When people click on your Pins, they expect to see relevant content right away. They chose that Pin for a reason—don’t force them to click around your site or search to find more information. Make your Pin URL the absolute best, most-relevant part of your site.
For example, if your Pin shows a product, then it should take people directly to that product’s page or listing on your site. Don’t send people to your homepage, or blog, or another product’s page. Keep it simple, and you’ll see higher conversion rates, and better customer experience.
Your Pin’s text overlay should give people an accurate sense of what’s to come if they click. Write simple, clear overlay that sets expectations for the landing page. Let’s say you’re trying to get people to sign up for your daily podcast.
Your text should invite people to sign up, and explain that when they click, they’ll be able to do just that. This way, people can make a more informed decision about whether to click on the Pin, and whether the Pin is right for them.
You should also keep an eye on design between the Pin and the landing page. Ads perform better when people see similar imagery in the Pin, and on the destination site.
With these two simple steps, you’re creating a stronger ad experience, managing people’s expectations and increasing the odds of a successful ad campaign. It’s a win-win for you, and your audience!
–Lisa Fong, saving to Japow