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Episode 226 - Getting Started with Pinterest Ads
524 Plays5 months ago
In today’s episode I’m chatting with Erin Harding of Simple Pin Media. We recently worked with Erin to up our own Pinterest ad game (aka - we had none) and her wealth of knowledge blew us away. I knew we had to get her on the podcast to share all things ads with you. We’re chatting everything from getting started, to who Pinterest ads are a good fit for to some of the surprising ways Pinterest ads differ from Meta and Google ads.
As always, links and resources can be found in the show notes. Check ’em out at https://daveyandkrista.com/getting-started-pinterest-ads-btb-226. And if you enjoyed this episode, please consider leaving a review over at Apple Podcasts.
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Transcript
Introduction to Podcast and Topic
00:00:00
Speaker
The biggest obstacle that I have in managing ads is when, even though I've had the conversation before we've even started, the biggest obstacle that I run into is people wanting to pull the plug at like week two or week three because nothing's happening yet.
00:00:18
Speaker
You're listening to The Brands That Book Show, a podcast for creative entrepreneurs who want practical tips and strategies to build engaging brands and craft high converting websites. We're your hosts, Davey and Krista, co-founders of a brand and website design agency specializing in visual brand design and show it websites. You're listening to The Brands That Book Show.
Introducing Erin Harding and Pinterest Ads
00:00:41
Speaker
In today's episode, I'm chatting with Erin Harding of Simple Pin Media. We recently worked with Erin to up our own Pinterest ad game, aka we had none, and her wealth of knowledge blew us away. I knew we had to get her on the podcast to share all things Pinterest ads with you. We're chatting everything from getting started to who Pinterest ads are a good fit for to some of the surprising ways that Pinterest ads differ from meta and Google ads.
00:01:04
Speaker
If you've considered using Pinterest ads to boost your results, you're going to want to tune into this episode because it is jam-packed with helpful tips.
Erin's Journey into Pinterest Ads
00:01:11
Speaker
And now onto the episode. Erin, I am so excited to be chatting with you today. So one of my team members and I did a coaching call with you I think earlier this year because we've had a lot of interest in our team learning how to do Pinterest ads.
00:01:27
Speaker
And we had kind of dabbled into it before and it felt really overwhelming. And I think that somewhere across online we came up, we found you guys and you guys are experts in all things Pinterest. And so I'm really excited to be chatting with you today specifically about Pinterest ads. Yes. Well, thanks for having me today. I'm excited. Yeah. So I'd love to start by just like for you to introduce yourself and maybe share about how you got started in Pinterest ads. Cause I think that's kind of like a very unique niche to be in.
00:01:55
Speaker
Yeah. So I started working for Simple Pin Media about nine years ago. It was a different direction for me. I had been in retail marketing and management for about a decade prior to that. So Simple Pin Media was really at their sort of young, we were just getting started and we were managing organic strategies only at that time. And then as our agency started to grow and Pinterest started to grow,
00:02:24
Speaker
we decided to start testing ads back in, I think it was like 2016 is when we
The Evolution of Pinterest Ads
00:02:30
Speaker
started testing. And after having a handful of accounts, accounts under my belt and doing some beta testing, we actually started offering services in 2018 to clients. And honestly, just, I loved the advertising piece of it. I had been doing organic for years. And although I did love it,
00:02:52
Speaker
And i still have a huge advocate for organic pinterest marketing i do it myself but advertising for me it was just quicker results and i'm sort of an immediate.
00:03:06
Speaker
like satisfaction type of person. And so when I could see results so much quicker, I was like, okay, this is what I want to do. And just being able to kind of, it's like a level up right from organic marketing. And so I have been doing that ever since. So since about 2016 now. Okay. And were ads new to Pinterest back then? Cause when did Pinterest come out, they didn't have ads at first.
00:03:33
Speaker
Yeah, so like 2014 is when they technically started rolling it out to some bigger businesses and brands. And then in 2015, it was kind of like widely available, although
00:03:51
Speaker
I feel like no one really even knew about it back then. And so that's kind of when we started going, okay, this is, you know, this is what's happening now. We gotta, gotta get into it. So like it was about 2016 when I would say that people were starting to really start small and medium businesses are really starting to use.
