promoting your business, and it can be hard to navigate. Crafting a clear plan for your Pinterest marketing strategy can help you achieve success on the platform. This guide presents steps you can take to create a successful marketing strategy.
How to Find Your Target Audience and Create Ads That Convert
Selecting the correct targeting to reach your target audience is a crucial part of social media advertising. Each social media platform offers its own targeting capabilities, so it is essential to understand how to best target your audience.
You may be an expert in creating Pinterest ads, but can you show them to the right people?
It is essential to understand how Pinterest ad targeting works to create great ads that generate buzz, awareness, and traffic.
Let’s get into Pinterest advertising targeting and how to create the best Pinterest ads for your company.
Pinterest boasts over 320 million monthly active Pinterest users. This gives you a huge audience to target with your ads. In addition, the platform is used by 89% of pinners to make future purchases. This increases the chances of conversion.
Pinterest ads appear natively in users’ feeds, seamlessly blending in with other content. This increases users’ likelihood of clicking and converting, making Pinterest ads powerful and highly effective.
Why Pinterest’s ad targeting is important
Targeting Pinterest ads is crucial because it allows you to reach the right audience for your product, content, or service.
Please make sure you target people interested in your business, their search habits, and other demographics. This will ensure that your ads have the most significant impact.
Getting your content in front of people who might actually be interested is the first step towards creating successful Pinterest ads.
Let’s dive into the different targeting options and ensure that you reach the right audience with your ads.
Pinterest Ad Campaign Objectives
The first step in creating a Pinterest ad is to decide on your ad goal. Similar to Facebook ads, you will need to state your goal before you can move forward.
There are six campaign objectives available on Pinterest.
This is a perfect way to spread the word about your brand. These are the top-of-the-funnel ads that help people find out about your business. To introduce people to your business, you can direct them to high-level landing pages.
Video ads can be run on Pinterest. Choosing this objective will allow you to get your video in front of as many people as possible. This is another type of awareness ad that will give you the best chance to get your business in front of new people.
This is more than getting people to view your ad. If your conversion goal is to drive traffic to a specific post, landing page, or product, this is the best goal. However, it’s not enough to drive sales or conversions.
Pinterest has a specific ad objective for brands that want to promote apps and encourage users to download them on their smartphones. To see how effective it is, create an app installation ad.
To use this ad objective, you will need to have a verified Pinterest tag on your website. However, it is an excellent way to track conversions from your ads. This objective can be used to increase conversions such as signups or purchases via your Pinterest ads.
To use the catalog sales conversion, you will need to upload a data source. However, it is an excellent way for your products to be displayed on Pinterest and increase sales. After your data source has been approved, product pins will be automatically created. You can then sort products or create ads.
Pinterest Ad Targeting Options
Once you have chosen your Pinterest ad goal, you can move on to the targeting section. To guarantee that your ads will reach your target audience, be precise in your targeting selections.
When targeting people to display your ads, there are three primary targeting categories: audience, interest, and keyword targeting. You can also use a few more options to narrow down your audience.
Audience targeting allows you to create an audience based upon your website visitors, email lists, or existing Pinterest audiences.
After you click to create an audience, you will be taken to a new dashboard. Click the create an audience click the button at the top of the page to select the audience you wish to reach.
Targeting one group of people gives you a starting point before narrowing it down based on your ad, content, or product/service.
Once you have chosen the users, you wish to target, click Next and name your audience. Next, complete the remaining steps and move on to the next targeting option.
Your audience’s interests will be the next option for Pinterest ad targeting. What are their favorite things? What kinds of pins do they save?
Every person uses Pinterest in a way that is unique to them. This is why Pinterest ads by interest are a great way to target specific customers and people interested in your products or services.
For example, if your business sells wedding accessories and veils, choosing interests such as “wedding” or “women’s fashion” might be an excellent way to target the right people.
Keyword targeting is the third major category. It focuses on keywords or phrases your target audience searches on the platform.
Pinterest is a search engine. It will display your ads based on the keywords and search terms people are using. Pinterest keyword targeting can be compared to Google and Bing ads.
Pinterest recommends that you use at least 25 keywords. It’s essential to make sure they are relevant to your ad, not just to your business. Your ads should appear when people search for similar keywords to yours so that they answer their search query.
You can add keywords to your ad, and you can also set keywords or phrases you don’t wish your ads to appear.
There’s a variety of keywords you can use to target Pinterest ads:
- Broad match – Reach the largest audience possible by making your keywords match similar searches.
- Keyword match or an exact match. Narrow down on a more precise keyword search.
- Negative Match: Avoid keywords you don’t wish your ads to appear.
Negative keyword matches can be helpful when your product/service has a similar name to an industry. Your ads will not appear in industry topic results if they don’t have a negative keyword match.
Other Pinterest advertising targeting options
Although audience, interest, and keyword targeting are the most important, you should consider many other targeting options.
When you want to target a particular audience, you can define specific demographics and parameters.
You can also set specific ad placements to control where your ads will appear. All locations can be selected, but only for people who browse their home feeds and only for people searching on the platform. There are also Pinterest extended targeting options. This targeting option allows Pinterest to use its algorithm and tools to target your ads to the best-performing audience automatically.
Currently, Pinterest is the only social media marketing platform that offers this targeting option. It can also be a great way to see significant returns on your Pinterest ads for beginners with little or no experience.