Pinterest Ads & Organic Strategy That Still Works (Recorded Live with Pinterest — Klear Digital)

treat. If you've ever sat there and you've wondered, how could I get my brand, my business, my product, my information in front of 2 billion more searches a month, this is where you need to be. I'm joined today by Cody Sullivan of Pinterest, and my name is Anna Selby, and I'm with Clear Digital. And today we're going to dive into Pinterest 101.

Yeah, thanks for the introduction. As she mentioned, my name is Cody Sullivan. I work here at Pinterest as an agency partner manager. So essentially what my role is, is to explain the Pinterest platform to clients to help them have a full understanding of how to take advantage of this platform and how to successfully run ads on the platform. So we'll just go ahead and dive right into the Pinterest 101. Today, what we're going to be covering is the Pinterest narrative, what really differentiates the Pinterest platform from other platforms out there. We'll go through different campaign objectives, targeting and audiences. Creative types and the certain attribution window that we use for Pinterest, and then we'll also do a quick little Ads Manager demo at the end.

Excellent. And something to know, it's kind of important if you're wondering how we became connected, obviously Clear Digital, we're a data analytics company. So a lot of the stuff that we do is data-backed, and we found a huge synergy with Pinterest because they are content-driven and they're targeted in niche to specific interests. So it's very tailored interest, which is a huge win for everybody.

Yeah, definitely. Yeah, so we'll just kind of dive into the Pinterest mission here. So the Pinterest mission is to bring everyone the inspiration to create a life that they love. So really what Pinterest tries to do is inspire everyone to discover something that will really benefit their life. And I think that ties in very well to what we're hoping to achieve with all of you. So with Pinterest, it's a very different mindset across other different social networks. So for example, with Facebook, it's very much a social aspect where you're just really looking to interact with your friends, your family, see what they're interested in. With Snapchat and Twitter, it's a very instant— instant— instantaneous process where you're just trying to showcase what you're doing right at that moment. With Google, you already know exactly what you want to purchase, what you want to discover, to discover, so you're not really looking to sway that decision at all. Um, with Pinterest, it's a place where you're discovering that new idea, new brand, new thing to really improve your lifestyle, and it's very much so a personal-driven thing on Pinterest as opposed to other platforms, which is a super unique thing.

This is really an opportunity where they could stand out with brand impression, a little bit more brand awareness, and in this stage it's their opportunity to provide the information maybe to the solution or need that that person's looking for, right?

Yep, exactly. So it's really just inspiring people at a very early stage with that awareness aspect, and then we're still also able to push them through the funnel as we'll actually cover that throughout this presentation as well.

Excellent.

So this is just kind of a graph that showcases that pinner mindset. So as you can see, Pinterest is a place where people come to months in advance to make these planning decisions. So things like life moments, like if you're planning to have a new newborn, or if you're planning to have a puppy, or planning for your wedding, you come months in advance to Pinterest to discover those things. And then you get pushed down the funnel weeks in advance. That's where Amazon and Google, those purchase decisions start to come into play. And then that social aspect comes near like the day of where you already made that purchase or you're about to make that purchase and you're going to showcase that on other platforms. So as you can see, Pinterest is a very early step in this entire purchase cycle.

Absolutely.

All right, perfect. So we'll just kind of go into some basic audience analytics of Pinterest. Recently we've actually updated number for people who use Pinterest each month is actually 320 million monthly active users. So we're continually trending in the right direction to have a broader user base. There's a 40% year-over-year growth, as you can see there, with 50% new signups are men, which is— in the past, Pinterest has actually been stereotypically a female-dominant driven platform, but men actually are our largest growing audience on the platform. 80% use Pinterest mobile, so that's always important to take into account when you're developing these ads. Is to make them mobile-friendly as much as possible. Um, so there are also 2 billion monthly searches on our platform with that search side of Pinterest, and then 100 billion pins and ideas on the platform are continually being utilized on our platform.

