Grow your app with Pinterest Ads - App Promotion Summit Berlin 2018 (6/12/18)

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Pinterest Ads
December 2018 @Thomasbcn #APSBerlin

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#APSBerlin

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@Thomasbcn #APSBerlin
The State of online advertising
A duopoly
75% of ad spend
83% of growth

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@Thomasbcn #APSBerlin
• Price inflation heavy competition
• Channel fatigue ”law of the shitty clickthrough”
• Dependency threat rules can change suddenly (UAC)
• “Create a marketing Symphony” © Gessica Bissego
Why look elsewhere?
Read more: “Emerging UA channels”, Slideshare.net/thomasbcn

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@Thomasbcn #APSBerlin
Diversify your channel mix
“Emerging UA channels”, Slideshare.net/thomasbcn

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@Thomasbcn #APSBerlin
Since March 2017

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2 years & 7-digits spent on the platform
2016 Experimented with workaround to promote Apps…
2017 Participated in both iOS & Android MAI official betas
2017
2018 Managing Pinterest Ads accounts as a freelancer
#APSBerlin
My experience with Pinterest Ads

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Pinterest audience
175b pins, +75% yoy
250m active users, +25%
mobile 80%
US 50-70%
women 70+%
Ads available to 100+m active users on mobile

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View this GIF online

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< new!, October 2018

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Daily + lifetime caps
CPI or cpc pricing

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Targeting
• Audiences
• Interests
• Keywords
“Actalikes”
Engaged pinners
Retargeting (IDFA/Email/Pixel)

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Country / City / ZIP

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24 level 1 interests (“Home Decor”)
100s of level 2 interests ( “Furniture”)
1000s more (“Living Room Chair”)
View all interests list
Search terms monthly volume!
Auto-expand

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Seasonal data!

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CPI bidding
+ bid level suggestion

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Dynamic audience size & bid suggestion
according to your targeted options
Get audience size!

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Pinterest Ads Creatives
Formats
• Static pictures
• Autoplay video (sound muted)
• Carousel (new Nov. 2018!)
• Max-width video (awareness only)
Tips
• High quality imagery
• Vertical
• brand/logo
• Mind overlay elements!
• Be creative with text

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@Thomasbcn #APSBerlin
Brand/Logo
Call to action
Overlay not overlapping
Store badges
“Instagrammy” imagery
Engaging text
Vertical
format

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Source SensorTower, Q2 2018

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What about the impact?
How does it look vs other sources?

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business.pinterest.com/en/success-stories/8fit
business.pinterest.com/en/success-stories/runtastic
Advertisers case studies
growwithbamboo.com/blog/after-100-days-running-pinterest-app-install-ads-here-are-our-5-keys-to-success/

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@Thomasbcn #APSBerlinadjust.com/blog/pinterest-promoted-app-pins-beta-results
kochava.com/kochava-traffic-index
Attribution partners data
“For the fitness apps in the sample, the ARPU from the Pinterest campaigns were almost
nine times higher than from other premium inventory, and triple that of their organic users”

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@Thomasbcn #APSBerlin
Pinterest Funnel
Still very low CPM/cpc
+
Excellent post-install metrics

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Performance secret sauce
Below usual click to install rate 
> iterate on your creatives:
High CTR will trigger volume
High Install rate leads to returns
#APSBerlin

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@Thomasbcn #APSBerlin
Untapped scalable channel ; for how long?
• Large US iOS Women 25+ audience
• New countries available soon
• Low ad load / competition
• Very specific targeting options
• UI limitations are now behind
• Incredible traffic quality
• No third party inventory - Fraud free

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@thomasbcn
Pinterest Ads accounts:
• Setup
• Management
• Audit
• Training
 mailto: thomasbcna @ gmail
More presentations: slideshare.net/thomasbcn