Create Pinterest Campaigns on the Go with the New Mobile Ad Tool
If you haven’t checked out Pinterest’s advertising capabilities sometime in the past year, it may be time to take a look. Since October of 2018, Pinterest has rolled out a host of new self-serve tools to enhance the process of advertising through Pinterest, including:
- Multi-user access to ad accounts
- Campaign duplication for more efficient A/B testing
- New placement options to determine where people see your ads
- Custom reporting and insights into audience and organic performance
- A revamped reporting dashboard
And, most recently, a new mobile ad tool that allows you to create entire ad campaigns on the go.
While ad design and targeting options are more limited on the mobile app than they are on desktop, the tool does offer a few nifty features to help streamline the process of creating and managing your campaign, including:
- Budget and targeting adjustment options
- Ad pausing capabilities, allowing you to review and adjust your advertisement at any time
- Ability to edit the URL destination and campaign name
- Analytics to measure advertising spend, remaining campaign duration, impressions, clicks, click-through rate, and saves
Early case studies from a few featured Pinterest users suggest positive results from the new mobile ad tool. For example, the leather goods company FOUNT reported a 4430% increase in engagement with their pins after they started using the mobile ad tool. Pinterest is the platform that drives the most traffic to their website. Another featured brand, Afloral, which is a silk floral design company from Jamestown, New York, is currently seeing a 6:1 return on their ad spend on Pinterest.
Many brands have long overlooked Pinterest as a viable advertising platform, opting to spend their social media ad budget on sites like Facebook or Instagram instead. But, as Pinterest nears 300 million users and continues to add new business-friendly features, it could be time to give them a second look.
Create Your Pinterest Campaign in 5 Simple Steps
The main appeal of Pinterest’s latest tool is its apparent simplicity and convenience. The ability to design and publish your ad entirely from your phone in just a few minutes makes it easy for even novice advertisers to launch their campaign.
- Choose an existing pin from your profile. (You must have a business profile to access advertising options.)
- Select from the automated or custom targeting options.
- Choose your desired daily budget and duration for your campaign.
- Complete your billing information.
- Tap Publish.
Easy peasy, right?
Maybe. Maybe not.
While the process of creating Pinterest campaigns on the go looks ridiculously simple at first blush, the strategy behind creating your campaign is a little more complicated.
Potential Pitfalls of Pinterest Mobile Ads
Tools like this mobile ad creator are designed to make the advertising process more accessible and feed into our desire for instant results. Similar to microtransactions in mobile gaming, mobile advertising encourages you to act now and think later.
That’s why this new tool could prove to be a trap for those who fail to take the time to understand the strategy behind the actions they’re taking.
The mobile ad tool offers a simplified ad creation and targeting process, which, while great from a convenience standpoint, may not be as effective for reaching your target audience, especially if you select the automated targeting option.
You’ll also want to pay careful attention to choosing which pin you want to promote. Again, you’ll want to be strategic in your choices. What is the demographic of the audience you’re trying to reach? What’s the goal of your campaign? Does the image and description of your pin help you reach and convert that audience?
Many people are going to be tempted to just take the most popular pin from their profile and pour their money into it. However, that may not be your best strategy. Remember to hook your audience by tapping into their unique desires and matching the content of your pin to the exact type of person you want to reach.
Again, this type of precise strategizing is somewhat incompatible with the on-the-go nature of the mobile app experience. What you gain in convenience, you may lose in effectiveness.
However, in some cases, it may be worth the trade-off. If, for example, you’re not concerned about losing some of those finer audience targeting options, and you’re just looking for an easy way to dip your feet into Pinterest advertising, the new mobile ad campaign tool may be just the thing for you. After all, with all the latest improvements, there’s no better time to give it a shot!
Have you tried out the new mobile ad tool? Let us know what you think in the comments!