Measuring & Testing
Okay, targeting and testing, measuring and testing it's really, so what happens after, like what, you've launched our campaign, it's running, you spent your dollars, you've launched it. What happens now? Well the first rule when you're running ads is don't wait until your campaign is over to adjust. Do not do that. Two days after, you should start reviewing your content, what is working, then you can allocate dollars to what is working. Move that money around, don't waste your money on what's not working, move that money, pause and move that money over, okay. Let's get the most out of your dollars. Ask the questions, are you spending all the budget you have set per day. Why is that? Is the bid too low, is your targeting too restrictive, is the click-through rate too low? I mean these are all questions that you want to ask and then you wanna iterate based on the data. Compare the creative in pins, I mean maybe the reason why it's not really working is 'cause your ad's terrible and ugly,...
and I don't know, maybe not or maybe it's because when they get to your website, it's not the customer experience isn't connecting. There's all sorts of questions you need to be asking, and you wanna be asking it while the campaign is running, not after necessarily. Reallocate your budget, and iterate on the creative to produce better results. Okay, maybe you were missing the call to action. Make sure to add that next time. Decide to continue targeting the same people or not. Okay, maybe these people aren't really receptive to this but I want to try this people group. And then of course you can pause a campaign or ad groups or promoted pins if it's just overall you don't find it effective or it's not working, you can pause it anytime. So adjust your game plan based on the data. So reporting, when you're reporting, just some things to note that are different about Pinterest than other ad platforms. So downstream metrics, so like after your campaign is done we'll continue to come in 30 days after it's finished so you'll continue getting data after that and then as we talked about those pins that are in the Pinterest stratosphere already, you're not gonna necessarily get all the data of what happened like clicking and all that but you're gonna get the fact that people are continuing to save your pins and get that data. And you wanna wait about 30 days, so as we talked about, you know, pins have a long lifespan and you want to wait and not just measure the next day and say oh, this is terrible, it didn't work. You want to give it some breathing room, 'cause people declare their intentions earlier on other platforms so if they like that bed, it's gonna take them a lot longer to purchase that bed so you don't want to dismiss that your ad campaign didn't work, 'cause you measured it after you want to give them more time for that customer journey to happen and say, oh yeah, the campaign did work, it just took three more months for them to purchase that bed and that's where the Pinterest tag will help you see that. So go back time and time again and report again, not even just after 30 days but continuing to go back. And just something to note that, pinners who close up on a pin are 2.4 times more likely to sign up for a service and 1.4 times more likely to purchase, so we say that because again, if you already saw that engagement happen, like maybe they didn't click but you saw there were a lot of close ups on your pin, that's a really good indicator that they actually are really interested and they're gonna come back to it later so that's like a good insight into your data reporting. Okay, they really like this, even though they didn't click, there is something there. And some tools to note for measurement are Pinterest analytics, that's what you get with your business account, the insights. Google analytics of course, Tailwind which is a third-party Pinterest application which can help you schedule things and pins but they also have analytics to compare. You want as much information as possible to look at. And Kenshoo, if you're a big company running a lot of ads on a lot of platforms and you need something that can manage and aggregate all that data, Kenshoo is a great Pinterest-approved third-party company that is very effective and very dynamic in reporting. And here are some resources for you to look at, the Newsroom is just where you will get all the latest updates on Pinterest, and the Pinterest for Business board is where all the pins all about using Pinterest for Business live, and there's a Developer resource, and Creators if you're someone like me that loves creating ads and wants to work with brands in that regard, go to the Creators page there and learn what's happening and what creators are doing for Pinterest, and there's of course the Help, that's a good resource if someone's trying to hack your account or something's not working or you don't understand why your Pinterest tag isn't working, you can go to the help desk. So if you're overwhelmed and you're like man, I want to run ads and I know my audience is there but this sounds like a lot and I don't feel very confident in it and I don't want to waste my money, I would love to help you run ads on Pinterest. I would love to help you create ads on Pinterest. I do all these things, I help people overhaul their Pinterest accounts and get them set up for success. I maintain their accounts to keep them engaged and grow their following, I create ad content all the time, and can do strategy sessions and private classes, but this was definitely a private class in a way too, but if you didn't really understand and you need more help, I'm happy to do that too. So I would love to open it up for questions and these are ways you can connect with me. Yeah, does anyone have any questions?
Is there any ratio that Pinterest looks at if you're comparing manual pins compared to how many you post through Tailwind?
