337 – Look : Pinterest Ads! with Laura Rike

Gift biz unwrapped episode 337.

Pinterest Is not social media.

Pinterest is going to be a search based platform.

Attention gifters bakers,

crafters, and makers pursuing your dream can be fun.

Whether you have an established business or looking to start one.

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Hi there and happy Saturday.

Our test of published data is officially over and I'm now

permanently airing the shows on Saturdays and Wednesdays.

If you're new here and don't know,

I did a test on which day is best for the

main meaning,

the longer show to drop.

It used to be on Mondays with the thinking that you'll

learn new things at the top of the week,

that then you can employ throughout the week,

but I've had a gut feeling that Saturday would be better.

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I asked you for feedback,

you answered and I analyzed the results.

Looks like it was a good move.

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click the follow button,

and then the shows are automatically available to you.

So you don't have to worry about when they go live,

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When you have listening time,

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to think outside the box,

see how your customers feel about new things.

It's a nice way to keep things fresh too.

If it doesn't work out,

you can always adjust again,

but you may land on something great right now this weekend,

if you're listening,

when this show airs,

we're out at the ultimate sugar show in Atlanta.

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drop by and see me,

we've got a booth for the ribbon print company,

and I'm also teaching a class I'm definitely in my happy

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If you want to see all the goings on,

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at gift biz on wrapped.

Okay. Getting down to business here today is the long awaited

Pinterest ads episode after Laura was on uncovering the platform.

Overall, I heard you when you asked about ads.

So here you go.

Everything you need to know,

taking it from top and wow,

very different from Facebook.

That's for sure.

I'm really excited about testing and Pinterest ads,

myself and learning from Laura is the best.

So let's go grab our seat and start the class Today.

I am so excited to reintroduce you to Laura Reich.

She is a Pinterest strategist and helps high performing business owners

and content creators implement content growth plans,

outsource their visibility and steadily grow their monthly revenue all without

tantrums, over tech and trading sleep for success.

She describes herself as a quirky spunky social butterfly that values

open on street relationships in every area of her life.

She's also the mother of two boys who are the center

of everything.

And as I already referenced,

she was on the podcast just a short time ago,

And if you want to learn the basics of the platform,

that would be a great show to go back and listen

to. But today we're diving into everything.

Pinterest ads,

Laura, thanks so much for coming back on the show.

Absolutely. Thank you so much for having me back.

I've talked To you a little bit about this already,

but our first episode is one of my highest downloaded episodes

of all time already.

And it was only just a few months ago.

I love it.

I am so happy that we are helping people with Pinterest,

You know,

and I'm hearing people saying that they're just feeling more comfortable

over on Pinterest.

They're liking that platform better.

And I'm starting to see a big trend in a shift

with people going over to Pinterest.

Are you seeing something similar?

Yeah, I mean,

I think it really depends on what their process is,

what their goal is and things like that.

But I am starting to see more people be a little

bit more open to it in the past few months as

well, Because it's not just another Facebook platform anymore either.

You know,

it kind of started that way where there were all these

social media platforms and it's like,

which ones do you choose?

I think it has a different space now online then before.

Absolutely. So the biggest thing that I like to try to

tell everybody is Pinterest is not social media.

Pinterest is going to be a search based platform.

So you want to take it out of the capitulation,

thinking that it is Facebook,

Twitter, Instagram,

and put it more with Google and YouTube.

When people go to those platforms,

they search for something and then they find the answer.

That is exactly how Pinterest works.

Okay. And so then if I was looking at getting more

visibility, so more exposure for my handmade products and I'm wanting

to put money towards that,

why would Pinterest then be my solution?

Cause you're always hearing about Facebook ads and Instagram ads and

the shops that they have available and all of that.

Why would I want to be considering Pinterest?

That's a great question.

So with Facebook ads and other social ads,

you are focusing a lot on the demographics.

You're focusing on where they are,

what they're doing,

how much income they bring,

the location,

that they are,

things like that with Pinterest ads,

you're actually able to focus more on psychographics,

what it means like what are they searching for?

What are they actively purchasing?

Just different analytics to better target that audience that you want

to be able to get your information in front of.

So they have different categories and interests that people are going

to be coupled under versus just their age or location or

gender or things like that.

So it gets a little bit more in my mind,

closer to the individuals that actually are going to do what

we want them to with the paid ads that we are

studying. Okay.

So behaviors more than just straight demos,

like age sex,

all of that type of thing.

And even though Facebook had their interests categories,

man, everything on Facebook seems to be in an upheaval right

now anyway.

So it might be time to look for a different place

to be quite honest.