That's huge, and I think we were talking the other day, something to know, and we're going to dive a little bit deeper into this later on in the presentation, is there's a lot more attention being placed on Pinterest now that they're focusing on the multi-channel attributions. At one point when individuals were either signing up for a registration, an application, or buying a product, they were just tracking at point of purchase. Now as analytics has developed and digital age has evolved, when they're looking at the multi-points, it's actually— we were looking at Pinterest is owed 30% more credit for the attributions and they're actually responsible for 30% more of the purchases than we even realize.

Yeah, no, definitely. I think that's a huge thing that people don't necessarily realize is that Pinterest influences all of those purchase decisions. And once we take that into account for how influential Pinterest can be, you can really take advantage of that.

Huge.

All right, awesome. So we'll just kind of dive through a high level for the campaign objectives that are available on Pinterest. Um, so as I kind of mentioned, Pinterest does mirror the marketing funnel very well with, um, driving that top of funnel awareness through consideration and finally to purchases. Um, so with that awareness piece, it's very much so personalized discovery where we're targeting people with, um, their basic interests, things that they are looking to discover, driving them through consideration, uh, with the search aspect as well as different audience targeting. Which we'll dive into later on as well. And then we can also push them through to the purchase with other campaign types that we have. So for solutions to achieve your key marketing objectives, we have these different aspects that we can push people from awareness to actual sales.

Absolutely. Before we dive into the content, 'cause we're gonna dive in, really think of if you're in the marketing lane of how you're breaking down the awareness, consideration, and sales, it's just like any other funnel that awareness is really the top of funnel, like the top of funnel where they're just starting to identify that they may have a need and you may be the solution. Then when you dive into that consideration, it's really that middle of the funnel. There's a couple points to that and I think that Cody hit it pretty well and Pinterest empowers you to hit not only the information. So when somebody decides they need the need, they're looking and seeking it out. And the other way you can win with Pinterest is when they're going, they've decided they have it, they have the information. Now they're starting to compare the alternatives. That's really where you can shine. Pinterest will cap it off at the end like the sales. That's your bottom of funnel. What I thought was pretty compelling with it is it not only powers the purchase, the point of purchase, but you can really nurture your funnel in post-purchase with the testimonials as well and the content on Pinterest. So it really is an all-in-one funnel.

Yep, definitely. And with different types of campaign objectives, which we'll cover in these next slides, you're able to hit each of those pieces. To actually drive those actions such as like the sales actions with conversion optimization, which we'll cover.

Yeah.

All right. So starting with the awareness campaigns, this is really a solution for like new product launches. If you're just trying to get your brand out there, letting people know what your business is really about, what you can do for them, really just build this ideation within the pinner themself. So utilizing interest targeting, like I had mentioned before, when people sign up for Pinterest, interests, you select exactly what you're interested in, and that's how you get placed within these interest buckets. And then we can take advantage of targeting people that way, as well as utilizing demographic targeting if we're looking to target millennials specifically, or a middle age range, any type like that with demographics we can hit as well. And then for traffic campaigns, this really, uh, helps with top of funnel, or we can also run traffic campaigns for retargeting at the bottom of funnel as well. Um, so this is usually used for driving high-quality traffic with a very niche targeted audience. Uh, we utilize keyword and interest targeting. So for keywords, uh, we do want to keep in mind that because Pinterest is this discovery platform, people, um, actually are looking for unbranded things. So 97% of searches on Pinterest are actually unbranded. Uh, so we want to make sure that our keyword packs are very broad, very idea-based, looking to target people that aren't necessarily looking for that, but within the same space, if that makes sense.

Not so much focusing on— I guess keywords a good word, but more of topic-driven, right?

Yeah, exactly.

A little bit out from not just the keyword of X, go out to a topic broad range of where that could fit into.

Yeah, exactly. So we just want to make sure that we're very tactful with what keywords we decide to utilize for traffic campaigns. And then And also utilizing interests within there. We do have level 1 interests, but then we can get very targeted with our interests as well. So say for example, we wanna target people that are just interested in universities, not specifically just education as a broader sense. We can utilize niche targeting for interests. Also uploading regular customer lists, we can develop an actalike audience, which is a very, influential thing for brands that have a niche audience. And if we're looking to find people who have already interacted with your brand that have relevant interests, we can utilize act-alike audiences, which are very similar to like Facebook's lookalike, if you guys have used those.

