Pinterest users are conducting 600 Million+ visual searches per month on the platform. Did you know this... are you using Pinterest? Our B2B and ecom clients that are growing their business by 11% on Pinterest. We want to see you grow your business too. This hands-on session is going to take you through the world of Pinterest and everything we have learned. In this session, you will learn the following: - The Dos and Don'ts of marketing on Pinterest - When people start their search for major holidays, sports, Pride and fashion week events - What the mysterious CTR threshold is and how it can turbo charge your campaign - How to segment your campaign for the best results - Why you should stay away from the "One Tab" feature - Are you ready for the marketing nirvana that is Pinterest?

1. Pinterest: What I Learned In The Last Year
Duane Brown | Founder & Head of Strategy

2. Session Outcomes
Our Agenda For Today
● Who Uses Pinterest
● Campaign Setup
● A/B Testing
● Just One Tap
● The Mysterious CTR
● The Dos and Don’ts
● Pinterest’s Propel Team

3. Who Uses Pinterest?

4. 200MM Monthly Active Users

5. 70% Women and 30% Men

6. 50% of new signup are men

7. 2 Billion Searches A Month
With 600 million being visual using their new Lens
tech. Think of it as reverse image search on
Google

8. 80% Mobile Traffic

9. 50% Traffic is International

10. Other Cool Stats Part 1
● 66% of women are 25 - 54
(USA data)
● 75% Save Pins
● 55% Shop & Buy Later

11. Other Cool Stats Part 2
● 40% make over $100K/ year
(USA data)
● 1 in 2 Millennials (USA data)
● 7 in 10 Moms & 1 in 3 Dads
(USA data)

12. What Do You
Search For?

13. Search
Categories
Retail
Auto
Food
Beauty and Fashion
Home
Travel

14. Holiday
Search

15. Campaign Setup
& Segmentation

16. Where Pins Show Up

17. Campaign Segmentation & Setup
Highest Level: Advertiser Information
● One ad account/brand

18. Campaign Segmentation & Setup
Campaign
● Campaign objective
○ Con, or App installs
● Lifetime spend cap
● Enable One or Two tap
● Search vs Browse

19. Campaign Segmentation & Setup
Ad groups:
Container for Promoted Pins
● Targeting
○ keywords or interest
● Budget & bids
● Flight dates
● Limit to 4 pins/ ad group

20. Campaign Segmentation & Setup
Promoted pins
● Creative (the Pin)
● Destination URL

22. A/B Testing on Pinterest
May not be that different from what you do on Facebook...

23. A/B Testing on Pinterest
Hypothesis:
In science, a hypothesis is an idea or explanation that you then
test through study and experimentation.
● What do you think will happen?
● …okay to be wrong.

24. A/B Testing on Pinterest
Define Success
● Increased sales
● Increased AOV
● More downloads
● Better Lead

25. A/B Testing on Pinterest
● Sample Size
○ Size of Opportunity
● Confidence level: 95%?
○ Margin of error
● Run test for 2-3 weeks at least
● Control vs. Treatment group

26. A/B Testing on Pinterest
Brand Is Successful.
● Test opposite of what’s working
○ Going against the grain

27. A/B Testing on Pinterest
Brand New To Pinterest?
● Look at what competitors are post
● Adjacent industries
● Product vs lifestyle photos

31. Just One Tap /
Mysterious CTR

32. Just One Tab
Benefits
● Drive more clicks, more efficiently, to your website
● Capitalize on active consideration by making it easy for
people to learn more and take action directly on your
landing page

33. Just One Tab
How it works
● After clicking your Promoted Pin, people are taken to a
seamless landing page experience where they can take
action or learn more

34. Mysterious CTR … what is it?
● Blackbox CTR that tells Pinterest to give your more traffic.
● Quality Traffic; Laser Focused Targeting

35. The Dos and Don’ts

36. The Dos
● Lessons we learned and keep in mind for new Pinterest
clients’
● Always A/B Test; product vs lifestyle photos
● Naming Structure:
○ Purchase: Putty Search Lifestyle (how we name campaigns and ad group)
● Bring your best keywords from Google Ads/Bing over
○ This includes your negative keywords

37. The Don’ts
● To many pins in one ad group: 4 pin/ad group max
● Group browse and search traffic in one campaign
● Pray and spray: Use targeting: gender, mobile, location
and language

38. Propel Team
● Get you assets and resources
● Vertical strategy decks
○ Parents & vegan food
● How-tos and walk-through
● Live and breath pinterest
SignUp: business.pinterest.com/en/expert

39. The End.
Thank You.
About Me
● Lived 5 Cities. 3 Continents
● Traveled 40 Countries
● Huge Gaming & Tech Nerd
● Brands: ASOS, Ogilvy, Unbounce,
Jack Will, Yarnspiration, ChildLine
and Grant Thornton