Pinterest small and midsized business marketing lead Lisa Fong shared seven steps that the 1.5 million-plus brands on its platform should go through when launching ad campaigns aimed at some of its more than 250 million monthly users.
Fong wrote in a blog post:
- Create your ad: After creating a business profile, defining a clear goal for the campaign and preparing creative assets, advertisers should access Pinterest’s Ads Manager at ads.pinterest.com, click on Ads in the top-left of their browser and select Create Ad.
- Select your campaign goal: Advertisers should choose between brand awareness, video views, traffic (driving more clicks to their site) and app install (encouraging people to install their application).
- Enter your campaign details: Brands should give their campaign a name and, if applicable, assign a daily or lifetime spend limit, in order to ensure that they stay within their budgets. The Pause Campaign box enables advertisers to review their campaign before it goes live.
- Set up your ad group: Ad groups organize all ads in a specific campaign in one place, enabling advertisers to control their budgets and test different targeting options. Similar Pins should be included in an ad group if the same targeting can be applied to each of them. If that is not the case, they should be broken out into separate ad groups.
- Define audience targeting to reach prospective customers: Ads can be targeted by gender, location, language, device or placement, as well as by using audiences, interests, keywords or expanded targeting. Audience targeting enables brands to reach Pinners based on information they already know, information Pinterest has or a combination, and it enables targeting people on customer lists, as well as retargeting. Interest targeting is based on boards Pinners have created, Pins they’ve engaged with and other interests they’ve shown on the network. Keyword targeting is based on Pins people have searched for, and keywords related to what is being promoted can be added. And expanded targeting enables advertisers to find new people to reach based on the content of their ad and what Pinterest knows about users. The Potential Audience Size box offers an estimate of the number of people that meet the targeting criteria that Pinterest expects to see over a 30-day period.
- Set your schedule, budget and bid: Brand should select the start date for their campaigns, as well as an end date in cases such as seasonal campaigns. Daily budget and lifetime budget should be determined. Pinterest will recommend a bid based on the keywords, interests, locations, languages, devices and genders that were specified. Fong wrote, “For ad groups optimizing for awareness, our system will aim to deliver ads as evenly as possible. For ad groups optimizing toward consideration, our system will favor ads with stronger performance, or the one that people most frequently click on.”
- Pick your Pins: Add the Pins to be promoted. Only Pins from public or protected boards can be promoted, not from secret boards. Once Pins are selected, additional details—Promoted Pin name, destination URL—can be added via the Selected tab. Once finalized, press the Launch button in the lower-right-hand corner, and Pinterest will review the submitted Pins, which should take no more than 24 hours. Advertisers will receive emails alerting them that their ads were approved.