00:04:09
Speaker
Pinterest for advertising. Yeah. And there probably weren't a lot of resources out there. So was it a lot of just like you trial and error figuring out how to work it? Can I just say like whenever people come to me and say, Hey, we tried to do just like you did, you know, we're, we're really proficient in meta ads or Google ads. And, and we just, we just don't know how to do Pinterest. It's like, I feel like saying, you know what? You never will. Or it'll take years. No, but it is.
00:04:39
Speaker
It took multiple years and a variety of different types of clients to really understand it for me. And luckily we had that opportunity through some of our organic clients who were willing to give us a shot at advertising when we first started. And I mean,
00:05:00
Speaker
It's just been one of those slow moving things because Pinterest, again, it's also a process because people use Pinterest as a planning tool. It takes a little bit longer. Even just going through that process of learning ads took
00:05:17
Speaker
took quite a while. Yeah. Yeah. I feel like there aren't as many resources out there. I don't think that Pinterest documents are very helpful. So it feels like there's a really big learning curve as opposed to something like Facebook or meta, which there are so many more resources out there. Well, when we started, I just remember thinking, how are we supposed to learn when it feels like, like you said, any of the docs or any of the information coming out of Pinterest was
00:05:47
Speaker
very technical in the sense that it's like, this is how you do it, but not the why behind it, not the how behind it. And there was no data at that time either to say, this is why you do this. And for me, I need that, that why, like, why are you doing this? This is the reason you're doing this. At the time we started learning, there was one person who had kind of been in on the beta testing
00:06:15
Speaker
with Pinterest, and she had put out this training. She was very specifically working with people who were building their email lists through lead offers. We were able to learn some things through there.
00:06:35
Speaker
She had just a few accounts under her belt. It really helped with certain things, but it didn't help with that overarching. There are so many different brands and businesses out there that you have to be able to work with multiple types of businesses in order to really get that overall feeling of how Pinterest works.
00:06:59
Speaker
So at the time, it was just us going, I'm going to push this button and hope it works. I'm going to do this. And honestly, I just looked crazy because you're putting money behind that button. So that was the scary thing too is we did have some wonderful organic clients who had been with us for a while and trusted us.
00:07:22
Speaker
as ads managers to say, we're going to make the best decisions for your
Who Benefits from Pinterest Ads?
00:07:27
Speaker
business. But also note that we're learning at the same time. And so it was, it was scary there for a while. But you know, once you get into it, and once you know, like, I knew this is what I was going to do, our Kate all who is the owner of Simple Pin Media, she said, are employing you out from everything else you're doing at Simple Pin. And this is
00:07:50
Speaker
all you're going to be doing. You are going to take whatever time it takes to learn how to do Pinterest ads. And that's what I did. That's how we got to work. You must have been getting some good results for people. So if somebody is interested in starting in Pinterest ads, what kind of business do you think can benefit most from this? Do you think that you kind of mentioned that you had to experiment with different types of businesses and figure out what works? So maybe you could speak to who might be a good fit for Pinterest ads.
00:08:19
Speaker
Yeah. So Pinterest is search and discovery. So it's where people go for inspiration, where they plan for events and different moments in their lives. So there's a lot of opportunity to show up when people need you the most really. So there's some low intent with browsing top of funnel, and then there's high intent in specific searching on Pinterest. So if you're a product seller, webinar course creators, if you have like
00:08:48
Speaker
lead generation you're doing, you should really be looking into advertising on Pinterest. So I would say there aren't a whole lot of brands or businesses out there that I would say wouldn't really work for Pinterest. Okay. So, but I would say primarily we work with a lot of product sellers, again, course creators, Legion,
00:09:11
Speaker
That type of. Yeah. Would you say, so I know we have a lot of service providers who probably listened to this podcast. Would you say that somebody like a wedding photographer might see success or do you think that they would be better to focus on like organic results or organic marketing? Yeah. I mean, I am a huge fan of doing both always. I think it's really smart to marry the two because they can help aid in, you know, search for both.
