September 25, 2021

337 – Look : Pinterest Ads! with Laura Rike

57 minutes

Please welcome Pinterest expert Laura Rike back to show us exactly how to run Pinterest ads that will help build your handmade business.

As a Pinterest Strategist, Laura helps high-performing business owners & content creators implement content growth plans, outsource their visibility, and steadily grow their monthly revenue. All without tantrums over tech and trading sleep for success.

She describes herself as a quirky, spunky, social butterfly who values open, honest relationships in every area of her life. She’s also the mother of two boys who are the center of everything.

Ready to learn how to run Pinterest ads for your craft business? Let's dive in!

How To Run Pinterest Ads

Pinterest ads can be more direct than Facebook ads, for example, because it's all about behavior instead of general demographics.

Get Started With Pinterest Advertising

Make sure you have a business Pinterest account. You won't be able to do ads on the account if you don't have that setup.

For your first try at Pinterest Ads, set up a Brand Awareness campaign and just budget $5-$10 (total) for the campaign. It's a perfect way to get your feet wet.

Focus on psychographics such as what people search for and what they actively purchase to better target your audience.

Note that Pinterest's term for traffic is "Consideration." So when you see a "Consideration campaign," that means getting traffic. <-- Pro tip!

Your budget is entirely up to you and what you're comfortable spending. But if the ads seem to be working well, switch from Brand Awareness to Consideration (aka Traffic) to really see a return on your investment.

Think of Brand Awareness as Pinterest Ads 101. Once you've figured that out, you want to move to Consideration.

Moving To The Next Level With Pinterest Ads

Once you're in the consideration section, it will be focused on traffic. Try to get the most data within that first week because that will help tell Pinterest what works best and how to continue your ads from there.

Tune in to the full conversation to hear how much to spend when you get started with Consideration campaigns and how to scale up or down!

When you review the analytics of your campaign, focus on the clicks that go through to your content or destination URL rather than other metrics.

In a Consideration (traffic) campaign, you pay for each click to your site. In a Conversion campaign, you pay for the actual sales you make.

Your Consideration will help teach Pinterest who you are trying to reach, so you do that first before a Conversion campaign. <-- Don't miss this section - tons of detail about the difference between the two campaigns and how they work together, CRUCIAL to get it right!

Best Practices For Advertising On Pinterest

Start with 2 or 3 pin designs and see how they do against each other. Leave everything else the same:

The targeting strategy is the same

Keywords are the same

Everything is the same - but the designs are different.

Always test and try different calls to action, different layouts, and different titles on the image to see what resonates the best with the audience you are targeting.

With targeting, in the beginning, you're going to have three different options. Choose from:

reconnect with users - retarget people who have already interacted with your brand

find new customers - new targeting, keywords, audience lists, act-alike audiences

or choose your own

Targeting details include your keywords and interests. Set up one ad group to target 3 different interests. And then set up another ad group to target your keywords with no interests. <-- More detailed discussion on this when you tune in!

Pinterest recommends a minimum of 25 keywords. Laura suggests a minimum of 50-75.

Don't set up multiple ads with different products, targeting the same keywords, because then you're going to be competing against yourself. <-- Tune in for the details on how to do this right!

Test different interests if you're going to be doing different ad products.

Don't change anything until at least 14 days have passed. Let it do its thing so you have enough information.

If you pause a campaign for more than 30 days, duplicate the setup with a new ad rather than starting the same one up again.

Important - don't get overwhelmed with all the details here - start small, get comfortable with it, and go from there.

Make sure you listen to this full episode to get all the step-by-step how-tos!

Resources Mentioned

Ep 319 - How to Capture the Power of Pinterest

Laura's Contact Links

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Thank you so much! Sue

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By Sue Monhait

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