Have you ever thought about there being value in Promoted Pins aside from them helping you achieve your marketing goals? Promoted Pins provide your business valuable insight into your audience! This in turn not only helps you scale current or future campaigns but even determine the direction of your organic strategy.
Before I break down what information you should be pulling from your Pinterest campaigns, I need to clear the air.
Girl, if you’ve been avoiding really looking and understanding your Pinterest ads reporting dash, let me help! I offer both 60 and 90-minute strategy calls if you have no idea if the campaign you set up was even successful.
It’s so important to use the data to drive your strategy, and it informs you of the areas that can be optimized.
Okay so let’s start looking at those areas you can be digging in to pull information from!
Look at Keywords
When you start your organic Pinterest strategy, do your keyword research! Make sure you map out the pillar and longtail keywords that you want your brand to be ranking for over time.
Similarly, when I set up a Promoted Pin campaign, I create a list of keywords that will pertain to what I’m promoting. I try to come up with as many highly relevant keywords as I can.
Once the campaign has been running for 7-10 days, I start to look at the keywords and see which ones are actually converting.
There are different types of conversions as well. Maybe it’s a signup conversion, checkout conversion, etc. This all depends on what your objectives are and what type of campaign you’re running.
The takeaway here is that you might be surprised at which keywords are actually converting! This can give you ideas and inspiration for what’s resonating with your audience, and even future content creation.
Test Images
Promoted Pin campaigns are a quick and effective way to compare your pin designs or images.
When you run a campaign, there’s an important stat to check. What affects your entire campaign, and the distribution of your pins? The CTR (or click-through rate)!
I always use more than one pin design for my campaigns, and sometimes the pins have subtle differences.
Once you’ve let the campaign run, see which pin performed better. This gives you insight that could even be translated over to your organic strategy about what colors, fonts, etc. are resonating with your audience.
Obviously, there should be testing done with your organic strategy, but it naturally takes much longer. Whereas with a Promoted Pin, you can keep all of the parameters the same, and narrow it down to really just testing images against each other.
Funnel Information
Maybe you have a brand new funnel or one that has not yet proven to convert on Pinterest. Promoted Pins give you great insight into what’s working and what’s not within your funnel.
Another perk is that Promoted Pins point out (what could be) glaring issues much faster than waiting to test it out organically. Address these bottlenecks and then rinse and repeat the process until you’re hitting your goal benchmarks for the funnel.
Audience Insight
There are so many different options and variables to test when you’re running a Promoted Pin campaign.
Once you start running a campaign though, you can quickly see who’s converting and who’s not converting. Then continue to hone in on the targeting to see who specifically is converting the best for you.
I could probably write another blog post about audiences and different variables to test. Let’s just save that for another day!
What next?
I firmly believe in not running a campaign just to run a campaign.
I’m totally transparent on calls and let potential clients know if I think running a Promoted Pin is the next best step for their business. If you’re going to run a campaign, it’s vital to look at the data, and use it to make changes and tweaks where necessary.
Strategy calls are a great way for me to take a look at campaigns and support you with troubleshooting.
The other route is my Promoted Pin Essential Guide, which will help you decide if Promoted Pins are the right fit for you!
