Unknown Speaker 0:11
Next up, we’ve got Lisa Ressler, who’s going to be talking about Pinterest ads. And and I don’t know about you, but Pinterest has been doing some really interesting things. And certainly, the stock market has been paying attention to Pinterest more and more. And so Lisa is going to talk about why some advertisers may want to pay attention more as well. So go for it, Lisa.
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Hello. I’m going to hope I don’t have any. It says Kirk needs to stop sharing.
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Kirby is still there.
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stop sharing in the here and I’m doing the sharing option. And it’s not giving me an option to stop sharing.
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There it is. I found it. Apologies. We’re good. No
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Technology. It’s so silly. All right. Let’s see how this goes. Can you see that? Yep. Okay, let me
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One moment, please.
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Unknown Speaker 2:01
Lovely. Hello, everyone. I am Lisa Ressler. And I’m very, very excited to be here today. Before we get started, Ginny is going to help me with a poll. So we’re going to do this old school totally manual, except for that it’s on the computer and you have to do something digitally. But I’m in your I can’t see you. And I can’t see what what you’re doing. If you could use the raise hand feature, to let us know if you’ve ever used a Pinterest advertising account to promote your business. That’s all you need to do is just push a little button if you’ve ever used it before. Are there any hands going up? There are okay? They’re coming in. Awesome. So please do that now. And then Jenny’s going to count them up using her manual math skills. And so today, I’m going to talk about Pinterest. It is it is one of my favorites, because I think it is definitely underutilized in the PPC community. And it’s so very different than the other ones that we use. So that’s why it’s a personal favorite of mine. And so I want to talk about it. I want to talk about it more. I’m also still learning. So I’ve been taking copious notes here. So
Unknown Speaker 3:27
Well, it looks like we have about eight attendees raise my hand. So we have about 910 ish that are have used Pinterest. So you have lots of new learners in the mix.
Unknown Speaker 3:45
I think that’s great, because that is what my presentation. That’s who my presentation is for
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Unknown Speaker 3:52
But also sad, because I think there’s a lot of opportunity. So we’re going to talk about that today. So let me tell you just really quick, a little bit about myself. I’m a PPC strategist. So I work on a lot of different platforms, Google ads, Microsoft ads, Facebook, LinkedIn, and now Pinterest. This is me last year on in 2020. Very excited to be moderating at the conference. I also have spoken internationally on PPC, I write for Search Engine Journal. And when I’m not doing all this industry stuff, I practice yoga because I need the mental break. So let’s jump into Pinterest. advertising. Pinterest is a more of a visual discovery engine like I talked about it is a lot different from the other platforms that we use, and it has a really neat niche. So in this presentation, I’m going to talk about people and the platform, the targeting opportunities and then some tips for setup, creative and optimization. Just to get you started. So first, let’s go with stats because everyone loves stats. There are 459 million people that are using contrast every day. And they use it to plan their everyday lives from cooking to shopping. I use I use Pinterest as a go to for a lot of things when I am researching, and just getting started with a with an idea. What I thought was really interesting is that they have 20% market share of us social media visits. So 20% looks like a small amount, right? When you can split could put it into perspective, Facebook has 60% market share, and then Pinterest comes in second. Just think about that for a second. So that’s very cool. Not only is Pinterest popular in the US, I mean, it’s the most popular in the US with 100 million users. It’s also being adopted around the world in ads are available in all the countries that are listed here. So it’s great that it’s it’s getting going. The people on Pinterest are as diverse as the types of pins that they choose to, to put up. I mean, I’m talking about ads today and not not organic. But if you you know if you’ve been on Pinterest, there’s all kinds of stuff on there, there’s a whole world of opportunity. 80% of those people are using it for inspiration and about a purchase or actually purchasing from Pinterest or purchasing products they’ve seen on Pinterest. Besides the those concepts, one of the things that makes it different is that most of the printers are going there for inspiration and ideas about their lives. So we want to couple that purchasing intent with the fact that they’re looking for more creative inspiration. I think a lot of companies that holds them back from advertising on Pinterest is that they don’t know how they fit into it. And so here are some of the popular categories technology, home improvement, most of the things that you would expect, but I think you need, you know, we need to think a little bit more. If you don’t fit into one of these categories, or don’t have a product that is complementary in one of these categories. Think a little bit more outside the box. Like for example, Home Improvement can range from a big box retailer to a local services provider. There’s really a lot of play in those categories. So let’s talk about some of the targeting. What I don’t think a lot of people know that the targeting on Pinterest is very, very sophisticated. It is very complicated. And that is that is a good thing. So you can target target the right audience based on a number of criteria. And the criteria is by a lot a big degree based on the pinner engagement. So in this example, I was served an ad for Kohler. How did they know I was in a remodeling project, because they’re super smart. And so we can look at interests, keywords, demographics, placements, and we’re going to also talk about their expanded targeting options, which are all the relate the audience options, the retargeting, all that fun stuff.
