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These are the user uploaded subtitles that are being translated: 1 00:00:01,040 --> 00:00:02,850 The complete Pinterest ads guide. 2 00:00:04,890 --> 00:00:11,130 So first thing we need to create a Pinterest business profile, Pinterest business profiles enable you 3 00:00:11,130 --> 00:00:17,160 to unlock Perreault tools offered by Pinterest, including Pinterest ads and Pinterest analytics. 4 00:00:18,430 --> 00:00:22,600 Pinterest ads should be a key part of every online business's marketing plan. 5 00:00:24,170 --> 00:00:31,160 Pinterest users are usually in a mindset of getting inspired and trying new things when they come to 6 00:00:31,160 --> 00:00:33,350 Pinterest with Pinterest ads. 7 00:00:33,680 --> 00:00:37,340 You can reach these people when they're planning and making decisions. 8 00:00:38,510 --> 00:00:40,760 How to create your Pinterest business profile. 9 00:00:42,520 --> 00:00:43,240 New to Pinterest. 10 00:00:44,740 --> 00:00:49,660 You can create your Pinterest business profile at business, dot, Pinterest, dot com and just click 11 00:00:49,660 --> 00:00:50,620 that sign up button. 12 00:00:52,710 --> 00:00:58,260 If you already have a personal Pinterest profile, you can log into your Pinterest account and click 13 00:00:58,260 --> 00:01:06,120 the menu in the top right corner in this drop down menu, select add profile under that adat free business 14 00:01:06,120 --> 00:01:07,500 profile title. 15 00:01:08,820 --> 00:01:13,920 Once you click that, you'll be prompted to enter your business name and Web site once complete. 16 00:01:14,310 --> 00:01:17,070 You'll be redirected to your Pinterest business profile page. 17 00:01:17,940 --> 00:01:24,150 Now noticed on this profile page the addition of analytics and ads menus in the top left corner. 18 00:01:25,650 --> 00:01:29,280 Another benefit of the Pinterest business profile is business hub. 19 00:01:29,970 --> 00:01:32,370 This is where you can get tools, tips and stats. 20 00:01:33,530 --> 00:01:35,000 That will help grow your business. 21 00:01:35,930 --> 00:01:41,780 So now back on our profile, click the menu in the top right corner in that drop down menu, select 22 00:01:41,900 --> 00:01:42,820 edit settings. 23 00:01:44,780 --> 00:01:51,050 So we want to completely fill out our business profile here at Pinterest, dot com slash settings. 24 00:01:53,120 --> 00:01:54,210 First off, photo. 25 00:01:54,760 --> 00:02:00,410 I like continuity for all my social media account profile images, so I'm using that same high quality 26 00:02:00,680 --> 00:02:06,050 1000 by 1000 pixel white background centered course and B logo. 27 00:02:07,760 --> 00:02:10,190 As for my display name, I like to put my brand. 28 00:02:10,190 --> 00:02:13,330 You are able to raise brand awareness from my Web site. 29 00:02:14,780 --> 00:02:24,130 Therefore, letting potential customers know a I have a Web site and B what is that your URL next username. 30 00:02:25,730 --> 00:02:29,450 Again, we want continuity across all social media platforms for our brand. 31 00:02:31,180 --> 00:02:36,310 Therefore, I want at course, NDB for Facebook, Twitter, Pinterest, every social media platform. 32 00:02:37,210 --> 00:02:40,030 But sometimes your name will be taken. 33 00:02:40,120 --> 00:02:40,870 Which is fine. 34 00:02:41,650 --> 00:02:45,280 Just try to get something as close to your brand name or main keyword as possible. 35 00:02:46,120 --> 00:02:48,490 So in the beginning for Instagram. 36 00:02:49,560 --> 00:02:55,440 We had the user name at marketing course because somebody else had course envy has our brand grew. 37 00:02:55,950 --> 00:03:02,090 We negotiated with that user to acquire that handal from them so we could have that continuity of, 38 00:03:02,160 --> 00:03:05,190 at course, NDB for every social media platform. 39 00:03:06,940 --> 00:03:11,290 So next, about your profile section in this, I want to include your brand name. 40 00:03:11,620 --> 00:03:18,190 You are, well, at least one hashtag and then two to three of the top search keywords or keyword phrases 41 00:03:18,190 --> 00:03:18,880 for your brand. 42 00:03:20,350 --> 00:03:26,170 This about your profile section is your Pinterest profiles met a description in Google search results. 43 00:03:26,710 --> 00:03:28,990 So as you can see in this example, Pinterest course NDB. 44 00:03:30,320 --> 00:03:31,520 There's my display name. 45 00:03:32,680 --> 00:03:36,380 And then right after that, my about your profile description. 46 00:03:38,160 --> 00:03:39,450 So I have my you were all in there. 47 00:03:39,660 --> 00:03:41,730 I have my main keyword Facebook ads in there. 48 00:03:42,510 --> 00:03:47,400 My brand is big enough now that I have some clout with that keyword course envy. 49 00:03:47,820 --> 00:03:48,960 It's a trademark term. 50 00:03:49,710 --> 00:03:51,930 So, of course, I want to include that in the description. 