Josh Dreller, VP of Product Marketing at 4C and Michael Akkerman, Head of Pinterest Marketing Partners discuss Pinterest Search in this 30 minute webinar. Watch the full webinar at https://youtu.be/ZwyDAFEbVtY
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#4CPinterestSearch
A lot of the future of search is
going to be about pictures
instead of keywords.
BEN SILBERMANN, FOUNDER/CEO, PINTEREST
*Source: CNBC Interview on 4/3/2017
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4C Social Suite
Single sign-on workflow for self-
service activation across the six major
social and mobile platforms.
SCALE COMPLEX CAMPAIGNS
TARGET WITH PRECISION
REACH AUDIENCES
EVERYWHERE
#4CPinterestSearch
15. +
People search for ideas
73% of searches come from
1 to 3 wordqueries
97% of searches are non brand
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16. +Influence pinners early in the purchase path
when they’re most open to new brands and
products
months day of postweeks
SOCIA
L
TRADITIONAL SEARCHPINTEREST
Best opportunity to influence
shopping decisions
Shopping (product) decisions
already being made
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Keyword targeting to capture
search demand
Placement targeting: More control over where
your ads show
More precision when targeting
Pinners’ searches
• Broad, phrase, exact match keywords
• Negative keywords
• Keyword level bids and reporting
• Search term reporting
Show video in search results
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7%
8%
10%
16%
20%
22%
23%
25%
27%
27%
45%
I like the thrill of last-minute shopping
I'm waiting for a holiday/year-end bonus to fund my shopping plans
Holiday shopping is a necessary evil, and I put it off for as long as possible
It helps me spread out my holiday shopping budget
I am a procrastinator
I am still waiting for the best deals on holiday merchandise
I like to shop for the holiday season during the holiday season
I am busy with other activities which delay/restrict the time I have to holiday shop
I have other priorities before December
I am waiting for family members/friends to let me know what they want as gifts
I am still trying to figure out what to buy
Why shoppers delay purchasing earlier:
Why shoppers have only finished half
or less of their holiday shopping
I AM STILL TRYING TO FIGURE
OUT WHAT TO BUY.
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20. +Purchases in most categories are driven
more by shopping than by loyalty
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Placements determine where your Promoted Pins show up on Pinterest.
You can now choose placements based on how Pinners use Pinterest,
by browsing or searching.
Layer on Pinterest targeting options with your keyword initiatives.
Placements
PLACEMENTS
Home Feed
Related Pins
Search
Related Pins
All
PINTEREST BROWSE SEARCH
TARGETING Interests Keywords
Interests +
Keywords
AUDIENCES
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23. +Align your keyword strategy to Pinterest
BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE*
What it
Does
Targets keywords and it’s
synonyms, misspellings,
related searches & other
relevant variations
Targets keyword phrase
and extensions in any
word order
Targets exact keyword
query without extensions
Prevent the pins within a given
campaign or ad group from showing
on any of the KWs housed within
said campaign or ad group.
*We also have negative exact*
BROAD MATCH PHRASE MATCH EXACT MATCH NEGATIVE PHRASE
Eligible
Ineligible
Example Keyword: Hawaii trip
More reach/less control Less reach/more control
“Hawaii trips”
“Hawaii vacations”
“Alaska
anniversary”
“Celebration”
“Hawaii trip ideas”
“Plan a Hawaii trip”
“Hawaii vacation”
“Trip Hawaii”
“Hawaii trip”
“Hawaii trips”
“Hawaii trip deals”
“Cheap Hawaii trips”
“Hawaii ideas”
“Beach vacations”
“Best Hawaii trip”
“Hawaii trips for less”
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28. +Best Practice #1: Look beyond last click
Pinterest is a critical early touch
Neustar’s results showed that last
touch attribution under-credits
Pinterest by almost 30%
Promoted Pins drove a 28:1 ROAS
and 30% more incremental sales
than the next best channel
Pinners had 40% larger basket
spend than those not exposed to
Pins
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TRACK MEANINGFUL ACTIONS LONGER ATTRIBUTION WINDOW
Use the Pinterest tag (v3) to track actions across
the path to purchase. Track actions that occur
from views, saves, closeups and clicks
Why?
• Understand cross device activity
• Optimize against meaningful business metrics
Use a longer attribution window to reflect the
consumer journey on Pinterest. We recommend a
minimum
of 30 day click and engagement and
a 1 day view.
Why?
• Last click model undervalues Pinterest by 30%1
• Conversions from views, saves and closeups
are significant
• CPAs come down over time
Best Practice #1: Look beyond last click
Measure success beyond one click
#4CPinterestSearch
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30. +Best Practice #2: Structure your campaign
for success
The account structure is a filing system to categorize potentially thousands of KW’s in an account
Structure like ad groups
into a campaign
(category).
Group like keywords
showing similar creative
into an ad group (sub-
category)
An advertiser’s navigation bar on the homepage could be a good place to get inspiration for how an account structure could be
categorized, or take a look at Pinterest guided search for advertiser name or category
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31. +Best Practice #2: Structure your campaign
for success
Tightly group ad groups by theme
2-4 ads per Ad Group are recommended.
Pinterest auto-optimizes which ads serve
Helpful hints when building Ad Groups:
• Make sure ad groups are not too granular.
• The more tightly-themed KWs you can put into an ad group,
the easier an account will be able to manage.
• Split the ad group when you feel like the KWs vary too much
and can be broken out to show different creative.
Pinterest Ad Groups ideally are tightly themed creative and keywords
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32. +Best Practice #3: Align your keyword strategy
to Pinterest
Three things to remember that work best
on Pinterest:
• 97% of search terms on Pinterest are non-branded
• 73% of search queries are between 1-3 words in length.
Focus on upper/mid funnel terms, shorter in length
• Idea-based terms: Pinners prefer to search more
idea-based terms on Pinterest i.e. ‘bedroom décor
ideas’ rather than ‘bedroom area rug’)
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33. Best Practice #3: Align your keyword
strategy to Pinterest
1. Bedroom Ideas 11. Furniture Makeover
2. DIY Home Decor 12. Furniture Placement
3. Bathroom Ideas 13. Patio Furniture
4. Living Room Decor 14. Furniture Design
5. Apartment Decorating 15. Furniture Projects
6. Home Décor Ideas 16. Home Furniture
7. Master Bedroom Ideas 17. Living Room Furniture
8. Bedroom Decor 18. Painting Furniture
9. Kitchen Ideas 19. Contemporary Furniture
10. Home Decor 20. Black Furniture
EXAMPLE: TOP HOME DECOR AND FURNITURE SEARCHES
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34. Summary of Best Practices
1. Look beyond last click
2. Structure your campaign for success
3. Align your keyword strategy to Pinterest
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