Become a Pinterest Search Ads Master in Just 30 Minutes

+

4C Pinterest Search WebinarWednesday, November 29th

#4CPinterestSearch

Learn How Pinterest is Transforming

Search in Just 30 Minutes

#4CPinterestSearch

+Webinar details

#4CPinterestSearch

Please ask questions for Q&A

session at the end

You will receive a link to the webinar

recording tomorrow

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Welcome!

JOSH DRELLER

VP, PRODUCT MARKETING

+One of the top targeted advertising tactics

#4CPinterestSearch 4

75% of U.S. Internet users search for images and video before making a purchase

#4CPinterestSearch

2+ billion monthly keyword searches

300+ million visual searches

(and growing!)

#4CPinterestSearch

+

#4CPinterestSearch

A lot of the future of search is

going to be about pictures

instead of keywords.

BEN SILBERMANN, FOUNDER/CEO, PINTEREST

*Source: CNBC Interview on 4/3/2017

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+

4C Social Suite

Single sign-on workflow for self-

service activation across the six major

social and mobile platforms.

SCALE COMPLEX CAMPAIGNS

TARGET WITH PRECISION

REACH AUDIENCES

EVERYWHERE

#4CPinterestSearch

+


Joining today

Michael AkkermanHead of Marketing Partners, PINTEREST

Pinterest Search

+Traditional search helps when I have

something specific in mind…

…or when I’m looking for

specific information

But falls short when I’m looking for inspiration& ideas

confidential

#4CPinterestSearch

Browse Search

On Pinterest, people are in discovery mode, as they browse and search

+

People search for ideas

73% of searches come from

1 to 3 word queries

97% of searches are non brand


+Influence pinners early in the purchase path

when they’re most open to new brands and

products

months day of postweeks

SOCIAL

TRADITIONAL SEARCHPINTEREST

Best opportunity to influence

shopping decisions

Shopping (product) decisions

already being made


Pinterest Search Ads

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Keyword targeting to capture search demand

Placement targeting: More control over where your ads show

More precision when targetingPinners’ searches

• Broad, phrase, exact match keywords

• Negative keywords

• Keyword level bids and reporting

• Search term reporting

Show video in search results


+

7%

8%

10%

16%

20%

22%

23%

25%

27%

27%

45%

I like the thrill of last-minute shopping

I'm waiting for a holiday/year-end bonus to fund my shopping plans

Holiday shopping is a necessary evil, and I put it off for as long as possible

It helps me spread out my holiday shopping budget

I am a procrastinator

I am still waiting for the best deals on holiday merchandise

I like to shop for the holiday season during the holiday season

I am busy with other activities which delay/restrict the time I have to holiday shop

I have other priorities before December

I am waiting for family members/friends to let me know what they want as gifts

I am still trying to figure out what to buy

Why shoppers delay purchasing earlier:

Why shoppers have only finished half

or less of their holiday shopping

I AM STILL TRYING TO FIGURE

OUT WHAT TO BUY.


+Purchases in most categories are drivenmore by shopping than by loyalty


+Loyalty is elusive in today’s market

#4CPinterestSearch

of brands purchased by

switchers were part of their

initial consideration set.

69%

Proprietary and confidential. ©2017 4C Insights, Inc. 21

+Placements determine where your Promoted Pins show up on Pinterest.

You can now choose placements based on how Pinners use Pinterest,

by browsing or searching.

Layer on Pinterest targeting options with your keyword initiatives.

Placements

PLACEMENTSHome Feed

Related Pins

Search

Related PinsAll

PINTEREST BROWSE SEARCH

TARGETING Interests KeywordsInterests +

Keywords

AUDIENCES


+Align your keyword strategy to Pinterest

BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE*

What it

Does

Targets keywords and it’s

synonyms, misspellings,

related searches & other

relevant variations

Targets keyword phrase

and extensions in any

word order

Targets exact keyword

query without extensions

Prevent the pins within a given

campaign or ad group from showing

on any of the KWs housed within

said campaign or ad group.