51 00:03:53,790 --> 00:03:58,140 And then obviously the value proposition, we have over one hundred thousand students. 52 00:03:59,550 --> 00:04:01,110 Next claim your Web site. 53 00:04:01,740 --> 00:04:04,200 So in that left sidebar, see claim click that. 54 00:04:05,220 --> 00:04:10,080 So it's on this claim, your Web site page, where you will need to officially claim your Web site. 55 00:04:10,320 --> 00:04:13,380 So it will appear on your Pinterest business profile. 56 00:04:14,430 --> 00:04:16,560 So you'll have two options for claiming your Web site. 57 00:04:18,180 --> 00:04:24,780 First, adding a meat attack to your Web site, and second, uploading in HD mail file to your Web site, 58 00:04:26,820 --> 00:04:29,760 adding a meta tag to your Web site is the easier of the two. 59 00:04:30,690 --> 00:04:32,430 So to add this tag to your Web site. 60 00:04:33,000 --> 00:04:34,920 You'll just need to get access to your coding. 61 00:04:36,500 --> 00:04:41,720 And in the head section of your Web site before the body section, this is typically in the index file 62 00:04:42,020 --> 00:04:43,010 or the header file. 63 00:04:44,570 --> 00:04:48,160 You will paste in this Pinterest Meditech. 64 00:04:49,820 --> 00:04:56,180 So as you can see in the example below, I click the Ed. Option under appearance menu on the back end 65 00:04:56,180 --> 00:04:57,410 of our word press Web site. 66 00:04:58,160 --> 00:05:05,030 And then I click the theme header file and I pasted in our Pinterest tag right before the closing head 67 00:05:05,030 --> 00:05:05,330 tag. 68 00:05:07,350 --> 00:05:08,560 So this is for WordPress. 69 00:05:09,120 --> 00:05:15,930 When in doubt, Google, how to add Pinterest tag to X, Y, Z type of Web site, whether that's Squarespace, 70 00:05:15,990 --> 00:05:23,520 Wick's Shopify and so on, WordPress is probably one of the hardest where you actually have to upload 71 00:05:23,520 --> 00:05:25,110 something into the coding. 72 00:05:25,890 --> 00:05:28,520 But just Google that phrase for your specific type of Web site. 73 00:05:30,700 --> 00:05:36,610 So also on this claim page, you can claim any other accounts you own so pinchers can attribute pains 74 00:05:36,610 --> 00:05:41,980 from your claimed accounts to you and provide you with analytics about each pin. 75 00:05:43,420 --> 00:05:49,000 Another benefit of a Pinterest business account is that you can create buttons and widgets to add your 76 00:05:49,000 --> 00:05:55,360 Web site or apps, therefore enabling Pinterest users to promote and save your content. 77 00:05:57,160 --> 00:06:00,070 Now it is time to put your Pinterest business profile to work. 78 00:06:00,670 --> 00:06:05,770 Click the ads tab in the top left corner or go to ads that Pinterest dot com. 79 00:06:06,910 --> 00:06:12,550 So it's here on the first step of our ad creation that we select the campaign objective for this Pinterest 80 00:06:12,550 --> 00:06:15,940 ad Pinterest campaign objectives. 81 00:06:16,840 --> 00:06:23,170 Customers fall into two categories 10 percent are loyalest that will only purchase from brands they 82 00:06:23,170 --> 00:06:25,240 know or if purchased from in the past. 83 00:06:26,110 --> 00:06:32,770 The other 90 percent are people willing to shop around for the best deal, product or service of that 84 00:06:32,770 --> 00:06:33,550 90 percent. 85 00:06:34,060 --> 00:06:40,660 Typically, we see 30 percent go to newly recognizable brands and the remaining 60 percent of your target 86 00:06:40,660 --> 00:06:44,200 market are open to purchasing from you or your brand. 87 00:06:45,310 --> 00:06:48,010 This is why awareness campaigns are so important. 88 00:06:49,120 --> 00:06:52,990 Consumers must be able to identify your brand when it comes time to purchase. 89 00:06:54,360 --> 00:06:58,620 So you can either claim the 30 percent that relate to a new brand they're aware of. 90 00:07:00,310 --> 00:07:07,570 Remember, people need an average of seven touch points before purchasing from a new brand, or you 91 00:07:07,570 --> 00:07:11,380 can claim the 60 percent that are willing to try a new brand. 92 00:07:13,510 --> 00:07:22,780 Pinterest equals the complete buying formula, inspiration plus brand discovery, plus information evaluation 93 00:07:23,020 --> 00:07:25,180 equals action or purchase. 94 00:07:27,320 --> 00:07:29,080 So let's discuss this buying cycle. 95 00:07:29,970 --> 00:07:36,180 Pinterest is typically used as a place to save or pin an item that the user can refer to at a later 96 00:07:36,180 --> 00:07:36,490 date. 97 00:07:37,550 --> 00:07:39,290 The consumer is not ready to buy yet. 98 00:07:39,620 --> 00:07:41,090 And they're just seeking inspiration. 