00:09:38
Speaker
And primarily because of the fact that there are certain niches that will trend at different times of the year, right? And so sometimes when you're having a downtime and you don't necessarily want to put that ad spend behind, if you've been doing organic this entire time, it can help sort of like
00:09:59
Speaker
carry you until your peak time again. And I would say Pinterest is starting to get a lot better about being able to target certain areas by like, let's say region or zip code or, or things like
Setting Up for Successful Pinterest Ads
00:10:15
Speaker
that. And I would say for photography, let's just say if you're willing to be in a specific area, like for example, good friend money is a photographer and he
00:10:27
Speaker
is sort of Oregon, Washington, California, Arizona, Nevada, that kind of area. He's totally willing to travel with like no questions, right? And so he actually does advertising on Pinterest and it's a big enough sort of area that it does lend to be able to have a wide enough audience. I would say if you're just in your little hometown and you don't do any traveling,
00:10:55
Speaker
I would say if you have any other types of offers, like if you want to build your email list or do anything like that, I would do advertising. I would say that the biggest thing to do if you have a specific area that you're serving, you can go into the ads manager section and
00:11:15
Speaker
even just like pretend like you're setting up a campaign and go to your specific zip codes and see how big that audience is and see if it's worth it, right? Because you may not have a big enough audience in that area, but I see lots of photographers, web designers, florists, all sorts of service providers advertising on Pinterest.
00:11:43
Speaker
Yeah, that's really good to know. I mean, and I feel like the same is probably going to be true. Like we've seen that on the meta platform that it could be easier for certain types of businesses, but doing lead gen is like so beneficial. And I love that you mentioned doing the different kinds. So like product and lead gen and like targeting a specific service area. So that's all really helpful. Okay. So if somebody is thinking about getting this started, what are some things they should have in place before they begin Pinterest ads?
00:12:11
Speaker
Yeah, that's a great question. And I actually love that you asked that because so many people come to us and they're just not ready. And so there's a lot of sort of education on that front end on just even basic things that can be done. So I love that question. Number one is having the Pinterest hack installed or the API. I highly recommend just
00:12:36
Speaker
Do it today if you can. You're listening to us. Yeah, just like do it right now if you can, because it's always going to be building that or collecting that data. And there are certain qualifiers for certain types of campaigns. And so having it on before you even start, even if it's like six months a year, that's fantastic. So go ahead and just get that Pinterest tag installed. They make it fairly easy to follow instructions.
00:13:06
Speaker
and do it. So I would just go to your business dashboard in Pinterest and you're going to go to business and then down to conversions in the dropdown menu. And then you'll just click Pinterest tag or API and it will walk you through the different ways you can install it and get that done. That's number one. Number two, if you do have a shop, so if you have a product fee,
00:13:35
Speaker
if you're Shopify or if you're like WooCommerce or whatever, get that catalog set up on Pinterest too. So you want to connect your shop. And you also want to apply for the verified merchant program, which is sort of that blue check mark. So on Pinterest,
00:13:58
Speaker
there are a few different types of verified. The red check mark identifies that that is a verified creator. And then the blue check mark identifies that they're a verified merchant, which means that they adhere to all of the merchant rules through Pinterest. And that Pinterest has checked their website to make sure that they are legit. So I recommend doing that. It's not,
00:14:26
Speaker
necessary to run ads, but if you could be a verified merchant, I recommend doing it. It just adds a level of authority and it adds a little bit to that. Yeah. And does it take some time to get it verified? Not necessarily. So you can just apply through it again through your Pinterest dashboard. I would say probably 50% of the time people get rejected. It's usually something that could be fixed. So it's usually because
00:14:56
Speaker
either the return policy or something like that just isn't in alignment with Pinterest. They don't have all of the language they need on there or something like that. So return policy, shipping policies, that's typically why people get... And a lot of times I see that on digital products. So if you have digital products, they'll say,
00:15:20
Speaker
you still need to have a return policy or you still need to have a shipping policy that says that it will be delivered in this way. So a lot of times people who do digital,
The Importance of Patience and Budgeting
00:15:29
Speaker
they don't have a shipping policy, right? I'm thinking like, I don't know if we have a shipping policy listed on ours. So it just needs to indicate that it's delivered like via email through PDF or whatever it is. And so you have to have that on there, but you could always reapply and
00:15:47
Speaker
just keep doing it until you get that check mark. So those are kind of technical pieces. And then I would just make sure you have your budget planned out. Plan on running ads for a minimum of three months on Pinterest. Do not pull the plug early. Pinterest takes a lot longer to yield results. And don't forget people are on Pinterest to plan. And so
00:16:14
Speaker
They're not necessarily like, they may be just planning their wedding. They just created their wedding board. They're looking for inspiration. They're not at the point yet where they're either like hiring their florist or their photographer or whatever it might be, right?
