By margreitchen 
Pinterest has evolved from a wedding inspiration and DIY home decor tip resource. With more than 450 million monthly active users, it offers a great chance for businesses to market their product or service at the decision-making point of its users. This contextualizes Pinterest’s Promoted Pins advertising option and questions marketers whether the option is a value-added proposition to their online marketing strategy.
What are Promoted Pins?
Promoted Pins are paid pins that natively insert into a Pinterest user’s feed, search, and related Pins. While they are standard Pins, they have a big “Promoted” label on them, enabling businesses to promote their content to an interested audience. Promoted Pins will drive traffic to websites, create brand awareness, and boost conversions and will therefore be of great use for visually oriented niches like fashion, home decor, travel, and food.
Nonetheless, even service businesses have used them to acquire leads. Among the things to remember is that Pinterest users plan on making their purchases well in advance, so the site is a priority in terms of reaching consumers at the beginnings of their purchasing cycles.
How Do Promoted Pins Work?
Sponsored Pins work on a bidding model, where advertisers select their campaign objectives (e.g., driving clicks or awareness) and are only charged for defined user interactions. Advertisers can target audiences based on interests, demographic data, keywords, or even previous interactions with other Pins.
One of the things that truly set Pinterest apart is keyword targeting, where companies can show up in searches for very particular content. If you make environmentally friendly kitchen tools, for instance. Keywords like “green cookware” or “zero-waste kitchen” can get your Promoted Pin in front of people searching for the exact same terms.
Pinterest Pin Ads also give you advanced analytics tools to monitor views, clicks, engagement, and conversions. You can even monitor your campaign’s influence on in-store sales using tools like Pinterest Tag for conversion tracking. Conversion rate optimization specialists often recommend Pinterest because of its success as well as its lesser-known performance compared to other platforms.
Why Promoted Pins are Important to Digital Marketers
For online marketers, the unique thinking of Pinterest users is what renders Promoted Pins so worthwhile. Approximately 85% of users mention Pinterest when beginning a new project, which means they’re searching for ideas or products. By putting your content into promotion, your brand becomes part of these planning sessions, thus heightening the likelihood of the consumer acting upon it.
On top of that, Pinterest has some of the highest engagement rates of social sites. People are three times as likely to click through a Pin as they are an equivalent Facebook ad, studies show. Combined with the site’s strong targeting capabilities and measurable ROI-driving capabilities, Promoted Pins are a no-brainer for smart marketers looking to stretch their ad dollars while generating intent-driven leads.
Promoted Pins: Best Practices
For optimum results, you will need to strategize about Promoted Pins. Begin by defining concrete campaign goals—whether you are looking to push website traffic, boost brand awareness, or generate direct sales.
Pre-post, select top-notch images or videos that conform to Pinterest tone—think clean, inspirational, and visually compelling content. Replicate content containing action-oriented copy such as “How to” or “Best tips for” combined with compelling images tends to yield quality outcomes.
Similarly, keyword research is crucial, as having the wrong ones may see your campaign attracting the wrong crowds. Employ a combination of broad and specific keywords to strike a balance between reach and relevance. Lastly, monitor performance continuously, adjust budget strategically, and test creatively with variations of your Pins to maximize output.
Is Promoted Pins the Right Tool for Your Business?
For businesses that live and die by images and want to reach engaged audiences ready to take action, Promoted Pins are worth a look. With Pinterest’s purpose-driven audience, robust targeting features, and cost-effective bidding model, this ad platform can move the needle on ROI.
The time is now to try Promoted Pins and see how they can elevate your marketing. Start small, optimize your strategy, and reap the rewards of connecting with highly interested users on a site perfect for inspiration and action.