99 00:07:42,360 --> 00:07:48,150 By using awareness campaigns, you can get your brand and products discovered in the shopping around, 100 00:07:48,180 --> 00:07:57,780 planning, painting for later or first phase of the buying cycle inspiration, U.S. brands or marketers 101 00:07:58,050 --> 00:08:02,670 want to take this opportunity to influence the early stages of consumers buying cycles. 102 00:08:03,300 --> 00:08:05,310 Pinterest is the perfect place for this. 103 00:08:06,620 --> 00:08:13,460 Then you can move these consumers from this brand awareness and discovery slash pending phase into more 104 00:08:13,460 --> 00:08:15,770 of an active shopping and evaluation mode. 105 00:08:16,760 --> 00:08:23,660 And then ultimately move in through your sales funnel and get them to make a purchase or conversion. 106 00:08:25,040 --> 00:08:28,910 Action or buying is always fueled by inspiration. 107 00:08:29,900 --> 00:08:32,930 And a lot of that inspiration comes in different forms of content. 108 00:08:33,350 --> 00:08:35,060 Users pin on Pinterest. 109 00:08:37,370 --> 00:08:42,380 People need a mix of inspiration and information in order to make decisions about a purchase. 110 00:08:43,430 --> 00:08:48,620 While Amazon is great at presenting information in the form of reviews and confidence in the form of 111 00:08:48,620 --> 00:08:53,810 two day shipping, they are missing an important part of the buying formula inspiration. 112 00:08:55,460 --> 00:08:56,270 Consumer state. 113 00:08:56,360 --> 00:08:59,060 The reason for a purchase is based on inspiration. 114 00:08:59,140 --> 00:09:02,350 Seventy five percent of the time and information. 115 00:09:02,370 --> 00:09:03,770 Twenty five percent of the time. 116 00:09:04,580 --> 00:09:09,110 So our goal is to mix these two reasons together to expedite the sales process. 117 00:09:11,790 --> 00:09:13,560 So how do you inspire consumers? 118 00:09:15,250 --> 00:09:21,010 Provide your potential customers with content that gives them ideas or inspiration on how your product 119 00:09:21,010 --> 00:09:23,530 or service will help them solve a problem. 120 00:09:24,280 --> 00:09:26,050 For example, cowboy boots. 121 00:09:27,590 --> 00:09:29,120 How do you sell cowboy boots? 122 00:09:29,300 --> 00:09:30,980 Well, first, let's inspire them. 123 00:09:31,010 --> 00:09:32,030 Let's give them ideas. 124 00:09:32,660 --> 00:09:35,690 Show users what outfits will go well with these cowboy boots. 125 00:09:36,230 --> 00:09:40,550 Share images of events to wear cowboy boots at VA lifestyle images. 126 00:09:41,780 --> 00:09:47,870 Share other relevant country topics, such as country music videos, country wedding images, horse 127 00:09:47,870 --> 00:09:53,060 images, country decor craft, DIY blog links and so on. 128 00:09:54,280 --> 00:10:00,460 Become this country users all in one place for inspiration based around your product or service. 129 00:10:02,990 --> 00:10:09,650 Pinterest equals shoppers, Pinterest helps people get inspired, make decisions and take action. 130 00:10:10,640 --> 00:10:17,660 Data from our client accounts show 50 to 60 percent of Pinterest users use the platform to shop around 131 00:10:17,960 --> 00:10:19,250 and find products. 132 00:10:20,090 --> 00:10:25,430 Compare that to under 10 percent for Facebook, Twitter and Instagram. 133 00:10:28,160 --> 00:10:30,050 So here is our Pinterest sales funnel. 134 00:10:30,980 --> 00:10:35,630 Top of funnel is awareness middle of funnel consideration. 135 00:10:36,110 --> 00:10:38,390 And finally, bottom of funnel conversion. 136 00:10:38,540 --> 00:10:39,680 We're making that sale. 137 00:10:40,460 --> 00:10:46,880 These awareness campaigns are to inspire and share information via your branded pens. 138 00:10:47,390 --> 00:10:49,270 Make your brand known. 139 00:10:51,010 --> 00:10:56,530 These ads are the best way to gain awareness for your brand and spark that initial inspiration to get 140 00:10:56,530 --> 00:10:58,070 users to pen your content. 141 00:11:00,830 --> 00:11:02,300 Think about the brand Coca-Cola. 142 00:11:03,000 --> 00:11:04,580 They're billboards are everywhere. 143 00:11:05,150 --> 00:11:09,410 They are constantly trying to be on your top of mind. 144 00:11:10,810 --> 00:11:14,470 When you're thirsty, they want you to think of Coca-Cola. 145 00:11:16,050 --> 00:11:18,000 So the campaign objectives are awareness. 146 00:11:19,360 --> 00:11:21,550 Are the brand awareness and video view campaigns. 147 00:11:23,400 --> 00:11:28,080 Next, consideration campaigns, these are traffic and app install campaigns. 148 00:11:29,940 --> 00:11:35,880 These consideration campaigns are in place to acquire people, collect leads, create traffic to your 149 00:11:35,880 --> 00:11:38,850 Web site and build up your Pinterest audiences. 150 00:11:39,960 --> 00:11:44,550 These ads are for growing your audiences and working your customers down the funnel. 