campaigns i recommend always starting with traffic because it's the the best um you know way to really um grow the your audience base as well as make the most out of the money that you want to spend now here is where you can type in the campaign name so it lets you can say that you want to type in xyz um test campaign because we don't really plan to run it but we just want to see what it looks like of course you can create any name that you want that makes it easy for you to track the services um sorry track the results of this campaign um again here is where you will pick out exactly who you're targeting so this is the most if not it's actually the most important thing about your ad campaign and here's where you're going to be targeting who exactly gets to see your ad and what it is that you want to um you know what kind of audience you want to create um a repo with or like um to promote your products with now as we as i showed you briefly you can have your own audiences that you promote to and you can include or exclude them from your promotions we don't want to create a promotion for these audiences we want to have a keyword driven strategy so we're not going to select anything here but of course if you're specifically targeting your website visitors or you're targeting your engaged audience like people who've clicked through to your pins previously in the last 30 days or so make sure to definitely pick one of these or you want to target a segment of your email list you can select that as well like if you're running a very sensitive promotion that you only want to share with some people now here are the broad interests of people that are interested in let's say um your product so let's say that you want to create a campaign in marketing you can type in the word marketing and you can see what are the interests that people show up so what this means here is that the audiences that you are looking for who are interested in marketing often show an interest in one of these three categories or broad interests now obviously you can pick all three if you want or you can pick just one or two of them depending on what you feel is you know the most relevant for your particular campaign so i'm gonna pick this because i know that people who are interested in marketing are interested in things like internet and you know communications and so on and so forth and i want to target an audience who has shown an interest in this particular category again this is quite similar to facebook ads as well however it's somewhat limited because you don't get an option to have that many categories you only have limited categories which are basically the broad categories that people usually tend to follow of course there are more categories outside of these as well but this is kind of just a generic way to um you know target a particular audience now here's where things get interesting in the keyword section and here is where you can actually use anywhere up to 10 to 25 keywords to actually target the audience that you want so there are two ways of going about it you can make a list of keywords that you want to target based on your own pinterest search so let's say that i want to target people who are interested in looking for instagram templates okay then i can actually see all of the keywords that i want to target and use these keywords one by one that show up on these pins and you know type them one by one here and i can say instagram templates and so on and so forth or i can go one by one and use the inbuilt keyword search tool uh within the pinterest ads manager and start using them here so i can say instagram templates and see what pops up because this tool basically exists to give you a lot of related keywords and and you know um hashtags etc that will help you um widen your reach when it comes to your pinterest ads so as you can see i can see there are a lot of different um types of keywords that come in but there is no exact instagram templates match so i'm happy that i used this as a keyword now i can select a couple of ideas from here as well which i think are relevant for people who might be looking for my particular um you know ad um the thing that i'm promoting in my ad so let's say that i'm trying to sell instagram templates and i want to be targeting an audience that is looking for instagram templates right so um i can then select all of the keywords that i want to use to target them and what that does is that will auto populate the potential audience size here for you so the good thing to remember here is that when you're just starting out you don't want to meet you don't want to make your audience too narrow but you also don't want to be targeting too many people because that will just increase the cost of your ad right you want to make it somewhere in the middle or preferably more narrow than it is broad so i usually tend to create ads which have an audience of less than a million because i don't want to target everyone in my campaign i want to be very specific specific about who i target and how i target them right so maybe we can also look for other keywords like social media templates because maybe people who are looking for um instagram templates are not always typing instagram templates sometimes they might be typing other things too um so blog templates free blogger templates social media marketing uh again people interested in instagram templates are obviously interested in social media marketing as well so you can pick and choose really as many keywords as you want and see if you reach an audience size which is in the range that you want it to be an audience size which is not too small but it's also not very very broad um so you can use anywhere between pinterest here recommends that you should use 25 keywords but i don't think you always need to i think if you know exactly who you're targeting and you have a specific list of keywords that you want to match make sure to go ahead and do that you don't need to use 25 keywords you can start with 10 15 whatever it is you can update and edit that as you go along the idea here is simple you target people who are looking for your products and services or you target people that are looking for the content that