A Simple Guide To Pinterest Collection Ads
Pinterest Collection ads are a great way to reach new audiences that are on the hunt for products that are similar to yours. Pinterest is a platform where people look for inspiration and plan for the future, this means that Pinterest users have a high shopping intent. As a result, advertising on Pinterest is a great way to capture this audience and find new customers.
To help convince you of the benefits of Pinterest Collection ads, we’ve broken down why you should be using Pinterest Collection ads to grow your business.
Why should I advertise on Pinterest?
Depending on your product Pinterest is a great platform to reach new audiences and grow your brand recognition. According to Pinterest, 488 million people use Pinterest every month to find inspiration for their next purchase.
Pinterest is used during the early stages of research for users, making it especially interesting for brands. Pinterest surveys found that 61% of Pinterest users use Pinterest when starting a new project. This provides an opportunity for brands to capture a customer at the beginning of their journey.
Because people are looking for specific products, brand advertisements integrate more effectively into the user’s feed. As a result, people are more likely to engage with the ad on Pinterest than on other platforms.
So if you’re not already using Pinterest to advertise your product, it might be time to start.
What are Pinterest Collection ads?
Pinterest Collection ads are mobile ads that appear on a user’s feed. They appear as a hero image or video with 3 additional assets, which can also be an image or video. When a user clicks on the hero image, it expands to show up to 24 additional images.
The additional images show an array of items that are part of your catalogue. Each image includes a description of the product imputed by you, allowing users to have an overview of your brand and products. Each image has an integrated link that takes the user to the product landing page.
What are the benefits of Pinterest Collection ads?
Pinterest Collection ads have several benefits, including:
- Collection ads can combine video and image assets
- Once pinned, the user saves the entire collection
- Pinterest can create collection ads automatically by using your product inventory
- Pinterest ad manager lets you collect metrics for the hero asset and the secondary assets
- The user can look at multiple products at once, encouraging them to buy more from your store
- Collection ads can be pinned to a board, making it easy for the user to find your brand again
What types of brands should use Pinterest Collection ads?
Pinterest is particularly popular with women and millennials. According to data released by Pinterest, 60% of their user base are women, and 52% of US millennials use Pinterest. If your customer base is women and/or Millennials, Pinterest is a great way to reach new customers and stay front of mind for existing customers.
When considering if advertising on Pinterest is right for your brand, you should consider if your product falls into Pinterest’s largest verticals.
The largest verticals on Pinterest are:
- Fashion
- Beauty
- Home decor and renovations
- DIY
What should I consider before advertising with Pinterest Collection ads?
Once you’ve identified if your customer base is on Pinterest, there are some other considerations you should make before you start using Pinterest Collection ads.
Pinterest Collection ads are displayed exclusively on mobile devices. At first glance, this might seem like a hindrance to your advertising efforts, but with 83% of Pinterest users using mobile to browse, there is little audience lost.
What it does mean, however, is that assets need to be optimised for mobile. Images should be eye-catching and convey your brand identity but should not be cluttered or contain small or too much text. Videos should be short and in an MP4 format. Lastly, captions should be 40 characters or below, so the user does not need to click to expand the caption.
Formatting matters. This is an obvious one, but it’s still important to mention. If an image or video asset is not formatted correctly, it can make your brand look unprofessional and impact whether or not users stop to look at your ad. When using images, stick to the 1:1 ratio, so Pinterest will not automatically crop your image to fit the screen. If using a video asset, keep in mind that people will often watch the video without the sound on, so the video should include captions to convey the message.
Keywording and SEO are vital for your campaign’s success. Keywords are how users will find you on Pinterest, so setting them up at the beginning of your campaign helps you reach a wider audience early on. You can provide Pinterest with keywords, best-match keywords, and negative keywords when setting up your campaign.
SEO keywording should be the title and description of your pins. By using strategic and targeted descriptions, you are more likely to be shown to users searching for related topics.
SOMO's Takeaways
Jennifer, Digital Executive
We use Pinterest to attract new customers and people using the platform to discover new brands, products, and inspiration. We run broad consideration campaigns and retargeting campaigns on Pinterest and find that Pinterest campaigns fit well with campaigns on other channels and the overall funnel.
In addition to running ads on Pinterest, we recommend using organic pins to supplement the paid strategy. Organic pins live on the platform permanently, meaning that they can bring in traffic after a campaign has ended.
Because Pinterest is a visual platform, it is an effective advertising platform for our clients with unique aesthetics and photography.
Want to know more about how SOMO can help you build out your Pinterest advertising? Why not set up a free strategy call with us today.
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