151 00:11:45,720 --> 00:11:51,030 And finally, conversion campaigns, these include shopping campaigns and conversion campaigns. 152 00:11:52,680 --> 00:12:01,110 Conversion campaigns are all about retargeting engaged users or current or past audiences to urge them 153 00:12:01,110 --> 00:12:03,420 to make the purchase or conversion. 154 00:12:05,070 --> 00:12:06,810 So we're retargeting that warm audience. 155 00:12:07,950 --> 00:12:13,830 Those traffic audiences we built out that warm lead to make them a hot sale. 156 00:12:15,840 --> 00:12:20,820 And then the other fold of conversion is to retain and remarket to our current customers. 157 00:12:22,870 --> 00:12:25,420 So we have that customer list of people who have purchased from us. 158 00:12:26,140 --> 00:12:32,400 We can remarket to them with other products we sell how to create a Pinterest ad campaign. 159 00:12:34,620 --> 00:12:36,510 So it adds dot Pinterest, dot com. 160 00:12:36,630 --> 00:12:38,850 And in the drop down menu, select, create, add. 161 00:12:40,590 --> 00:12:46,880 So step one, select our campaign objective in this left sidebar. 162 00:12:47,130 --> 00:12:51,090 You can see the steps or levels of your Pinterest ad creation. 163 00:12:52,680 --> 00:12:57,300 So step one, select our campaign objective for this example. 164 00:12:57,390 --> 00:12:58,500 I'll select traffic. 165 00:13:00,160 --> 00:13:06,370 Next, we want to name our campaign so we can easily identify it in future, Pinterest reporting, for 166 00:13:06,370 --> 00:13:11,170 example, traffic women 18 to 34, that's age. 167 00:13:13,430 --> 00:13:14,390 Wedding dresses. 168 00:13:14,570 --> 00:13:20,120 That'll be a keyword I'm targeting or possibly an interest which I could specify further in that campaign 169 00:13:20,120 --> 00:13:21,510 name or ad group name. 170 00:13:23,240 --> 00:13:25,400 Next, set your daily ad spend limit. 171 00:13:26,960 --> 00:13:32,360 Click the continue button or click the ad group option in the left sidebar to move down to the next 172 00:13:32,360 --> 00:13:32,750 level. 173 00:13:33,770 --> 00:13:35,450 Step two, ad group. 174 00:13:37,280 --> 00:13:41,120 First name your ad group so you can easily identified in the Pinterest reporting. 175 00:13:42,170 --> 00:13:45,260 If I know I'm targeting a keyword, I specify that keyword here. 176 00:13:45,710 --> 00:13:50,960 If I know I'm targeting a location and a current audience, I'll specify that here. 177 00:13:53,060 --> 00:13:56,180 When I have hundreds of ads running, I want to quickly be able to. 178 00:13:58,240 --> 00:14:02,640 Look at my Pinterest dashboard and see which ads are performing well. 179 00:14:04,830 --> 00:14:11,550 So step three, targeting on the targeting step, you will select who will see your Pinterest ad. 180 00:14:12,240 --> 00:14:18,670 This includes audiences, interest, keywords, varying demographics and advanced options. 181 00:14:20,700 --> 00:14:23,760 If you are creating campaign to re-engage past audiences. 182 00:14:25,720 --> 00:14:28,120 This is how you create these retargeting campaigns. 183 00:14:29,910 --> 00:14:32,020 So in this audience search bar, we can search for it. 184 00:14:33,130 --> 00:14:37,930 Or right below, we can select those past audiences or to the right, we can click that button, create 185 00:14:37,930 --> 00:14:42,550 a new audience based on a group of people that fall into these options. 186 00:14:43,780 --> 00:14:51,400 Visit our Web site, a list of customers and engagement audience that engage with pins or a look alike, 187 00:14:51,430 --> 00:14:55,780 act alike audience that behave similar to a current audience. 188 00:14:57,130 --> 00:14:58,980 So audiences are perfect for retargeting. 189 00:14:58,990 --> 00:15:01,900 People who visited your Web site but didn't convert. 190 00:15:03,320 --> 00:15:06,590 I will target these people, such as people who added to cart. 191 00:15:07,620 --> 00:15:09,240 But never made it to the thank you page. 192 00:15:09,300 --> 00:15:10,080 The checkout page. 193 00:15:11,450 --> 00:15:17,030 And retarget them with a conversion ad to work them down the funnel until I make the sale. 194 00:15:18,710 --> 00:15:21,440 So next, we want to scroll down to the add interest section. 195 00:15:22,190 --> 00:15:24,800 Interests are great for targeting top of funnel users. 196 00:15:26,600 --> 00:15:27,740 This is still a Pinterest. 197 00:15:27,740 --> 00:15:29,690 Find users related to your brand. 198 00:15:30,020 --> 00:15:31,520 And these interest you select. 199 00:15:34,390 --> 00:15:36,400 For example, if you're selling wedding cakes. 200 00:15:37,670 --> 00:15:39,920 We can search for an ad that interest. 201 00:15:41,190 --> 00:15:49,480 And then let Pinterest find users who have engaged with Paines included in these specific interest for 202 00:15:49,510 --> 00:15:51,750 my experience marketing for clients on Pinterest. 