Have you considered paying to promote your content on Pinterest, but aren't sure if Promoted Pins are right for you—or how to get started? If so, you won't want to miss this first masterclass for Ahalogy Content Network partners: Promoted Pins for Publishers. We'll answer questions such as: + Why would I use Promoted Pins? + How much do I need to spend—and what will I get in return? + Which Pins should I promote? + What's the best way to set up a Promoted Pins campaign? + Any pitfalls to look out for? This presentation should provide you with a much clearer understanding of what works (and what doesn't) in Promoted Pins. Note: You can watch this presentation recorded live in July 2015 on YouTube: https://www.youtube.com/watch?v=sLYnhfsLmLk

1. MASTERCLASS:
PROMOTED PINS FOR PUBLISHER S

2. • A brief overview of Promoted Pins
• How publishers can use Promoted Pins
• How much to spend and what to expect
• Deciding which Pins to promote
• Best practices for Promoted Pins
• Coming soon from Pinterest
2
WHAT WE’LL COVER

3. • Susan Wenner Jackson, VP of Content Partnerships
• Charlotte Mock, Client Success Strategist
• Josh Phipps, Data Scientist
3
MEET THE TEACHERS

4. 1. Feel free to participate in polls.
2. Ask questions via Q&A feature. We’ll answer as we go along.
3. A recording of this class will be available later.
4
CLASS NOTES

5. WHAT AR E PRO MOT ED PINS?

6. 6

7. 7

8. Just like regular Pins, only you pay to have them seen by more people.
• Recently out of Beta
• Only available to US-based business accounts
• Ability to drive more traffic, engagement, and purchase
• Target based on interests and intent
• Self-serve option available for all budgets
8
WHAT ARE PROMOTED PINS?

9. • Paid clicks: # of visits to your site directly from Promoted Pins
• Earned clicks: # of visits to site after your Promoted Pins were repinned
• CPC: Cost per click, average amount you paid per click to your website
eCPC: Effective cost per click, average amount per click including paid
and earned clicks (cost/total clicks)
• CPE: Cost per engagement, e.g. Repin, Pin Closeup, and Clicks
• CPA: Cost per acquisition
9
PROMOTED PINS GLOSSARY

10. HOW PUBLISHERS COULD USE
PROMOT ED P INS

11. Show your content to people who are looking for it, turn them into loyal readers.
11
GROW YOUR READERSHIP
Looking for healthy,
vegan recipes…
Clicks on Promoted Pin for
Apple Strawberry Popsicles…
Falls in love with Ginny
McMeans/Vegan in the Freezer.

12. Support your branded campaigns with additional traffic/engagement.
12
ACHIEVE SPONSORSHIP GOALS
Browsing men’s
grooming Pins …
Expands this Promoted Pin
featuring a Braun shaver.
Makes Talun Zeitoun and
his friends at Braun happy.

13. Turn casual Pinterest browsers into buyers on your blog.
13
SELL YOUR STUFF
Searching for DIY card
ideas …
Clicks on Promoted Pin for
this lovely card tutorial …
Buys supplies from Kristina
Werner’s shop.

14. Grab attention of potential email subscribers, convince them to sign up.
14
BUILD YOUR LIST
Browsing the feed while
waiting to pick up kids…
Can’t resist clicking this
Promoted Pin for hacks…
Signs up for Kelly Dixon’s
emails to get ALL the DIYs.

15. Give your new project or blog some extra “oomph.”
15
BOOST YOUR BRAND
Curious about the
“succulents” sensation …
Clicks from Promoted Pin to
see if they’re really this easy…
Discovers cool projects to try
from Succulents & Sunshine.