Which are very powerful. That is definitely a way to scale your enrollments as well.

Yeah, exactly. And then conversion optimization campaigns, which is something that I brought up earlier, And these are very performant for that bottom of funnel action. So what we do with conversion optimization campaigns is we set up a campaign targeting a specific event. So for example, the Pinterest events that we can target with conversion optimizations are checkouts, add to carts, signups, and leads. So I think the most relevant would be signups or leads. And what we can do is set that to target a certain cost per acquisition for a certain lead. So say, for example, if your cost per lead is about $100, we can target utilizing that, and then the algorithm will automatically adjust based off of an impression served, how likely that audience is to convert. So once we kind of get that rolling, then the algorithm will automatically adjust based around your target cost per lead. How we're going to drive those bottom funnel actions. So the type of targeting that we would utilize for that would be specific interests. So education usually works very well, finance-related interests for driving for business universities, and then also utilizing the audience targeting with actalike audience tends to work very well for conversion optimization also.

And this is huge because with this conversion optimization, you can also target your content, right? So you can tailor the content to the taste, so you're no longer burning through your ad spend and you can control your ROI a little bit better.

Yep, exactly. So we set a certain attribution window for conversion optimization and that gives the amount of time for the algorithm to automatically adjust around that cost per acquisition. So you're not fully spending your budget day to day if it's not hitting your target goal, essentially.

That's awesome. So think about it on a business landscape of like a university. So you may think $100 is your cost per acquisition, acquisition, but with the analytics that's available in this optimization campaigns, you can actually significantly tailor it to know what the targeted content to save the money and actually reduce the cost. And then— Yeah, exactly.

Exactly. And a really great thing as well is layering these different campaign types in a broader sense so that you're hitting each part of the funnel. And if we're running, say, for example, a top of funnel traffic campaign,, it will feed into conversion optimization, which will just help your campaign perform even better.

So think about that. I'm so happy you mentioned that. So essentially the way to look at it is say that Audience A likes cheese pizza with pepperoni. You're delivering them a cheese pizza with pepperoni, not a cheese with pepperoni and sausage, because you already know with the retargeting optimization what they like to eat, how they like to eat it, where and when, right?

Yep, exactly. So diversifying will always improve performance for each of your campaigns.

That's exciting.

Definitely. Um, so shopping campaigns, which may not be fully relevant for universities, but we can still definitely dive into that because that does help with the bottom of funnel actions. Because shopping campaigns, what you would do is essentially upload a product feed onto Pinterest, and you would have your entire product feed within your business profile. And people are able to either search for it or will be shown those ads with interest-based targeting as well. So this does help with bottom-of-funnel actions. It just kind of shows you how Pinterest is moving in the right direction to drive people from awareness through consideration to the final purchase.

Yeah, and think about this, like, an interesting stat is, um, so say an individual sees a display ad, they're 7 times more likely to purchase off the retarget ad because we all get interrupted. Either your child's interrupting you, your boss is interrupting you on an email, or something happens and you didn't get to finish that purchase. Well, essentially, in utilizing this, you can go back and present that information because perhaps that person really, really wanted it, and you're going to increase your conversions right off the bat.

Yep, exactly. I'm glad you brought that up because dynamic retargeting is probably our highest return product on Pinterest. We have some partners out there that are hitting about a 10x ROAS with dynamic retargeting. So being to take advantage of that if at all possible helps campaign performance exponentially grow.

So think about it in a university with the dynamic, what he's saying. Say there's a student online and they're scrolling through and they're getting ready to submit the application, but they got an Instagram notification. So they're gonna go to that and they forgot what they were doing. Well, now you as a university have an opportunity to be first in line the next time they go online to whatever, say Pinterest, that platform is to recapture their interest and convert them.

Yep, exactly. Perfect. So for targeting and audiences, we'll just kind of go through the different targeting types that we have available and then kind of dive through the different audiences that we can take advantage of as well.