00:16:32
Speaker
I have a lot of friends who were not even dating anyone and they started planning their wedding. Right? Yes. That would have been me if Pinterest was around. Pinterest was actually invite only when I was planning my wedding. Okay. I got an invite through being in marketing and the job that I had. I got an invite at
00:16:57
Speaker
right after we got married. And so I just imagine like, how different would my wedding have been? Oh yeah. I don't think Pinterest is around for me either. Yeah. So I would have been that person creating that wedding board just to dream it, just to dream it up a little bit, right? And so that just goes to show though that even, let's say you are engaged and you start that Pinterest board right away, it could be a year or more.
00:17:25
Speaker
So depending on what industry you're in, don't forget that cycle is a little bit longer on Pinterest. So I always say three months minimum plan on running ads for do not pull that plug early. The biggest obstacle that I have in managing ads is when, even though I've had the conversation,
00:17:51
Speaker
before we've even started. The biggest obstacle that I run into is people wanting to pull the plug at like week two or week three because nothing's happening yet. And I always tell this story. So I have a client right now who's been with us over a year. They came to us in hesitation because they had been doing meta ads and some Google and it just wasn't working for them.
00:18:14
Speaker
as much as it had been. And they really wanted to diversify and they were just really struggling with trying to figure out if Pinterest was a good fit for them. And sorry, I'm kind of going off on a little tangent here, but I think this is important to know. So when they started with us, they said, you know, we really want to get these results. They really wanted to get this
00:18:36
Speaker
That's what their goal was, right? And so I said, okay, we can get you there, but you need to give us some time. And when I say time, I mean, typically what we see is within four to six weeks, the goal is to get our return on ad spend back. So 100% return on ad spend, then going into week 12 to 16 or so, hopefully our goal is to get that two X and then kind of on from there.
00:19:05
Speaker
you will not get that in the first couple of months, but I just want you to know that and just hang tight. Okay. Yeah. And so of course, like week two, I get the email and it's like, uh, I don't
00:19:18
Speaker
really see a lot happening. And it's like, right. And that's exactly what I told you. Not a lot's gonna happen, right? It takes time. And then it was like, boom, at eight to 12 weeks, we got our return back. And then it was like, and so it's, that's what happened. And now I was just checking their ads yesterday. And we have some campaigns that are out like an eight to 10 X, we have one that's like at a three X. So
00:19:47
Speaker
just making sure that you have that mindset.
00:19:51
Speaker
you're going to be running for a minimum of three months to see how Pinterest works for you. And you're not going to pull the plug early. And so you just want to have enough budget to cover at least that with the goal that hopefully you're going to be making that back within a couple of months, right? So just having that budget planned out for a minimum of three months. Can I stop you and say, what is a good starting budget for somebody? Of course it depends on
00:20:18
Speaker
what you're doing, right? Or what your services or what your offer is. But I would recommend anywhere between, this is general. So, well, let me break it down a little bit. Lead offers, I would say comfortably you could do around $20 or more a day, okay, depending on what your budget is. But I would say $20 is a really good place to start for like free opt-ins, lead generators, things like that. For digital product sellers, let's just say
00:20:48
Speaker
For products, I would say like under $100, between like 20 and $100, I would recommend anywhere between 20 and $50 a day. And then for bigger services, just remembering that that's going to take a little bit longer. So you're going to be putting more money daily into it.
