The Client

Today’s Pinterest Ads case study is about a client in the health and nutrition niche. And while this client will remain anonymous, I can tell you that their products are amazing! They are the makers of high quality, vegan protein powder, protein shakes, protein cookies, supplements and more. Their mission is to help support health and fitness goals by sourcing premium ingredients and using as few of them as possible while also being transparent with the consumer so you know exactly what you’re getting.

The Goal: Increased Sales and ROAS (Return on Ad Spend)

When I first started working with this client, they were coming off some poorly run ads with a large agency. They had little, if any, return on their overall ad spend, and my review of the campaigns show very little conversions.

Their overall goal when it came to Pinterest was to utilize Pinterest ads to increase their sales while also seeing a return on their overall investment (i.e. ROAS). 

The Solution: Pinterest Conversion Campaign + Pinterest Catalog Campaign

The strategy I created for this brand was to leverage 3 things in total:

1. Pinterest Conversion Campaign to a large, cold audience
2. Pinterest Catalog Campaign with a dynamic retargeting audience 
3. The time of year that these campaigns were launched, late December

The Pinterest Conversion campaign to the large audience was designed to help us find our target. The Pinterest algorithm does a good job at finding your audience. You do this in campaign settings with interests and keywords. After a few weeks of running (yes, weeks!) we had a pretty good idea of our target.

Pinterest Catalog campaigns are campaigns that use the businesses catalog that has been previously uploaded to Pinterest. So there is no pin design or ads designed for this campaign – it simply uses the images that are uploaded for your catalog. In this instance we used dynamic retargeting for our audience. In other words, this was a warm audience, people who had previously visited the website or added items to their cart. 

And lastly, the time of year for the launch. We all know how often new year’s resolutions are health related! Also, since Pinterest is a search and discovery platform, we know that searches for “new year, new you”, “health and fitness”, “healthy snacks” and so on, are at their PEAK in January. So we wanted to launch early (December) get in front of those searches so that by mid January, when people were ready to buy, they were already familiar with this brand.

The Result: A 6x Return on Ad Spend in 30 days!

The numbers don’t lie! By the end of January, this client was seeing a 6x in overall return on ad spend (i.e. for both campaigns) and had received $13,500+ in total checkout revenue! 

When I started working with this client in December, their previous ad campaigns had a 1.71 return on ad spend with a total checkout revenue of $5,398. We were able to increase overall checkout revenue by over 35%!

It’s important to note that results taken from both the before and after came from a 30 day period.

Specific Ad Stats

• Conversion Campaign starting budget: $60/day
• Catalog Campaign starting budget: $10/day
• Conversion Campaign ROAS after 30 days: 4.46
• Catalog Campaign ROAS after 30 days: 14.75

In conclusion

If you’ve been around my site for a while, you’ve heard me talk about the basis of Pinterest before. The fact that it is a SEARCH and DISCOVERY platform. And this is what makes running ads here so unique. Pinterest ads are far more likely to convert because people are SEARCHING for it! And that’s what we capitalized on with these campaigns:

1. Start early: test and get in front of your audience
2. Retarget and get the sale

This particular case study also proves the validity of the Pinterest Catalog Ad campaign. THEY WORK! Why? Pinners are primed for shopping. They’re coming to the platform to search for inspiration or an idea. And with the dynamic retargeting audience, I think we can see how easy it is to convert a warm audience vs. a cold one!

A note from Erica

Want similar results for your business?

Would you like a 6x return on YOUR ad spend? Planning a launch or want to promote a product around a certain season? 

If you’re an entrepreneur or online business owner who is looking to:

• Increase your return on overall ad spend
• Increase sales on your products
• Diversify your ad spend to other platforms

Then you are the perfect candidate for The Summit Package which is designed to manage your Pinterest ads effectively and strategically so you can reap the benefits!

Not Ready to Outsource?

If you’re not ready to outsource yet, I’ve got you covered with my Pinterest Ads in a Day Course! This is a step-by-step program that takes you through setting up all the tech, creating your custom audiences, designing the perfect Ad (Pin) that converts, launching your first campaigns and bonuses like how to change your budget without resetting the algorithm!

If you’re more of the DIY-er, I invite you to check out Pinterest Ads in a Day where you can start your Pinterest ads journey the right way!

CONTINUE READING

The Client

Kelly Page is the founder and creator of BlueGrayGal, a lifestyle blog covering travel, home decor, holiday decor, beauty and fashion. Kelly’s over 53,000 Instagram followers love her tips on everything from home decor and remodeling to her luxury fashion tips. You can follow along @bluegraygal

The Problem: More website traffic to convert affiliate offers during the holiday season

Kelly already had a great following on Pinterest and loads of content from years past. When we started working together, she had just over 2.1 million monthly impressions and 9,142 outbound link clicks. 

Impressions September 2021

Outbound Link Clicks September 2021

The goal for the holiday season was to increase overall outbound traffic and also increase sales on her affiliate products that were related to holiday home decor. 

The Solution: Utilizing Pinterest Idea Pins to leverage growth and increase sales

The solution here was also a test 🙂 Pinterest Idea Pins are still fairly new but we knew that when used, they were being distributed more across the platform which increased overall impressions as well as profile views.

While Idea Pins are not clickable (meaning, you cannot click on them and go directly to someone’s website), there is a theory in the Pinterest world that Idea Pins are still increasing website traffic in the following ways:

1. A user engages with an Idea Pin and then clicks on the “Visit Profile button” on the last Idea Pin slide. From there a users clicks directly on the website link, leaving Pinterest for the owned website
2. Similar as above, a user engages with an Idea Pin, but due to engagement with this pin, he/she begins to see Kelly’s other standard pins in the home feed, drawing more outbound clicks for the same/similar content

The Process

I knew based on current stats on other client’s Idea Pins that posting at least 2 Idea Pins per week to Kelly’s account should show an increase in overall impressions (i.e. because Idea Pins are being distributed more than standard pins), and the hope here (and the test!) was that we would also see a significant increase in outbound link clicks, or website traffic.

