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7 New Pinterest Ad Strategies for 2023 to Expand Your Reach

Rebekah Brace
By Rebekah Brace
Head and shoulders photo of Michelle Meyer
Edited by Michelle Meyer

Published October 31, 2022.

Colleagues seated at a table together, with one working on a laptop, with the screen displaying a sort of mind map with the keyword 'SEO' in the middle.

Pinterest offers phenomenal potential to e-commerce business owners in search of new opportunities, higher sales, and increased revenue. The channel has more than 400 million active users and offers multiple ways for companies to connect with their customers through different styles of content.

Pinterest users are also some of the most engaged people online for e-commerce brands. They’re already actively looking for project ideas and shopping opportunities. In fact, 75% of weekly Pinterest users say they’re always shopping.

To make the most of your Pinterest strategy for 2023, make sure you’re taking advantage of these 7 Pinterest ad strategies to boost conversions and expand your reach.

» Still unsure whether Pinterest ads are for you? Discover why Pinterest ads are worth it

1. Use Different Types of Pinterest Ads & Campaigns

There are various ways to build campaigns on Pinterest. The five main strategies include building brand awareness, creating pin engagement, driving website traffic, encouraging app installs, and using video to build your brand. You can select which campaign you want to use when you’re creating your ad. The campaign you choose will depend on your specific goals.

For instance, if your focus is on getting more people back to your website, you should concentrate on using the “traffic” campaign.

2. Use All Kinds of Pin Types

Using a range of pins will ensure you’re reaching the right audience and achieving the correct goals. Each pin type has a different purpose so by using a variety of pin types, you can benefit from different content types. For instance, you can use “Promoted Pins” to boost your content and make it more visible to your target audience.

Alternatively, you can use “Video Pins” to promote video content which starts playing the moment your audience hovers over your post. Viewers are 2.7 times more likely to buy a product when they see a promoted video on Pinterest. Other options include:

  • One-tap pins: Pins that take users directly to your website with one tap
  • Promoted app pins: Pins that allow users to download apps without leaving the channel
  • Cinematic pins: Animated pins which move as users scroll past
  • Shoppable pins: Pins that redirect users to your e-commerce website to buy products
  • Buyable pins: Pins that allow users to buy products directly from Pinterest

3. Conduct Keyword Research & Optimize SEO

E-commerce business owners often forget that Pinterest is a search engine as well as a social media platform. The algorithm depends heavily on keywords to ensure users are shown the most relevant content for their searches.

To stand out on Pinterest, it’s important to do keyword research and embed keywords into your post. Your SEO keywords should show up in:

  • Your name: Add a descriptor about what you offer to your name
  • Profile description: Include at least one keyword in your profile
  • Board descriptions: Write sentences including keywords or make a list of keywords separated by commas
  • Pin content: Include at least one keyword in the pin when you save it and optimize the description with keywords.

4. Create Engaging, Valuable Content

Creating engaging, valuable content is one of the most effective ways to ensure you’re getting the most out of your Pinterest ad campaigns. Start by ensuring you have plenty of rich, eye-catching visuals. While it’s possible to share blogs and similar posts on Pinterest, it’s mostly a visual platform, so attractive imagery will always get more attention.

Try to avoid stock imagery, as this will immediately lose the attention of your audience. Instead, create brand-new visual content which addresses customer needs. For instance, you can try using infographics to share valuable snippets of information. It’s also worth making your pins vertical where possible, as the site’s layout lends itself to longer, vertical images.

5. Use Audience Targeting & Remarket via Catalogs

Pinterest gives companies a range of ways to ensure their content is reaching the right audience. You can save demographic profiles on your account in the form of “audiences”, which makes it easier to tailor your ads for specific segments or groups.

It’s also possible to create act-alike audiences based on your existing customers and their engagement. This is great when you’re exploring the benefits of remarketing vs retargeting to increase traffic to your site. Consider engaging customers with product-specific catalogs.

To get the best results from your Pinterest traffic, make sure you’re linking your audience to the right place. This means creating a landing page that’s relevant to your Pinterest ad.

For instance, if your ad is all about the latest product you’ve released, it should link to a landing page showcasing that product and its value. When following a link, your call to action and end destination must be related.

7. Explore Different Content Types & Creative Layouts

Finally, don’t be afraid to get creative with your Pinterest content. There are dozens of different ways to make your products and company stand out, rather than relying exclusively on standard pins. Instead, experiment with carousel ads to show multiple images of different products.

Alternatively, use video pin ads to engage your consumers through moving visuals, audio, and behind-the-scenes content. Shopping pins are a great way to deliberately draw attention to the details of your latest products, while app install pins are fantastic for pulling direct attention to your new app. Explore different content types and layouts and track your engagement and conversion rates to see which options work best.

Make the Most of Pinterest Ads

Pinterest ads are a powerful solution for e-commerce stores. Around 83% of weekly pinners say they make purchases based on the pins they see from brands, so it makes sense to take advantage of these engaged customers. If you need help figuring out the results you can get from Pinterest, BeProfit offers a simple tool for calculating, monitoring, and analyzing your campaign results.

» Want to explore BeProfit's offering? Schedule a demo with BeProfit