Pinterest ad examples to help you advertise your business on Pinterest!
Pinterest marketing is often overlooked or lumped into other social media platforms, but Pinterest is unique and should be handled as such. As a Pinterest ad agency, we regularly have clients saying they used generic marketing agencies for their Pinterest ads and saw zero results. When we start digging around in the account it’s easy to see why the other agencies didn’t have success, they were running Pinterest ads the same way they ran Google ads or social media ads, and that just won’t work on Pinterest.
Pinterest needs a completely unique strategy to be effective. Unlike other social media platforms that primarily focus on community building and information sharing, Pinterest is a visual discovery tool, where inspiration and aspiration converge. You have to understand where the Pinterest user is coming from to really market well. We recommend having a professional Pinterest ads manager help you out with this strategy, but we also know you may want to try it for yourself, so we decided to give you a few tips and showcase a few examples to help you on your journey!
Pinterest marketing is unique for a few reasons:
- High Purchase Intent: Pinterest users often approach the platform with a mindset geared towards planning and purchasing, whether it’s for home decor, fashion, or event planning. This high purchase intent among users makes Pinterest an ideal platform for businesses aiming to convert inspiration into action.
- Longer Content Lifespan: Content on Pinterest, such as Pins, tend to have a longer lifespan compared to posts on other social media platforms. This enduring visibility means that your ads continue to engage users over a more extended period, offering better long-term value for your investment.
- Visual Appeal and Brand Storytelling: Pinterest’s focus on visuals allows businesses to showcase their products and services in a more compelling and engaging way. This visual storytelling is crucial in today’s market, where consumers are increasingly drawn to brands that can create an emotional connection through aesthetics.
- Targeted Reach: Pinterest offers sophisticated targeting options, including interest-based, demographic, and keyword targeting, ensuring that your ads reach the most relevant audience.
- Increased Traffic and Higher Conversion Rates: By linking directly to your website, Pinterest ads can significantly increase traffic. Users can go from discovering your product to purchasing it in just a few clicks, leading to higher conversion rates.
Types of Pinterest Ads a Business Can Run:
Businesses venturing into Pinterest advertising can choose from a variety of ad formats, each designed to meet specific marketing objectives:
- Promoted Pins: These are regular pins that a business pays to promote. They appear in the home feed and search results, looking just like regular pins but with a ‘Promoted’ label.
- Video Pins: With the rising popularity of video content, video pins allow businesses to tell a more dynamic and engaging story about their brand or products.
- Carousel Ads: These ads feature multiple images for users to swipe through, ideal for showcasing different features of a product or telling a brand story over several Pins.
- Shopping Pins: Directly linked to product pages, shopping pins make it easy for users to make a purchase. They are ideal for e-commerce businesses looking to drive sales.
- Story Pins: Similar to stories on other social platforms, Story Pins allow businesses to share content in a slideshow format, perfect for step-by-step guides, recipes, or storytelling.
- App Install Ads: For businesses with mobile apps, these ads encourage users to download their app directly from Pinterest.
Here are a few Pinterest ad examples to inspire your next ad campaign!
Indiga.ca Direct Link Ads
Pinterest recently announced Direct Link ads and they could be a game changer for ecommerce businesses. Here’s their explanation of what these ads are:
“With other Pinterest ads, it takes two clicks for someone to navigate off Pinterest. First people see a closeup view of the ad, and then a second tap takes them off Pinterest to the advertiser’s website. For ads using direct links there’s just one click, and it goes directly to the advertiser’s site. This streamlined customer journey is designed to support your lower funnel goals, at lower costs.” –Source
Indiga.ca used clean imagery and well lit product shots to make their beautiful products the star of their ad making it easy for people to purchase from Pinterest. This highlights the importance of having beautiful photos and branding for your business!
Hyatt-Thompson Hotels Multi-Objective Campaigns
Hyatt Hotels, aiming to promote their new Thompson Hotels brand to Pinterest users, adopted a dual campaign strategy targeting both brand awareness and consumer consideration at the same time.
To boost brand recognition, Thompson Hotels utilized striking video ads showcasing their various locations. Subsequently, they implemented a consideration campaign, aimed at persuading potential guests to prefer Thompson Hotels as they evaluated their travel choices. They understood that in this phase, consumers seek detailed information to compare features, styles, and prices of different options and created ads that answered those questions.
This dual-phase strategy for Thompson Hotels resulted in a notable increase in both the number of ad clicks and the overall clickthrough rate.
CeraVe Uses Education to Drive Results
Skincare brand, CeraVe, examined how their audience was using Pinterest to search for terms related to their products and used the data to create educational content.They crafted ads that were both engaging and informative, answering common skincare queries, from blackhead removal to daily skincare routines.
Initially, CeraVe targeted generic, unbranded keywords to attract a broader audience. As potential customers progressed through the decision-making process, they increasingly searched for CeraVe-specific products.
This strategy yielded immediate sales and results! Over half of the sales post-campaign were from new customers and organic searches for “CeraVe hydrating cleanser” doubled by the campaign’s end. CeraVe’s educational approach not only established their authority in the skincare industry but also effectively guided customers from initial awareness to making a purchase.
Nestle Tollhouse Holiday Campaign
Nestle Tollhouse used a full Pinterest sales funnel approach to reach their market over the holiday season. The key to this successful campaign was to start early, the ads went up in early fall to hit fall and winter holiday searches.
The team used Pinterest’s Trends tool to spot popular holiday baking searches to shape their recipe-focused advertisements. Their ads used a blend of static and video formats, combining modern and classic baking ideas to appeal to a wide range of holiday bakers.
The campaign incorporated pointed call-to-action (CTA) strategies to boost engagement and sales. Some CTAs, like “Make the recipe,” were designed to inspire action, directing users to try the recipes. Others, such as “Add to cart,” were aimed at facilitating purchases by linking directly to retailers carrying Nestlé Toll House products.
BON V!V uses Trends to Reach Their Audience
BON V!V was one of the first alcoholic seltzers to hit the market seeing huge success right out of the gate. But in recent years the seltzer market has been inundated with other brands vying for the same space. BON V!V knew they needed to create a campaign that was unique and reached their customers where they were at. Enter, Pinterest! They used Pinterest trends to look at what their customers were searching for and then created content and ads around that. They designed a campaign highlighting their high-quality and zero-sugar seltzer, aligning it with current audience trends, like brunch! Pinterest trends was dead on for what their audience was searching for and their campaign had 100% full lift from awareness to consideration intent.
Pinterest ads can be a massive benefit to your business, but knowing how to get started can be a challenge. We would love to help! We have a team of Pinterest specialists who live and breath Pinterest advertising and we would love to help you develop a strategy that delivers the results you’re looking for this year. We offer free discovery calls, schedule yours now!