Yeah. Facebook does have some similarities in terms of the ads

portion of it,

like you said,

interests, but the thing that is a little bit different about

the interest on this platform is they're actively searching for these

interests on Facebook.

It's more of interaction and it's more of if they would

have clicked on someone's website in the last 60 to 90

days, which we can also do on Pinterest.

But I feel like it's just a little bit more direct

because these people,

we can target a little bit more specifically within those interests

and how their relation is to what they're currently looking for

online right now.

That makes sense.

And you know,

some of the capabilities now,

even in Facebook ads,

like you can't track when people are coming over to your

website anymore and retarget them.

It's I think a great time,

number one for us to be talking,

but also for all of us to be looking at what

we're doing to attract people over to what we make and

it's right before the holidays.

So no better time to learn more about another option.

So Laura,

I'd love for you to take it from the top for

us. And I mean,

everyone pretty much knows what Pinterest is.

They can go back and understand more about the platform from

our last show.

But now if they're brand new to really advertising at all,

cause I'm going to say the majority of the people who

are listening,

haven't even been doing Facebook ads.

So let's take it from the top.

We're opening the textbook at page.

So the first thing you're going to want to do is

you're going to want to make sure you have a business

Pinterest account.

You will not be able to do ads on the account

if you do not have that setup.

So you can go to business.pinterest.com

and make sure that you have that set up.

If not,

it'll walk you through the simple steps to convert your account

over once that's done,

then you will see more access.

So then you're going to go to ads.pinterest.com.

And this will walk you through a number of different steps

and there's the beginning of the funnel and the end of

the funnel.

So we're going to focus on more of the beginning of

the funnel for this time around.

And what I like to do is talk about building awareness

and driving consideration.

So they used to call consideration traffic,

but they have changed that term.

So when I say consideration,

make sure that you're thinking about traffic,

Okay. And it's called consideration.

This is Pinterest's term for it.

It is.

So depending on what your goal is,

you can start with two different things.

You can start with brand awareness,

which is just basically getting your content in front of other

people's eyes.

That's not necessarily going to get them to click through.

That's not going to get them to take action,

but it's going to help them discover you.

It's going to help them find your products,

your services,

your brand,

things like that.

And so that is something that you can start with.

If you're unsure how much traffic you want,

where you want the traffic to go,

things like that.

So when you go to the ads backend,

you're going to click on the dropdown and it's going to

say, create an ad.

Once you're on that page,

you'll see brand awareness.

And then you'll also see consideration.

So you would choose brand awareness and then you would choose

what you want the campaign name to be.

Typically what I do is I will type in the topic

that I'm trying to center around.

So if there's a specific thing that I want my brand

to be known for,

or if there's specific pins that I'm going to focus on

in this brand awareness campaign,

that's how I would easily name it so that you can

remember later what it was doing on this first page.

It's going to ask you about doing your budgeting for brand

awareness. I don't typically have you guys put a budget on

there. Most of the time,

I actually focus most of my budget in consideration for traffic.

So brand awareness is very,

very top of funnel.

And I would consider that to be someone who wants to

just put maybe five to $10 down just to get their

feet wet with the ads and set that up and see,

because it's going to help you with growing engagement,

growing your followers,

things like that.

Okay, Great question.

Five to $10 a day,

a week,

five to $10.

What I'm coaching people?

I typically say just do five to $10,

like lifetime for that brand awareness,

because I typically use brand awareness just to teach people how

to set up an ad,

just to get them involved in the platform.

90% of the time when I'm setting up ads for clients,

I'm in the consideration area.

So this could be someone who has a brand new business

or someone who's just new to Pinterest.

So it doesn't matter.

We're all starting at the same place.

And so brand awareness is really getting people to know you

exist. I think.

Right. Just understanding that you are there versus driving consideration is

going the next level down.

So starting to go into the funnel,

would that be right?

Correct. All right.

And so then you say five to $10 lifetime.

Do we put a start and a stop time on that

ad? It will do Just spend what you put for a

budget if you choose lifetime.

Oh, okay.

So you put five or $10 lifetime.

If someone wanted to,

could they put 25 lifetime?

Well, more people see them then.

Absolutely. Yes.

This budget is completely up to what you are comfortable doing

and how far you want to take it.

If you are seeing good engagement and you are comfortable with

the ads,

I highly suggest switching sooner over to consideration because that's really

where you're going to start to be able to get the

leads and the sales that you're looking for on that return

on investment.

All right.

So building brand awareness is 1 0 1.

Just do it throw $10 at it.

Let's say to get a feel for it.

You'll see how things go.

And then very quickly jump over into the driving consideration section.

Yeah. And so then once you're in the consideration section,

it's going to be focused on traffic.

So you're gonna set up a campaign name again,

pick something.

