Have you ever tried Pinterest promoted pins?
Or maybe you’ve thought about it, but you have no idea where to start?
As much as I love social media marketing and content marketing, I believe in the power of paid advertising. I spent many years doing marketing in the corporate world and I’ve seen first-hand what advertising can accomplish. I’ve also seen the results for my own brand and for non-profits that I help out.
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Why should you advertise on Pinterest?
First of all, paid advertising is a great way to kick your basic social media strategy up a notch. And Pinterest is especially attractive as a paid advertising platform. For one thing, it can be very inexpensive – you can get started for as little as $3 a day.
But the real kicker is that your promoted pin (the Pinterest term for a paid ad) doesn’t go away when you stop promoting it.
With Facebook ads, as soon as you stop spending, Facebook stops showing your ad. Pinterest doesn’t do that. Your pin continues to live on Pinterest getting repins and clicks. In fact, several of my top-performing pins each month are pins that I promoted in 2016. Yes, two years ago. Promoting them built their popularity and they just keep on going.
Because of those good results, I had intended to run promoted pin campaigns pretty much continuously throughout 2017. So you can imagine my disappointment when I tried promoting pins early in the year and they fell flat.
Unfortunately, Pinterest had changed their ad platform. I had no idea what I was doing wrong and consequently had no idea how to fix it.
I gave up because it was just too hard to figure out.
But that’s not the end of my promoted pins story. Fast forward to November. I had an opportunity to take part in a beta course for promoted pins. Now I understand how to set up and run successful Pinterest ad campaigns.
Pin Practical Promotions is a step-by-step guide to promoting pins. It starts with how to set up the conversion tag on your website and goes all the way through to analyzing the performance of your ad campaigns. In between, there’s a deep dive into setting up audiences and setting up and optimizing promoted pins.
So what are some of the things I learned in this course?
How to set up the conversion tag for your website.
This is so much harder than setting up the Facebook conversion pixel. Frankly, I don’t think I would have set mine up correctly without this course. (If you don’t know what a conversion tag (or pixel) does, it tracks the traffic from your ad to your website, so that you know the results you are getting. It also enables you to retarget website visitors.)
You don’t need to use the recommended bid amounts
When you are setting up a promoted pin, you tell Pinterest how much you want to bid per click. Pinterest suggests ridiculously high bid amounts – mine were more than $2.00 per click!! I learned that I can bid much, much lower amounts and still be successful.
Here’s a screenshot from a campaign I ran during the beta course. You can see that my cost-per-per click (CPC) was $0.15 and I received 212 clicks during the campaign. I can’t even imagine spending $2.00 or more per click.
How to leverage promoted pins by offering a tripwire
A tripwire is a deeply discounted one-time offer that you make when someone signs up for your email list. I already had a couple of tripwires set up, but I hadn’t considered them in relation to promoted pins.
Pin Practical Promotions walks you through how to set up the tracking from your promoted pin to your email list to your tripwire. I literally had the course open on one of my monitors while I did the setup on my other monitor.
Pin Practical Promotions teaches you everything you need to know to successfully set up and run your own promoted pin campaigns. This will save you a ton of time rather than trying to figure it all out on your own.
Here’s a sneak peek at the topics covered in the course:
- Prepping Your Account for Promoted Pins
- Why Should I Promote a Pin? 7 reasons to consider promoting a pin.
- Choosing the Perfect Audience. Learn the difference between Warm, Cold, and Actalike audiences and when you should choose each.
- Setting Up and Optimizing a Promoted Pin. Not only will you learn how to set up your ad campaigns, but you will also learn how to efficiently run A/B tests of your promoted pins.
- Using Analytics for Better Ad Performance. This module is solid gold. You’ll learn how to analyze your promoted pins, then use that data to optimize your campaigns. You’ll also learn what to do if a campaign just isn’t going anywhere.
- Case Studies + Promoted Pin Examples. There are 7 video case studies ranging from 24 to 48 minutes in length. The instructor goes behind the scenes in each video with a course student to deconstruct one of their campaigns. She has also added transcripts of the videos if you prefer to read rather than watch. The case studies are really helpful because you get to see other people’s campaigns in action.
Is Pin Practical Promotions right for you?
I think this course would be a good fit for you if:
- You already know how to use Pinterest and have a solid pinning strategy in place. This is an advanced course. You are not going to learn how to set up your Pinterest account, create pins, write keyword-rich pin descriptions, or get into group boards. (If you need a beginner course, then check out Pin Practical Masterclass.)
- You can afford it. If you’re hesitant about purchasing because money is tight, then I would discourage you from buying the course. You need to be at a place in your business where you can afford to spend money on advertising, otherwise buying the course would just be a waste.