This is where it gets exciting.

So first, to start, where do promoted pins appear? In case you're not familiar with the Pinterest platform, we have a home browse feed as well as a search feed. So within the browse feed, this is where we try to make pins as relevant as possible to the pinner so that it's a very seamless process for them and that they're not being just showcased ads left and right. People on Pinterest are actually very much so receptive to our ads because we keep it relevant for them. So within the browse feed, we really want to make sure that we're targeting the right interests that we have the right audience there. And then for search feed, utilizing those keywords like we discussed as well, um, making it very relevant to what people are actually searching for. So the available targeting that we have, um, we talked through the interests a little bit there and the keywords as well. For customer lists, you're able to upload emails or mobile IDs for a strong customer list, and then we'll figure out what people are actually on our platform from that customer list that you upload. We can also take advantage of engagement retargeting. So if we're running a top-of-funnel video campaign for awareness, we can actually utilize engagement retargeting to recapture that audience who have viewed the video within the platform. We can also utilize visitor retargeting. So setting this up within a traffic campaign where people who eventually visit your website based off of whether it be an ad that we serve them on Pinterest or other ads feeding into that site visit, we can capture a visitor retargeting through traffic, as well as utilizing an actalike audience within that consideration phase, which I kind of touched on before, where you upload a customer list, you develop this actalike audience based off of the behavior of your customer list, and then we can really drive that niche audience there.

Well, think about it, the more you know upfront by utilizing all this available targeting, the more successful your, not only your targeting is going to be, but also your message, right?

Yep, exactly. Keeping it as relevant as possible, especially with that act-alike audience, I think will perform the best for universities. So the additional retargeting, we utilize location retarget or location targeting, excuse me. So with that, we're able to target DMAs, also zip code targeting if we want to get very niche with it, or we can also target by state. And then As far as for other additional targeting, we have device, so Android versus iOS, or if we want to target desktop specifically, we can also target within different languages. There are some languages that we need to be sure that our ads are congruent with what language that it is. So for example, if we're serving ads in French, we want to make sure that the copy that is on the ad itself is in French as well. And then we also do have gender targeting. There are 3 groups that is split within gender targeting. It's female, male, unspecified, and the unspecified group is just people who sign up for Pinterest very early on. We didn't ask for gender at all when people were signing up for the platform. So that's typically a large female audience there.

Good to know. This is nice because with the— you can do targeted, not only targeted content distribution, but with the retargeting and the available targeting, once you start adding those layers, you can start really testing your content to see which type of content is actually gonna resonate with a specific audience. And then again, you're improving your ROI, right?

Yep, yep, exactly.

Perfect.

And then the audience types, yeah, like we mentioned, the customer list, act-alike, visitor, and then the engagement would be developing engagement audience based off of videos or assets served to them and then developing that based off of their engagement there. Huge. All right, so we'll just kind of walk through the different creative types available on Pinterest. So for promoted pins, um, as I kind of mentioned before, we want to make it as seamless as possible, like they're being served organic content, um, not disrupting as much as possible, really being able to showcase what your brand is, what you can offer them, and how, um, they will benefit from interacting with your brand.

It's really important to optimize your content tailored to the search, like you were saying, the keyword search. Make sure it's topic-driven and you're really focusing on that.

Yep, exactly. So we really want to make sure that, um, when we're utilizing the search targeting, that it is very relevant to where we're placing that ad itself. Um, so whatever text overlay we have within there, the call to actions, the content itself that's within the pin we want to make sure that it's as seamless as possible so that they're even more likely to interact with that promoted pin.

Perfect.

Awesome. So the basic anatomy of a pin, um, we look for tasteful logo placement. So we want to make sure that your brand is on there so that even if an impression is just served, it still showcases what your brand is to the pinner even if they're just scrolling through. We do encourage having text overlay and a call to action with within the pin itself. This really just helps drive that relevancy aspect for people that click through to the website. We want to make sure that they have the full message of what they're getting themselves into so that they don't just bounce. So we want to make sure that whatever copy we have in there is very engaging, um, really driving them as an action to click through to your website. And then with the image itself, we want to make sure that it's a very tasteful whether it be a lifestyle image or some sort of product image, really to help make that aesthetic as beautiful as possible for the pinner so that they know that the brand that they're interacting with is a legitimate one as opposed to showcasing content that isn't very beautiful, isn't very appealing at all. So we want to make sure that we're always aligned with that.

