The Secret Success of Advertising with Pinterest

    Despite being a less popular platform, Pinterest is a great outlet for businesses to sell directly to consumers. People visit Pinterest to find new ideas and products and be inspired, making it a perfect place for advertisers to place ads. And with the Pinterest Ads Manager, brands can easily make, monitor and manage their ads. 

    Pinterest offers four ad objectives for business owners: Awareness, Consideration, Conversations, and Offline Sales. 

• The Awareness objective is what a business would choose if it wishes to grow its reach and build its brand among its target audience. Awareness objectives help drive visibility and recognition to help grow consumers’ familiarity with the brand, its products, and its values. 

• Consideration aims to influence potential customers whether it be hosted directly on Pinterest (such as Pins, boards, or profiles) or external content linked from Pinterest (such as blog posts, articles, product pages, or other web content.)

 

• Conversation objectives typically revolve around fostering engagement, building relationships and driving brand awareness through interactive and dialogue-driven advertising strategies. Conversation objectives create meaningful interactions that can lead to increased brand affinity, loyalty and ultimately, conversions. 

 

• Increasing in-store purchases through offline sale ads involves implementing strategies to encourage consumers to visit physical retail locations and make purchases. Offline sale objectives are more focused on in-person, in-store purchasing.

    The objective the brand selects determines how the ads are served and how much they’re sold for. Compared to other platforms, Pinterest does not offer many objectives for businesses to choose from. One thing Pinterest does offer that’s unlike any other platform, however, is Pinterest Bidding. Pinterest works on a bidding system that includes what a brand is willing to pay for the chosen action such as a click, impression, Pin, or share. There are two types of bids. 

    Custom bids on Pinterest refer to the ability for advertisers to manually set bids for their promoted Pins based on their specific campaign goals, target audience, and budgets. Unlike automatic bidding, where Pinterest's system automatically adjusts bids to maximize performance, custom bids give advertisers more control over how much they are willing to pay for engagement with their Pins. For example, with custom bids, advertisers can set the maximum amount they're willing to pay for each click (CPC) on their promoted Pins. This means that advertisers pay only when users click on their Pins to visit their website or view their content. 

    

    The other bidding option is automatic bidding. As I mentioned before, in automatic bidding Pinterest’s systems automatically adjust bids to maximize performance for the brands. 

    Even though it’s not a popular platform, Pinterest’s advertising options and strategies are a great way for businesses to connect with new audiences and grow relationships with targeted audiences.