00:21:10
Speaker
That when you get that client, it could be like a really big spend. So I would recommend looking at about a two to three times what your ideal cost per action would be. So for example, like I'm just going to use you for example, okay? So let's say we have a service that's around $2,000.
00:21:35
Speaker
and that's you building someone's website. Let's just say. Yeah. Okay. So we're going to probably look at looking at wanting to spend if ideally you would want to get lead for, let's say $50 is like what you're willing to pay for a lead because you know that you can, you can get them, right? I would do about two times that. So that's going to be about like
00:22:05
Speaker
$150, $150, two to three times that a day. Yeah. And that's per day. Now I'm also, if you're playing around with ads, there is no harm in saying, I'm just going to do $10 a day, put a couple ads out there and see what happens. There's really no harm in that because Pinterest does drive a lot of traffic even by just like putting, you know,
00:22:32
Speaker
a few dollars a day behind them. But I would say that's knowing that those people are going to be landing on your website and then it's your job to convert them when they get there, right? So if Pinterest gets you that traffic, you still have to do your part. But I would say on average, like, again, for leads, $20 a day for digital products, $50, and then kind of going up from there depending on what the services are.
00:22:59
Speaker
Yeah. But overall, I would say like one of the other things to have in place is just making sure that your product service or opt-in, whatever you're promoting is ready to go. Your sales pages are ready. The checkout is seamless. Delivery is good to go. It's super cohesive in everything you're doing. And it's just easy for people to know what they're doing when they land on your website.
00:23:23
Speaker
Right. That makes sense. So if somebody was doing like an online course launch, it sounds like maybe that wouldn't be a great thing to do Pinterest ads for since there is such like a long buildup time unless they were doing like the pre-launch like list building. Is that correct? So you mean like if you were launching and it's from Tuesday to Monday or something like that. Yes. So in that case, I recommend doing like a retargeting.
00:23:50
Speaker
So because you're retargeting like your email list or something like that. So I would recommend doing that because it doesn't have to, it's specifically targeting that list of people, which means it doesn't have to go through the learning phase. Oh, okay. That's good to know. Yeah. So you can do that. And I would say if you were doing like, let's say a five day launch, I would recommend putting as much budget as you could behind each day.
Unique Aspects of Pinterest Ads
00:24:17
Speaker
So like, let's just say you are willing
00:24:20
Speaker
to do like $300, you would spread it out over those five days and just put it in there, just do it and do a retargeting campaign. And you could do like website visitors if you wanted to, that would be a little bit broader, but I would definitely recommend doing something more like warmer leads, your email list or something like that. So if you were planning ahead of time and
00:24:50
Speaker
you had like your, let's say you had your branding guide, your free branding guide, right? And then you ran that for like four to six months before your launch, then you are retargeting those people with your course or whatever. So yeah, that's definitely what I would recommend doing in that case.
00:25:12
Speaker
Okay, that's awesome. This is also helpful. So I feel like you've mentioned maybe some of the difference between meta. So people who a lot of people have experienced running on the meta platform or the Google platform. What are some like big ways that Pinterest ads differ from those other platforms? Well, I would say Pinterest is a visual search platform, which makes it really ideal for highly visual content like fashion, home decor, food, beauty, and
00:25:41
Speaker
you know, more, but Pinterest also makes it really enticing to engage by allowing like click saves, taking quizzes and a lot of different types of engagement opportunities on Pinterest. There are like 10 different types of formats you can run. So there are quiz ads, there are showcase ads, there are full screen video, there's all sorts of options.