That's going to be easy to remember why you're sending that

traffic where you are.

So for all intensive purposes,

let's say that we're sending traffic to a specific podcast,

right? And so we're going to do the podcast.

I believe you said it was three 19 and we're going

to talk about organic Pinterest.

So in the campaign name,

I would say podcast three 19 organic Pinterest,

so that I know that's where I want to drive the

traffic. And then what I would do is set a daily

limit for your budget.

When you are doing traffic only,

and you are looking for paying for those that are going

to end up clicking through to your site.

That is typically where I like to stick roughly right around.

I would say 20 to $30 to really see what's working

for the first seven to 14 days.

Then you can scale either down or up,

depending on what's going on.

But I think it's important to know that if you can

try to get the most data within that first week,

that's really going to help tell Pinterest and yourself,

what is working the best and how to continue your ads

on from there.

So with the second example,

let's say we do 20,

and it's a specific in your case,

you're showing a product.

What am I looking at for Results?

Great question.

So when you go through and you set the daily limit,

you can set it as a continuous or you can set

dates on it.

What you're really going to be looking for is the traffic

that you're getting from that ad.

So they're gonna show you in reports,

different stats based on like the cost per click,

based on if you're getting any conversions,

even though you're paying for traffic,

because it will help them understand more about who's going to

purchase and you will get awareness with this as well.

So if you're getting engagements,

impressions, if they're pulling up the pin closer,

but they're not clicking through it,

they're going to give you all of that data.

And you really want to focus on how many clicks you

are getting to your website or to the URL that you

are setting up for the consideration campaign.

Okay. Question here.

And I'm going to transition it from podcast episodes.

Although I would love to talk it that way cause it's,

it would be perfect for me.

Let's pretend that we have someone who sells Molly and spices.

We're going to be entering into the holiday season.

So I think this is appropriate for all different types of

seasonal products.

Okay. So I have a business,

I do all these types of mixes and I just did

a Pinterest post all about Molly and spices.

Maybe it was even make your own mulling spices.

So I've got some pins up there and they link to

my website where someone could buy my pre-made mulling spices.

Okay. So we're listening to this show.

You've told us to become acquainted with the ads by doing

the brand awareness.

So we've done that now.

We're going to do an ad for dollars a day to

that pin that talks about the mulling spices.

Am I right so far?

And then to understand the activity they've gone from the ad

to look at the pin or is the ad the pin.

Yes, That is the pin.

So the nice thing about it is organically.

When you click on a pin image,

it pulls up closer.

You have to then click on it one more time to

get through to the website with ads.

If you click on it,

it's automatically going to,

depending on what device you have,

either open up that website in a new tab,

or it's going to open it up right underneath the pin

itself. So you can scroll and be on the website within

Pinterest as well.

So they don't have as many clicks that they have to

take to get to where you want them to go.

And that's kind of the beauty of the ad being there

is they'll see it,

click on it and be shown right away what you want

to get in front of their face.

And it removes a whole step.

And we know every single step is a place where people

could drop off.

And so then a conversion of a Pinterest ad then is

that clicking over to whatever the link is that you have

in your pin,

Correct for this type of a campaign,

okay. It's not necessarily the sale.

It's the conversion of actually doing some type of action on

that ad,

which brings them over to the site where hopefully then they'll

take the final step to buy Yes purchase.

And then you can still track any purchases that you get

from this campaign,

but you are not paying per purchase.

You are paying per click through to your website.

Oh, you are.

That's how the dollars are allocated.

Correct. I mean,

it's per impression of how many people are seeing it.

So you have different ways that you can run your bidding

to tell Pinterest,

you want to get the most pin clicks for the budget

that you set,

or you can control how much in terms of the cost

per click you want to pay.

I typically always say,

do automatic,

Pinterest will just help you with that.

But in consideration it is a traffic campaign.

So you are paying per click in a conversion campaign that

is when you are paying per sale,

to be able to get to that third step,

though, you need to teach Pinterest who you are trying to

reach by doing a consideration traffic campaign for,

And that's for your entire account,

right? So you could do these consideration campaigns for a certain

amount of time.

Then Pinterest,

it's kind of like how we talk about algorithms and teaching

an algorithm who you're looking for,

the reputation of your social media site,

all of that.

It's kind of similar over on Pinterest here to let Pinterest

really understand who you're attracting.

Who's taking action on your content.

And you're saying you do that through driving consideration before you

would ever go to the next level deep in ads.

Yes. What they require from Pinterest is in their best practices,

they like to see 50 sales from a traffic consideration campaign

before you move to the conversion sale campaign.

So they want that within that seven days,

that first week you can stop.

