{"id":55704,"date":"2016-08-10T12:47:13","date_gmt":"2016-08-10T17:47:13","guid":{"rendered":"https:\/\/dmwsprod.wpengine.com\/?p=55704"},"modified":"2022-06-07T14:44:49","modified_gmt":"2022-06-07T19:44:49","slug":"pinterest-advertising","status":"publish","type":"post","link":"https:\/\/www.digitalmarketer.com\/blog\/pinterest-advertising\/","title":{"rendered":"How Ezra Firestone Generated $41,254.34 in Ecommerce Sales From $775.50 in Pinterest Ad Spend"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large largeScreensOnly\"><img decoding=\"async\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/Pinterest.jpg\" alt=\"How Ezra Firestone Generated $41,254.34 in Ecommerce Sales From $775.50 in Pinterest Ad Spend\" title=\"\"\/><\/figure>\n\n\n<p><br \/>Hi, I\u2019m Ezra (that\u2019s me holding the baby) and I want to share my story with you of how I made 520 eCommerce sales that generated $41,254.34 in revenue from $775.50 in ad spend\u2026.<br \/>\u2026with Pinterest Advertising.<br \/>Pinterest, the world\u2019s fourth largest social network, announced September 19, 2013 the impending rollout of their advertising platform.<br \/>At that point, I\u2019d already had my eye on them for quite some time &#8212; with warp-speed growth,\u00a0a user base of 70% women, and an average user household income of over $100,000, Pinterest was shaping up to be an eCommerce marketer\u2019s dream!<br \/>Here\u2019s why:<br \/>The whole point of Pinterest is for users to search and make lists (boards) of the things they want.<br \/>For an eCommerce retailer, there\u2019s nothing better than that: <strong>a large group of people with disposable income telling you exactly what they want by searching for it.<\/strong> It was only a matter of time before Pinterest monetized their platform by letting advertisers display messages to their users.<\/p>\n<h2><strong>Pinterest Launched An Ad Network<\/strong><\/h2>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-55711\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads2.jpg\" alt=\"roi-pinterest-ads2\" width=\"580\" height=\"339\" \/><br \/>There were two aspects I was especially stoked for when the ad network rolled out (as any business owner and marketer would be). The network would be a combination of:<\/p>\n<ol>\n<li><strong>Query based visibility<\/strong> (people seeing ads based on what they\u2019ve searched \u2014 a la Google) and\u2026<\/li>\n<li><strong>Contextual visibility<\/strong> (people seeing ads based on demographic data points like age and gender \u2014 a la Facebook).<\/li>\n<\/ol>\n<p>Unfortunately for me, Pinterest was only letting in a few fortune 500 retailers to test, so I was going to have to wait.<br \/>Disappointed as I was, it gave me time to consider the new opportunities; the eCommerce business is a long game where patience and consistency pay dividends, and I\u2019ve been playing for a while.\u00a0I remember when Google AdWords were 3 cents a click;\u00a0I remember when Facebook launched and we were able to generate full price eCommerce sales for under $5 each.<\/p>\n<h2><strong>What\u2019s The Pattern?<\/strong><\/h2>\n<p>If you\u2019ve been in the game a while, you may have noticed there\u2019s a pattern with the launch of these social ad networks:\u00a0traffic starts off cheap and gradually gets more expensive.<br \/>This has to do with targeting.<br \/>When a new platform launches, they are still working out the kinks in the system and dialing in its targeting capabilities and platform functionality, so ads are cheap. As they hone the targeting and tracking, it becomes easier to show advertisers a positive return on ad spend, and as a result &#8212; ad prices go up.<br \/>Basically,\u00a0new social ad networks use cheap ads to attract advertisers\u00a0as paying beta testers for their fledgling platforms.<br \/>Win-win!<br \/><img decoding=\"async\" class=\"alignnone size-full wp-image-55712\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads3.jpg\" alt=\"roi-pinterest-ads3\" width=\"580\" height=\"264\" \/><br \/>Okay, now back to my story.\u00a0Fast forward to the big news of early 2014: Pinterest opened a waitlist!<br \/>You\u2019d better believe I jumped on that thing QUICK. I\u2019d already seen several case studies they released with data from the lucky few Fortune 500 brands that got access right off the bat in 2013.<br \/>The results were phenomenal: I\u2019m talking SIGNIFICANT ROI.<br \/>At this point, I was chomping at the bit to get my campaign going! This was the email I got letting me know that I was on the list&#8230;<br \/><img decoding=\"async\" class=\"alignnone size-full wp-image-55713\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads4.jpg\" alt=\"roi-pinterest-ads4\" width=\"580\" height=\"467\" \/><br \/>All my excitement was for naught;\u00a0they left me out in the rain for<strong> 9 whole months<\/strong>! But then one day I received the email I was beginning to feel would never come.<br \/>I WAS IN! The party had officially started.<br \/>(<strong>NOTE:<\/strong> You won\u2019t have to wait this long to get access, as they are opening up more accounts every day. I applied for another business and was approved in less than a month.)<br \/>I was like a kid in a candy shop as I began to check out their system.<br \/>Sure enough, it was query based targeting combined with contextual data points. This means\u00a0I get to choose the keywords for which I want my ads to show up\u00a0AND I can set:<\/p>\n<ul>\n<li>Location<\/li>\n<li>Language<\/li>\n<li>Gender<\/li>\n<li>Device<\/li>\n<li>CPC Bid<\/li>\n<li>Campaign Daily Budget<\/li>\n<li>Campaign Start &amp; End Dates<\/li>\n<\/ul>\n<p>On top of all of this, Pinterest is a native advertising system &#8212; the advertisement blends in with the platform so that the user can\u2019t easily tell the difference between an ad unit or paid placement\u00a0and any other piece of content on the platform.