Digital Advertising: Boost Sales with Pinterest Ads and Organic Content with Helen Johnson, Remix Marketing (episode 165)

by April Buencamino-dy

Helen runs eCommerce marketing agency Remix Marketing. She’s a straight-talking Digital Marketing Strategist who loves helping online retailers grow their sales and profits – either though one on one training, or done for you Pinterest, Facebook, Instagram and Email marketing.

Helen Johnson Remix Marketing Digital Advertising

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About Helen

Helen’s background is in corporate marketing. This includes working with design-led products and becoming a marketing director. After facing redundancy in November 2018, she considered becoming a marketing consultant but ended up engaging in charity marketing.

During her furlough, she decided to specialize in a specific skill. She started with Facebook ads and later expanded to include Pinterest.

Is Pinterest worth getting into?

Pinterest is definitely worth considering. However, it requires some time and commitment to see results. It can deliver similar ROAS as Facebook, but it’s best suited for brands with a stable core product range.

Consistency is key, and ideally, businesses should invest in both paid and organic strategies on Pinterest for better outcomes.

Organic Pinterest

It’s important to run organic content alongside paid ads to test what resonates with your audience. By using organic pins to test creatives, keywords, and audience preferences, retailers can understand what resonates best with their followers.

Helen says organic posts should go live a couple of months before they are expected to deliver. There are two types of organic pins: standard pins and idea pins. Standard pins take a few months to get indexed and start performing, whereas idea pins get more exposure right away. The main difference between the two is that standard pins can link to your website, while idea pins only link back to your Pinterest account. This makes the latter more suitable for generating visibility than driving website traffic and potential purchases.

Success in organic social media requires consistent and persistent efforts over time. Businesses need to invest in building a strong and sustainable presence to cultivate brand loyalty and trust.

Pinterest Ads Tips

The basic starting point for deploying Pinterest ads as an e-commerce retailer is to become a verified merchant by applying for verification. Set up tags and feeds, creating a catalog feed, so that each product launch becomes a pin on Pinterest.

Also, conduct thorough keyword research and test them on organic pins to gauge their traction. Use the successful keywords in the actual pin copy for advertising to optimize results.

Helen emphasizes that patience is crucial when running Pinterest ads, as they may take time to optimize and achieve desired results.

Insider Tips

If we’ve inspired someone to take their first step with digital advertising – what do they need to know to give themselves the best chance of success?

Focus on your best-selling products and don’t get carried away with constantly introducing new items. Set up the Pinterest tag early to start building audiences, and prioritize understanding keywords as it’s not solely about the visual aspect on Pinterest.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve digital advertising performance?

Be patient and avoid constantly making changes to the ad, allowing at least 10 days for optimization. Once you have enough data, analyze the performance of each keyword and refine them accordingly. Continuously assess the effectiveness of your creative formats and evolve them over time as you introduce new elements.

If someone listening wants to learn more about digital advertising is there one cheap/free resource you’d recommend?

Check out the Pinterest Academy for information about advertising on the platform.

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in digital advertising?

Always pay attention to Pinterest trends because they provide valuable insights into what people are searching for.

In the digital advertising landscape, the cookie-less world is worth observing to understand its impact on different platforms. Pinterest may be less affected by the reduction in data due to its users’ search-oriented behavior, making it relatively well-positioned in this changing landscape.

Interview Links

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