The Full Funnel: intent
Everyone, my name is galen burke and I run our ads product marketing team here at pinterest and today we're goingto take a deep dive into the full funnel suite of promoted pin solutions we've put together to help you reach penner's is they're planning their future on pinterest to drive your brand, we built a full funnel suite of solutions all the way from the top with awareness to that consideration phase with intent and then finally action solutions to align with on our why positive conversion for your brand because we found that people are in all stages of the purchase funnel on pinterest in this specific video, we're going to dive more deeply into our mid funnel intense solution, how it works and how you can leverage it to drive your brand if you're buying intense solution on pinterest, you can use cost per engagement bidding, meaning you can deliver an ad to individuals but you only pay if they close up, repent or click through from your pen. This is a strong signal of intent as pe...
ople are planning their futures on pinterest and engagement is really a proxy for that intent your placement a k a when and where you show up is dependent on an auction and that auction considers both your bid, your willingness to pay and the quality of your pen how relevant is the targeting, how engaging is that creative for this reason, the better your creative, the more likely you are to clear an auction at a lower bid and therefore the better price efficiencies you'll get. This is great for you because great creative is rewarded with price efficiencies, and this is great for penner's because the ads that they see remained super relevant in terms of targeting. Once you've created europe in when your goal is engagement, you will apply key words so that pin which help us understand what the actual pin offers the pinar, and with our cp solution, we will find penner's who are engaging with similar content, whether they're searching browsing a category feed or browsing, they're home feed, but again, you only pay if they actually raised their hand and engage with your content. The four mounts that you can use to deliver a cost for engagement campaign are our standard pin, which again has room for a really rich image a powerful description and can be saved two boards so penner's khun review it later or painters can actually click through from that pinch your website to learn more in terms of measurement, we report back on engagement with a pin, and this is very important because early learnings demonstrate that individuals who engage with a pin are more likely to convert within a three month period of seeing that pin than individuals who merely saw it so when you're looking at engagement, you're looking at how many individuals raise their hand and said, I'm really interested in learning more about this pin, and I'm really interested in as I'm engaging with similar content. So as I'm really in the consideration face so again, to summarize, pricing for our intense solution is on a cost per engagement basis. Delivery is determined by auction, both what you're willing to pay and how well your pen is performing. You can target that pin with terms, and we will deliver it to individuals in search while they're searching for similar content. Well, they're browsing for similar content in categories or while they're browsing, they're home. Feed the pins. You can use our our standard pin as well as a rich pin, which aligns with the rich content on your site. And then finally, we report back based on engagement. So you can understand which of your pins were most engaging, and therefore which of your pins were influencing individuals who are in market or intending?