The Ultimate Guide to Pinterest Advertising: Promoted & Rich Pins

pinterest advertising - promoted pinsWhen I think of Pay Per Click Advertising, my mind instantly goes to Facebook Ads and Google AdWords. Mastering these platforms is an ongoing task and requires constant education to stay ahead of the game. But have you ever considered Pinterest as the next frontier of PPC ads?

Depending on what type of business you have, the idea of using precious ad spend budget money on Pinterest may sound like a waste. Pinterest is, for many small businesses, not just another social media platform – it’s the platform. For small businesses with niche audiences, Pinterest is a wealth of insight into what their audiences are interested in (I mean, it’s in the name), and when you’re trying to target ads to interested audiences, that insight is priceless.

Pinterest is making huge strides forward in establishing themselves as a viable platform for advertisers, and one that will allow them to target audiences in ways unique to their site.

At the time this is getting published, Pinterest is still in the process of rolling out some of these features. Today, we’re going to take a look at what some of the biggest features to expect are as you start advertising on Pinterest.

Promoted Pins and Pinterest Advertising

Just like a Promoted Tweet or Sponsored Posts on Facebook, Pinterest has adopted native advertising practices for businesses. This is going to be the most fundamental building block of Pinterest Advertising. In this way, Pinterest is working to maintain the same standard of quality experience for their users while also catering toward advertisers.

For now, Promoted Pins will be aimed mainly at small- or medium-sized businesses. Essentially, they operate just like regular pins, just with added features common to PPC alternatives. I’ll get more into what those additions are next. Here are the quick facts:

  • Promoted Pins are currently waitlist only, but will hopefully be launched globally later this year. You can sign up here.
  • Promoted Pins operate on a bidding system, based on cost-per-click, and advertisers are only charged when the ad is clicked on.
  • To maintain quality user experience, Promoted Pins will be interest targeted and minimized so that quality isn’t trumped by quantity.
  • Advertisers have the option to track conversions and get campaign insight by installing tracking pixels to their sites.

When you go to make a Promoted Pin campaign, a couple things may look different from other PPC ad platforms.

Adding Terms

Typically at the start of your campaign, you have a few keywords in mind that you want to design and write ad copy around. Part of Pinterest is a content search engine, so some SEO practices come into play here. These terms are connected to Promoted Pins to target relevant audiences searching for that word or topic.

You can add more than one keyword to your campaign, but choose terms that are actually relevant to the content of the Promoted Pin itself. Wedding boards may be popular searches, but if there is a disconnect between the ad and the keywords you tied to it, you’ll likely waste money targeting disinterested people or Pinterest simply won’t broadcast your ad effectively.
Pinterest will also generate a list of related terms that you can include in your campaign, as well as an estimation of impressions. It recommends using at least 20 terms per Promoted Pin and the more added terms, the more estimated impressions it will predict.

Audience Targeting

Outside of search term targeting, there are also the options to target based on location, language, device, and gender. As you target more precise and narrow audiences, the estimated impressions will likely decrease. How broad or targeted your campaign is will depend on your goals, similar to other PPC campaigns.

Rich Pins and Pinterest Advertising

If you’re familiar with Google AdWords Ad Extensions, you’ll pick Rich Pins up in a snap. If not, we have a great article that explains the ins and outs of Ad Extensions you can check out, called, “Dominating the Google AdWords Landscape with Ad Extensions.” Many of the concepts translate really well here, so that foundation should be helpful.

Rich Pins are a type of Pin that includes extra information or buttons that encourage some sort of action to be performed. There are currently 6 types: product, place, app, article, recipe and movie. You’ll probably notice that these are conveniently some of the most popular types of posts on Pinterest – that’s the point. Using Rich Pins, you can create native advertisements that are specifically designed to facilitate a specific action.

Here’s a breakdown of the 6 different Rich Pins:

1. Product

The most promising part of advertising on Pinterest is that the community is already made of people looking to share media about products they’re interested in. Using Product Pins, you can add the real-time price and availability of your products, as well as information about where to buy. This will be an awesome feature to follow as it gets traction.

Product Pins will look like this in users’ dashboards, showing off the real-time price updates:

2. Place

The Place Pin allows you to add a map, address and phone number in the Pin. This is especially helpful if you’re running Promoted Pins for a brick and mortar store that’s looking to gain some more foot or phone traffic.

This is an example of how the Place Pin expands into the map view:

3. App

If your conversion KPI is app downloads, this is for you. The App Pin allows you to add an app download button directly to your Promoted Pin, allowing users to install the app without leaving Pinterest. Unfortunately, as of this moment, the App Rich Pin is available only for iOS apps.

Here is an example of an App Pin, looking like native content with the addition of an attention-grabbing CTA “Install” button:

4. Article

For things like blog posts or news articles, Article Pins will allow advertisers to redirect users to their own landing page more effectively and drive site traffic.

5. Recipe

Instead of overkilling Pin text descriptions with recipe information, you can promote recipes that are integrated with Pinterest.

6. Movie

Finally, Movie Pins let you include third-party reviews, information about cast and production crew members and redirection links.

It’s likely these features are going to expand and evolve over time, but for now, it’s looking like there are some promising new tools for PPC advertisers to play around with – that is, if you’re lucky enough to get off the waitlist. Keep an eye out for more posts from us in the future as this new platform continues to develop.

How will you use Rich Pins in your PPC advertising efforts? What types of Rich Pins would you most like to see be added in the near future? Leave a comment below and let us know!

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