203 00:15:52,110 --> 00:15:58,980 I find that for most brands, the interest option alone is a bit too broad and truly only good for top 204 00:15:58,980 --> 00:16:00,420 of funnel split testing ads. 205 00:16:01,920 --> 00:16:05,790 For example, ad number one, I target the wedding interest. 206 00:16:06,210 --> 00:16:11,960 And number two, I target wedding cake interest after three to seven days or 1000 impressions. 207 00:16:12,660 --> 00:16:16,530 I will review this split test to see which ad created better results. 208 00:16:18,730 --> 00:16:23,740 Now, if you have a brand with a wide variety of products, all targeting one of these interests or 209 00:16:23,740 --> 00:16:26,110 a couple of these interests, by all means. 210 00:16:26,380 --> 00:16:32,620 This is a great variable to test in one version of your ads to see if it creates conversions for you. 211 00:16:33,610 --> 00:16:36,280 One note, I often say conversions as the goal. 212 00:16:37,610 --> 00:16:42,470 That can mean many things, whether that is for you, a click sail, an e-mail sign up. 213 00:16:43,280 --> 00:16:44,460 You want to always be split. 214 00:16:44,480 --> 00:16:46,430 Testing one variable at a time. 215 00:16:47,300 --> 00:16:51,830 In these ads to make them more and more optimized for the results you want. 216 00:16:52,310 --> 00:16:55,070 And for the best RMI or return on marketing. 217 00:16:55,070 --> 00:16:55,640 Investment. 218 00:16:57,690 --> 00:17:03,120 So next, scroll down to the keyword section under targeting, keyword targeting lets you reach people 219 00:17:03,420 --> 00:17:06,060 as they search for a specific topic on Pinterest. 220 00:17:06,660 --> 00:17:11,370 I see the highest RMI for my clients using specific keywords. 221 00:17:13,230 --> 00:17:19,560 For example, if you're selling pink wedding cakes, we can add that exact match, keyword and phrase 222 00:17:19,560 --> 00:17:26,730 match keyword to have our pin add appear in user search results when they search these keywords. 223 00:17:28,500 --> 00:17:34,560 You can also research the keyword monthly search volume on Pinterest via the keyword search box to see 224 00:17:34,560 --> 00:17:37,110 your potential audience size for each keyword. 225 00:17:38,610 --> 00:17:40,800 Then just click that plus sign next to each keyword. 226 00:17:41,100 --> 00:17:43,350 You want to add to your targeted keyword list. 227 00:17:43,980 --> 00:17:46,140 As you can see, I currently have four keywords. 228 00:17:48,000 --> 00:17:51,780 So to learn more about keyword match types, go to the following. 229 00:17:51,780 --> 00:17:52,320 You are El. 230 00:17:54,520 --> 00:17:56,320 So what do all these keyword match types mean? 231 00:17:57,580 --> 00:18:00,040 I use match types and negative keywords. 232 00:18:01,670 --> 00:18:06,120 To target Pinterest user search terms with even more precision. 233 00:18:06,720 --> 00:18:11,010 You can fine tune your targeting with broad phrase and exact match keywords. 234 00:18:11,760 --> 00:18:15,600 These keyword match types will control which searches your ad appears in. 235 00:18:15,930 --> 00:18:20,940 By using phrase and exact matches to narrow in on specific searches. 236 00:18:21,750 --> 00:18:24,720 Or you can use broad match to reach a wider audience. 237 00:18:26,010 --> 00:18:31,080 Negative keywords let you exclude certain search terms from triggering your ad. 238 00:18:32,410 --> 00:18:36,360 When adding match types use operators to indicate the match type. 239 00:18:38,430 --> 00:18:45,510 For broad match, we'll leave the key word, as is for phrase match, we use quotations around it for 240 00:18:45,510 --> 00:18:46,170 exact match. 241 00:18:46,290 --> 00:18:50,220 We'll use brackets around it and then to make it a negative keyword. 242 00:18:50,790 --> 00:18:54,060 We'll add a dash in front of the phrase or exact match. 243 00:18:54,900 --> 00:19:01,560 Next, scroll down to this demographic section to fine tune your targeting based on gender, age, location, 244 00:19:01,590 --> 00:19:04,410 language and device such as Android. 245 00:19:04,470 --> 00:19:06,480 IOW, desktop or mobile. 246 00:19:08,050 --> 00:19:10,030 This is a great area to split test. 247 00:19:11,700 --> 00:19:13,770 Remember, split test one variable at a time. 248 00:19:14,340 --> 00:19:20,280 For example, I'll target one country and my first campaign and then the exact same ad to another country 249 00:19:20,280 --> 00:19:23,640 in my second campaign to see where my ad performs better. 250 00:19:26,330 --> 00:19:32,630 Next, scroll down to the Advanced Options Section, select where you want your Pinterest ads to appear 251 00:19:32,960 --> 00:19:34,910 via the ad group placement option. 252 00:19:37,400 --> 00:19:44,540 The three options for campaign placement are all browse and search, all means your ad will appear in 253 00:19:44,540 --> 00:19:46,280 both browse and search areas. 