I've been running ads for clients on Pinterest for a few years now and let me tell you, it was definitely intimidating when I got started! I am constantly learning new things still. As we know, things continue to evolve on the platform but Pinterest offers a lot of support to people wanting to get started running ad campaigns. So don't let the unknown hold you back. ☺️
Tell me, have you run ads on Pinterest in the past? If so how did they do? Would you do anything different this time? Or, are you considering running a campaign but have no idea where to start?
Let's use this thread as a place share our experiences and offer others some tips for running their own successful campaigns. 📌
Thx a lot for explanations! They were useful.
me also having a question.. yesterday when I read terms of privacy and policy of Pinterest the list with countries where ads forbidden didn't contained Russia.. but today I was on business page and when it approached with "create your first ad" link - l couldn't find Russia in that new list plus it said "after choosing your country u never able to change it at all". Thx for the reply
Hi @PraisePlaceBoutique! In order to become an advertiser, you need to have a claimed website, install your Pinterest tags (for conversion tracking and optimization), and add your billing information.
Once that is all set you are ready to advertise. Here is some more info to get you started:
And this great article from @heatherfarrisco:
Hi my friend,
I'm eager to embark on Pinterest advertising. I run my own clothing e-commerce website, and I've always preferred a more upscale approach, with my products priced between $100 and $200. Before I delve into Pinterest advertising, I have some questions I'd like to seek your expertise on.
For someone like me, who's relatively new to Pinterest advertising, is a daily budget of $5 considered too conservative? Based on your experience, what budget range would be more suitable for my product range? Additionally, in general, how long does it usually take to start seeing a conversion rate?
I've been consistently uploading Pin images daily for about a month now, and I've managed to accumulate 10,000 views. However, despite this level of visibility, I haven't seen any conversions originating from Pinterest. On other platforms, I would typically expect some conversions with 10,000 views. I understand that each platform has its unique dynamics, but this has left me feeling somewhat uncertain about advertising on Pinterest.
Furthermore, I came across an e-commerce seller who appears to have a staggering 5 million monthly views on Pinterest. What's particularly intriguing is that their homepage displays no Pins, and yet, their content seems to be highly visible in Pinterest search results. Here's the link for you to explore:https://www.pinterest.com/gloryconnectionclothing/
Thank you very much for your help, and I'm eagerly looking forward to your assistance.
Warm regards, Vivian
Hi @designerfashion101 - welcome to the PBC!
First off, it sounds like you are doing a great job consistently pinning and creating content for your audience. Now Pinterest is definitely a different beast than other social platforms so you have to approach your strategy a little differently here. Impressions or Monthly views do not directly equal conversions. It's all about WHO is seeing your pins. For organic marketing on Pinterest, it's not as simple as just pinning pictures of your products. You want to meet people where they are at on Pinterest. For example, in fashion right now, there are increased searches for homecoming dresses, cargo pants, fall capsule wardrobes, fall outfit ideas (https://trends.pinterest.com/?l1InterestIds=948967005229). So lean into the trends tool I linked there to see what searches are happening in the fashion interest. Use those exact keywords in your Pin titles and descriptions. Also test out different Pin designs - try some with text overlay (example: "TREND ALERT: Cargo Pants") or a call to action (i.e. "Find your perfect homecoming dress"). This will help Pinterest categorize your pin faster to get it in front of people more likely to take action. Also, consistency and patience is key with an organic strategy. Pin for growing trends right now, but also think ahead 2-3 months and start pinning for those upcoming "moments". An example would be "holiday party outfits", etc. It may take 3-6 months (or more!) of consistency to really start seeing results. You just have to stick with it!
As far as advertising goes - This is a faster way to get in front of people with shopping intent, but fashion is a competitive vertical. $5/day is way too conservative of a daily budget and you likely will be spending it without getting many (if any) conversions at all. A general rule of thumb would be to have a daily budget of 20x your CPA goal (CPA = cost per acquisition - or how much you pay per conversion) or 3.5x your average order value. But if you want to just dip your toes into advertising, you could start with something around $50-100/day and go up from there. I would also recommend running it for a minimum of 3 months. But keep in mind - Q4 has more competition in the advertising bucket be sure to consider that with your budget.
The account you linked is likely just running shopping campaigns on their catalog of products. That's why they have no content or boards on their account, but they have a high number of monthly views (Though we don't know how many conversions they are actually getting).
I hope this helps! Since you do have your catalog uploaded and you are already verified, you've got everything in place to start a shopping campaign. I would definitely recommend giving it a try! If you are thinking of running the campaign on your own, you should check out Pinterest Academy. There are some great lessons on how to set up and optimize your own campaigns. Best of luck!
Thank you so much for your swift response. I was pleasantly surprised by your quick assistance, and I truly appreciate your help.
Regarding the information you provided about Pinterest advertising, I have a few thoughts to share. I've taken the formula you mentioned into consideration, which suggests a daily budget of either 20 times the CPA goal or 3.5 times the average order value.
Based on the CPA Goal Method: If I've correctly understood, I can calculate the daily advertising budget using the following formula:
Daily Advertising Budget = 20 * CPA Goal
For instance, if my target CPA is $50, then the daily advertising budget would be:
Daily Advertising Budget = 20 * $50 = $1000
Based on the Average Order Value Method: Alternatively, if my product is priced at $200, I can calculate the daily advertising budget using the following formula:
Daily Advertising Budget = 3.5 * Average Order Value
In this case, with an average order value of $200, the daily advertising budget would be:
Daily Advertising Budget = 3.5 * $200 = $700
As you can see, these calculations indicate budgets that surpass my initial daily budget plan. Initially, I had allocated a budget of approximately $20-25 per day for Pinterest advertising. I wanted to seek your expert opinion on whether this budget range remains feasible for achieving meaningful results on the platform.
I would greatly appreciate any further insights, tips, or recommendations you might have on how I can effectively manage my advertising budget while still achieving my marketing objectives. Additionally, if there are any best practices or strategies that have proven successful for businesses similar to mine, I'm eager to learn from those experiences.
Thank you once again for your kind assistance. I look forward to hearing from you and benefiting from your expertise as I navigate Pinterest advertising for my business.
@designerfashion101 You are correct in your calculations. These numbers are just a recommendation (and more likely used by larger brands with big budgets) and not a hard and fast rule for successful campaigns. I personally have run lower budget campaigns ($25-40/day) and have seen great results. So you can definitely run a profitable campaign at a lower budget!
Your budget depends on the type of campaign you run too. For a prospecting campaign where you are targeting a cold audience with keywords or interests, you will need more of a budget to reach a wide enough audience. But once you have enough data on your pinterest tags, you can start a retargeting campaign to people who have engaged with your pins or visited your site. This would use a lower budget since you're reaching a smaller, more qualified audience.
Some things to consider when allocating budget amount:
- A lower daily budget means a lower bid in the auction. This could would result in a lower placement down the feed. People would have to scroll a ways down before seeing your ad.
- Campaigns may take slightly longer to fully optimize since you will be getting in front of fewer people. That's why I would recommend keeping a campaign going for at least 3 months to see it's full potential.
- A good ad strategy is to run a prospecting campaign and a retargeting campaign at the same time. (Allocate 70-80% of the budget towards prospecting and 20-30% towards retargeting).
Hope these tips helps and encourage you to give Pinterest ads a try! 🙂