The holidays are right around the corner, and it’s time to get your items in front of shoppers! After deciding that Pinterest ads are right for your business, you need to ask yourself: which type of Pinterest ad do I create? There are two main types of ads on the platform: Engagement campaigns and Traffic campaigns. If you are an e-commerce site, no matter the size of your business, a Traffic campaign is the best choice.
Engagement Campaigns vs. Traffic Campaigns
Engagement campaigns will focus on increasing views of your Pin, repins on your Pin, and clicks on your Pin. However, while engagement on Pinterest is great for brand awareness, it is not the best choice for driving sales. You pay for a Pinner to engage with your content.
If you want to drive traffic to your website where Pinners can buy your items, you will want to choose a Traffic campaign. This type of Pinterest ad campaign increases website clicks, lead generation, and website purchases. You pay for a Pinner to click through to your website.
*Tip: It’s important to not only make your Pin creatively enticing, but also your website landing page welcoming. Make sure that the web page you direct your Pinners to (the link where your Pinterest ad leads) provides a simple landing page that encourages the Pinner to buy. Viewers do not want to be funneled through too many web pages once they are on your website. They have already clicked twice on the Pin to land onto your website, and therefore it’s best to make purchasing as easy as possible.
Key Analytics for Traffic Campaigns
Pinterest’s analytics on the Promoted Pin you use in your Traffic campaign include data that shows you how successful your social media sales from Pinterest are. While the Impressions show you the total number of views your Pin received, the Effective Click Through Rate (Effective CTR) will show you the percentage of Pinners who clicked through to your website. This includes earned impressions, or clicks per total impressions.
You will also want to focus on the Average Effective Cost per Click (Average eCPC). This price will show you how much you paid per click, including earned clicks (or cost/total clicks).
Remember, to see the overall success, view the analytics with the term “Effective” in the title instead of just the “Average.” Average Cost per Click (Average CPC) and Click Through Rate (CTR) show the average – not the total – amount in those categories.
When your most important objective is sales, choose a Traffic campaign for your Pinterest ads. Need help? Learn more about how to set up a Pinterest ad.
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