00:26:10
Speaker
So I think that's one of the big differences. Facebook and Google ads have a lot more extensive targeting options than Pinterest does, and they are a lot more mature, I guess. So it does allow for a wider range of businesses to advertise in specific areas. And I would say for really conversion
00:26:35
Speaker
driven ads, you will probably get quicker results on meta and Google. However, Pinterest tends to yield higher order values when they actually do happen. Um, I think the latest thing I saw was like three times 3.2 times higher order values when that checkout actually does happen on Pinterest. Cause you know, they're shopping as opposed to just like looking at their friends, baby pictures, right?
00:27:01
Speaker
It's a planning tool. So my husband and I are remodeling our kitchen this summer and it's been a long time coming.
00:27:10
Speaker
years. I actually started my like kitchen remodel board like three or four years ago and then it just didn't happen. And, but you know, in the beginning I'm just saving pins that inspire me pictures, right? Then at some point I'm going down that Pinterest funnel and now we're at the point where we're starting to actually buy products. And so I have done so much research before I actually buy products from this business.
00:27:38
Speaker
And let's say now I'm ready to buy my tile. I'm going to be spending probably four to $6,000. And it's all because of that very first pin that I saved on Pinterest. So they tend to yield higher order values, but it takes a little bit of time. So if you're looking for those really like quick conversions, Facebook and
00:28:01
Speaker
Google tend to have that above Pinterest. But honestly, I like to encourage people to use Pinterest in addition to other platforms. They really do do different things for you.
00:28:14
Speaker
So it's not really an, or it's an and situation, you know? Yeah. Cause then you're also targeting them on multiple platforms. So maybe they see with social media and then they come over to Pinterest to look for. The other day I searched for like good walking sandals for our vacation this summer. And so that was on Pinterest and I was just looking through and clicking through. So yeah, I think that you can target people from a lot of different angles.
00:28:38
Speaker
So one mistake you mentioned was people quitting too soon and not giving it the time to learn.
Specialization in Pinterest Advertising
00:28:44
Speaker
What are some other mistakes that you see businesses make when they're starting with Pinterest ads? Yeah. I mean, that's the biggest one, just that mindset going into it. So, you know, Pinterest is visual search and discovery. So people are planning conversions take a little bit longer, but if you can stick it out, the long-term results are really consistent. That client that I was talking about earlier, they,
00:29:08
Speaker
are now at like an eight, 10 times return on ad spend, they've been slowly scaling and they stuck it out when they needed to. And it was scary and they almost left and it's like, and it's so funny because now I hear things from her like, oh my gosh, I'm so glad that I didn't leave. Like I'm so glad. And another interesting story about that same client is I love the story. So I got an email from her and she's like,
00:29:37
Speaker
This is the best news. I just had to share this with you. She's like, we got a really big conversion on Pinterest. And so she's like, I wanted to check and see.
00:29:48
Speaker
what it was and I was able to track it back to, she's like, Jessica Alba bought products from us and had an order value of this much. And she's like, and it's the real Jessica Alba. She's like, I did my research and I made sure. Anyway, so she's like, so not only are
00:30:11
Speaker
like everyday people finding, but can you just imagine like Jessica Alba on her couch, scrolling through her phone, doing a remodel needing this particular thing and she buys it like that. So anyways, I would say the biggest mistake is just not sticking it out. And then also having that budget planning on. So if you know that you're going to be running it for at least three months, potentially without seeing a full return,
00:30:41
Speaker
What are you able to spend? What is your budget? Set it ahead of time and don't vary from that unless you're scaling because it's working really well right away. And then the other thing I would say is I get a lot of people coming to me saying, I tried to run Pinterest ads on my own and it didn't work.
00:31:10
Speaker
And I think Pinterest is the place for me, but for some reason it didn't work. Was I just doing it wrong? And, or I get, we went with this agency who also does our meta and Google and they were doing our Pinterest and I don't know why, but just Pinterest just bombed. So I think another mistake that people make is just really not doing their research to find people who are experts in the field.
00:31:39
Speaker
Pinterest really is unlike any other advertising platform, and I think it's important to find somebody who has been doing it for long enough who knows the ins and outs, who can either educate you and teach you how to do it, consult you, or manage for you.
