Beyond driving awareness, brands using
Pinterest ads’ targeting capabilities see results. More than half of
Pinterest’s users have made a purchase after seeing business content on the
site.
And Pinners spend 29 percent more than
non-Pinners, delivering an average of $2 in profit for every advertiser
dollar.
With that in mind, it’s time to get
pin-spired about advertising on Pinterest.
Just one catch: For the time being, Pinterest ads are only available in Australia, Canada, France, Ireland, New Zealand, the United Kingdom and the United States.
Types
of Pinterest Ads
Your Pinterest ad campaign type will determine what ad format you use, as well as your bid type and available placements. So it’s good to know the attributes of each format before starting a campaign.
Promoted
Pins
Promoted Pin Specs:
Campaign objective: Brand awareness
File type: .PNG or .JPEG
Ideal aspect ratio: 2:3
File size: Max 10 MB
Description copy: Max 500 characters
One-tap
Pins
Pinterest tells us that, as of 2019,
all Pinterest ad formats have officially been migrated to the one-tap system.
That means that when a user taps or clicks your ad, they’re taken directly to
your landing page.
Promoted
Carousels
Promoted Carousels
were introduced in November 2018. They feature two to five images that Pinners
can swipe through.
These multi-image ads can appear
wherever Pins can, and they behave the same, except for the dots beneath that
signal the swipe option.
Each card in a Promoted Carousel ad
can feature a different image, title, description, and landing page. This
format is great if you have multiple products or multiple features to showcase
because different images and selling points can speak to different Pinners.
CoverGirl used a Promoted Carousel to
show every shade of its TruBlend Foundation, resulting in a 3.8
point lift in brand awareness.
REI’s Experience the Outdoors campaign
earned strong engagement and a 32 percent higher click-through rate using a
Promoted Carousel.
Promoted Carousel Specs:
File type: .PNG or .JPEG
Ideal aspect ratio: 1:1 or 2:3
File size: Max 10 MB
Title copy: Max 100 characters
Description copy: Max 500 characters
Promoted
Video Pins
Promoted Video Pins are just like
Promoted Pins except the static image is replaced with video. Like Promoted
Pins, Promoted Video appears in the home feed, search results, and the “more like
this” section under a Pin close-up.
Pinterest videos autoplay as soon as
they’re 50 percent in view. For greater accessibility, and because
many viewers watch video with sound off, it’s important to produce video that’s
not dependent on audio.
Pinterest offers two sizes for
Promoted Video Pins: Max width and
standard.
Standard width videos are the same size as regular Pins, whereas max width video spreads across the feed, minimizing distraction from competing Pins. Maximum video exposure can be more expensive, since minimum bids start higher.
Videos are ideal for awareness
campaigns, and a good format for telling a brand or product story.
A Pinterest study conducted with Millward Brown found the Promoted videos are four times more memorable than non-video ads. And 67 percent of Pinners said that video inspires them to take action.
Promoted Video Specs:
- Campaign objective: Video views
- File type: .MPR or .MOV
- Encoding: H264
- Ideal aspect ratio: 1:1, 2:3, 9:16 or 16:9.
- File size: Max 2GB
- Video length: Minimum 4 sec, maximum 30 min
- Description copy: Max 500 characters
Promoted
App Pins
Promoted App Pins let Pinners download
your mobile app directly from Pinterest. These mobile-only ads are a good fit
for Pinterest’s audience, since 80 percent of Pinterest traffic
comes from mobile devices.
Promoted App Pins look and act just
like a Promoted Pin or Promoted Video Pin, only they link to a valid iTunes or
Google Play app store URL. An install button accompanies these Pins, but you
should also make sure your copy and image or video conveys attributes about
your app.
Pinners have a penchant for shopping,
so quick-and-easy app downloads can quickly turn into sales. When Playrix
chose Promoted App Pins to promoted its Fishdom and Gardenscapes game apps, one
in five installs from Pinterest resulted in paying users. Overall Playrix
doubled their ROI.
Buyable
Pins
Buyable Pins are designed to be
shoppable. Also known as Shop the Look, these Pins allow Pinners to find and
buy products directly from your Pin.
These Pins work across mobile and web,
and appear in the same places as a Promoted Pin would. The only difference is
items in the image are tagged with white dots that can be tapped or clicked on
to display and link to product information.
This format is ideal for images that
feature multiple products working together. Imagine a fully decorated living
room, Christmas dinner spread, or the latest fall fashion arrivals.
Pinterest recommends that images
should be tagged with four to six dots. Ideally each dot should be linked
directly to the product’s page. If that’s not possible, Pinterest suggests
finding one exact match, and other close matches.
To create Buyable Pins, Pinterest
offers a bespoke tagging tool. For larger campaigns it may be better to work
with Curalate and Olapic are Pinterest’s preferred partners.
These Pins are designed to deliver sales. After Modern Citizen enabled Buyable Pins, the fashion brand saw its retail orders increase by 73 percent.
Story Pins
A new type of Pin format that is being
tested with select business accounts, Story Pins feature up to 20 pages of
images, text, and links.
Story Pins appear in users’ home feeds
with a cover image and a title. They also say “Story” underneath. Tapping a
Story Pin allows you to see all of its pages.
Story Pins can be saved to boards like
any other Pin. Watch this space for updates on how they perform for brands.
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