Should Pinterest Ads be part of your paid marketing strategy? I asked 5 Pinterest Ads Experts what the benefits are, what mistakes businesses make while running ads and what the experts learned last year and would do differently this year. Are you ready to learn more about Pinterest Advertising?
With a Pinterest business account you have the ability to run Pinterest Ads. Pinterest is a visual platform which means that ads are more likely to stand out and grab users’ attention.
Pinterest users are highly engaged with the platform, meaning they are more likely to interact with ads, save them for later, and ultimately make a purchase. Should Pinterest Advertising be part of your paid marketing strategy?
Pinterest questions asked to the experts
Before you start your Pinterest Ads campaign, read this valuable article and the stories, strategie and answers from these amazing Pinterest Ads experts. Here are the questions:
The power of Pinterest Advertising
Overview Pinterest Ads Experts
Luc Bermond – France
Luc is CEO of a Pin Ads Consulting agency in France.
He created his agency 3 years ago and he is a Pinterest agency leader in France with a staff of 8 people. Luc is helping brands in different industries like home decor, beauty, fashion, jewelry, food ect.) His mission is helping brands to scale on Pinterest Ads with insane ROAS.
▶ Follow Luc on Pinterest: pinterest.com/pinadsconsulting
When did you start using Pinterest Ads for your business and/or clients?
I don’t use Pinterest Ads for my business, but I started 3 years ago helping my clients and use Pinterest Ads for their business.
What are the benefits of Pinterest Advertising?
- Costs (8 times less expensive compare to Meta Ads and Google Ads).
- Less competition (even brands like Chanel are not on Pinterest).
- Very good CSP+ audience (with more women than men).
- No Ban, any problem when you increase your budget.
- Pinterest is a shopping platform, very good results when you use shopping features.
What’s the biggest mistake you see businesses making?
People don’t have enough patience with Pinterest ads, most people advertise for 3-4 days and then cut the budget.
The learning phase of the Pinterest ads algorithm lasts 10 days, so it’s normal that you don’t have good results in the first few days.
Do you think brands should enlist the help of Pinterest creators to promote their product?
Yes, it’s a very good thing for brands to use creators to promote their product. Lifestyle contents with creators works very well on Pinterest Ads.
What have you learned last year and what will you do differently this year?
Creatives are the foundation to have great return on ad spend on Pinterest Ads (because Pinterest is a visual search engine). The more you test, the more likely you are to succeed.
Kate Ahl – US
Kate is the owner and founder of Simple Pin Media, a Pinterest management and marketing agency in the US.
Her company has worked with over 1000 Pinterest accounts over the last 8+ years. Their goal is to help business owners understand how to leverage the platform to grow their email list, find cold leads, and make more sales.
Kate is a Pinterest speaker, teacher, podcaster, and strategist.
▶ Follow Kate on Pinterest: pinterest.com/simplepinmedia
When did you start using Pinterest Ads for your business and/or clients?
In 2016 we started to hear rumbling of Pinterest advertising. People were starting to test them for their business, so we knew we wanted to be able to offer the service. We began learning and beta testing in 2017 and in 2018 built our team and started offering Pinterest advertising services.
What are the benefits of Pinterest Advertising?
There are lots of benefits! The biggest benefit is the longevity of the ads. Due to the Pinterest process, your ads are placed on a board and then “promoted”.
Even after your ads are completed, your ad becomes an organic pin, lives on that board forever, and can continue to be found in search.
What’s the biggest mistake you see businesses making?
Two of the biggest mistakes are time and money, or lack of. People on Pinterest are planning, they are future thinkers, so you have to give ads time.
Pinners first search for inspiration, then they start to plan, THEN they act. Results don’t happen overnight!
You also have to match your ad spend to your objectives. Running ads at $5 per day is not going to work.
Do you think brands should enlist the help of Pinterest creators to promote their product?
It’s always a good idea to try different methods of advertising your products.
We know that influencers have aided in making many brands successful!
Think about:
1. Does this creater align with our brand?
2. Is their audience our audience?
3. Do they produce quality work?
What have you learned last year and what will you do differently this year?
We learn a lot every year! This year we realized that client education is key!
Clients who have a good understanding of how Pinterest works (Inspiration, planning, acting) allow Pinterest advertising to work in the way it’s supposed to.