you provide in a particular field so if i was an instagram coach and i was teaching instagram marketing then i would target people who were looking for instagram marketing right and i would make a list of keywords for people who are looking for instagram marketing and then target them specifically now here you have a couple of other demographic things just to narrow or broaden your audience again so you can pick specific genders if you just want to target women you can target women if you want to target both men and women you can target both men and women unspecified is essentially accounts that haven't really disclosed to what their gender is and usually when i'm targeting i um usually don't target men because my audience is predominantly female so i target female and i target unspecified because there are many people who have personal accounts but they haven't gone in there and selected their gender so i don't want to accidentally leave them out even though they might be interested in my topic so for me really what's important is is that i pick the right keywords and i pick the right interest that my audience has um besides just the gender and you know the um the how specific i am about the gender next you want to maybe pick up specific ages so obviously if you're pick if you're targeting something sensitive which is only being uh which can only be sold or um you know maybe you don't you're not you're selling something which is sensitive to let's say children so you want to make sure that you are selecting 21 plus if it is like age sensitive advertising and again depending on your business and your target let's say ideal avatar you can really pick the people that you want to specify so let's say that i want to pick up people between the age of 25 to 44 because that is my ideal audience again i'm just making this up along as i go to show you how to go about it this doesn't necessarily mean that these are exact things that reflect my business i'm just trying to show it to you how this really impacts you know the audience size that you have here um you can also pick specific us locations so obviously depending on where ads are allowed where they're running you can see not every country in the world allows pinterest ads or has pinterest ads activated so you can pick one of these countries you can pick us let's say you can pick united kingdom you can pick um i don't know netherlands malta whatever it is that uh wherever it is that your audience is and then you can continue to see how that changes your audience size here you can go as narrow as broad as you want if your audience is just based in was one country you can also just select that you don't have to select all the countries if you have international product maybe you want to select more than one really depends on you then next you have languages now obviously people use pinterest in different languages depending on where they're logging in from but maybe you have a product or a pdf guide that you are promoting and it's only in english so it actually wouldn't make sense to target people who are speaking chinese or czech right so in that case you can just go down and you can select english because that will only target people who are english speaking or who at least interact with english based content right that way you don't waste your money uh promoting your campaign to people who speak other languages because they are least likely to interact with your pin anyway right now again if your campaign is device specific maybe you only want to target people on the phone i don't know if there is a reason why you would want to do that maybe you're you're promoting a game or a mobile game that only works in phone and you don't want to target web visitors that's fine i usually target all devices because i don't think the information that i promote is a device specific because i'm not promoting tech stuff but of course if you are in the tech industry or maybe in the gaming industry it might be different for you depending on what you're trying to drive so for example maybe you want to drive mobile app installs and you don't want people on the web to have access to it because they would have to open their mobile and it would be bad user experience just a random example could be true could not be true i usually tend to stick to all devices now again you have options where you can have ad group placement so you know you can have placements where you just have specific ones like in the search feed or you can just go for all which is recommended which basically will let the pinterest algorithm decide where your ad gets the best interactions and generally i think that you should select all because at the beginning you really don't know how people are interacting with your ad so you want to make sure that the algorithm is working for you and you're not restricting yourself too much right now when it comes to budgeting next after you've selected all of the targeting criterias you fine-tune your audience you know who you're targeting your keywords your interests your language blah blah blah all of that is set in place you will now select how much you want to spend on this ad so you can really start with like one dollar a day if you want um you don't have to select a lot or you can select let's say a lifetime budget of ten dollars that you wanna select or a hundred one thousand i don't know it really depends on your budget and you can select specific dates now the way to look at it is that if you are creating an ongoing campaign which is you know something that you want to see over and over again and you want to see how it does over time and you want to be flexible enough to change um you know the dates around it or the budget around it then you i would recommend that you go for daily budget but if you have a time sensitive promotion like you're running a christmas sale or a black friday sale then obviously it makes more sense for you to have a lifetime budget where you specifically pick let's say um you know the dates were around black friday and you just say okay i'm gonna have it around 26 to 30th november um of the year and then i'm gonna run it just for those four or five days completely up to you and your business