Promoted Pins, Pinterest ads, and Pinterest campaigns: Have you heard any of these terms thrown around? It can be overwhelming to understand what exactly you need and want for your business, let alone all the terminology!
Time to go back to the basics! Get ready to read all about Pinterest campaigns: what they are and what that term means in the simplest form.
What is a Pinterest campaign?
A Pinterest campaign is basically the highest level of campaign structure.
Think of Pinterest campaigns as a pyramid. The base is your campaign, and then there are different levels that are built within that campaign. Within the campaign, you have ad groups, and then within ad groups, you had the actual ads or the individual pins.
When you’re going through the steps of setting up a campaign, it is at the campaign level that you decide what the objective of your campaign will be; so basically your goals!
Once you’ve started setting up your campaign, you then move to the ad groups. Lastly, you decide which pins you’d like to use for the campaign or the actual ads.
So What All Goes into a Campaign?
As I mentioned earlier, when you’re setting up a campaign, you have to decide what your goals are.
There are a lot of different options to choose from, but I typically run either consideration or conversion campaigns for my clients. If you’d like to learn more about the difference between conversion and consideration campaigns, read this post where I do a deep dive on which one might be the best fit for your business!
After you select the type of campaign you’re going to run, you’ll have to set up an ad group. You can choose to only set up one ad group, but I recommend setting up two different ad groups to test different parameters.
When you set up the ad group, you’ll be giving Pinterest data about who you want to target.
Targeting is so important because you MUST target the right people in order to yield results! For example, if you’re a postpartum brand, men are not a great option to select in your targeting!
Once you set up your desired number of ad groups, then it’s time to select the pins, which are the ads!
I typically choose 2-3 pins, depending on my daily budget. If I have a more conservative budget, I may only select two pins, because the more pins you use, the more your budget will be divided.
If you pick 3 pins, make sure to keep an eye on the performance. Don’t worry, you can always pause pins/ads within the campaign if needed!
When Do I Hit Pause on a Campaign?
If I’m being honest, analyzing the results of a Pinterest campaign is a beastly topic in itself!
For the sake of staying on the surface level, I’ll just say this: you can hit pause at the campaign level, ad group level, or pin level if necessary.
As an ads strategist, I make these decisions based on different and varying factors related to each of my clients and their needs.
So How is a Campaign Different from the “Promote Button”?
Bottom line, setting up Pinterest campaigns requires a strategy.
You are telling Pinterest specific information such as what you’d like to optimize for, who you want to target, etc.
With the “promote” button, you are essentially boosting engagement for the pin. Yes, it will get more views, more engagement, etc. but it’s not the same. Not even close.
If you are familiar with Facebook, you know that there’s a HUGE difference between “boosting a post” and setting up a Facebook campaign.
Think of Pinterest in the same way.
If you’re just hitting that button and investing money for the sake of investing money – STOP!
Don’t waste your hard-earned profit if you aren’t sure what you are doing!
Be strategic.
Outline your goals, track your progress, and optimize your campaign performance through tweaking … wash, rinse, and repeat!
That’s a Wrap!
So now you know more about what a Pinterest campaign is and what it entails to set up. One last question: does it still feel like gibberish to you?
I hear ya girl. Set up a call with me and I promise to make it all crystal clear!
