“The cost of that traffic wasn’t that much less than what Facebook was,” she said. She tried Pinterest ad campaigns and saw a spike in traffic, but soon realized she needed to adjust her mindset - and marketing strategy. In 2020, when a presidential election and the coronavirus pandemic drove Facebook CPMs through the roof, Watkins started looking for new paid digital marketing channels for her clients. Pinterest isn’t the cheapest, but it has a valuable audience Dan Ben-Nun, growth marketer and founder of Adspace.Tomara Watkins, principal at Chaptr Agency.Mike Bittarelli, head of growth at Quince.Lorina Daiana, Pinterest marketing expert and founder of Pin Perfect Studios.We spoke to four experts on Pinterest ads to find out what formats are available, who’s making the best ads right now, and how brands can start building Pinterest campaigns that perform. Pinterest has its own rulebook - and it’s more search-oriented than you might think. How does building out a campaign in Pinterest ads manager work, exactly? Not like ad-buying on Facebook and Google. They come to her already wanting Pinterest campaigns. These days, Daiana doesn’t have to convince clients to give Pinterest a try. Other marketers started to change their tune, Daiana noticed.
During the pandemic, Pinterest’s monthly active users jumped from 367 million to 416 million, according to Pinterest data - a 13% QoQ jump. Around the start of the pandemic, Pinterest’s monthly active users jumped from 367 million to 416 million, according to Pinterest data - a 13% QoQ jump. Pinterest’s ad product has matured, though. Pinterest launched its first ad product, Promoted Pins, in 2014 - late compared to Facebook Ads, which launched in 2007, and Google AdWords, which launched in 2000. She transitioned other clients to Pinterest and noticed that for every single one, she could put in less effort and advertising budget for the same number of website referrals.ĭaiana had heard other social media and SEO experts call Pinterest a joke. “Huh, there’s something there,” Daiana thought. She was only spending an hour a month pinning paid posts for that client. When Lorina Daiana from Pin Perfect Studios tried Pinterest ads for the first time, she didn’t think much of it - until they started outperforming a fashion influencer client’s Instagram account in website referrals.
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