Here’s what we did:

• We posted at least 2 Idea Pins per week from mid-October through December. 
• Utilized video on our Idea Pins whenever we could
• Utilized the new Idea Pin features such as music and product pin stickers (these are stickers where you can link directly to an affiliate product!)

The Result: An increase in overall outbound website traffic and link clicks nearly 2.5x over, in less than 2 months. 

By the end of November we had seen nearly a 5x increase in overall impressions and over a 2.5x increase in outbound clicks! And the best part, Kelly also saw a correlation in affiliate sales.

When I started working with Kelly in September, she was getting around 9,000 link clicks per month to her website. By the end of November, she was getting over 26,000!

Impressions November 2021

Outbound Link Clicks November 2021

You’ll see that by November, we were seeing nearly a 159% over the previous month when it comes to impressions!

In total, from October to December, we posted 20 total Idea Pins. I also want to make sure to point out that Idea Pins weren’t the ONLY part of our strategy. We were still using automation and scheduling up to 10 pins per day. These were a combo of new, fresh and old pins (i.e. old pins from previous years).

Other stats

• Total Idea Pins = 20
• Total new follows = 89
• Total affiliate product clicks – 38

In conclusion

I believe it is safe to say that Idea Pins played a significant part in increasing the overall impressions on ALL content, not just Idea Pins, as well as overall outbound link clicks. But, there were other factors involved that played a part in our strategy. 

A note from Erica

Want similar results for your business?

Would you like a 400% increase in your website traffic – for free?  (And get more results like Kelly’s?)

If you’re an entrepreneur or online business owner who is looking to:

• Significantly increase traffic to your website
• Increase sales for your digital offers, courses or products
• Grow your email list as a result of increased traffic

Then you are the perfect candidate for The Ascent Package which is designed to increase website traffic and increase your sales and email list.

Ready to go? Let’s get you started today!

CONTINUE READING

The Client

Bethany Durst is the founder and creator of TheChicBee, a lifestyle blog covering fashion, beauty, travel and home decor for the post-grad millennial woman. Bethany connects with her audience via daily posts and tips on her Instagram page. You can follow along @beedurst

The Problem: Bethany needed more traffic to her website to convert affiliate sales

When Bethany and I originally connected she had a great following on Pinterest. The monthly impressions on her account were well over 1M and her following over 1,600. But drilling down into analytics showed a slightly different outlook.

While overall impressions were over 1M, the actual impressions on her owned content was lower. 

Impressions on Pinterest is the total number of times a user’s pins are shown across the platform. This can be pins shown in the home feed, a search result, or pinned to a board.

Impressions: All Content

Impressions: TheChicBee Content

Bethany’s overall goal was to increase overall traffic to her website (link clicks).

The Solution: Hiring a Pinterest pro with specific experience in keyword optimization, SEO and overall strategy implementation

With Bethany’s goals in mind, I began by implementing the strategic deliverables from my Ascent Pinterest Management package. To start, I got to work on cleaning up her Pinterest profile and implementing targeted keywords for her audience. 

The Process

• Extensive Keyword research for Bethany’s unique business topics
• Implementation of these keywords in 6 key areas across her profile
• Cleaned up her boards (i.e. archive or make secret anything not “on brand”)
• Implemented a custom pinning strategy unique to her blog

Bethany had a plethora of lifestyle and product images at her disposal. I was able to utilize these images to her advantage when creating her pinning strategy. Additionally, I utilized her images in custom pin image templates designed for TheChicBee.

The next step was to test different pin image designs to determine the style her audience engaged with the most. Based on analytics from the testing, we implemented more pins designed with text, giving her audience more of what they wanted.

The Result: An increase in website traffic and link clicks, nearly 9 times over, within 3 months

Link clicks and overall traffic steadily increased and then spiked by the third month, indicating the keywords we were targeting were right on track! Additionally, the pinning strategy we were using was working to send consistent traffic to her website, exactly where she wanted them to land. 

When I started working with Bethany, she was getting around 200 link clicks per month to her website. By month three she was getting almost 2,300!

Impressions: TheChicBee Content Month Three

If you peek back to the first image you’ll again see that before Bethany and I began working together, she had 1.5M account impressions, but this was impressions on ALL content (TheChicBee content and content curated from others). 

The above image shows 2M impressions on TheChicBee content only! This resulted in an increase of 355%!

Impressions on TheChicBee content went from 203k to over 2 million in 3 months.

Her overall goal of increased traffic to her website (link clicks) was achieved as well. The below image shows growth over the course of 3 months. 

From Bethany herself!

“Erica has been a complete pleasure to work with! She has helped me audit and improve my Pinterest account and has helped me reach over 2M views per month during the holiday season. She is extremely professional and organized and ensures that we are always on the same page with goals and progress with her end of month recap reports which are detailed and thorough! I highly recommend Erica if you’re looking to clean up and/or grow your Pinterest account!”

A note from Erica

Want similar results for your business?

Would you like a 355% increase in your website traffic – for free?  (And get more results like Bethany’s?)

If you’re an online business owner, coach or blogger who is looking to:

• Significantly increase traffic to your website
• Increase sales for your digital offers, courses or affiliate products
• Grow your email list as a result of increased traffic

Then you are the perfect candidate for The Ascent Package which is designed to increase website traffic and increase your sales and email list.

Ready to go? Let’s get you started today!

CONTINUE READING