Today is the tenth and final post in the ten-part Pinterest Marketing series. If you’ve missed any of the posts in this series you can find them here:
Today we’re going to be considering the possibility of using promoted Pins to get your content in front of more potential readers, and customers. As with other social media platforms, Pinterest offers businesses the opportunity to promote their content through a paid option. If you have an advertising budget for your blog, business, or online store, you may wonder if it’s worth splashing out on Pinterest ads.
Pinterest is known for potentially being a great source of free traffic. However, paying to promote your Pins could allow you to reach segments of your audience you otherwise wouldn’t. Read on to discover everything you need to know about promoted Pins so that you can make an informed decision about whether to invest some of your advertising budget on Pinterest.
About Promoted Pins
Paid advertising on Pinterest, though the use of promoted Pins, runs on CPC advertising. CPC stands for “cost per click”, and this model means that you pay only when people click on your Pin. This type of advertising lets you expand the reach from your current audience to those who don’t follow your account. You can use contextual criteria and audience demographics to target your advertising in order to improve your chances of being seen by those most interested in what you have to offer.
Promoted Pins are fairly easy to set up. You select one Pin at a time to promote. Then you choose the factors that are important to you in your advertising. Set your goals, choose your demographics and allot a budget. Investing in promoted Pins can put you ahead of the competition by allowing your brand to be seen by more individuals who may then be converted to customers.
Getting Started and Setting Up
First of all you’ll need to sign up for promoted Pins. Registering is easy. Start by choosing a Pin to promote. Set up only one Pin at a time to begin with. The reason for this is that Pinterest structures their ads to show the most popular Pins first. By selecting multiple Pins, you could be knocking your own paid post out of the way.
Select a Pin that is well-formatted with beautiful images, and that has already shown itself to perform well. Pinterest doesn’t allow ads to have a call to action or other promotional wording, so be sure to edit your Pin before submitting if you’ve added a call to action. There is a review process by Pinterest that can take about a week, so you don’t want to delay your promotion any more by submitting a Pin that might get rejected.
Determine Your Budget
Bidding is involved in Pinterest advertising. This means you’ll need to choose the most you’re willing to spend per click. Remember, you’ll only pay when users click through to your intended target. You also need to set a maximum budget for each promoted Pin campaign. This way you’ll be sure not to overspend. The minimum bid per Pin is five cents, but you can set your campaign budget as high or low as you’d like.
Decide on the Details
Finally, you’ll want to decide on details like the click-through destination, keywords and targeted users. You’ll also need to track your campaign’s progress. You can send users to a page on your website for a certain product or promotion. You can also have the destination be your email list signup page, as long as users are able to click away should they choose.
Be as strategic as possible in order to get the most from your advertising dollar. You don’t want to simply send folks to your website homepage, unless there’s a specific call to action for them to take there.
Choose the keywords you’re targeting next. Which keywords would your ideal customer use to search for what you are offering? You can enter keywords one at a time or import a list. Then add the target demographics that are important to you, such as geographic location, age range and gender. Remember to choose your parameters based on your campaign goal. Nothing should be randomly chosen when it comes to marketing and promotion. Monitor your progress through your Pinterest analytics dashboard.
These are the basics when it comes to using promoted Pins wisely. You’ll need to engage in testing, then tweaking, in order to find your best strategy. Pinterest advertising may be just the push your blog, website or online store needs to reach that hidden audience.
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