If you get,

say 20 sales,

you can stop and move to a sale campaign.

But if you don't have any sales and your pixel for

purchases on your website is not firing.

Pinterest is not going to know who to serve a conversion

campaign to.

So you're basically trying to take this big pool of millions

of people and size it down to get a potential audience

size that's going to actually purchase when you move to that

third step.

Okay. And we're talking true.

Live. Someone has actually made a sale.

It's not the fact that they click the button and came

over to the website,

but because there's a pixel on the website relating to Pinterest,

Pinterest is able to understand and know who jumped over there

and actually completed the entire transaction to the point of making

a sale.

Yup. You got it.

Okay. I'm with you so far.

I do have a question for you and you guys,

some of this is going to be information from three 19.

So if we're talking about something,

that's not making sense,

please jump back over there and listen to that as well.

Okay. So you know how Laura,

last time we were talking about the fact that you may

do like four or five,

six images that all lead to the same link.

So to the same product,

right? How do you decide what your creative should look like

for the ad?

Are we sparking your interest about Pinterest ads?

We're going to continue this conversation right after a quick break

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Amazing question.

So you need to test everything.

They do have a best practices PDF in terms of design,

which I can give you when we can link in this

podcast, it is something that they have free on their resources

page. So it's totally up for anybody.

If you're just wanting to go directly to Pinterest,

they have it right there for you.

So I will get that for you guys too.

What I say is test typically you want to start with

two to three pins pin designs and see how they are

doing against each other.

Leave everything else the same.

So your targeting strategy is the same.

Your keywords are the same.

Everything is the same,

but the designs are different because that's truly going to show

you what people are clicking through so that you know what

they're taking action on.

Then you can start to go from there and start to

narrow down before you move to a conversion sale campaign.

Okay. And I'm just going to compare it to Facebook.

I feel like I'm cheating on you when I talk about

it, but just this someone can relate to.

So is it a similar thing where you put the pin

up first and then you don't put the creative and the

pin up at the time that you're doing the ad,

you are setting up the ad and directing it to a

certain pin that's already there.

So you can actually do it both ways.

So one of the ways that I like to test is

I like to test pinning an image organically,

and then also uploading an ad image.

They could be two different images.

One was done a week ago,

months ago,

and one was done right now as I'm setting up the

ad campaign.

And the reason I like to do that is because sometimes

we have organic pins that do really well.

And so we already know organically.

They're doing well.

Why not put more money behind them?

That doesn't mean though,

if we put more money behind them,

that a different image is not going to be able to

work just as well.

And so that's why I like to always test and try

different call to actions,

different layout,

titles, things like that on the image to see what resonates

the best with the audience we're targeting.

Okay. But only Change one thing at a time,

or you're not going to know what it was,

that's working the best.

Correct? So either you do the same copy to the same

image, and then maybe once you find the most popular image,

then you might switch up the copy two or three versions

and then see what combination there is the best.

And that's how you kind of narrow in on what the

best one is to do to use.

Okay. I'm with you,

Laura, I'm getting this Awesome.

Let's jump into targeting then.

So with targeting in the beginning,

you're going to have three different options.

They have reconnect with users,

find new customers or choose your own.

When you're reconnecting with users,

these are going to be retargeting people that have already interacted

with your brand in some way.

So you're going to be able to focus on different lists.

Like if you have an email list,

if you have engagement on your Pinterest account,

if you have had website visitors,

you're going to be able to use this,

to target those people.

If you want to find new customers,

you can use this for brand new targeting.

You can do this with keywords,

audience lists,

things like that,

but you can also create act alike audiences in here as

well. Typically you're always going to focus on finding new customers

in the beginning.

So reconnecting,

I like to do as like retargeting,

which if you know Facebook ads,

you're probably well aware of that term.

The find new customers is where I go first and then

I can go down and select my keywords and interests.

Okay. Yeah.

And I think when you see the screens,

it probably walks you through what to do It does.

Yeah. So you're going to want to listen to this with

a pen and paper and pause and play and pause and

play a true tutorial.

Yeah. So the next one down then under targeting details is

going to be your keywords and interests.

Now there's two different ways that you want to test these

as well.

What I like to do is I set up one ad

group to target three different interests.

And then I will set up another ad group to target

my keywords with no interests.

So when you're looking at the screen,

you'll see,

they have all the interests,

which are the categories that Pinterest uses.

So we have finance health,

home decor,

quotes, vehicles,

weddings, fashion,

food, and drinks.

Everything is on there,

right? And you can get even more niche.

So there's beauty.

And then if you clicked on beauty,

they have hair,

makeup, nails,

skincare. I like to stay top of funnel for testing purposes

when doing a consideration campaign.

