In the last couple of weeks, visual bookmarking site, Pinterest, has opened up advertising to UK brands for the first time as it looks to monetise its growing user base and prove it can help brands drive up sales.
Advertising will be open to all brands in the UK and Ads will be sold on a cost-per-click basis or a cost-per-engagement basis and can be targeted based on demographics, interests or keywords. Marketers will also get access to data including impressions, engagement, click-throughs to a website and activity.
Pinterest also offers what it calls a “conversion pixel” which can help you understand how your Promoted Pins are performing and get a clear idea of what they are doing for your business. For example, you can add conversion tags to track activity based on the objectives of a campaign such as how Pinterest encourages newsletter sign ups or measure sales information on what pages people visit, what they put in their basket and purchase.
On speaking of the development, our Paid Search Consultant, Matt, said “As a brand new advertising platform Pinterest offers a wealth of opportunity for brands. Get in early and your ads will stand out and make a greater impact on people are yet to discover your brand.
The product is also king on Pinterest, so making your products and offering visible lends itself perfectly to the platform. Promoted Pins are just about one of the most native forms of advertising you can find on the web meaning that the content looks natural and doesn’t jar for the user. It’s also an interesting platform as it can tap into users who are in ‘planning’ mode and looking for inspiration for future purchases.”
We’ve already spotted a couple of home décor retailers such as Trouva and Loaf utilising Promoted Pins. The platform is perfect for them as home décor is one of the biggest categories of pins.
If you would like to find out more about your Pinterest strategy, please do get in touch.