As one of the rapidly growing SNS social platforms recently, Pinterest has been paid attention by more and more cross-border sellers. As one of the common ways to attract traffic on the platform, Pinterest advertising has also begun to be tried by sellers.

However, in the communication with industry insiders, the author and other industry insiders will step on some pits, so in this article, the author will sort out 4 common mistakes when placing Pinterest ads, so as to avoid pitfalls for everyone:

Pit 1: Unoptimized accounts

I believe that many advertisers will notice that when the Promoted Pin is launched, the advertisement will also be accompanied by a link. After clicking the link, the user will directly jump to the account home page, as shown in the red box in the following figure.

Based on the previous content, the author recommends that advertisers emphasize how they solve a specific problem, or what they are good at, and what makes their brand or product unique under the official account, and ensure that there are clear and conspicuous images. If it is the spokesperson of the brand, you can use a personal portrait as the avatar of the account. Otherwise, you can use the Starbucks treatment method below, and use the logo or logo of the brand as the avatar to improve the recognition.

Pit No. 2: The picture points are not clear

Since Pinterest is an image search engine, using well-directed images is critical if you want your Pinterest ads to stand out.

How to make the picture point clearly? The most important point is that if the product structure is not complicated, do not abuse multi-image stitching , because this will cause the Pin to look "too busy", making it difficult for users to find the focus.

If the product has a strong sense of design or complex structure, needs to be displayed from multiple angles, or plans to promote multiple products on one Pin, multiple image splicing may be inevitable, but in principle, do not display more than four products or images , and Make sure the entire Pin has a single topic.

For example, the following picture shows the advertisement of two sellers operating in the footwear and apparel category. It can be seen that both advertisers need to promote their own children's shoes. From the effect, the author recommends that you refer to the method on the left side of the picture below to display four different styles. Style shoes, and the picture on the right shows too many products, which seems to be unclear, and the actual conversion effect can be imagined.

Pit 3: Keyword positioning goes to black

As mentioned in the previous content, when advertising on Pinterest, there are two targeting methods: Keyword (keyword) or Interest (interest).

Targeting users by keyword means that the advertiser's ad will appear when a user types one of the targeted keywords into the search bar; however, if the ad is interest-targeted, that means it will appear on on the newsfeed of people interested in a particular topic. It can be seen that the two methods have their own advantages, the keyword positioning is more accurate, and the interest positioning is easier to be displayed.

As far as the author understands, because keyword positioning is more accurate and there are many keyword traffic analysis tools on the market, many advertisers will choose the method of keyword positioning. This method is not wrong, but many advertisers choose too many keywords. Few and not comprehensive enough , the direct consequence is that the positioning surface is too narrow.

For example, a seller who sells dumbbells, if he chooses keyword targeting and only selects the keyword "dumbbell", then only users who enter the keyword "dumbbell" may see his ad, and we know that buying Most of the dumbbell crowd are fitness novices who need to lose weight or gain muscle. Their search habits may only search for broad keywords like "weightloss". This positioning method will make the seller miss this batch of users.

In response to this situation, the author offers two solutions:

1. Mainly focus on interest positioning and supplement with keywords : that is, through experience or keyword analysis tools, first place a batch of advertisements in the form of keyword positioning. Next, check the interests of users who click on ads through the official audience analysis tool in the background. In this way, when the advertisement is run next time, interest targeting can be used to cover a wider range of users, and at the same time, in order to ensure the accuracy of the positioning, some keywords can be appropriately supplemented.

2. Establish a keyword library : establish a keyword library according to the delivery effect, and cover a wider range of users through multi-keyword targeting. In fact, some experienced advertisers will target hundreds of keywords when creating advertisements.

Pit 4: Too much entanglement with a single advertisement

When browsing various groups of advertisement placement and communication, the author found that many advertisers are too entangled in the effect of a certain advertisement. You must know that there is no absolutely good advertisement. The so-called good effect advertisement is only after many tests Relative outcomes of the fittest in the group. Therefore, we do not need to be too entangled and expect a single ad, but need to constantly test .

AB testing is the best among many testing items, and it can conduct multi-dimensional testing by controlling variables.

For example, create two ads, each with the exact same description but different images. After a test cycle, check which ad performed best and then turn off the other ad that performed relatively poorly.

AB testing can also be used to verify the keywords mentioned above . For example, a beauty advertiser planning to advertise beauty products could target the keyword "anti-aging" and then create the same ad targeting the keyword "face cream" and another with the keyword "anti-aging" "Skincare" as the keyword target, so he can easily monitor which keyword combinations are performing better.

The above four major pits are relatively common in the novice stage, and relatively easy to avoid. If you have any questions about Pinterest policies or delivery, or need investment services, please leave a message in the background~