What are the unique benefits of using Pinterest ads for e-commerce?

1 What are Pinterest ads?

Pinterest ads are sponsored pins that appear in the home feed, search results, or related pins section of the platform. They look like regular pins, but they have a "Promoted by" label and a call-to-action button that encourages users to click, shop, or sign up. Pinterest ads can be used to achieve various objectives, such as brand awareness, video views, website traffic, catalog sales, or conversions.

2 Why use Pinterest ads for e-commerce?

Pinterest ads offer several advantages for e-commerce businesses, such as a large and engaged audience, a visual and creative format, and a low-cost and high-return option. With over 450 million monthly active users spending an average of 14.2 minutes per session, Pinterest is a great platform for purchase inspiration. In fact, 89% of Pinterest users say they use the platform for purchase inspiration and 47% have made a purchase based on a promoted pin. The platform also allows you to showcase your products in an appealing and immersive way, using high-quality images, videos, carousels, or collections. Additionally, Pinterest ads have lower average costs per click (CPC) and costs per thousand impressions (CPM) than other social media platforms. Plus, they have higher average return on ad spend (ROAS) and conversion rates, especially for e-commerce categories like fashion, beauty, home decor, or food.

3 How to set up Pinterest ads for e-commerce?

To start using Pinterest ads for e-commerce, you need to create a business account and claim your website. This will give you access to the Pinterest Ads Manager, where you can create and manage campaigns, track performance, and analyze analytics. Additionally, claiming your website will enable you to use rich pins that show extra information from your website. You should also install the Pinterest tag on your website. This code helps measure user actions taken after seeing your ads and create remarketing audiences. Then, choose a campaign objective and budget, based on your goal. You can also set a daily or lifetime budget, as well as a bid strategy such as cost per click (CPC), cost per impression (CPM), or cost per action (CPA). When creating an ad group, target your audience based on demographics, interests, keywords, or behaviors. You can also use custom or actalike audiences from your own data. Finally, design an ad creative with vertical aspect ratios, bright colors, clear text, and compelling calls to action. Also make sure that the landing page matches the ad creative, offers a clear value proposition, and has a smooth checkout process.

4 How to optimize Pinterest ads for e-commerce?

To get the most out of your Pinterest ads for e-commerce, you should monitor and optimize your campaigns regularly. Experiment with different images, videos, headlines, descriptions, and calls to action to discover what resonates best with your audience. Try different ad formats, such as standard, video, carousel, or collection to drive more engagement and conversions. Utilize the Pinterest Ads Manager and tag to track and measure key performance indicators like impressions, clicks, conversions, ROAS, or cost per result. Glean insights into your audience's preferences, behavior, and trends by using the Pinterest Analytics tool. Review your bids and budget regularly to ensure that you are spending efficiently and effectively. Increase bids and budget for ad groups that are performing well and decrease or pause them for those that are underperforming or too competitive. Refine your targeting and audience settings based on campaign results and feedback while updating custom and actalike audiences with the latest data and customer segments.

5 What are some examples of successful Pinterest ads for e-commerce?

Successful Pinterest ads for e-commerce have achieved impressive results. For example, a beauty brand used video ads to showcase its products and increase brand awareness, resulting in a 29% increase in brand searches, a 25% increase in organic saves, and a 7% increase in organic traffic. Similarly, a fashion brand used collection ads to feature its products and drive catalog sales, yielding a 3.8x higher ROAS, a 2.3x higher click-through rate (CTR), and a 30% lower cost per acquisition (CPA). Lastly, a home decor brand utilized carousel ads to highlight its products and drive website traffic, leading to a 20% lower cost per click (CPC), a 2.4x higher CTR, and a 44% higher conversion rate.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?