Delivering results to decrease CPA and increase revenue
Within the first month of investing in Promoted Pins, traffic from Pinterest to the Living Royal website increased by 6x. After using Pinterest’s conversion tag, which shows conversions from clicks and other engagements, the brand also saw a 31% CPA decline.
“Promoted Pins have a really long lifespan. We see conversions continue to roll in long after the lifetime of a campaign, which means your ad dollars go really far. We’ve seen CPAs fall as people revisit their repins and likes to convert at a later stage” Whalen said.
During the last quarter of 2015, conversion rates on Promoted Pins were over 40% higher compared with paid traffic from similar channels. Pinterest also drove a significant amount of revenue in 2015 for Living Royal, according to Whalen.
“With Promoted Pins, we can go after the huge, growing Pinterest user base in a controlled way to drive revenue. We often see prospects convert into customers faster on Pinterest than they do on other channels” Whalen said.
For Living Royal, advertising on Pinterest blends the best parts of search and social marketing: high consumer intent plus feed-driven discovery rooted in rich targeting.
“Pinterest has the discoverability and the search component, and that, combined with a future, planning mindset, helps create a bit of advertiser magic” Whalen said.
Suggestions from Living Royal
Experiment with long, vertical Pins that showcase multiple products or images, and engaging text overlays with strong branding to increase engagement
Test creative (images, messaging, product features) on Pinterest that worked well on other paid campaigns
Target brand keywords on Pinterest to drive strong conversions from motivated Pinners who are searching for your products
To ensure efficiency, monitor CPAs over time with the Pinterest conversion tag