In this video, social media strategist Megan Adams walks through how to create an ad campaign—from choosing your campaign objective to setting a budget to choosing the right pin to advertise. Creating an ad campaign in Pinterest is a fantastic, cost-effective way to market your business on Pinterest.
- [Instructor] Promoted Pins, which are Pinterest ad campaigns, are a great way to get your business in front of prospective customers. So let's go over how you can create a Pinterest ads campaign for your business. First, you will need a Pinterest business account and you can create one at business.pinterest.com. You can easily convert your personal account at the same email address to a business one as well and it only takes a couple seconds. I highly recommend doing it, 'cause it unlocks the additional features, such as Pinterest Analytics, and of course, Promoted Pins.
So your next step is going to be heading over to your Pinterest business profile. I'm going to do that and we're going to take a look at Wisdom Pets and use them as the example. So to do that I'm going to simply select Log in. Now you can head here too if you haven't signed up for an account and simply select click here to create an account, but I'm going to log in. So here I am in the Ads dashboard for Wisdom Pets and this is the fictional account that I set up on Pinterest to go over this example.
So you can always access your Ads dashboard by going to ads.pinterest.com or you can select the Ads menu option at the top. From here I can go to the Overview, so this is what I see here, and then I can also go to my specific ad campaigns. Below is some additional functionality. So Audiences are where I target people who I want to see my ads, Bulk editor is where I'm going to be bulk editing my Promoted Pins, Conversion tracking is where I'm going to see what actions are being taken on my website, and I'm going to select Business settings.
It's here I can edit my additional business information, such as my Business name and address. Canceling out of that. Let's go ahead and create an ad campaign. You can create an ad by selecting the plus icon to the right and selecting Create ad. From here I'm going to be prompted to choose a campaign goal, so I can Build brand awareness, Boost engagement with my Pins, or Get traffic to my website. So I am going to selecting Boost engagement with Pins. From here I'm going to create my campaign.
So I am going to call it my Engagement Campaign. If you have something more specific don't be afraid of being detailed of adding dates or other descriptive terms. Next is a Lifetime cap. So this is my option to put a cap on the spending, so I'm going to put in 10 dollars, and that means that 10 dollars is the maximum amount I'm going to pay for this campaign. I'm going to select Add more details. And from here I am going to set up my ad group.
So an ad group is where I specify what dates I want my ads to run, my budget, and my audiences. So I'm going to go ahead and give it a name, so I am going to call it Dog lovers in the US. Next, I can choose my Start and end dates. So I'm going to Run this ad continuously, but I can also Pick specific dates for it to start and end. Next is my daily budget, so if I select 5 dollars, that means that I won't spend more than 5 dollars in this ad group per day.
Next is my audiences. So audiences is an advanced feature and it's where I create audiences that I want my ads to show for. So I can save these audiences, so maybe I create one where it's women between the ages of 18 and 35 and they have a pet fish. I can save this audience and easily access it every time I run an ad campaign. I'm going to leave this blank for now. Underneath is important, and that is Interests. So this is here I'm going to pick some topics that will help reach my target audience.
So because I'm looking for people that love dogs I'm going to select animals and go to dogs and puppies. Under that is Keyword. So when I add keywords in this option it means all my Promoted Pins will show up in the search results. So if someone's searching for dog lover and I select that that means my ad will show up in that search. I could also have a dog lover tattoo as a keyword term, so that'd be a pretty targeted ad.
Underneath that I have an option to Pick specific locations and I can go ahead and find that location this way, or I can keep it U.S. locations, and that's what I'm going to choose. Underneath that I have the option to Pick specific devices, I can choose where my ad is going to be targeted. So only people on iPads will see my ad. So this is a really interesting feature, but I'm going to keep it open to All devices. Underneath that is where I set my maximum CPE bid, which is my Cost Per Engagement.
So this is what I'm going to pay every time someone engages with my Pin. Now you can see here that I only pay for Pin engagements, so that closeups, saves, and likes, it's any time someone engages with my Pin in that way. I can see here that other advertisers are bidding between 46 cents and 95 cents. So perhaps I bid 1 dollar to outbid that 95 cents. So bidding is going to be something that you're going to want to test.
Keep an eye on it, maybe it makes sense for a dollar, maybe it doesn't. Maybe a dollar per engagement is really high, it actually kind of is really high, but maybe it yields really amazing results. So if I typed in here 23 cents you can see that that's a low bid. And so maybe that sneaks me in at a really good level and my ads are performing and showing up really well. So again, you're going to want to play with it, you just don't know until you try. Next I Pick a Pin.
So here I pick a Pin that I want to promote. So I am talking about dog lovers, so I want something centered around dogs. So I could do the best tooth-friendly toys for your dogs, or the best dog-friendly spots in Santa Barbara. So I'm going to go ahead and promote this guy. Here I can choose a Promoted Pin name, this is just for advertising purposes, so I can quickly spot what Pin it is. So I'm going to say Best Dog Friendly.
And then I'm going to enter my Destination URL. So for this I'm going to enter in my Wisdom Pets URL, but if I had a specific blog post or a landing page I'd put that there. So here's a snapshot of what's all going on. On the right I can see that I'm running an Engagement Campaign, here's my Campaign Lifetime Spend Cap, my Ad group, my budget, Run dates, and Maximum bid. And then I can see the other criteria that I set. So that all looks good, I'm going to select Promote Pin.
So here we are, my Engagement Campaign as been created. That's very exciting. It's here that I can see my Overview, any Activity on the Pin, and then how much I've spent. So this hasn't been populated yet, because I just created it. If I scroll down I can see more information on my Ad group and the associated Promoted Pins within that group. If I scroll up, here's where I can easily edit my ad group budgets, and above that I can create a brand new ad, I can edit this campaign, and then Export data helps me pull some reports.
So I can pull reports from my Current view that I'm seeing, any Keyword data, all my data, or Custom specifications. So let's go ahead and go back to the Ads dashboard Overview. And that Engagement Campaign, here you can see 1 active campaign. So this is where I'm going to go ahead and get the granular view that I was just looking at. So I'm going to select View all to get this view.
So Promoted Pins are a really great and exciting way to get your content and your Pins in front of your targeted audience. Now it's your turn. Make sure you signed up for that business Pinterest account, head over to your Ads dashboard at ads.pinterest.com, head over to that plus button, and create that ad.
- Define the most important element in a pin.
- Describe the Rich Pins Validator service.
- Explain how to add Pinterest to your website.
- Summarize how to set up boards strategically.
- Name some of the marketing tools you can use with Pinterest.
- Differentiate among the different types of audiences.