So when you say like looking at your pin, you really want to do almost a test to it, like a 2-second test. Out of 2 seconds, if I were to look at I get this, what, and I turned away, what did I really gather from it, right? As long as you get that and you've nailed that, that brand impression of, oh, that's that company, this is that topic, and they want me to do this for more. Once you get that 2 to 3 seconds, 'cause you really just have one scroll to capture their interest and you want it to be a scroll stopper, right?

Yep, exactly. We wanna make sure that it's something that is beautiful and does capture their attention at the very same time.

Perfect. And then do you guys, I don't know if you still suggest, but at one point it was when you're doing the logo placement, you really wanna make sure it's at the top 1/3 of the window and then you can utilize the call to actions in other places, right?

Yeah, so that's usually a best practice for sure just because say for example if your pin is served and it's at the bottom of the feed, you know, at least it showcases your brand logo there. But as, yeah, as long as you have your brand within the image itself, that's kind of the key thing there because some people will post things and then you don't even have your brand logo on there. So how are they going to know that it's your brand that they're they're wanting to interact with. And then kind of—

impression, right? When you're going through, are you impressing your brand upon the viewer that's scrolling through?

Yep, exactly. And yeah, kind of like I mentioned before with the mobile aspect of 80% people, or 80% of pinners use Pinterest mobile, and we want to make sure that the content there is mobile-friendly as much as possible. And I do have like a list of best practices for creative that we'll definitely send out to you guys once we kind of get things going. And yep, like I mentioned before, text overlay— there is no 20% rule here, so we do want to as much as possible showcase your brand message with some text overlay to really drive that relevancy aspect for the pinner.

Perfect.

And then, yep, like we mentioned, tasteful branding. 90% of searches on Pinterest are unbranded, so you really want to showcase your brand as much as possible. So even when an impression is served, your brand really stands out.

So think of it through what colors identify with your brand, what fonts. Maybe pick 3 to 4 colors, you probably already have these. Pick 1 to 2 fonts, you probably already have these, and maybe a logo.

Yep, yep, exactly. Alright, and then we also do have video content on Pinterest, like I briefly mentioned before. These are just the different types of video that we're able to promote. For standard video, we usually recommend a 1:1 or 9:16 ratio. That's just because it goes seamlessly within our platform for that vertical aspect ratio for pins. And then we also do have max-width video, which is really great for that awareness piece. So either having a square video or a 16:9, because that does take up a lot of real estate. So we just want to make sure that that does align with best practice there.

Good to know.

All right, so now we'll just dive in through attribution. Let me just click through this really quick.

We kind of talked about this in the beginning. We hit on it just a little bit.

Yep. So for attribution, really the main thing here is that we want to utilize a multi-touch attribution. So for Pinterest, Pinterest, like Anna had mentioned before, it doesn't really get credit for 30% of what Pinterest actually influences for a purchase. So with our attribution, we want to make sure that we're able to capture all of the value that Pinterest is actually adding for your brand. We are also able to support different attribution or tracking for your platform. So if we have like third-party tracking, we can definitely use that for like UTM codes and everything like that as well.

And that's really, if you're not familiar with UTMs, it's UTM parameters and it's really identifying where the source of the individual. You can track, say Betty came from Facebook, then she went to Pinterest and then she went and she purchased or vice versa. The UTM parameters really give you power to track at a very defined level.

Yep, exactly. And you're able to actually just track performance of a specific campaign with a UTM code or what action they actually took with that. So it does help a lot, but utilizing the Pinterest tag as much as possible and then being able to track that performance within the Pinterest platform is a very sufficient way to see how the campaign is actually performing also.

Yeah, the Pinterest tag is huge if you're really looking to define outcomes or if you're just looking to collect the data as well so you can analyze it for future campaigns. It's huge.