00:31:57
Speaker
I've seen so much ad spend just go bye bye because of little things that could have just been tweaked or like they started doing maybe a campaign type that they didn't quite qualify for. And then they put all this money behind it and they were wondering why it's not working. And it's like, oh, you don't quite qualify for that one. Let's go back a little ways. And so just having someone who knows what they're talking about guide you through that, I think is really important.
00:32:27
Speaker
Yeah i mean when we did our coaching call that's why we reached out to you and i think that it was just so i opening for you to say like oh yeah like this conversion type not the right fit for you right now and just like all the details that you know that i can met expert. Doesn't know right yeah well and you know we've had people come to us and say.
00:32:48
Speaker
Can you, things are going really well with Pinterest. Do you manage Google or meta? And it's like, nope, la, la, la, la, la. Nope. You have to go to an expert for that. And I, that's not us. And I, I'm totally fine saying that because, you know, it is important to us that I don't want to venture out into other advertising because I think
00:33:08
Speaker
it is important to have i always say you should hire the person who's the expert in the field for what you want done right.
Design and Branding Strategies
00:33:16
Speaker
Last question is that you can you've had so much like great wisdom is there like a specific design of add that works better than others or does it kinda just like very based on your product and what you're trying to market just like any tips for the design of somebody is trying to get started on their own.
00:33:33
Speaker
Yeah. You know, it does vary. And I would say too, sometimes it's even when we're in a testing phase, it's like, Oh, the one that we didn't expect to work is the one that's working. But actually I have a really good testing example that we are working with a client who is amazing and she is a health coach and she's trying to build her email list. She has this offer that is a seven day detox.
00:34:03
Speaker
And it's an amazing, amazing thing. It's a gut detox. But anyway, she gave us all of these amazing, she had a brand photo shoot. She gave us all these amazing things. And so I'm looking at this and I'm thinking, okay, who's the ideal person? Who are we trying to target? What is their demographic? And even if we're doing prospecting to a wide,
00:34:33
Speaker
range of people just to see who bites, you still have to kind of have that ideal look, right? And so we did some where she was the main focus and she's really fit and it's kind of like, this is what you could look like if you did that. And she really spoke to the age of women we were trying to reach.
00:34:59
Speaker
But then she had some images that were the actual food that is part of the detox plan, lots of salads and whole foods and stuff like that. And so we did a little bit of testing. We did two images where she was the main focus, and then we did a couple of images where the food was the main focus. In the past, people, when we've used images of people,
00:35:30
Speaker
if you really connect with that type of person, a lot of times that can work really well. But in this case,
00:35:39
Speaker
the amazing salad picture was what really took off and got her almost all of her leads. And so I think it is important to test because I would never have thought that. I was really rooting for this other one that I really loved, but that one just didn't drive as many leads. And so I think testing is important. And I think knowing your audience ahead of time and going, okay, let's test
00:36:05
Speaker
We're just going to test two different elements here. We're going to do this or this, I think is really important. But I would say in general, for Pinterest ads, there's different formats, but I am a huge fan of the static, just the regular static ad in general that tends to get us better conversions, more conversions, higher conversions, because that's what people are used to clicking on. When you introduce different formats, it can be good for different things,
00:36:36
Speaker
But sometimes people don't know what to do with new formats. Do I swipe through? Can I still click out? What do I do? And even on video with Pinterest, video can work really well for products or things that you really need to show the value of that product or show how it works. But I would say overall, I still typically start with just static ads. I think they convert better.
00:37:03
Speaker
And that would be a two thirds, two to three ratio, a thousand by 1500 megapixel. So here's like the dimensions, right? Yeah. So here's some things to just kind of like go off of, I definitely recommend having a call to action that is a strong call to action. However, there are options on ads now where they just do an automatic call to action. So you can,
00:37:29
Speaker
you can pick one that they have there. But if you're not going with that route, I would definitely have one that you're putting on the actual ad design itself. You know, I recommend just following kind of like design best practices, having that breathing space, not being too crazy with the elements, just really kind of drawing people in. You have about two seconds, that's it, to draw someone or to grab someone's attention.