254 00:19:46,940 --> 00:19:50,810 Browse means your ads will appear as people browse their home feeds and related. 255 00:19:52,190 --> 00:19:58,760 Search your ads will appear and search results and related patterns in certain niches for my various 256 00:19:58,760 --> 00:20:02,780 clients, specifically very keyword specific products. 257 00:20:03,560 --> 00:20:07,300 I have found a higher conversion rates for search placement only. 258 00:20:08,900 --> 00:20:11,960 So while I see the highest AAAI from search placement. 259 00:20:13,570 --> 00:20:14,530 As it is more targeted. 260 00:20:16,180 --> 00:20:19,150 This is a great area to split tasks for your campaigns. 261 00:20:20,260 --> 00:20:22,690 All placement versus search only placement. 262 00:20:25,330 --> 00:20:30,700 Next is tracking you are ls the Pinterest tag is installed on your Web site for tracking. 263 00:20:31,270 --> 00:20:35,680 So this tracking you are El's field is optional for third party tracking software. 264 00:20:36,580 --> 00:20:37,840 Click this link to learn more. 265 00:20:39,580 --> 00:20:46,510 Finally, is this checkbox when I know I want to just target a specific audience that I've selected 266 00:20:46,510 --> 00:20:47,440 on this targeting page. 267 00:20:47,920 --> 00:20:49,330 I will not select this. 268 00:20:49,330 --> 00:20:50,890 Expand your targeting checkbox. 269 00:20:52,420 --> 00:20:58,210 Expanded targeting is great for when you were looking to reach a broad top of funnel audience. 270 00:20:58,960 --> 00:21:05,020 Pinterest will automatically target your ads to people searching topics relevant to your current set 271 00:21:05,020 --> 00:21:05,500 targeting. 272 00:21:06,810 --> 00:21:08,580 So say I selected wedding cakes. 273 00:21:10,590 --> 00:21:14,580 But I forgot to select wedding decor by using this expand option. 274 00:21:14,970 --> 00:21:22,230 Pinterest will most likely find those users forming the next level budget and scheduling. 275 00:21:24,340 --> 00:21:24,510 Set. 276 00:21:24,780 --> 00:21:28,620 How much of your daily campaign budget you want to allocate to this ad group? 277 00:21:29,700 --> 00:21:35,130 I am not creating a split test for this ad, so I am allocating all ten dollars and letting my ad run 278 00:21:35,130 --> 00:21:38,040 continuously until I choose to turn off this campaign. 279 00:21:40,310 --> 00:21:42,680 Step five, optimization and delivery. 280 00:21:44,620 --> 00:21:48,400 Here, we want to set your maximum bid for this ad campaign. 281 00:21:49,360 --> 00:21:55,510 Try to always compete with the Pinterest auction price, which you can see right below that bid field. 282 00:21:57,790 --> 00:21:59,560 This one is one dollar and twelve cents. 283 00:21:59,740 --> 00:22:01,900 So I bid one dollar and 13 cents. 284 00:22:03,520 --> 00:22:09,510 Next, pacing, pacing determines how Pinterest spends your ad budget pacing. 285 00:22:09,640 --> 00:22:12,910 Also ensures that your overall spend aligns with your bids. 286 00:22:13,980 --> 00:22:20,040 Unless you have a time based event or a sale, I always see the higher R.O. in my for my clients from 287 00:22:20,040 --> 00:22:24,630 standard pacing and finally step six ads. 288 00:22:26,010 --> 00:22:30,060 This is where we select our pin that we want to promote. 289 00:22:31,770 --> 00:22:36,380 You can select a previously published pen or create a new pen for this Pinterest ad. 290 00:22:38,310 --> 00:22:42,960 So if your pen isn't already posted, click that create pen button and publish your new pen, image 291 00:22:43,020 --> 00:22:43,620 or video. 292 00:22:45,630 --> 00:22:50,250 The highest percent of Pinterest users are on mobile devices. 293 00:22:50,910 --> 00:22:56,250 So it's important to make sure your images are mobile friendly and easily understood when viewed in 294 00:22:56,250 --> 00:22:57,120 a vertical screen. 295 00:22:57,930 --> 00:23:04,080 Remember, those ideal dimensions are six hundred pixels by nine hundred pixels and Paines longer than 296 00:23:04,170 --> 00:23:06,780 15 60 pixels high will get cropped off. 297 00:23:07,740 --> 00:23:12,330 So take advantage of the visual aspect of this platform by showing what you mean. 298 00:23:13,320 --> 00:23:15,270 Use compelling images and videos. 299 00:23:16,440 --> 00:23:18,780 And remember, always include your logo or brand. 300 00:23:20,170 --> 00:23:24,400 Or you were ill within the PIN to grow your brand awareness. 301 00:23:26,470 --> 00:23:29,830 I use can Viacom for all my social media image creation. 302 00:23:30,640 --> 00:23:36,340 As you can see, a search Pinterest may provide me with a pre-built template. 303 00:23:38,770 --> 00:23:41,110 So besides the actual image or video of our penne. 