Yep, exactly. And it also ties into developing that visitor site retargeting. So having that Pinterest the Pinterest tag will help capture that entire audience, as well as we would need the Pinterest tag on the platform for utilizing conversion optimization campaigns because we would be targeting those specific events. So always taking advantage of the Pinterest tag is best practice.

Excellent.

All right, so we kind of touched on this. It helps with building audiences, optimizing those campaigns, and being able to track those conversions. So having those event codes specifically for leads, we would be able to see what our cost per lead is as the campaign is progressing, as well as placing other metrics in there like the amount of estimated revenue for each lead. Everything like that we can track within our Ads Manager as long as we have the Pinterest tag implemented.

And that's huge because if you think about it, especially from a university aspect, if you can take historical data using this tag and you can take it with each customer and actually use it to forecast the future lifespan of that relationship, you're going to be able to help actually further your budget and set your budget so you can win with ROI and giving you more power and accurate ROI, if you will.

Yep, yep, exactly. All right, so this is just kind of a brief little thing about conversion tracking with the Pinterest tag. So essentially, when a pinner logs in A pin is shown, they're taken to the partner's landing page directly under the pin that is zoomed in on. So it's a very seamless transition from the Pinterest platform to your specific landing page. So all they would need to do is scroll up and then they would be taken directly to where they can either sign up or learn more information depending upon what sort of campaign that we're running, and then eventually make that purchase. Within the Pinterest app. And then there also is, um, cross-device tracking. So, um, say for example someone logs in mobile and then is served your pin, um, on their mobile device, and then they sign in from their laptop and are making that purchase. We're also able to track, um, that action from going from mobile to desktop. So it's a very influential thing for capturing that entire audience of how Pinterest inspires and really drives those purchase behaviors.

Just imagine the power of this conversion across devices. So if you're to really truly track the Pinterest tag across conversion device, the devices, you could take that historical data, if you will, and you can translate it over and basically further predict and forecast risks and also opportunities, like windows of opportunity that you may have not thought that were there.

Yep, exactly.

Perfect.

So then we'll just kind of briefly touch on this. This is the attribution windows available for the Pinterest tag. Typically we always recommend starting with a 30-31, and the reason for that is because Pinterest is that first-touch platform like we have really driven home today. We want to capture that entire audience of how we have influenced them at the very early stages and then actually drove them through the funnel. So having that 30-day window will help us really capture how performant these campaigns will be. All right, awesome.

So I'll just briefly go through an Ads Manager demo, which I know this is definitely a compelling piece because I'm not sure that a lot of individuals are aware of how powerful the Ads Manager is. Within Pinterest.

Yep.

Thanks for taking time to show us.

Of course. Um, so this is just my, um, personal Pinterest profile. Um, I set it up as a business one so that I can kind of showcase how to walk through the platform. Um, so when you initially sign in to your profile, this is typically the page that you'll be shown. Um, this is just your overview page where it shows you exactly how much you've spent within the past 30 days, the type types of impressions, total engagements, everything like that. And then as you can see below, it shows you what different campaign types we have. So if you're running an awareness piece or a traffic campaign, it'll show you the total impressions per each campaign type. And then it also walks you through like conversion campaigns, video views, everything like that. I think the most beneficial thing for Ads Manager personally is the Audience Insights. Um, and the reason for that is this shows you exactly who engages with your content on Pinterest and essentially what that audience looks like. So it breaks it down by age, gender, location, um, what exactly they're interested in. And you can choose those interest groups of people that are already interacting with your brand and essentially use that for targeting within your ad That's huge.

So you can tailor your content. And I think also with this, over time, doesn't it, um, I think over time if you go into the account after you run them, it'll show the most viewed pins. And what's really nice about it is they'll highlight the 4 to 5 keywords, so then you can go back and redesign your content engines to get a better performance.

Yep, exactly. Um, let me see if that will pull up here.

That was like one of my favorite things as content because You really— there's no more guessing. I think a lot of times in marketing, you know, you create a content of what you think you want. And what's nice about Pinterest is they empower you to actually truly listen to your audience and then go back and create the content that your audience is saying they want.

