Pinterest shares secrets on how to optimise conversion rates.
- Full-funnel strategy: Maximizes results on Pinterest by targeting customers at every stage of their purchase journey, increasing conversion rates by 3x when ads are seen across awareness, consideration, and conversion objectives.
- Three media objectives: Pinterest breaks the purchase funnel into awareness, consideration, and conversions to help target customers effectively throughout their journey.
- Video is key: Video ads on Pinterest have a higher impact on customer actions, with campaigns allocating 50-60% of their budget towards video formats seeing better results.
- Refresh creative content: Use 10-15 creative executions over a two-month period to increase ad recall, and make simple tweaks like color changes or text overlays for variety.
- Inspire and educate: Provide how-to videos, recipes, and tutorials to create stronger mid-lower funnel uplifts, like brand favorability and purchase intent.
- Give it time: Campaigns running for seven or more weeks typically have stronger awareness and purchase intent impacts, especially for new brands or products.
- Holistic measurement: Connect upper funnel brand building and acquisition efforts to lower funnel performance activity to fully understand the impact of your full-funnel campaign.
Bottom line: adopt a full-funnel media strategy that targets customers at every stage, leveraging video, and refreshing creative content.