So I will choose the three there and then set my

ad to run to those three,

one ad Three Interests.

Correct? So you're in the consideration campaign.

You're Yuling one ad group you're choosing three interests and you

will then have two to three pin designs that show up

to those three interest categories.

Got It.

So that equals a total of three ads going out,

Correct? Because The images are different.

Okay. I'm with You.

Then what you will do is you will go underneath that

same consideration campaign set up a new ad group.

You will choose the targeting to find a new customers again,

and then you will go to add keywords.

They do have a section here where it will help you

search for related keywords to be able to add them.

I personally like to do my search with trends.pinterest.com

and the good old fashion Spyglass on Pinterest directly to find

what's working so that I can actually see the pins that

are pulling up underneath my searches to make sure they are

related the best way possible.

They also stay on here to use a minimum of 25

keywords. I break that rule minimum,

and I actually say,

you should have anywhere from 50 to 75 keywords,

you want a bigger potential audience size.

And so if you do 25,

depending on your niche and the product or service that you're

trying to target,

it can be really difficult to get a broad audience size

using keywords.

So you want to make sure you're giving them enough relevant

keywords to be able to increase those ad impressions.

Well, Different versions of that word to right.

All the different key word.

Correct. And so then you also have a way I stick

with what's called broad match.

So it's just the keyword.

So let's say spices,

right? To go with your Molly's and spices,

then they're going to do anything spices,

right? So they're going to do chicken spices,

beef spices,

anything that has spices in the phrase is going to be

phrase matched.

If you want to specifically only talk to Molly and spices,

you have to put brackets around it and that's going to

give you an exact match.

So they will wholly pull up things that mentioned Molly and

spices, right?

The Exact words.

Exactly. And if you don't want something to be pulled up

or correlated with your search,

then you need to put the negative sign,

the brackets,

and then your words in there.

So it would be minus bracket Mali on spices bracket that

makes it so they know don't show this to any one

that is searching that exact phrase with consideration.

Please make it easy on yourself and stick with broad match.

Yeah. That makes sense.

Cause You don't know yet what the exact perfect matches or

what a negative matches yet.

So when you move deeper into these campaigns,

then you can start to get deeper on those things where

you're learning.

Oh, okay.

They didn't like this phrase and it's spending a lot of

my budget.

So I'm going to make that a negative match.

Now, how am I going to know that if I'm pulling

up all of these keywords,

how am I going to know which keywords are working within

that big group of keywords?

I've selected.

Perfect question.

So they're in your reporting system,

they will show you the overall report for your campaign.

And then you can click into the ad group.

They'll show you the overall report for your ad group.

You can click into the individual pin designs and within each

individual pin design,

it will show you how that pin is doing for the

specific keywords that you have.

So you can then sort by how many clicks you're getting

or how much budget is being spent.

And it will show you from highest to lowest the top

ranking keywords for that pin image.

Then you can start to decide,

okay, across all three of these images,

this keyword is doing really well.

So that's something I want to use going forward,

Even though you have to back it out to the average

named keyword,

or do you then start getting more specific when you're seeing

the ones that are really working,

You will be able to start getting more specific when you

see the ones that are starting to work.

Okay. Got it.

Yeah. So now that we have interest in keywords,

the final step in your targeting is really just your demographics

and ad placement.

I typically always just leave this as is,

unless there is,

for some reason,

a location issue that you need to target a different location.

If you need to make sure that they're only on a

specific device,

things like that,

but typically for your demographics and your ad placement,

you just leave those alone.

Okay. But what if I have somebody who is a bakery,

so they don't ship anywhere,

it's just their location.

Then they would want to use this section,

Correct? Yep.

And you would just click under demographics,

you'll see genders,

ages and locations.

And right now,

typically it's always going to be set to all us locations.

So you would just click on pick specific locations.

You can do it by countries,

regions, and metros,

or you can do it by your postal code.

Perfect. And you're making your money work better for you if

you're a location only like I was just saying.

Correct. All right.

So we get all of this setup.

We start running the ads.

You said we wait a week to go back and look,

yes. It's really,

really hard to do.

Well, we can look.

We just shouldn't change anything.

Yeah. Don't touch.

Look, don't touch.

It is really hard though,

because you're spending your money.

Right. I totally understand.

But at the very minimum for seven days,

look, don't touch.

If after seven days,

there's something that you just want to make one minor tweak

on. I may say,

okay, go ahead.

As long as it's just one thing,

but don't go crazy.

You're really going to start to get the data after that

seven to 14 day mark.

So if you can wait 14 days.

Great. Now my caveat to that is if you're looking and

not touching,

but you see something that's completely way out of whack,

of course,

go in and shut it off.