00:37:57
Speaker
So I think it's important to note that do your research ahead of time and kind of look. So let's say we were doing a branding guide, right? Your branding guide. So we're going to do some research ahead of time and search branding guides on Pinterest and kind of see how am I going to stick out from all these other people on here.
00:38:21
Speaker
How am I gonna stick out? Or is there a common theme or light airy ads super common here? If that's the case, I'm gonna do something that sticks out a little bit more. I'm gonna be a little bit more bold in my advertising this time. And so I would recommend just doing a little bit of research ahead of time and seeing what works or how you can stick out. Static ads, two to third ratio, I would do the thousand by 1500 megapixels, have a good call to action,
00:38:50
Speaker
and then be really consistent with your branding. That's the other thing that I think is so important is that people don't really understand. Like I see so many ads or even so many organic pins and there's no logo on it. I bet that was our mistake. We didn't put our logo on ours and you're like, you need to put your logo.
Leveraging Pinterest Analytics
00:39:09
Speaker
Here's the thing. Let's just say down the line, let's say I get to know your brand, right? And down the line I'm searching for different things.
00:39:18
Speaker
and an ad of yours pops up. If I have the option of choosing someone I've engaged with before or someone who I haven't, I'm going to go with someone who I have already had results with or I've already engaged with because that's familiar to me. So in advertising on Pinterest, you're also really building up that brand awareness
00:39:41
Speaker
even if you're, that's not your main goal, but you're doing that. And so I think it's important to always make sure that you're really consistent with your branding from pin to page, right? So, so whatever you're doing, you're just really consistent in that. And then I think overall just testing is really, really smart to do, especially when you're,
00:40:02
Speaker
when you're just getting going on Pinterest. Another thing you can do is if you've been organically active on Pinterest, you can kind of go into your analytics and see if there's a type of pin or like a design or even like an image that people look at your top pins and see what people are engaging with then. And then you can take elements from there to design your ads with and kind of already have sort of some extra points there.
00:40:31
Speaker
Yeah, that's so helpful. Well, thank you. Okay. So we covered so much. If somebody is really interested in learning more about Pinterest advertising, I know you guys have a few different ways that they can connect with you. Do you want to just like share what those are? Well, we have different options. Like you said, we have a done for you so we can do full management on Pinterest ads, you know, consulting, which we did with you, which is great. So if you have a team or you have someone around that is
00:41:00
Speaker
familiar with ads in general, but just seems a little bit of direction with Pinterest. I think consulting is a great option. And then we have a DIY education, which is the Simple Pin Ad Society, where I teach you how to run your own ads on Pinterest. And that is a monthly
00:41:18
Speaker
membership. It's super low cost and it comes with a great community of people and you can ask questions when you need to. And it's just a really great option for those of you who want to actually invest your money in the ad spend and not in the actual service.
00:41:34
Speaker
I think that we did that for a while and you have tons of videos in there. One of my team members started to go there. It's like its own course.
Conclusion and Further Learning
00:41:42
Speaker
There are just so many videos. Yeah, we have about 30, I think we have 33 videos in there and there's a new one each month. So yeah, lots of education in there. Yeah. Well, okay. Can you remind us again, business team, like website, Instagram, where can we find you on social media?
00:41:59
Speaker
Yeah, so Simple Pin Media and we are on all the things. And especially YouTube is a great place to look at videos. We do some DIY stuff on there. Simplepinmedia.com and you can click on the ads and we can get you going in the right direction. So whether that be managing for you or whether that be
00:42:26
Speaker
Joining the Ad Society, we have a place for all of the different levels. Yeah. Well, this is so helpful. Thank you again for joining me. Well, thank you. That was fun. I love talking about Pinterest. All right. Thank you. Thank you.
00:42:44
Speaker
Thanks for tuning in to the Brands of Book Show. If you enjoyed this episode, please consider subscribing, leaving a review on Apple Podcasts, and sharing this episode with others. For show notes and other resources, head on over to DavianChrista.com.