Clients who compare Pinterest advertising to Facebook or other platforms will assume Pinterest isn’t working for them.
Mary Lumley – France
Mary is a Pinterest Marketing Expert in France and runs a boutique Pinterest Management Agency serving global eCommerce and travel brands.
She and her team help eCommerce retailers across the globe increase brand awareness, generate qualified leads and grow traffic and sales with Pinterest. They design and execute bespoke Pinterest strategies for brands in the lifestyle and travel space.
▶ Follow Mary on Pinterest: pinterest.com/marylumley_
When did you start using Pinterest Ads for your business and/or clients?
The first time I ran ads on Pinterest was in 2018 when they first became available for my account. I started by testing them out for my own business before running them for clients.
What are the benefits of Pinterest Advertising?
The main benefit of Pinterest Advertising is the ability to target specific demographics, interests, and behaviours. This is simply not possible with organic content only.
Another great benefit is that Pinterest is an excellent top-of-funnel channel. People go to Pinterest for ideas and inspiration, they save the ideas they like, then come back to them and buy later, via Pinterest or another platform.
At the top of the funnel Pinterest ads are great for driving traffic to your website and collecting leads for retargeting.
Finally, you can closely follow the performance of paid ads with Pinterest’s tracking tools and data that will also give you valuable insights about the people that engage with your ads (interests, keywords, devices, demographics,…)
What’s the biggest mistake you see businesses making?
Pinterest requires a certain amount of patience. The biggest mistake I see businesses make is to give up too early, because they’re not getting results as quickly as they’d like.
It takes time for the algorithm to build an understanding of your products and audience, so that it distributes your content in all the right places. You also need time (6 months minimum) to try out different campaign types and creatives to test what works best for you. It’s different for every brand, but I have found that patience always pays off on Pinterest.
Do you think brands should enlist the help of Pinterest creators to promote their product?
They should definitely consider it. Pinterest creators with a large following on the platform can help to spread brand awareness and drive sales by showcasing products in a creative, appealing and engaging way.
What have you learned last year and what will you do differently this year?
Last year I learned the importance of regularly spending time on the platform as a user to stay updated with its usage and new functionalities.
This year, I have scheduled one hour every week to casually explore the platform and gain new insights for our clients’ marketing strategies.
Immelda Oord – The Netherlands
Immelda is an advertising specialist from The Netherlands and founder of Marketing Athletes. The advertising agency with an athlete mindset.
Her mission is to help brands stay ahead of the game with advertising campaigns that are winning. When she is not obsessing about her clients. Immelda is eating, and when she is not eating she is somewhere training for her next race.
▶ Follow Immelda on Pinterest: pinterest.com/immeldao
When did you start using Pinterest Ads for your business and/or clients?
I started using Pinterest Ads in August 2021. Quite recently, but it feels like ages ago!
What are the benefits of Pinterest Advertising?
Ooh there are so many benefits if you are in the right branche! The low cost is the main reason business owners usually want to try Pinterest Advertising.
But that’s not all:
- You reach a relevant audience: Pinners are looking for inspiration on something that they want to take action on: shop, create, do. They actually WANT to see the ad.
- It’s a low competition platform which makes it cost effective.
- You reach your audience at an earlier stage. So you have more time to connect and influence the buying decision.
What’s the biggest mistake you see businesses making?
Business owners hear about the low costs of Pinterest and immediately want to hit a home-run! I’m sorry to wake you up, but that’s usually winners luck or a dream.
You need to understand what all the experts are screaming from the roof: Pinners are planners! So they won’t ‘impulsively buy. It’s a different platform with different rules. Because of this you can sell higher priced items more easily on this platform.
Give it some time, meanwhile work on lead-generation and follow-up accordingly over other platforms. People will go back to their boards to purchase your offer. Relax.
Do you think brands should enlist the help of Pinterest creators to promote their product?
I don’t think it’s a ‘should’. But it is for sure great to do so if you find a creator that fits your brand. Collaborations can be a great tool to use organically and sometimes even for paid ads.
Creators know how to create ‘Pinterest Proof’ content which is helpful for most business owners. Yet, it’s not a requirement for becoming a successful advertiser.
What have you learned last year and what will you do differently this year?