I mean,

if it's spending money,

but you're not getting any clicks,

like don't just spend your money.

But if it's working and you can see you're getting clicks

and impressions and things like that,

and it seems like it's doing okay,

just leave it.

Because even if it seems slow or even if it seems

like it's just working like gangbusters,

you're not going to know until you given it at least

that seven or 14 days,

which is really working the best so that you can narrow

down your next campaign.

Okay. Question here.

We're back to our mulling spice ad.

We ran it 14 days.

We've done the tweaking that we need to do,

pulling out keywords that we're not going to use selecting the

best creative they got all those things that we just talked

about. Now,

let's just say,

we're going to run it through the holidays.

Okay. Then I go in and turn it off.

Let's just go with this with me for a minute.

Can I then go back and turn it on at any

time? Or does it lose juice if it's an active for

a while?

It is going to lose some juice if it's inactive for

awhile, but instead of reinventing the wheel,

what you can do is just duplicate that campaign and start

it up again because you're already going to know what works.

Okay. So that would be a better solution than just turning

it back on.

Correct. If you're going to pause it for more than 30

days, I would highly suggest that you read,

duplicate the campaign and turn it on that way.

When you are ready to start the abs again.

So what about somebody who let's do candles?

I somehow always gravitate back to that topic and I want

to promote different candles over time.

Okay. They're not seasonal necessarily,

but I feel like I just want to have different ads

going. I want people to know different things.

How long should an ad stay on how many ads should

we have going at one time?

So how long should ad stay on is really dependent on

what your goals are and how they're performing.

So that's actually a really difficult question to answer,

unless we have data to go off of it.

Do ads ever get stale?

They can.

The nice thing.

And the beauty of Pinterest though,

is your ads are going to optimize over time.

Whereas Facebook,

they start running right away,

some of them.

And then over time you have to do another ad or

you have to switch up things with Pinterest.

It takes a little bit longer for that to actually happen

because you're focused on the search keywords and not necessarily again,

those demographics.

So with Pinterest,

organic or ads,

your Results grow over time because you're optimizing for those specific

things over time.

I would just say,

keep an eye on it.

Realign with your goals.

If you're doing a consideration campaign,

is it getting sales?

Do you feel like your spending all your money in the

traffic area,

but maybe you want to focus on sales then maybe,

you know,

think about setting up a different campaign there.

The one thing to answer your second question that I will

urge you guys not to do is do not set up

multiple candle ads with different candles,

targeting the same keywords,

because then you're going to be competing against yourself.

Makes sense.

So I can just take this and run with it here

for a second.

If you want to go in and you're going to do

candles, why not do one of them for entertainment,

right? And that could be an interest that you target for

that. Maybe the next one is home decor.

And so then a different candle is targeted for home decor.

Maybe one of the candles smells like pumpkin pie.

And so why not target food and drinks and see how

that does.

You're going to want to test different interests if you're going

to be doing different ad products.

Another really cool thing too,

is depending on how long your account has been running,

how much data it has.

And if you've uploaded like say a purchaser list from those

who have purchased your candles in the past,

you can actually go under your analytics and the little dropdown

gives you something called audience insights.

And what that does is that's actually going to tell you

the highest affinity score categories and under those categories,

what interests your audience is acting upon.

So for my audience,

I teach Pinterest marketing.

One of my highest ones is finance.

Why? I don't know,

don't ask me,

but my audience really likes things that are for finance.

And so when I go down into that,

the top three interests in under the category,

finance are financial planning,

insurance and baking.

So if I focus on banking,

insurance and financial planning for one of my ads and then

say, I want to do a secondary ad to a different

product, I would just choose a different category.

My second category is electronics.

So then I can tap on electronics and see that computer

tablets, wearable devices and cell phones are the top three interests

for that.

And then I could set up a new ad for that.

So it does help give you within the last 30 days

of your account,

what your total audience includes for the most popular categories and

related interests for those people.

That makes so much sense to me too,

because then you can really also dial in your creative to

really be speaking to those audiences.

And then if you upload one of those email lists,

say you have an email list of purchasers or maybe an

email list of interested potential buyers.

You can then do this same niche down and find out

the information of what those people would typically be searching for

and their categories and interests underneath this audience insights.

You just upload your list and then Pinterest will actually give

you the data for that custom audience.

That is Incredible.

And I'm thinking here,

like, we don't want to lose everybody.

Who's listening.

This is some higher level stuff.

You don't need to know all of this to start running

at. It's like with anything,

you start with something that we've already been talking about,

you test it out a little bit,

then that becomes known that's familiar to you.

And then you build on top of that and just then

continue going.