16. SETTING YO UR COSTS A ND
EXPE CTATION S

17. • Start small to experiment—as little as $5 a day.
• CPAs should come down over time.
• Learn as you go and adjust budgets accordingly.
• Each Promoted Pins campaign has a total budget.
• Based on duration, decide how much to spend per day.
17
COST: DETERMINING A BUDGET

18. Getting the best bang for your Promoted Pin buck
• Promoted Pins see engagement rates of 2-5%, higher than industry
average. Source: Pinterest
• Many brands see average +30% “earned” reach on Promoted Pins.
Source: Ahalogy
• Pinners don’t tend to view Promoted Pins as advertising—which
means they’re more receptive to your content. Source: Ahalogy
18
RESULTS: WHAT TO EXPECT

19. Learnings from recent campaign with one blog’s account
The test
• Promoted 40 Pins via
@WMAGblog
• $15 total budget on each pin at
$5 per day
• Max CPC: 25 cents
19
OUR PROMOTED PINS TEST
The results (Average per Pin)
• 13,000 impressions
• 50 clicks
• 65 repins
• CPC: 9 cents

20. DECIDI NG WHICH PIN S TO
PR OMOTE

21. Choose wisely.
• Keep your campaign goal(s) in mind—relevance is key.
• Select Pins that already perform well organically.
• Make sure the landing experience (from your Pin to your site)
is optimized.
21
HOW TO CHOOSE YOUR PINS

22. 22

23. 23

24. BEST P RACT ICES
FO R PRO MO TED PINS

25. 5 top ways to boost Pin performance
1. Detailed descriptions and calls to action
2. Tutorials and lists
3. Multiple images (step-outs/collages)
4. Text overlays
5. Subtle branding
25
MAKE SURE PINS ARE HELPFUL

26. • Break out campaigns for mobile vs. desktop (and/or tablet) to
make reporting easier.
• Choose at least 30 terms per pin, the more the better (if
relevant).
• Include brand and relevant generic keywords.
26
TARGETING AND KEYWORDS

27. Top reasons Pinterest might reject your Promoted Pin
• Too many hashtags—stick to one or none.
• Prices on the pin—leave off the $.
• Promotional material in image—use non-“brand-y” images.
• Promotion details lacking—description must include date and
year.
See the full ad policy: https://about.pinterest.com/en/advertising-rules
27
FOLLOW THE RULES

28. Measure signals of Pinners’ future intent over time.
• Create the conversion-tracking pixel in Pinterest Ads platform.
• See conversions from page visits, signups, checkouts or other
actions.
• Attributed to when Pinner interacted with Promoted Pin—first
click, then engagement, then view.
28
TRACK CONVERSIONS

29. Don’t let your Promoted Pins campaigns get stale
You might need new creative if you’re seeing:
• Negative comments
• Decreasing CTRs, conversion rates, etc. over time
Assess your Pins at least once a month; refresh as needed.
29
KEEP YOUR CREATIVE FRESH

30. COMING SO O N FROM PIN T ERES T

31. Coming soon to iPhones and iPads in the U.S.
31
BUYABLE PINS
• Explore by interest.
• Filter by price.
• Tap blue “Buy It” button to
purchase.

32. Increase app installs with Pinterest
• 80% of Pinners use Pinterest
on a mobile device
• App Pins will soon be
promotable
• Available on a cost-per-action
(CPA) basis
32
PROMOTED APP PINS

33. TAKEAWAYS AND N EXT STE PS

34. Here’s what to do now.
1. If you haven’t already, convert to Business Account.
2. If you don’t have Promoted Pins access yet, go to ads.pinterest.com and
request to join the waitlist.
3. Create your first Promoted Pins campaign—step-by-step directions
here: https://www.ahalogy.com/blog/ahalogys-guide-to-promoted-pin-cpe
4. Let us know if you’d like help or consultation along the way!
34
READY TO GIVE PROMOTED PINS A TRY?

35. Shoutouts for your contributions to this class
Ginny McMeans / Vegan in the Freezer
Talun Zeitoun / TalunZeitoun.com
Kristina Werner / K Werner Design
Kelly Dixon / Smart School House
Cassidy Tuttle / Succulents & Sunshine
and
Charlotte Mock and Josh Phipps of Ahalogy
35
SPECIAL THANKS