Yep, exactly. So that exact thing is right within the dropdown for analytics and overview. So you can select what different content types you have going. So if you have an organic organic pin that you want to see the types of impressions that are being run there. It'll show you what your top boards are, it'll show you what pins are the most performant, and then you can choose to promote your most performant organic pin there as well. You can also segregate this out into engagements, close-ups, everything like that. So it's a really transparent thing, or transparent tool, that you can take advantage of. To target the right audience and figure out what is actually performing best for you.

Yeah, it really allows you to analyze your historical patterns of your audience. So there's no more guessing. Like, that's the largest thing I love about Pinterest is if you're looking for something that's going to be a big focus, especially going into 2020, is not so much your acquisition, but it's your— they call it the CLV, your customer lifetime value. Everybody knows that once you acquire a customer, a student, whoever it is, you have an extended amount of time. There is an expiration date, on that relationship. So utilizing the analytic tools within Pinterest, you can really start to identify, okay, I have this person and our relationship is this and this is the monetary value. Now you can go back and create content that you know they're going to consume. You're not going to waste and you can impact your ROI in a huge, huge way. Yep.

Yep. Definitely. Perfect. So we'll just kind of walk through basic ad setup just so you guys can kind of see what this looks like for setting up a campaign. So we'll just walk through a basic traffic campaign. Here you can set different campaign spend limits, um, as well as like a daily spend limit or a lifetime spend limit. I always typically recommend setting these budget limits at the ad group level. Um, and the reason for that is it tends to deliver a lot better when the ad group is given a certain daily budget or lifetime budget as opposed to setting up campaign cap. Um, it is able to optimize appropriately for day-to-day spend at the ad group level as opposed to campaign. So here—

testing ads and content, wouldn't you say a good run is 30 days? Like, you really need to be having a good run for 30 days, 45 days?

Yep, exactly. 30 days minimum is typically what I recommend, and the reason for that is because of that pinner behavior. So if we test for any shorter than 30 days, we're not really able to see how influential it was to drive them to that purchase action, um, because people will save things to their boards, they'll come back to it, uh, day to day, show it to their friends, and then actually make that purchase decision. So it does take a little bit longer period of time for people to drive through the funnel, but it is a lot more beneficial to, um, have that awareness aspect at first and then drive them through to the purchase action.

Well, and wouldn't you say something for everyone to look at that's joining us today is really look at the cost evaluation of it, of running it 30 days. Not only are you going to get that purchase, but you're also going to aggregate huge data points that you need to move forward to better tailor not only your messaging but your retargeting.

Yep. No, definitely. Perfect. So for the targeting, this is where you would create those new audiences, uploading like the customer list, and then you can also develop those visitors, site retargeting once you have the Pinterest pixel set up, and then add those audiences into your campaigns. Here are the different types of interest groups that we have. So for example, for education, if we want to get very niche with our education education interests. We can go to different education levels if we want to target just for graduate school specifically. As you can see, there are about 805,000 monthly active users looking for graduate school at the moment. And then adding in other different, um, level 3 interests as well, and we can get very niche with like the doctorate or the master's degree, anything like So I'm curious, for the sake of this campaign, would you suggest best practice?

Would you say when you're setting the interest, would you do a super defined, like, 3-level tailored, or would you recommend going education, going broad, and letting the algorithm tailor it down? Which would you suggest for, like, the best practice on this?

Yeah, that's actually a really good question. For conversion optimization campaigns, best practice is to have it as broad as possible. So setting it to maybe just the education interest in itself. Um, and the reason for that is, like you mentioned, the algorithm will automatically tailor towards where people are converting specifically. Um, and then we'll find that niche audience for you, but it needs the room to be able to search for that. Um, if we're running a traffic campaign, um, best practice is always to have it as targeted as possible. So if we're targeting for a specific education level like elementary school, then we would be able to have that niche audience as opposed to having it very broad. Because if we're having a broad audience within traffic, it's going to deliver a lot, but it's not necessarily the exact audience that you would want to find. So we want to be as targeted as possible there.