Correct. So it sounded like there was another level to the

ads. Did you want to talk about that?

I mean,

that's getting probably more complicated,

right? But Yeah,

I can sum it up easily.

So once you've gotten your feet wet,

you're doing good with the consideration campaign.

The next step is really to get those conversions and those

sales, whether you're going for growing your email list so that

you can email them more about your products and kind of

warm them up even more and get more personal.

Whether you want to go straight to purchasing a product that

maybe is on sale for the next few months,

you would set up a conversion campaign.

So it's going to be almost identical to what you've done

in your consideration campaign.

You just choose your budget a little bit differently because you're

now going to be paying per purchase.

So without getting too technical,

your paying per purchase needs to have a bigger budget.

So let's say I know that to purchase a candle.

My cost per acquisition is $3,

right? If I want to have my ads properly run,

then I'm going to want to do 10 times that amount

so that Pinterest can run a proper ad campaign.

So if my cost per one candle sale is $3 on

my ads.

I want to do $30 a day so that I can

consistently outbid anybody else for one and for,

to get those sales in the door that I need to

get in at that $3.

And I don't want everybody to freak out here because remember

when you're spending $30 a day,

the point is you're bringing in way more than that.

So the ad starts paying for itself when you got all

this locked in properly,

correct That cause you've already gone through everything else.

So that's how I know my purchase would be $3 because

they've been purchasing from my traffic ad,

which is just a bonus,

Right? Because you've seen that convert.

That's why I think probably I'm going to make an assumption.

You're going to tell me if I'm right,

Laura, this would be a mistake that people do is just

start right away with conversion ads.

Absolutely because Pinterest doesn't know what your cost per acquisition is,

who the right people are,

the purchasers for that.

There's so many different angles that they need to learn as

an algorithm first,

to be able to help you spend your money better.

Because I think a lot of people,

you know,

when you think of ads,

it's like,

yeah, I'm going to show you what you can buy from

me. And I'm going to point you to the direction of

where you can do that.

But instead we need to be all the things that you

talk about and getting acquainted.

Like people have to start knowing you,

they have to trust you as a brand that they're going

to want to buy from.

And you're getting visibility and doing these first two steps at

the same time that you're letting Pinterest really understand who they

should be sending the ads to just by nature of who

you're attracting.

Is that right?

Absolutely. Okay.

So I think I'm a little bit confusing myself too.

So if I'm confusing myself,

maybe we'll be confusing some listeners,

but let me think of this through now,

timeline wise,

if someone was starting in the very beginning,

how long should they take in each of these steps before

they're getting to the direct sale?

I would say,

depending on your goal,

let me put it this way.

If your goal is to ultimately get sales of your product,

I would skip building awareness because you will get that with

your consideration traffic campaign.

I would go straight into a consideration traffic campaign.

I would leave it set up for seven to 14 days.

See the data that you're getting.

If you are not getting as much traffic or any sales,

even though you're not trying to go for sales,

you're going for traffic.

Then I would say that you need to spend some more

time digging deeper into your targeting.

If you are doing really well with traffic,

but no sales at all,

then I would say dive deeper into your ad image and

your call to action.

If you are getting traffic and sales within that first 14

days, jump right on over to conversions and start getting more

sales. I love that answer.

It's very clear.

It gives us exact direction.

Next question.

Should I be doing a mix of all of these types?

So should I be doing well,

maybe not the first one,

but should I be doing always some consideration and then also

some conversion Again,

that's really going to depend on your goal.

I typically have conversions going all the time because my account

is well-versed.

If it is a new landing page or a new product

or something like that.

And I want to gather more data about how it's converting.

If I need to make changes,

then I will also set up a consideration traffic campaign.

It is not required to have multiple consideration and conversion campaigns

running at the same time.

That makes sense.

Like if you have a new product that may be is

going to go after a different group,

it's a different purpose.

It's going to have different people who are purchasing.

Then you would want to do that.

You'd want to go back.

But if it's similar products to what your current customers are

already doing,

then you can go directly to the conversions.

One to know your ads are working when you get to

the new ads.

Yeah. And let me also say,

I will caution you if it is the same product,

you definitely do not want to have a traffic and a

conversion campaign running because again,

you will be competing against yourself.

Good at,

Okay, I'm loving this.

I'm really excited.

I feel like this is a huge opportunity,

especially as we're walking into the holiday season here,

because it looks like we're hunkering down again.

People are going to be online.

People are going to be searching for gifts and during the

holiday season,

no matter what the state of the world is,

everyone's looking for new ideas of gifts to give.

So it's a great opportunity to get,

to get visibility and then to bring in sales,

particularly if some of the things that we used to be

able to do,

and we were spending money for like going out to shows

or something gets more limited.

