How To Use Promoted Pins

July 7, 2015
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Written by Ericka Chatman 

You should know by now that Pinterest is an excellent source of traffic for bloggers especially if the images are pin worthy. I’m sure you’ve read numerous articles stating how to use Pinterest, how to create “pin-worthy” images, and how to organize your boards. Today I’ll teach you how to use Promoted Pins, and share with you my experience.

What exactly are promoted pins?

A promoted pin is a pin on Pinterest that is a promoted ad. Just like Facebook ads or Google Adwords, promoted pins run on a CPC (cost per click) basis. You can set the campaign up with daily budget, or designate a particular timeframe in which you want the ad to run. A good thing about promoted pins is you only pay when someone clicks through to your website from the ad.

What are the rules?

When promoting pins remember to be strategic. Pinterest wants you to be authentic when promoting your pins. That means you need to choose pins that are worth pinning. If you’ve gotten a few repins on your post try promoting it. There are a few rules which include, no price listing, no promotional information, no calls to action, no service claims, and make sure your content is not deceptive in any form. For example, posting a picture and the content doesn’t support what is being stated once the person clicks through to the website.

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How to Promote Your Pins?

Start by selecting one of your recent or popular pins to promote. I’d suggest using a post that you think goes well for the season, for example, summer is getting close so promote one of your summer themed ideas, or a good post that you want to get more exposure on.  Pinterest gives you a list of your popular pins to choose from, but you can promote any pin that you’d like. Searching your Pinterest analytics can also give you pin ideas to choose from.

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After choosing the pin to promote, the next step is adding your details. As you search a keyword or phrase Pinterest propagates results and phrases that people might search. You can add as many terms as you’d like to help your ad show up in search results.  As you choose your search terms and keywords, Pinterest shows in the upper right hand corner the estimated weekly impressions you should get.

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Next, choose your audience.  You can choose who you want to see your promoted pin based on gender, location, device, and language. I set my language as English, and the location as the United States.

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Choose your CPC (cost per click) bid, your start and finish dates (your finish date is optional), and daily budget. I did an experiment promoting a few of my pins to see if using  “Promoted Pins” was worth the time or money.  I set the CPC to $0.05 per day (Pinterest recommended), my daily budget at $5.00, and ran each campaign for 4 days.

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After you click “Promote Pin” you have to agree to the terms of service, and set up your billing options. Your pin also has to be approved by Pinterest. The approval process takes anywhere from a few hours to 48 hours.

How do you know if it’s working?

After the first day I noticed that one of my pins was getting a lot of traffic. I woke up to 600+ views on that particular post and it continued to grow throughout the day. One of the pins had very little traffic so I went back to the promoted pin dashboard edited the keywords, and I saw a boost in traffic the next day. Also, make sure to do some testing. Creating different images for the same post, and changing the description of the target keywords may help.

How to Track Promoted Pins?

On the promoted pins dashboard you’re able to see the number of impressions, repins, total amount spent (so far), clicks and visits, activity, and the click through rate.

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Is “Promoted Pins” Worth It?

I don’t have a huge Pinterest following so in my opinion it’s worth a try. On one post I got 16.72k impressions, 105 repins, 833 clicks, my CTR was 5.07%, my average CPC ended up being $0.01 per click and I only ended up spending $10 of my budgeted $20 for the four days. My promoted pins continue to get exposure, repins, and traffic after the campaign ended.

Pinterest promoted pins can be a great resource to gain exposure to your website and hard work. Remember to do things strategically, and plan your pins so you’ll have good experiences with the service. Keep in mind that it’s a new platform so there still may be kinks. Some of my pins for the experiment performed really well, and some duped.  I say proceed with caution, don’t set your budget too high when starting, and have fun learning something new.

About the Author: Ericka Chatman resides in Kansas City, MO and writes at Ericka Saves, a money saving lifestyle blog committed to helping people “Live a Fulfilled Life On Less.” She has a Bachelor of Arts in Journalism from University of Missouri-Kansas City. She enjoys spending time with her family, cooking, writing, and learning new social media platforms.


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