objective in general if you're running an evergreen campaign that does that is not time specific or time relevant you can select a daily budget and you can go as low as you want or as high as you want and if you are selecting an event-based promotion or a flash sale or something which runs out right like maybe you have only limited products that are on sale but in that case go for a lifetime budget really this depends on your business goals um and i can't really tell you which one is right for you all right so next you have optimization and delivery and again this basically means how much you're willing to pay for each click and what is the kind of bid that you want to put in the advertising goal right now you can select automatic if you're a newbie and you're just testing out your pinterest ads account and you don't really know how much it's going to cost you to get a click or a sign up go for automatic if that is not possible go for custom now here is where something really cool happens which is you can actually just type in whatever the heck you want and see what pinterest says right um you can say that i just want to spend 10 cents uh even though pinterest says that a bit of 0.43 or higher dollars will be competitive at auction it will still run your campaign it won't not run your campaign just because you said you want to spend 10 cents on um your campaign right um it totally depends on you of course you can bid higher than this you can bid exactly the same amounts that you're competitive in search and you get more clicks and as you will see you'll be able to see what are the estimated results in 30 days that you would get for you know for this particular bid value so of course this can you know really greatly differ depending on the actual results but this is something that you get to decide if you're on a tight budget go for as low a bid as you can afford if you're not on a tight budget and you are a business owner who's looking to really experiment with pinterest ads and see how things work out you can click automatic and let pinterest decide the lowest um lowest click for you or try to get the best value for your particular money right usually when you're using a daily ad budget like one dollar it is a good combination to go for automatic but if you're using lifetime and you have let's say a hundred dollars that you want to spend or a thousand dollars then maybe it makes sense that you back calculate how much you want to spend per action so let's say you want to spend five dollars in every purchase then in that sense you can make it five right and really the sky's the limit when it comes to picking the right um bidding strategy depends on your goals and what is the right best right fit for you next you obviously want to create a pin that is actually going to be promoted so you can either select from one of the pins that you recently created you can head into your boards you can see what are the pins that are you know maybe in a specific board you want to create a specific pin that you want to promote you can even type in for example search here the pin id that you have and type in that id for the pin to show up you can do that as well sometimes i do that because i have a large volume of pins and i forget which pins i want to promote or you can create a specific pin here and you can just you know create that pin that you want to promote and then go ahead with that right you can save that to the board and you can add that to your ad as well generally i would recommend that you create a specific pin if you have a specific thing that you want to promote that you're not you know really sharing with your other audience it will also help you track the performance of that pin individually because it will just be a promoted pin and you will be able to see how many people clicked on it besides the organic count but really there is no right way to go about it you can also select multiple pins so you can say i want to pin you know three pins um or two pins in you know this particular category and i want to promote them so for example you can pick like one two pins that you want to see and you can test them out over time and see which pin is getting more clicks more conversions etc etc so here is basically where we come to the end of the ads manager tutorial once you selected your pins all you have to do is launch your particular um you know campaign now obviously i have to at least choose one ad i'm not really going to run this because it's just to show you once you click on launch your ad will then be in the review process with the pinterest team and they're going to take about 24 hours to review it sometimes you can get you know an approval back in a couple of hours one or two hours um sometimes it can take longer sometimes your ad can get rejected if you're using any sensitive words um in european description or maybe your pin is not really um you know um showing the right picture maybe it is spammy maybe it is leading to a bad landing page so all of these things are again things you have to consider when running pinterest ads but that's pretty much it when it comes to the technical side of using a pinterest ads and creating a campaign for the first time and running it from your pinterest account so that's it you guys for this pinterest ads tutorial make sure to give this video a like hit subscribe and also hit the bell notification so that you're always notified of my new weekly videos on how to grow your audience income and impact online you can also check out these videos next to keep growing your brand and business on pinterest thank you for watching i'm gonna see you in the next one

Channel: Shruti Pangtey

Views: 26,388

Keywords: pinterest ads tutorial, pinterest ads tutorial 2020, how to advertise on pinterest, promoted pins, pinterest promoted pins, pinterest advertising, pinterest ads, pinterest ads manager, pinterest advertising tutorial, promoted pins on pinterest, pinterest advertising cost, complete pinterest ads tutorial, pinterest ad campaign, pinterest ads best practices, shruti pangtey, how to advertise on pinterest for etsy, pinterest ads tutorial 2021

Id: ss6kcT6zF0c

Length: 26min 56sec (1616 seconds)

Published: Tue Oct 27 2020