That's a good point. So say if you're, you know, you're setting aside a budget, think of it this way. If you're driving traffic, they're at the bottom of the funnel, they're ready to, they've already gone through the awareness, the interest, the desire, they're ready to take action. So a good example to be is like a keyword tool. Say you put in something like Android, right? Android is a popular term and we know that 2.7 million people actually search for it a month. Where I'm going with this is if we were to just use Android in a traffic search, You could get one of three options. You could get mobile users that are searching for how to use it, so help an Android. You could get Star Wars junkies that are looking for droids, or you could get the robot community that's actually looking for Androids. It's really a crapshoot. I think if I understand you right, Cody, when you're looking for traffic and it's tailored to that conversion, you really want to be niched down.

Yeah. No, that's exactly right. We don't want to just deliver as much as possible to an audience that's not necessarily necessarily interested in it. So for traffic, we want to keep that as relevant as possible so that every click that you pay for will be something that's actually influential as opposed to just people clicking through that have no actual interest within the brand itself.

Awesome. Thanks for taking time on that. Cause I know like feedback from universities and individuals that we work with, that's one of their largest, like the things they get hung up on is how do we cast the net? So thank you for that. Yeah.

Yeah, of course. And you know, as we move forward with this, We're definitely here to help develop those initial strategies for you guys. So once we decide what sorts of campaign types, what sorts of budgets we would have for moving forward with these campaigns, I would definitely be a great resource for setting up those initial targetings. So for conversion optimization or awareness or traffic, anything like that, I'll definitely offer as much help as I can for proper setup.

And execution. Thank you. Thank you for that. Yeah, and that's something to stay tuned. Like, if you're watching this, no, there's no pitch at the end. I know sometimes webinars— I forgot to say that at the beginning. Sometimes there's like this string attached. There's nothing other than this is information to open your eyes and empower your use on Pinterest. And know at the end of this, there will be an opportunity if you're kind of stuck or you just like to hit the ground running. We're going to give an opportunity to connect on a discovery call. It's 100% free, no strings attached. So we can just get you started on Pinterest the correct way.

Yep, exactly. Um, so those are kind of the main things I wanted to cover for Ads Manager. Is there anything else that you kind of want to touch on at all, Anna?

No, I think that this was very, very huge. I think, um, if we could recap it, the top 3 takeaways on Pinterest is knowing who you are actually trying to attract, right? Knowing your avatar and the behavior and the patterns that they exude online is a huge indicator.

Yep, definitely that. Definitely also making sure that your content is very relevant to the pinner and showcases how you can benefit or how the pinner can actually benefit from engaging with your brand itself. So making sure that that content is very tailored, making sure that we're setting up campaigns as best as possible, as diverse as possible to be able to hit those objectives. Yeah, those are kind of the main things for being successful on the platform. And then always utilizing me and Anna resource for learning more about the platform because we're definitely here to help you guys succeed because if you— yeah, so it's perfect.

No, definitely, like Cody said, if you're looking to optimize your content, you need to optimize it for search. If you're wondering where to start, we are both available for that. It doesn't matter where you are, if you're at top of funnel, middle funnel, bottom funnel. If you just have a lot of content and you're not sure how to organize it, that's what we're here to do. So at the end of this, we will be sending out a link. It's an opportunity to connect with us one-to-one. I don't know where else you could get to and I'm just going to call industry experts that are really, really thumb on the pulse of how to utilize not only utilize Pinterest but also optimize the results. So, definitely. Cody, anything else you can think of because I thank you so much for offering your time and walking us through like a live demo of how to not only use this but how to win on Pinterest.

Yeah, of course. No, honestly, I'm just really super excited to be helping all of you out. So, this is This is such a great thing that Anna is doing, and I'm super happy to be a part of this.

Thank you, Cody! Alright guys, so keep an eye out for the link, and also we're going to be sending out some deliverables as well, so if you're kind of stuck and don't know where to start, we definitely look forward to the opportunity of working with each and every one of you.

Perfect, you guys have a good one.