And just something we should be testing to add to our

repertoire overall.

Yeah. I always say diversify.

I mean,

if you're used to Facebook ads,

this is a whole different game,

even though some are similar in terms of setup and design

and things like that,

it's still different.

So I like to have both things running because then you're

also playing against each other,

right? You're not in a bad way.

I should preface like your showing up on Facebook and maybe

they don't click through or purchase.

And then they're on Pinterest two days later and they see

you again,

that's just going to continually help your brand.

So the more you can diversify the better it's going to

be for you in the long run anyway.

Yeah. Because those views that compound upon themselves build trust and

you're just in front of them more.

And we all know that it takes a lot of touches.

You know,

some people say seven now people are saying 14,

especially online.

You know,

it takes a lot of touches before someone will finally buy

and the audiences are different.

Not everyone who's on Pinterest is on Facebook and vice versa,

but I do it.

This does beg one final question.

And that is like,

what do you see as the biggest difference between Pinterest advertising

and Facebook ads?

That's a really deep,

good question.

I think you Can give us a simple answer for all

of us newbies here.

I'm partial to Pinterest,

just because I think the platform for setting everything up is

so much nicer to be able to help people walk through

it. But I also have seen that our cost per impression,

for someone to see the ad and the cost per click

to see the ad has been trending lower than Facebook.

Well, and now with,

like I said,

like, even if you're not running ads,

you've probably heard about all the challenges.

Facebook has decided to present to us in conjunction with the

iOS 14 updates.

So it's not just Facebook,

it's the iOS.

And like the whole thing is becoming more challenging.

So we need to look for new ways and this is

one of them.

So I'm actually very excited about this.

Laura, this has been such fascinating information.

If someone wants to hear more from you in terms of

direction and training and ideas and everything about Pinterest ads and

strategy overall,

right? Where would they go?

Yeah, I definitely would suggest that you head on over to

my website,

it's Laura wright.com.

And then I have this really cool program that is a

hybrid of coaching and course curriculum.

So you don't just feel like you're getting dumped on with

information I'm in there every week,

answering questions,

walking people through things,

and it's called the pin tastic rockstars.

And so I'm pretty excited to now say that I own

the trademark to pin tastic.

Oh, That's exciting.

That was a good move,

Laura. I know.

I like it.

It's Pinterest.

Fantastic. So,

but yeah,

so just head on over there,

I have tons of walkthroughs on my blog as well.

And then there's a number of different ways to get in

contact with me.

If you had any questions about what we talked about today,

or can't find something that we are discussing,

feel free to just reach out at any time.

Wonderful. Well,

Laura, thank you so much for coming back on the show.

I'm really excited about Pinterest ads and I think it opens

up a whole new world of opportunity for us.

Yeah, absolutely.

Thank you so much for having me.

And I hope this one even helps further than the first

one we did,

which sounds like you guys all love.

Oh, I know it will.

People have been asking for you,

Laura. Perfect.

I love it.

Come on down.

You guys.

I have questions that I answer on the daily,

so do not be afraid to even just send me a

social media message.

I am here for you guys.

Fabulous. Thanks again,

Laura. All right.

Thank you so much.

I'm loving Pinterest right now.

Since I feel like my time,

there is a much better investment.

I'm talking both pins and soon my testing of paid pins.

I think this is a new opportunity waiting to be tapped.

You can hold me accountable if you like,

just follow me over on Pinterest and see what I'm up

to. What about you is Pinterest in your marketing strategy yet

if you've considered it between both of these shows,

you have all the information you need to get started,

but it's up to you to act on it next week,

we're moving into subscription boxes.

The trend continues with the popularity of these programs and I

don't see it letting up anytime soon,

we actually have a couple of shows coming up,

focusing on subscription boxes.

Could this be in your future,

close your eyes and envision your product being part of a

subscription box.

This is possible tune in next Saturday for more as always.

Thank you so much for spending time with me today.

If you've enjoyed the show,

make sure to follow the podcast on your app of choice.

That way you won't miss a single episode.

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So it's a great way to pay it forward and now

be safe and well.

And I'll see you again next week on the gift biz

unwrapped podcast.

I want to make sure you're familiar with my free Facebook

group called gift is breeze.

It's a place where we all gather and our community to

support each other.

Got a really fun post in there.

That's my favorite of the week.

I have to say where I invite all of you to

share what you're doing to show pictures of your product,

to show what you're working on for the week to get

reaction from other people and just for fun,

because we all get to see the wonderful products that everybody

in the community is making my favorite post every single week,

without doubt.

Wait, what,

aren't you part of the group already,

if not make sure to jump over to Facebook and search

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