Pinterest has become an indispensable tool for marketers, especially for eCommerce businesses. With its visual format and vast audience, successfully leveraging Pinterest can drive significant traffic and conversions. In this article, we’ll delve into expert answers to some of the most frequently asked questions about marketing on Pinterest, providing insights that can help you refine your strategy.
Q1: Should I Run a Consideration or Conversion Campaign?
If your Pinterest account is new but your website has established traffic (at least 30,000 to 50,000 monthly page views), a conversion campaign is often the best option. The choice between a consideration or conversion campaign largely depends on your current ad performance metrics. Track your daily conversion volume – if you’re seeing around 15 to 100 add-to-carts a day, optimizing for add-to-carts is advisable. However, if your daily add-to-cart metrics are lower than 15, start with a consideration campaign. This approach allows Pinterest’s algorithm to gather data before aiming for conversions, increasing the likelihood of success.
Q2: Why Is My Checkout Option Missing?
If your account only allows the add-to-cart option, this could indicate a problem with how your checkout event code is installed on your website. Alternatively, Pinterest may not have recorded enough checkouts yet. If you’re using Shopify, the option should typically be available unless there’s an integration issue. A thorough check of your event codes is essential; utilize testing tools to verify if your checkout event is firing correctly. If the issue persists, reaching out to Pinterest support may be the best course of action.
Q3: Is Automatic Bidding Always the Best Choice?
Automatic bidding is often preferred, especially for beginners. Many users report that custom bidding sometimes leads to inconsistent budget spending across different campaigns. For example, while advertising in Germany might allow for better budget utilization, other countries could restrict spending due to a poorly optimized bidding strategy. Unless you have specific insights into your target market’s bidding behavior, starting with automatic bidding is recommended while allowing room for adjustments as necessary.
Q4: How Long Should I Wait Before Reviewing Ad Performance?
After launching a campaign, a 14-day learning period is optimal before evaluating performance and making significant adjustments. During this time, it’s advisable to pause or refresh a few creatives but refrain from altering the targeting settings. After the initial 14 days, review performance regularly—ideally every Monday and Thursday to create a cadence for optimization. This systematic approach ensures that Pinterest’s algorithm has sufficient time to adapt to changes.
Q5: What CPC Should I Aim for in a Consideration Campaign?
For consideration campaigns, you can expect lower cost-per-click (CPC) rates compared to conversion campaigns. Aiming for a CPC below 50 cents is a good benchmark. However, it’s crucial to remember that if your creative assets are yielding traffic and generating sales, CPC metrics may be less critical. The ultimate goal is to align your investments with your campaign’s overall success.
Conclusion
Navigating the world of Pinterest marketing can be daunting, but understanding key concepts and waiting periods can streamline your approach and improve your results. This Q&A format provides tangible solutions to frequent queries, empowering marketers and eCommerce businesses alike. If you found these insights useful, stay tuned for part two of our Q&A series, where we’ll continue to explore more expert answers to your pressing Pinterest marketing questions!
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