Promoted Pins are a great way to grow your brand awareness, build your email list, promote a launch, fill a webinar, get more sales, and more. In this tutorial we will show you step-by-step how to set up your first campaign.
Before we continue though, you need to have a Pinterest business account. If you haven’t done this yet, or you’re not sure if it is, STOP, and go do that then come back. Don’t know how? Click here.
First log in to your Pinterest account and click Ads in the upper left corner. You will see 9 different options. Click on “Create Ad”.
Second, you’re going to see options for the type of campaign you want to run depending on the objective. For today we are using the “Traffic” campaign. You’ll notice some of the options aren’t able to be selected yet. This is because you must meet certain criteria to be able to run these types of campaigns. Don’t worry about these yet. These are for later down the road.
Third, you can change the name of the campaign in the “Campaign details” box. Next you’re going to click continue.
On this page is where you are going to see all of the info to fill in for your campaign.
Fourth, brings you to Ads group details. This is where you can ad information about what the ad is and who you’re targeting.
Fifth, for targeting you can create an audience by clicking the “Create New Audience” Button and then “ Create Audience. The options are:
After you’ve completed this step, select the audience, if any, you want to target. You can let Pinterest decide if you don’t have an audience yet who to show it to based on keywords and other targeting factors.
Sixth, we add interests. I only recommend adding these if the are relevant to what you are promoting. Click on the carrot beside the interest to see all the sub-categories. You may not want all of these selected, so chose which ones are relevant to you niche. I find this limits the audience size most of the time, but to have a very targeted audience these can be a good choice.
Hopefully you have already done your keyword research. Since Pinterest is a search based platform and not social, keywords are how Pinterest determines where and who to share your pins with. The keyword finder tool will give you ideas based on what is being searched for at the time and how many searches are being done.
As you select keywords you will notice the audience calculator on the right side change. It starts at 60M + but once you begin adding keywords it will drop and ad then begin adding the target audience size for these keywords. So the more the better. Think outside the box also and search for things like your customer would.
Eighth, you can decide demographics of your potential audience. Unless you are targeting only certain genders, ages, languages, devices, or locations leave it as is.
Ninth, Advanced Options allows you to choose where your promoted pins will be shown. Leave it at “All”. This way you have the most chances of being seen!
Tenth, we can set our budget. You have the option of Daily or Lifetime. This will depend on the amount of time you have to run the Campaign and if you want more control of how the budget is spent. I do daily limits on 95% of the campaigns I manage.
Eleventh, we will set our bid. There are a number of factors to what your bid should be but generally start where you’re comfortable to pay per acquisition. Pinterest gives a suggested bid. But it is just that, you do not have to use their suggestion. For this campaign we going to bid $.30 CPC. You will see it says “too low”. Ignore this and continue.
Twelfth, you can select for pacing. (See Above) Standard is recommended but if it is a time sensitive Promoted Pin you could chose to accelerate it.
If this were for a product or a course we would bid much higher, since we would make much more than collecting an email address, or building our brand recognition.
Last Step!! Now chose your pin!! You can select from “all pins”, “boards”, “search”, or create one if you haven’t already pinned it to your account. To select one already there, just click on it to highlight it. You can add multiples to this campaign to A/B test which version does better. To create a pin, click the +. This is the exact same process as creating a pin on your account.
You are ready to click LAUNCH! Once you hit launch you will not see anything under your campaigns. This is normal so don’t freak out.
You can check back to see if your ads were approved or denied. This process takes up to 24 hours and there are many factors that go into whether they are approved or not. It is best to acquaint yourself with the Best Practices of Promoted Pins.
This blog post was written by our lead Pinterest Strategist, Tammie Jones. want her to show you how to set up your first boosted pin? Click below and get her for half and hour and fully set up your Pinterest Ads account and have her guide you to do your first Boosted Pin.