AN INDUSTRY GUIDE TO Pinterest Advertising Education and Skills For The Professional Advertiser MODULE 9 Module 9 Pinterest Advertising Contents Learning Objectives .............................................................. 1 Sharing. Pinterest Ad Formats................................................. ........2-4 Discovery. Promoted Pins The world of Pinterest. One-tap Promoted Pins Promoted App Pins Promoted Video Pins Over 175 million people come to Pinterest every month ready Cinematic Pins to act on the ideas they find. Pinterest is a place where sharing Where People See Pinterest Ads ......................................... 5 a brand’s helpful, actionable ideas can lead to big, measurable results. Pinterest Campaign Management .....................................6-7 Targeting with Pinterest users .........................................8-11 Pinterest is visual. It is pictures. Science has proven that the Buying Pinterest Advertising .............................................. 12 brain processes images in a completely different way than text. Creating Pinterest Ads ....................................................... 13 The information is processed quicker and at a deeper level. It is Metrics & Reporting .......................................................14-15 much easier to develop an emotional connection to images than Case Study ....................................................................16-18 it is with text. Hence, the value of Pinterest as a medium, and as a marketing communications tool. The paid messaging facets of Pinterest will be exposed in this learning module. It is important to grasp that all opportunities are housed in Pinterest’s singular “image” focus as an advertis- ing medium. This learning module provides an overview Pinterest as: • A strategic advertising medium for business • A “show...don’t say” targeting tool • An impressionable platform that helps people plan TUTORIAL Learning Objectives 1. Explain all Pinterest advertising forms: Promoted Pins, One-Tap Promoted Pins, Promoted App Pins, Promoted Video Pins and Cinematic Pins(introduced August 2017). 2. Show where Pinterest ads appear: home feed, search and related pins. 3. Demonstrate Pinterest’s abilities to target audiences 4. Explain Pinterest advertising pricing models 5. Detail the steps in Promoted Pin advertising on Pinterest along with mechanical specifications. 6. Present Pinterest campaign performance metrics for campaign optimization. Pinterest advertising Pinterest advertising is inspiration on the path to purchase. Yes, it's different. It is discovery, play and planning for life's moments of Go to page inspiration. Right now Pinterest advertising products include: • Promoted Pins https://ads.pinterest.com • One-tap Promoted Pins • Promoted App Pins • Promoted Video Pins • Cinematic Pins Pinterest Advertising 1 Pinterest Advertising Pinterest Advertising Formats How people see ads on Pinterest Advertisements on Pinterest are unique to the social medium's visual platform. Pinterest is a visual array of vertical images. Ads blend tastefully into the fabric of each pin board page. Promoted Pins The core ad format of Pinterest are Promoted Pins. They are just like regular Pins, only advertisers pay to have them seen by more people. They are ads that perform just as well, if not better, than organic Pins, helping people discover and save ideas. Promoted Pins don’t interrupt or distract Pinners. They help peo- ple find the products and services that are right for them. Any business with access to the Pinterest Ads Manager can take advantage of Promoted Pins. Whether the goal is to branding, drive in-store sales, online actions or boost traffic, it’s simple to start. Note: A prerequisite for all Pinterest advertising is that a company or organization must have a Pinterest business account known as Pinterest Ads Manager. Full details: https://about.pinterest.com/en/advertising-standards Module 9 2 Pinterest Advertising Pinterest Advertising Formats 3 One-tap Promoted Pins Pinterest recently rolled out One-tap Promoted Pins. They are the same as Promoted Pins. These ads act a little differently. When people tap on a One- tap Promoted Pin, they go directly to a chosen landing page. Pinterest ads for this updated format must satisfy additional requirements in order to ensure a great user experience. Landing pages for one-tap ads: • Must load quickly • Must be mobile optimized • Must readily display the product, service, or information featured in the ad above the fold • Can’t include irrelevant pop-ups along with a webcast invitation call to action link Promoted App Pins 4 Promoted App Pins make it easier for user to find out about the applications and app-makers just by click- ing on the Pin. These Pins