Oh, like how many you're scheduling versus, yeah. That's a really good question. So you know, I definitely met quite a few people that just rely on scheduling their pins in Tailwind and they're never logging into Pinterest and this is just something to think about. What's Pinterest's ultimate goal? Pinterest wants more people to use Pinterest and to log in and experience it. One of the big key metrics that they look at for success is time onsite, so if you're just spending all your time scheduling content and you're never engaging in the community, Pinterest does know that. They're not gonna ding you, you're sharing a lot of content and scheduling it but at the same time Pinterest is gonna reward you for spending time in the community, so my encouragement to everybody here is when I say share on Pinterest daily, that really means to log into Pinterest every day and experience your community and connect with your community, yeah. And better results that way.
Okay, so you've mentioned, starting with a small budget and some numbers you've thrown out are like 100, 200, 500. Certainly with like Facebook ads you can start with like 10, 20, like is there a certain less than a hundred number that we can start with Pinterest?
Sure, I mean you can but I think you have to look at it like what's that really gonna do for me, is that really going to, is that gonna be effective? I mean ultimately you don't wanna light a match to your money either and so I think if you're getting to a point where you wanna run ads, run it right. And of course like we talked about how you can pause campaigns, you can pause at any time. So I would say try to think about the cost of your services, too, I know you're a photographer. The cost of your service is really high
And so I would just kind of think about that as like a baseline, not that you have to match your exact product offering but know that it's gonna take a lot more dollars to get someone to invest in a $2,000 dollar package of photography than it is to invest in a $30-dollar dress.
Right, right, okay and so that would be kind of what you mentioned when you're looking at the metrics, like and you're not seeing enough engagement, you said one of the things is the bid too low,
So what do you mean by that. Is that, does Pinterest work so that you're like bidding for room on there, 'cause like,
Well if you're targeting, like, so say you and me, we have the same exact target and we're targeting, you know, US-based, someone who's interest, and we're doing an interest category and like, there's just a lot of parameters that you're putting on targeting so every time you add more parameters, the cost goes up and then the fact that, then there's the fact that how many people are bidding for the same thing at the same time, so like supply and demand, so the cost is gonna go up, if you're bidding and I'm bidding and you're bidding and we're all going at the same people it's gonna cost you more.
Okay, cool, thank you.
I have a recurring question I want to clarify. I think you pretty much covered it in the last part actually of the presentation, but the ideal time to run an ad. You'd mentioned 30 days, so do you think that's,
Oh, that is a good question, actually I didn't mention that. You mean reporting or how long you should run your ad.
How long to run it for, especially if you're starting and people are like oh, I don't know.
No, I didn't touch on that, that's a great question. So I think that it also depends on your goals and your timeline of when you need something sold, so if you're just doing awareness you can probably take a longer time but it also depends on how much you want to spend per day if you want to just like make a big punch and get traffic right away because you're on a deadline, then you know, spend more dollars per day in a week. But if it's just kind of a slow drip campaign that you just want to create awareness, that iced coffee's available and the summer months are coming and that's kind of more an evergreen product that you know you have a lot of stock in, you can take more time with it. And then the benefit of taking more time with your campaign is you can take insights and learn as you go, so you can adjust things with more time, which is great, too. But most people when they're running ads they don't have a lot of time in my experience. At least the ones that I've run for companies, yeah.
And Jamie had asked are you competing against yourself if you run more than one ad targeting the same keyword, so should you only run
One ad targeting certain keywords at a time?
You are competing, yeah you're bidding against yourself if you run targeting on the exact same people so that's a great point, don't try to bid against yourself. That would suck. (laughs) Thank you, whoever said that.
Perfect, any more questions from in-house?
Is there a way to see what users are searching for the most, like are all searches made equal? Is there a way for us to bid on that?
I don't know, I actually don't know the answer to that
I think I would really like that too, we should figure that out together and post some comments later, yeah?
I think also you'd, whenever I think about searching I would just try to run it through what I would actually search but just know in Pinterest overall it's not very specific searches, it's very general, so like we talked about with the ideas.
Okay, great, thank you.
So you mentioned that Pinterest is a global platform but are you able to do geographic targets within advertising?
Yeah, so that's, I mentioned a little bit but yes, it's international but you can target the US, but you can't target by city or state quite yet, but they're definitely always working on it and making it better and better and better.
So they would target by,
We could do that targeting with keywords?
Yeah, you can do targeting
With keywords, yeah. Yeah, that'd be a great solution. Awesome.
I think that's about it for this afternoon, so give her a big round of applause. (applause)