304 00:23:43,190 --> 00:23:46,100 The next important thing is the detailed description for our PIN. 305 00:23:48,360 --> 00:23:51,390 This description is to enhance the story behind the Penn. 306 00:23:54,420 --> 00:23:57,570 When someone clicks a pen, they will see your description. 307 00:23:58,560 --> 00:24:03,300 A good description can make your image or video more compelling and actionable. 308 00:24:04,110 --> 00:24:11,280 Plus, this is an area to increase your pens, MCO or search engine optimization by using and including 309 00:24:11,280 --> 00:24:12,240 relevant keywords. 310 00:24:13,380 --> 00:24:19,470 For example, if your objective is to increase traffic to your website, use the description to add 311 00:24:19,470 --> 00:24:27,090 a call to action such as shop, join, find bye or click the link to encourage people to take action. 312 00:24:28,170 --> 00:24:29,280 So I mentioned MCO. 313 00:24:29,760 --> 00:24:32,730 We want to optimize our Paines for search results on Pinterest. 314 00:24:34,080 --> 00:24:35,580 And Google search, for that matter. 315 00:24:36,390 --> 00:24:41,970 Make sure your pens will show up in relevant searches by having a title and description that match the 316 00:24:41,970 --> 00:24:43,080 keywords you are targeting. 317 00:24:44,220 --> 00:24:49,080 Think about when you want your pen to appear, who you want to see it. 318 00:24:51,110 --> 00:24:53,820 And avoid keywords that aren't relevant to the pen. 319 00:24:54,920 --> 00:25:01,970 Example, if you have a jewelry company that wants to appear in bridal jewelry searches, make sure 320 00:25:01,970 --> 00:25:09,560 you use words like bridal jewelry and bride in the PIN description and title when creating pins. 321 00:25:09,980 --> 00:25:14,510 I will have another tab open in my browser on the Pinterest ad targeting page. 322 00:25:16,450 --> 00:25:19,770 So just create a fake ad and get to that targeting step. 323 00:25:21,910 --> 00:25:25,960 Scroll down on the target and step under keywords and I'll search for keywords. 324 00:25:28,000 --> 00:25:31,570 What I love about this is that Pinterest provides suggested keywords. 325 00:25:33,040 --> 00:25:40,090 And not only that, they give you the search volume so I can use a variety of words in my pen's description 326 00:25:40,090 --> 00:25:42,620 and title with varying monthly search volume. 327 00:25:44,330 --> 00:25:48,920 But most importantly, make your pens beautiful, helpful and actionable. 328 00:25:51,410 --> 00:25:54,860 Make it something that you or your customer wouldn't want to click. 329 00:25:55,730 --> 00:25:57,620 Some PIN ideas include how tos? 330 00:25:58,980 --> 00:26:00,330 Should step by step guide. 331 00:26:02,100 --> 00:26:03,540 On how to do X, Y, Z. 332 00:26:03,720 --> 00:26:08,670 With various images in a vertical six hundred pixel by 900 pixel layout. 333 00:26:09,510 --> 00:26:10,530 Next list. 334 00:26:12,390 --> 00:26:17,820 When I create pain list for my clients, these are some of the most successful pens I have. 335 00:26:18,330 --> 00:26:25,030 People love actionable lists with simple steps top five, X, Y, Z, 10. 336 00:26:25,050 --> 00:26:27,450 Best ways to do X, Y, Z short. 337 00:26:27,780 --> 00:26:33,000 Actionable value propositions that will draw the user to click your pen. 338 00:26:35,590 --> 00:26:37,090 Next text overlay. 339 00:26:38,170 --> 00:26:42,880 Always include some click bait SC title on your high quality lifestyle photo. 340 00:26:44,570 --> 00:26:46,640 So 50 ideas for your birthday party. 341 00:26:46,970 --> 00:26:52,600 Not just an image of a cupcake, but that title that draws them to click your pen. 342 00:26:53,960 --> 00:26:59,210 So if you need some great click bait title inspiration, just go to Web sites like Daily Mail or BuzzFeed. 343 00:26:59,750 --> 00:27:04,340 These new sites have teams of people split testing titles for the most clicks. 344 00:27:05,060 --> 00:27:08,570 For example, you'll never believe these three little tips. 345 00:27:09,800 --> 00:27:12,650 Help us make 5000 dollars a month on Amazon. 346 00:27:14,900 --> 00:27:19,730 So as for videos on Pinterest, Pinterest videos, auto play without audio. 347 00:27:20,390 --> 00:27:26,840 When they come into view on a Pinterest, users feed users can click the video to watch it in a larger 348 00:27:26,840 --> 00:27:27,170 view. 349 00:27:27,500 --> 00:27:30,980 Replay it or watch the video to audio. 350 00:27:32,390 --> 00:27:38,510 Always assume the Pinterest user will never click the video to turn on the sound. 351 00:27:39,260 --> 00:27:46,190 Show, don't tell, show your brand's message through emotion versus relying on audio and dialogue. 352 00:27:48,530 --> 00:27:50,060 Start strong with your video. 353 00:27:50,630 --> 00:27:52,730 Users are scrolling through their feed quickly. 354 00:27:53,000 --> 00:27:55,460 So you have two to three seconds to visually grab them. 355 00:27:56,570 --> 00:28:02,630 So they'll watch your entire video again, just like still images include your brand name, Web site, 356 00:28:02,630 --> 00:28:07,760 your Elle or logo throughout the video, even a watermark of your logo in the corner works. 