link directly to the store for instant app download. Interactive Pin Demo Module 9 3 Pinterest Advertising Pinterest Advertising Formats File type: MP4 or MOV Max size: 2GB, or less; 30 min, or less Aspect ratio: Square (1:1); Vertical (9:16) Resolution: Min 240p Frame rate: Minimum 25fps Video Pin Demo Promoted Video Pins Cinematic Pins Pinterest Promoted Video is a pin with up to 30 These made-for-mobile animation Pins have the allure of motion as Pinners scroll minutes of program. A notable difference from past. Cinematic Pins are created using a sequence of images. Advertisers get the other social media video are the presence of benefits of eye-catching action in an easier-to-execute format that’s sure to grab featured Pins below the video. This is an ad- audience attention as a branding strategy. vantage for advertisers who use video to demo Cinematic Pin Demo their products and feature Pins below that showcase the products used. Module 9 4 Pinterest Advertising Pinterest Advertising Where People See Pinterest Ads Home Feed Home Feed is the first thing a person sees when they come to Pinterest. Promoted Pins on the Home Feed are just like regular Pins—the only difference is that an advertiser pays to have more people see it. These Pins will always be labeled “Promoted” so they’re easy to spot. Search With Search Ads on Pinterest, advertisers can pro- mote visually engaging ads as consumers search for relevant products. Search marketers on Pinterest can engage earlier in the buying journey, when their cus- tomers are most open to new ideas. Related Pins When a Pinterest user clicks on topic button, a related pin may occur for a feature advertised product. These are related Pin advertisements. Module 9 5 Pinterest Advertising Pinterest Campaigns STEP 1 Campaign Setup and Management A Pinterest business account is required to advertise. Go to http:www.pinterest.com. Opening a business account will unlock special features like Pinterest Analytics, and of course, Promoted Pins for advertising. Next step is to establish a business profile. That will unlock the Pinterest Ads dashboard. Go to http://www. ads.pinterest.com or select the Ads menu option at the top. Campaign Set up Pinterest, like its social media cohorts, Google, Facebook, YouTube, Twitter and Instagram, is very deliberate about helping advertisers succeed. As a result, advertisers are lead through a direct sequence of steps beginning with “objectives.” The first step is the Create‘ Ad’ button. Pinterest presents five (5) campaign objectives: 1. Build Brand Awareness Recommendation: It may be best to let students set up their own Pinter- 2. Boost Engagement est business accounts at this point of instruction. The ability to personally 3. Drive Website Traffic walk through the account set up, campaign goal, targeting and budget 4. Increase App Installs process will enhance their comprehension. 5. Build Brand Awareness through Video Module 9 6 Pinterest Advertising Pinterest Campaigns STEP 2 Upon selection, Pinterest leads advertisers through the entire sequence of naming, start and end dates of campaign, budget and audience selection or “targeting.” Module 9 7 Pinterest Advertising Targeting with Pinterest Users STEP 3 Targeting Audiences Pinterest ad targeting is directed to the visual audience with up to three(3) coinciding strategies: 1. Pinterest Data (interests, behaviors, location, device, language, gender) 2. Actalikes (people who act like an advertiser’s desired target based on their Pinterest behavior) 3. Advertiser Data (past purchasers, loyalty members, website visitors and advertiser in-house data) Advertisers begin with selection of any of the three choic- es. In-house data or existing board Pinners of a business or brand’s Pin board may be utilized. Many advertisers expand the target through interest, behavior, location, language and gender layering that Pinterest delivers upon campaign set up. Module 9 8 Pinterest Advertising Targeting with Pinterest Users Pinterest Data Targeting Existing Pinterest user data from actual Pinners is a powerful kickstart. Pinterest advertisers may choose from over 420 interests. This targeting allows advertisers to reach audiences when they are looking for new content, inspiration or discovery. The notion is that advertiser reach people (or Pinners) based on their affinity for certain things such as healthy recipes, or yoga without needing to make the ad message contextually-relevant. Targeting Pinners by interests only reaches them in their home feed. Interests may be related to people interested in an advertiser or brand’s business. An example may be targeting “travel” as an interest to reach Pinners who may be interested in e-books. Keyword Targeting This is a way to reach Pinners based on their search