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Besides the more of that traditional type of targeting that we saw, if you want to call that traditional, you have this really nifty tool that I wanted to put in this presentation. Because I think it’s very useful for Pinterest ads as well as any other type of platform, you could check out this tool. If you have a Pinterest account or set one up in that little analytics drop down, you can choose trends. And you can and that’s available for US, UK or Canada, you can enter in several search terms. And then Pinterest will give you information about them in short them on a graph. I wanted to make sure I include the graph because I was jealous of ajs graph yesterday showing the users on LinkedIn so we can identify trends. So this is people that are looking for marketing ideas and interested in podcasts. So I thought that was I did not see that coming. Let’s look at some more information about the actual ads. So the placement of the actual ads on Pinterest are on pinterest.com in the Pinterest app. So it’s definitely one of those contained platforms. They don’t have like an audience network or partner sites that they post their ads to as well. So the The percentage question mark was not is not a note to solve. This is a question for you to think about. And then I will tell you the answer. So what do you think is the percentage of people that are using the the mobile app versus the desktop. So the number, the majority of people are using the mobile app 85%, access Pinterest through a smartphone. So this is important really important information to know that when you’re creating your campaign strategy, and your your ad creative, that you have this in mind that is very mobile friendly, and that it takes into account that customer’s journey. We’re going to talk about the pinners journey right now. And what I think is great about this is, this looks a lot like the old fashioned sales funnel, doesn’t it the awareness consideration and purchase, they just have, we just are calling it something a little bit different. I’m just looking, maybe I could I’m narrowing it down, I know what I want. So in the example of my remodeling project, maybe I could I’m still working on it. I haven’t narrowed it down yet. But I’m glad that Kohler gave me that ad, because it did remind me to check out their multiple products. When you’re setting up your campaign, they will ask you to choose an objective, again, kind of mirroring the traditional sales funnel and the pinners journey. building awareness, you have this we’ll we’ll be looking at like a lot of impressions and video views driving consideration, which is clicks. And we want clicks to the site in this example, and then conversions, driving people to take action and then catalog sales, which is basically their shopping ads. So here’s I want to talk about some of the ways that we can build the retargeting. interest is in any platform is a really powerful targeting tactic, and especially on Pinterest, because as we said in an earlier slide, this is what the pinners have shown, they are interested in so this is just really great. They have like a upper level sort of interest targeting. So on this one, I was looking up travel destinations, a treble, and then us dis destinations and then Florida. So we don’t have a lot of travel open right now. But I hear that Florida is hot, literally. And sorry, that was a dead old dad joke, right. But um, you we wanted to target people interested in traveling to Florida, we can do that very easily here.
Unknown Speaker 12:54
And a really effective sort of partnering of targeting here is using keywords. So what is really interesting and different about Pinterest keywords is that you have to think a wave get away from like this the search engine and how people are searching on a search engine. Because this is a contained ecosystem where they already know they’re on Pinterest, they already know they’re going to get ideas. So they’re the keywords are going to look a lot more like a site search sort of intent, if you’re familiar with that, and it’s something that you’ve done in your job. Those are more kind of broad searches. So you want to think like that. Also, I would recommend using their their nifty keyword tool here where it’s giving me suggestions, because this is based on what people are actually searching for on Pinterest. So I find this to be more valuable than to take a keyword list from Google and just duplicate it here. I don’t, I don’t think that would work very well. We don’t want to take the the interests and the keyword targeting and mix that with audiences. We want to bundle those two together, but not include audiences as with us. And as we’re running these scenarios, let’s go to the next one. As we’re running these different targeting scenarios, we’ll see this updated potential audience list. And that is going to be very helpful for how you build out each each ad group with with this targeting. I wanted to show that you can also do demographic targeting by age and gender. But Pinterest is recommending that you don’t use this very often unless you have some type of a product or service that has age constraints on it where it’s absolutely necessary. They also recommend having a higher, a higher number in the audience. So one to 5 million. Whereas on some other platforms, it’s recommended that you have smaller audience sizes that you target. The most important thing here is that the targeting is limited to interesting keywords, or to audiences. And that you’re keeping that really tight in the targeting. Now to, aside from those, those targeting methods we want to look at, they’re really powerful audience targeting. And this is very similar to some of the all of the other platforms have these in some type of, in some, some living way. So visitors, people who visit your site are our retargeting customers that we upload, let’s just go. Let’s look at these a little bit more. So those website visitors, that’s basically retargeting using the Pinterest pixel. This is this is just such a great idea. Because you can really, this is a great way to cross platform, target your visitors from other ad campaigns and get a much bigger bang for your buck there. These are all great ways to drive people through the sales funnel as well through the through the awareness, the consideration and the purchase, depending on what they’re doing or do some kind of a progressive campaign. The customer leave the customer the lead list, that’s basically the customer match that they have. On most of the platforms. We see that in Google and the great that great feature in LinkedIn. The what’s what’s interesting and unique here is the engagement with a Pinterest campaign. So that is these are your own campaigns that you have run and paid for that you can retarget people that have engaged with that pin. They also have the what they call act alike targeting. This is like the look alikes, in Facebook, the similar audiences in Google, they all have different names, but they basically do the same thing. They’re taking your your audience listen saying hey, these people are just like them. In terms of the ad formats, if you’ve ever been in there in on Pinterest and browsing around, which I’m sure you will, you will do now and probably try to try to game it and see if you can find something that you wouldn’t believe is there. But that won’t happen.