Be always-on but relevant! Last year we booked great success with combining seasons with Pinterest advertising campaigns. So altering the targeting and visual to match the trends.
Emilee Vales – US
Emilee is a former teacher turned Pinterest Marketing and Ads Strategist in the US.
Her mission is to help business owners increase their visibility and profit with ease. When she’s not obsessing over how she can take her clients further with their marketing strategies, or educating her students on how to take their business to the next level with Pinterest, she’s chasing around three sweet little girls or spending time with her husband.
▶ Follow Emilee on Pinterest: pinterest.com/emileejvales
When did you start using Pinterest Ads for your business and/or clients?
I started using Pinterest Ads in 2019. I bought a course with the intention of learning Pinterest ads so I could offer it as my premium service. I went all in on learning the skill and strategy, and ended up becoming a Pinterest ads mentor within the membership for that specific course I took.
It was a great plan, because at the time, I found there was a lot less Pinterest marketers out there offering Pinterest ads as a service in comparison to marketing organically on the platform. I’ve been offering it as my premium service since then.
What are the benefits of Pinterest Advertising?
It allows business owners to “skip the link”. They don’t have to wait for their content to get traction, and sometimes certain Pins really never do perform well. It’s the surest guarantee that there will be eyes on the content that business owners need their ideal audience to see the most.
If business owners have funnels that they know convert, and their audience is on Pinterest, advertising can also be highly profitable. I’ve worked with B2B businesses that have a 6-10X ROAS for their digital course, which is amazing!
I also think that running ads can be very insightful in regards to the data. Even if business owners don’t get the exact results they were open for from running ads, they dissect the results to see what’s working and what’s not, and there can even be insight gained that can help them organically.
What’s the biggest mistake you see businesses making?
I see business owners running Pinterest ads when they don’t yet have a funnel proven to convert, but they think that ads will be the solution to their problem. Ads definitely won’t fix a broken funnel.
I also see that many business owners don’t give their ads enough budget, which poses a problem because then the Pinterest algorithm doesn’t have much latitude to work with. The other common problem I see is that business owners are out of touch with how long Pinterest ads take to optimize.
Pinterest ads are definitely faster than marketing organically on the platform, but they’re slower with optimizing when you compare them to other platforms such as Facebook, for example.
Do you think brands should enlist the help of Pinterest creators to promote their product?
Absolutely! Pinterest is really encouraging brand partnerships, and it’s an amazing way to get more traction on the platform for businesses.
Also, some brands that work with Pinterest creators may work out a deal where they have the rights to the content, so they can use it for paid advertising, which can be really helpful.
What have you learned last year and what will you do differently this year?
That it’s really important to work with brands that understand Pinterest ads take time to optimize, a healthy budget, and are willing to see through the testing process that is necessary in order to get the best results on the other side.
I’ve been running Pinterest ads for years, and one of the biggest challenges is working with brands that expect to see an insane ROI the first month.
Unfortunately, it doesn’t usually work that way with paid advertising. This isn’t unique to Pinterest either, other platforms are going to take some time, testing audiences, targeting, etc. These tests are what help leverage the best ROI over time.
Archana Haarnack – The Netherlands
Archana is a Pinterest Marketing Expert in The Netherlands and helps interior brands & online stores increase brand awareness, drive traffic & sales using Pinterest.
Her proven Pinterest strategy is based on her personal experience and organic ways in which she grew her Pinterest account and increased traffic to her website.
Archana has turned her hobby and passion (Pinterest and interior) into a business. She is the owner of the first full service Pinterest marketing agency in The Netherlands and worked with well-known major Dutch brands.
▶ Follow Archana on Pinterest: pinterest.com/archanahaarnack
What you should do before running Pinterest ads
I am very happy to read all the insights and tips from these great Pinterest Ads experts.
Are you inspired to use Pinterest Ads for your business?
- Make sure you start with the basics and with an account that is optimized for SEO.
- Claim your website on Pinterest, activate Rich Pins, install the Pinterest Tage, create boards and add inspiring photo’s and video’s.
- Don’t forget to follow all the experts and reach out when you need help!
Thanks to Luc Bermond, Kate Ahl, Mary Lumley, Immelda Oord and Emilee Vales for their time and insightful contributions.
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