As we have already seen Pinterest can be a fantastic place to generate organic traffic and gain social proof. Recently Pinterest rolled out Promoted Pins which is their version of Facebook Ads. Pinterest has a much different, simplified and image focused ad buying experience than the for mentioned Facebook. Our intention with this article is get affiliates started with their very first Pinterest Ad. If you do not have a Pinterest account yet, or are unfamiliar with Pinerest take a look at Using Pinterest To Generate Free Traffic to get started.
Promoted Pins is currently wait listed, but they are letting in large numbers of users every week. Once accepted into the program a Promoted Pins button will appear on our homepage. Click “Promote Pins,” to begin the Pinterest ad buying adventure!
The first page we will be taken too is Pinterest Analytics. From this page we will be able to see our overall impressions, engagement and spend. This area is very useful for determining which ads are performing to expectation and which ads need to be shut off. Promoted Pins has recently added Engagement Campaigns (PPE) and originally launched with Traffic Campaigns (CPC). Since Pinterest is great for sustained organic reach we should start off with an Engagement Campaign to get pins circulating Pinterest. To start an Engagement Campaign click “Promote” located in the top right of the screen and select “Boost Engagement.”
Pick a Pin
The next step is to choose the pin we wish to promote. Before selecting a pin to promote there are a few best practices and tips that affiliates should be aware of. Click on over to Pinterest “Pinning” Tips to learn the ins and outs of creating a proper pin. We like to keep active on Pinterest using the tips detailed in the free traffic report, giving us a great starting point when selecting a pin to promote. Sorting by “30-day most repinned” it looks like a couple of shirts have been getting some nice organic reach, and seeing this we decided to create an ad for the “Yes They Are Natural” Shirt.
Audience and Budget
Targeting an audience on Pinterest is not as expansive as Facebook’s AI, but it is also much simpler. Ad buying on Pinterest is really just bidding on the key words that Pinterest users are searching. To find the most efficient marketplace to promote a shirt on, it will be beneficial to search some of the terms you are considering bidding on. For “Yes They Are Natural” a search was made on geek, geek funny and geek chic. These three terms all contained relevant content, and other product placement where the pin would fit in nicely. We can also target by location, language, device and gender. Most shirts that are run on Pinterest should be targeted toward women since the user base is about 95% women.
Where as Facebook is generally set to auto bid, Pinterest ads will have to be manually bid. We prefer to run $10-$20 daily budgets on Pinterest with a $0.20 max cost per engagement (CPE). If our audience base is engaging with our content at a rate that would cost more than a $0.20 max bid we have hit the wrong consumer base for our product. If targeted properly our effective cost per engagement (eCPE) will be much lower, ideally $0.01. On Pinterest affiliates only pay for engagement on the paid link, but not any of the re-pinned engagement, creating eCPE.
Place the order for the pin, and after the ad is approved Pinterest will begin showing our pin to the target audience. Pinterest Analytics will show impressions, engagement and spend per key word search term. This is where we will determine whether or not an ad is profitable, and whether to scale up or shut down an ad. Pinterest will update its stats every 24 hours, so check in daily to see how the pin is performing.