1) Promoted Pins on Pinterest allow businesses to advertise their pins through targeted campaigns on keywords, interests, and audiences. 2) JD Prater discusses how to set up and measure successful Promoted Pin campaigns through keyword and interest targeting, as well as retargeting and lookalike audiences. 3) Optimizing pin format, description, imagery and landing pages can improve pin performance, with long vertical images and compelling product photos performing best. Rotating new pins regularly also helps scale traffic and transactions.

1. Harnessing The Power of
Pinterest Promoted Pins
JD Prater
Head of Paid Social | Hanapin Marketing |

2. Presenters
JD Prater
– Head of Paid Social at Hanapin Marketing
– PPC Hero Blogger
– Industry Blogger & Conference Speaker
– Cyclist
– @jdprater

4. Session Road Map
1. How to set up a scalable Promoted Pin campaign
2. How to analyze and measure performance with
Pinterest Analytics & Google Analytics
3. How to optimize your campaigns to improve
performance

5. The Power of Promoted
Pins
@jdprater

6. Traffic Spiked

7. From New Users

8. Show Me the Money

9. Pinterest
The world’s catalog of ideas
@jdprater

10. Who’s
On
Pinteres
• Pinners in the UK save 3 million Pins/day
• Pinterest has 150 million daily active
users, with over 500 billion Pinterest pins
• 47% of Pinterest users are from the U.S.
• Millennials are using Pinterest as much
as Instagram

11. What
Are
They
2 Billion
Searches
130
million
Visual
searches
Discoverin
g
CuratingPlanningShoppingBuying

12. Source: Millward Brown

13. 87%
have made a
purchase after
seeing a
product they
liked

14. 75%
Say Pinterest
is the best
place to find
new interests

15. 93%
Of Pinners use
Pinterest to
plan or make
purchases
Source: Millward Brown

16. Pinterest Promoted Pins
@jdprater

17. What
Is A
Pin?

18. image
brand
descriptio
nengagemen
t
headline
pinner + board

21. You can buy Promoted Pins for all of
your marketing goals
*You must have a US, CA, or UK - based business account
1
2
3

22. Available Targeting
 Keywords (broad match): Reach your audience when they are looking for
something specific to make, buy or within the search results and related Pins
 Interests (420): reach people based on their affinity for certain things like
yoga or healthy eating
 Engagement Audiences: pinners who have engaged with Pins from your
confirmed domain
 Actalike targeting: Reach a larger group of people who look and act similar
to your audience
 Customer list targeting: Target existing customers using emails or mobile
ad IDs
 Visitor retargeting: Reach people who’ve visited your site
New

23. Launching New Pins

24. Launching New PinsAd Sequencing

25. Scalable Promoted Pin
Strategy
@jdprater

26. Scaling Traffic

27. Scaling Transactions
93% New Users
2% Conv Rate

28. Campaign Strategy
• Started with most popular products/Pins
• Keyword campaign
• Interest campaign
• Added Remarketing & LAL in Q3

29. Long Vertical Images
High Color Contrast Product
Images
Product Description in Ad
Copy
Strong Opening Bid
Straight to Product Landing
Pages

30. Keyword Targeting Strategy
@jdprater
Promoted
Pin
10-15
Keywords
All Devices
US
Female
Audience
Aggressive
Bid

31. Strong
Opening
Bid
Specific
Keywords

32. Interest Targeting Strategy
Promoted
Pin
1-6
Interests
All Devices
US
Female
Audience
Aggressive
Bid

33. Interests + Keywords Campaign

34. Interests & Keywords
Campaigns
Interest Campaign Keyword Campaign

35. Launching New PinsRotating in New Pins
Launch

36. Measuring Success
@jdprater

37. ClicksImpressions Close Ups Repins Conversion
s

38. Measuring Pin Performance
Performance eCTR eCPC Saves
• Close Ups/Impressions
• Close Up to Likes Ratio
• Clicks/Close Ups
• Close Ups to Clicks Ratio
• Repins/Close Ups
• Repins to Close Ups Ratio
• Repins to Clicks Ratio
Engagement

39. Organic Downstream Actions
294,710 Impressions
(3% lift)
6,717 Close Ups
(6% lift)
569 Repins
(5% lift)
1,282 Clicks
(4% lift)

40. Pinterest Referral Traffic
Promoted Pins Start
127% Increase

41. Assisted Conversions

42. Attribution Window
60-90
Window
*That’s 1,680
times longer than
Facebook

43. Conversion Rates
3.49%
1.59%
1.20%
2.00%
0.50%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
Remarketing Actalike Keyword Interest Organic
Pinterest Conv Rate
*Last Click
*Since
August

44. Optimizing Performance
@jdprater

45. Pin Strategy
• Long Vertical Image (2:3 to 1.2:8 min width
600px)
• Compelling Images
• Text Overlay
• Detailed Description
• Call to Action
• Tasteful Branding

46. long vertical
image
brand
descriptio
n
engagemen
t
text overlay

47. long vertical
image
engagement
brand
description
text overlay

48. Long Vertical Image?
Compelling Images?
Text Overlay?
Branding?
Detailed
Description?
Call to Action?
Score = D

49. Long Vertical Image?
Compelling Images?
Text Overlay?
Branding?
Detailed
Description?
Call to Action?
Score = B

50. Long Vertical Image?
Compelling Images?
Text Overlay?
Branding?
Detailed
Description?
Call to Action?
Score = A

51. D B A

53. 8 Tactics
1. Long Vertical Image
2. Compelling Images
3. Text Overlay
4. Detailed Description
5. Call to Action
6. Tasteful Branding
7. Landing Page
8. Rotate in New Pins

54. Harness the Power
@jdprater

55. Takeaways
• Start with popular products/Pins, strong opening bids,
rotate Pins, segment campaigns
• Understand the Pinner Journey and how to measure it
with Pinterest Analytics and Google Analytics
• 80% of the Pins on Pinterest are repins. Create
evergreen Pins that get repined repeatedly

56. “If you broke down everything you could think of that
goes into riding a bike, and then improved it by 1%, you
will get a significant increase when you put them all
together” Sir Dave Brailsford
Team Sky

57. THANK YOU
JD Prater
Head of Paid Social | Hanapin Marketing |