How an eCommerce Company Increased Pinterest Revenue by 1042% with Promoted Pins
Transcript of How an eCommerce Company Increased Pinterest Revenue by 1042% with Promoted Pins
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How An eCommerce Company Increased
Pinterest Revenue by 1042% with Promoted
Pins
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Senior Account Manager Hanapin Marketing
HeroConf SpeakerPPC Hero Blogger
Guest BlogsSocial Media Examiner
Post PlannerSEMrush
JD Prater
@jdprater
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3 @jdprater
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“if you broke down everything you could think of that goes into riding a bike, and then improved it by 1%, you will get a significant increase when you put them all together”
Dave BrailsfordTeam Sky
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The Company eCommerce – Reading
Glasses Started in 2006 $6.5 million/year in
Revenue@jdprater
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Business Challenges Find & reach a new audience Platform expansion
AdWords, Bing, Facebook, Criteo, AdRoll
80% of sales come from 45+ 55% female / 45% male
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PROMOTED PINS STRATEGY
A Never Ending Billboard
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93% Of Pinners use Pinterest to plan or make purchasesSource: Millward Brown
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Source: Ahalogy @jdprater
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Targeting Strategy
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Promoted Pin
10-15 Keywords
All Devices
US
Female Audience
Aggressive Bid
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Pin Strategy 5 Specific Products Long Vertical Images High Color Contrast Product Images Product Description in Ad Copy Straight to Product Landing Pages Rotate Pins Once Performance
Dipped@jdprater
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RESULTS
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Pinner Journey
Impressions = 2.12 millionClose Ups = 14,954
Repins = 3,020Clicks = 4,920
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Downstream ActionsImpressions = 80,168 (5% lift)
Close Ups = 1401 (9% lift)Clicks = 259 (7% lift)Repins = 191 (8% lift)
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Launching New Pins
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Pinterest Website Traffic
638% Increase@jdprater
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Pinterest Referral Traffic
Promoted Pins Start
127% Increase @jdprater
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93% New Users
93%
7%
New UsersPrevious Users
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Pinterest Traffic by Age
18-24 25-34 35-44 45-54 55-64 65+0
200
400
600
800
1000
1200
1400
1600
1800
2000
Sessions
18-24 25-34 35-44 45-54 55-64 65+0
5
10
15
20
25
30
Transactions
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eCommerce Results
867% Increase 1042% IncreaseBefore After
0
20
40
60
80
100
120
Transactions
Before After$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
$2,500.00
$3,000.00
Revenue
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25% Increase 121% IncreaseBefore After
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
1.40%
Conv Rate
Before After$10.00
$12.00
$14.00
$16.00
$18.00
$20.00
$22.00
$24.00
$26.00
$28.00
Avg Order Value
eCommerce Results
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Promoted Products Revenue
Before After$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
50% Increase@jdprater
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55 Unique Products Purchased
From Only 5 Promoted Products
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Devices
72%
12%
15%
Transactions
tablet
mobile
desktop
75%
14%
12%
Revenue
tablet
mobile
desktop
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CASE STUDYCONCLUSION
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Conclusion
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• Audience on Pinterest• Consideration Phase• Positive ROAS• 1% Improvement
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THANK YOU
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