A picture is worth a thousand words. Pinterest ads will now enable advertisers to take pictures and amplify them with advertising—exposing content to participants in a unique new way. Last October, Pinterest announced a native ad offering in beta called Promoted Pins. True to form, Promoted Pins enabled a few select advertisers to test “beautiful” paid pins that mimic Pinterest’s visual format—woven into organic content. Now, Promoted Pins will make their debut to all advertisers, perhaps as soon as next month. Image from Pinterest THE SCOOP Here’s what advertisers need to know about Promoted Pins:
PINTEREST ADS: A PERFORMANCE APPROACH Promoted Pins possess many of the characteristics of traditional performance marketing ads—akin to paid search, programmatic display or bidded social ads. For instance, they can be bought on a CPC basis in real time, and targeted to ideal participants. They then mix in performance content elements like beauty; in the words of Pinterest ad chief, Joanne Bradford, Promoted Pins are “works of art.” To succeed with Promoted Pins, advertisers must leverage beautiful performance content with a performance-based buying and optimization approach, centered on (1) The Participant, (2) Targeting & Engagement, (3) Measurement & Analytics and (4) Test & Learn: 1) Participant
2) Targeting & Engagement
3) Measurement & Analytics
4) Test & Learn
Pinterest ads are a new opportunity that combine beautiful content with performance marketing characteristics like bidding, targeting, measurement and optimization. Advertisers with experience in traditional performance channels like paid search can succeed with Promoted Pins, as well as elevate their games with ads that are much more visual than traditional paid search. To further explore the Promoted Pins opportunity, please contact your Performics Account Team today.