*We also have negative exact*

BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE

Eligible

Ineligible

Example Keyword: Hawaii trip

More reach/less control Less reach/more control

“Hawaii trips”

“Hawaii vacations”

“Alaska

anniversary”

“Celebration”

“Hawaii trip ideas”

“Plan a Hawaii trip”

“Hawaii vacation”

“Trip Hawaii”

“Hawaii trip”

“Hawaii trips”

“Hawaii trip deals”

“Cheap Hawaii trips”

“Hawaii ideas”

“Beach vacations”

“Best Hawaii trip”

“Hawaii trips for less”


Campaign Creation

+


Tips & Tricks

+Best Practice #1: Look beyond last click

Pinterest is a critical early touch

Neustar’s results showed that last

touch attribution under-credits

Pinterest by almost 30%

Promoted Pins drove a 28:1 ROAS

and 30% more incremental sales

than the next best channel

Pinners had 40% larger basket

spend than those not exposed to

Pins


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TRACK MEANINGFUL ACTIONS LONGER ATTRIBUTION WINDOW

Use the Pinterest tag (v3) to track actions across

the path to purchase. Track actions that occur

from views, saves, closeups and clicks

Why?

• Understand cross device activity

• Optimize against meaningful business metrics

Use a longer attribution window to reflect the

consumer journey on Pinterest. We recommend a

minimum

of 30 day click and engagement and

a 1 day view.

Why?

• Last click model undervalues Pinterest by 30%1

• Conversions from views, saves and closeups

are significant

• CPAs come down over time

Best Practice #1: Look beyond last click

Measure success beyond one click

#4CPinterestSearch

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+Best Practice #2: Structure your campaignfor success

The account structure is a filing system to categorize potentially thousands of KW’s in an account

Structure like ad groups

into a campaign

(category).

Group like keywords

showing similar creative

into an ad group (sub-

category)

An advertiser’s navigation bar on the homepage could be a good place to get inspiration for how an account structure could be

categorized, or take a look at Pinterest guided search for advertiser name or category


+Best Practice #2: Structure your campaignfor success

Tightly group ad groups by theme

2-4 ads per Ad Group are recommended.

Pinterest auto-optimizes which ads serve

Helpful hints when building Ad Groups:

• Make sure ad groups are not too granular.

• The more tightly-themed KWs you can put into an ad group,

the easier an account will be able to manage.

• Split the ad group when you feel like the KWs vary too much

and can be broken out to show different creative.

Pinterest Ad Groups ideally are tightly themed creative and keywords


+Best Practice #3: Align your keyword strategy

to Pinterest

Three things to remember that work best

on Pinterest:

• 97% of search terms on Pinterest are non-branded

• 73% of search queries are between 1-3 words in length.

Focus on upper/mid funnel terms, shorter in length

• Idea-based terms: Pinners prefer to search more

idea-based terms on Pinterest i.e. ‘bedroom décor

ideas’ rather than ‘bedroom area rug’)


Best Practice #3: Align your keyword

strategy to Pinterest

1. Bedroom Ideas 11. Furniture Makeover

2. DIY Home Decor 12. Furniture Placement

3. Bathroom Ideas 13. Patio Furniture

4. Living Room Decor 14. Furniture Design

5. Apartment Decorating 15. Furniture Projects

6. Home Décor Ideas 16. Home Furniture

7. Master Bedroom Ideas 17. Living Room Furniture

8. Bedroom Decor 18. Painting Furniture

9. Kitchen Ideas 19. Contemporary Furniture

10. Home Decor 20. Black Furniture

EXAMPLE: TOP HOME DECOR AND FURNITURE SEARCHES


Summary of Best Practices

1. Look beyond last click

2. Structure your campaign for success

3. Align your keyword strategy to Pinterest


+

VISIT 4CINSIGHTS.COM OR FOLLOW @4CINSIGHTS

+

Become a Pinterest Search Ads Master in Just 30 Minutes

Marketing

Transcript of Become a Pinterest Search Ads Master in Just 30 Minutes