357 00:28:08,570 --> 00:28:13,670 This pays dividends with long term brand awareness as people share and re share this. 358 00:28:14,000 --> 00:28:16,670 Your logo will always be in the video or image. 359 00:28:18,170 --> 00:28:21,680 So make sure your videos you plan to use on Pinterest are designed for mobile. 360 00:28:22,220 --> 00:28:26,240 They should need to be square portrait or widescreen. 361 00:28:27,700 --> 00:28:30,610 Click this link for the latest Pinterest product specs. 362 00:28:32,830 --> 00:28:35,620 Videos can be between four seconds and 15 minutes. 363 00:28:36,820 --> 00:28:39,580 But I see the best results from shorter length videos. 364 00:28:39,910 --> 00:28:41,950 Six to 15 seconds. 365 00:28:43,690 --> 00:28:50,890 You want Pinterest users to quickly discover your idea, which are perfect for awareness at it's the 366 00:28:50,890 --> 00:28:56,230 longer length videos that are better for retargeting, warm audiences, viewer traffic ads when you 367 00:28:56,230 --> 00:28:59,740 want to provide education or a how to or a tutorial video. 368 00:29:01,300 --> 00:29:05,320 So in this last step, select our pin or pins for a split test. 369 00:29:07,400 --> 00:29:10,730 As you can see, I selected two pins to split test for this campaign. 370 00:29:12,730 --> 00:29:16,630 One selected name, your ad for easy identification and pinschers reporting. 371 00:29:18,130 --> 00:29:21,580 Next, input the destination you are all for Pinterest users to access. 372 00:29:22,150 --> 00:29:27,430 Once they interact with your Pinterest ad, then click the launch button. 373 00:29:29,040 --> 00:29:33,780 For your first Pinterest ad campaign you launch, you will need to add your billing and payment information, 374 00:29:34,110 --> 00:29:40,500 then click the save button, you'll be redirected to your campaign dashboard for this specific campaign 375 00:29:40,500 --> 00:29:40,770 type. 376 00:29:41,580 --> 00:29:43,560 For this example, traffic campaign. 377 00:29:46,260 --> 00:29:51,870 So to make an edit to this campaign, simply click the check box next to the campaign name and then 378 00:29:51,870 --> 00:29:56,160 click that edit button to shut off a campaign. 379 00:29:56,520 --> 00:30:03,360 Click this slider button to toggle it on and off to create a split test of a campaign. 380 00:30:03,540 --> 00:30:10,860 Simply select the campaign checkbox of your choice, then click the ad group's tab, select an ad group's 381 00:30:10,860 --> 00:30:14,460 checkbox, then click that duplicate button. 382 00:30:16,920 --> 00:30:19,470 Remember, only change one variable at a time. 383 00:30:19,560 --> 00:30:26,520 In each split test, so you can clearly see what variable resulted in the better ad performance. 384 00:30:29,320 --> 00:30:35,290 So depending on how many variables you want to test will determine how many copies you want to make. 385 00:30:36,250 --> 00:30:39,310 Do you want to test the location of this ad in three countries total? 386 00:30:40,210 --> 00:30:41,590 So that'll be two copies. 387 00:30:41,980 --> 00:30:46,570 Remember, we have our original ad group for testing the first country as a location for this ad. 388 00:30:49,270 --> 00:30:56,770 So we can toggle between the tabs to view more data for each step, campaigns had groups, ads and keywords. 389 00:30:59,110 --> 00:31:02,200 Depending on your campaign type, those metrics may change a bit. 390 00:31:03,100 --> 00:31:05,120 But these key ones to look at spend. 391 00:31:05,500 --> 00:31:06,190 Result. 392 00:31:06,590 --> 00:31:07,600 Cosper result. 393 00:31:08,650 --> 00:31:11,050 Impressions, clicks and click through rate. 394 00:31:14,720 --> 00:31:20,030 So after running split tests for three to seven days, or when my campaign hits 1000 impressions at 395 00:31:20,030 --> 00:31:23,060 the campaign level, whichever of these two come first. 396 00:31:25,060 --> 00:31:29,650 I will review the performance of my ad and toggle off any losing split tests. 397 00:31:31,660 --> 00:31:34,840 From my experience with clients, 1000 impressions. 398 00:31:36,230 --> 00:31:40,580 Is enough data to determine if that variable is a winner or loser. 399 00:31:41,930 --> 00:31:48,360 You can also view multiple campaign objectives at once via this campaign dashboard's objective. 400 00:31:48,380 --> 00:31:49,310 Drop down menu. 401 00:31:50,450 --> 00:31:55,820 You can navigate to this traffic ad campaigns dashboard again via your ads that Pinterest dot com. 402 00:31:56,810 --> 00:31:59,390 Then click the ads menu and select reporting. 403 00:31:59,870 --> 00:32:01,740 Make sure to check out course and become. 404 00:32:01,880 --> 00:32:03,320 For more tips and tutorials. 42633