Unknown Speaker 17:48
You’ll probably think they’re all they’re all just pins, but they come in. They’re subtle differences. There’s one tap pins that are static, there’s video pins, at pins, and also shopping ads. So this is a great way to. So this is a great way to to mix and mingle with Kirk’s recommendations for shopping campaigns. So I’m not going to dive very far into creative, but you’ll have these these slides for future reference, they basically will have similar characteristics across the different goal types. So we want to see inspirational content, calls to action in traffic campaigns, we want to show multiple products, which is what I saw with the cola. I don’t mind. And for conversions, we want to limit creative, a little bit more with a call to action. Obviously, nowadays and more of a lifestyle focus in the video campaign, the what we’ll see that’s a little bit different from the other ad formats is
Unknown Speaker 19:23
Lisa. Yes. Sorry to interrupt. Moshe, can you go on, please. Hello. David, are you able to mute
Unknown Speaker 19:41
Israeli metadata bathroom?
Unknown Speaker 19:44
I’m not able to mute him. I wasn’t sure if David if you’re able to. Yeah, I
Unknown Speaker 19:49
can’t find him in the attendee list. So
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he’s in the panelists list.
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Unknown Speaker 20:11
Okay. All right. Thank you, Lisa.
Unknown Speaker 20:14
Yeah, I wasn’t sure. No, no problem, I saw their video. What’s different about this is that we’ll want to incorporate more time and style into the creative. And through these through, of course, you know, the most important thing with our creative. And that could be several presentations on how to build out Pinterest creative, but is to make sure that you’re putting that in line with your business goals and that sales funnel. Again, not going to dive into optimizations as that could be another couple hours. And I only have one slide on that. So you know, some different areas that you can optimize on Pinterest is the same as the other platforms, you can adjust the bids, they’ll give you a like a suggested bid or a range of bids that you can select from. So that’s something that’s a lever that you can pull in order to get more or, or less volume, if you need to refine the targeting going into some of those, those more detailed interests instead of the upper level ones. editing the pin title or description, when you’re looking at the call, the click through rates are coming through, if they’re not very high, maybe it’s just something as simple as that little extra boost there, or changing the ad formats. Remember, we want to keep static ads in separate campaigns from video ads, maybe we want to pause that static ad and maybe go with a video ad instead. And update any placement targeting. So my final thoughts for today, I hope I was able to get through my enthusiasm. For Pinterest, I think that there’s just there’s such a great opportunity here, there are so many users, I’m really impressed with the 20% market share, especially considering number one is 60% and being Facebook. So I think moving forward, think about how your business might fit into those popular categories. If it’s a direct connection, or if it’s a complimentary connection, and it could be anything from a product to content that you can promote on there. So look around those ideas. And think about how you can reach your audiences at various stages of the purchase, maybe you only want to reach pinners at the brand awareness stage, and then kind of overlap that with some other platforms. Here are a couple articles that are popular that I’ve written lately. Everyone is liking the best PPC ad networks. That’s a great little list in kind of brief of some of the ad networks to check out. And I want to thank you for being here today. I really enjoyed speaking with you, if you want to contact me, there’s Twitter, there’s my email address, or you can find me on LinkedIn. It’s a great way to contact me and see what I’ve been up to you. Thank you, Jenny, for your time today.
Unknown Speaker 23:46
Thank you, Lisa. And maybe I got a few questions in the chat. And I guess my only thought on Pinterest is there is a bit of a learning curve with the UI. And so at some point would love to pick your brain on on how you make the most efficient use of the ads UI.
Unknown Speaker 24:13
I think that’s one of the one of the biggest complaints.
Unknown Speaker 24:16
It is very very child. I mean, I guess you kind of start to get used to it. But you know, even just figuring out how to change your budget is is not particularly intuitive. So I guess maybe if you have some thoughts or or hints on how to kind of get ramped up with with the UI, that’d be great. But really, really interesting stuff. So thank you so much.
Transcribed by https://otter.ai