<br \/>Consider me beyond stoked!<\/p>\n<h2><strong>What Were My First Questions?<\/strong><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55714\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads5.jpg\" alt=\"roi-pinterest-ads5\" width=\"580\" height=\"360\" \/><br \/>Okay, so I was in, and\u00a0the platform was amazing. Now what? I had some BIG questions to answer:<\/p>\n<ul>\n<li>How was I going to use this platform?<\/li>\n<li>What sales funnel should I test?<\/li>\n<li>Should we just send people directly to our eCommerce product detail page?<\/li>\n<li>How much was it going to cost?<\/li>\n<\/ul>\n<p>And the list went on . . .<br \/>My go-to sales funnel for this type of situation &#8212; creating a new ad campaign on a new platform &#8212; is\u00a0a lead generation funnel.<br \/>This is where you use your advertisement (in this case a Promoted Pin) to send someone to a page where your only goal is get their email address (generate a lead).<br \/>These pages can be contests or <a href=\"https:\/\/www.digitalmarketer.com\/lead-magnet-ideas-funnel\/\" target=\"_blank\" rel=\"noopener noreferrer\">Lead Magnets<\/a>\u00a0like\u2026<\/p>\n<ul>\n<li>Raffles,<\/li>\n<li>Giveaways,<\/li>\n<li>Photo contests,<\/li>\n<li>Free PDF,<\/li>\n<li>Infographic,<\/li>\n<li>eBook downloads<\/li>\n<\/ul>\n<p>\u2026where the user must enter their email address to access the content.<br \/>It\u2019s just like it sounds; the goal of a lead generation campaign is to generate a list of leads.<\/p>\n<h2>Houston, We Have A Problem!<\/h2>\n<p>Lead generation campaigns are usually at the top of my arsenal for several reasons.<\/p>\n<ul>\n<li>They provide quick insight into how much traffic (clicks) will cost on a new platform<\/li>\n<li>They\u00a0generate a list of subscribers\u00a0that you can follow up with<\/li>\n<li>They are easy to create<\/li>\n<\/ul>\n<p>But here\u2019s the thing: Of course, you can create an automated sales sequence that follows up with your prospects and turns them into customers by sending them content, offers, webinar invites, and the like. But all of that takes time, energy, and effort.<br \/>Since time is of the essence when engaging with a new platform,\u00a0I decided NOT to use a lead generation campaign for my first promoted pin test.<br \/>Instead, I used a\u00a0traditional direct response advertising campaign, with the goal of generating customers right away.<br \/>Direct response campaigns are a little simpler because the basic ones don\u2019t require long-form follow up sequences. I\u2019ll show you the funnel in just a minute and you\u2019ll see that I ended up doing a bit of follow up anyway but first&#8230;<\/p>\n<h2>Let me show you the results&#8230;<\/h2>\n<p><strong>My Average Cost Per Click (CPC): $0.17<\/strong><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55715\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads6.jpg\" alt=\"roi-pinterest-ads6\" width=\"580\" height=\"287\" \/><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55716\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads7.jpg\" alt=\"roi-pinterest-ads7\" width=\"580\" height=\"421\" \/><br \/>Not only that, but\u00a0the number of visitors I received from Pinterest ads\u00a0is DOUBLE what Pinterest says they sent me, meaning\u00a0I\u2019m actually getting 9 cent clicks.<br \/>As you can see,\u00a0I\u2019ve spent $775 from which I\u2019ve generated $21,969 in revenue.<br \/>I used Google Analytics tracking parameters in my promoted pin so I could track back exactly how many visits and sales came from Pinterest ads.\u00a0The results are ridiculous!<br \/><strong>We have not seen this level of high quality traffic since Google Adwords way back in 2003<\/strong>.<br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55839\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads81.jpg\" alt=\"roi-pinterest-ads81\" width=\"580\" height=\"113\" \/><br \/>Here\u2019s another interesting tidbit for you: the\u00a0traffic I\u2019m getting from Pinterest\u00a0ads is spending nearly 3 times as much time on my web page as my Facebook ads traffic, and\u00a0it\u2019s converting 5 times better.<br \/>You may be wondering why I said\u00a0<strong>I made $41,254.34 in sales from $775 in spend<\/strong>\u00a0but my analytics only shows $21,000.<\/p>\n<h2>Here\u2019s where it get\u2019s really interesting&#8230;<\/h2>\n<p>Take a look at my direct sales and Google organic sales: I<strong>\u00a0<\/strong>had NO direct traffic or Google organic traffic before I turned on this campaign. None. Zero. Nada.<br \/>Now I\u2019m getting 5-10 sales per day from each source. This means people are seeing my ad, remembering it, and then coming back later to search for me and buy from me.<br \/>Compare these stats from before and after I turned on the campaign for Pinterest. In the month before I had ZERO traffic and sales. In the month after\u00a0I have TONS of traffic and sales!<br \/><strong>My other revenue sources have more than doubled as a result of Pinterest\u2026<\/strong><br \/><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-55840 size-full\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads91.jpg\" alt=\"\" width=\"580\" height=\"282\" \/><br \/>So what was the direct response funnel I used?<br \/>How did I actually do this?<br \/>Hint: I did not send people from Pinterest directly to my website. Instead,<strong>\u00a0<\/strong>I sent people from a promoted pin to an article engaging them in a story about my brand and products. From there, the interested prospects clicked through to my eCommerce store.<\/p>\n<h3><strong>Here&#8217;s\u00a0The Funnel I Used&#8230;<\/strong><\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-55719\" src=\"https:\/\/www.digitalmarketer.com\/wp-content\/uploads\/2015\/04\/roi-pinterest-ads10.jpg\" alt=\"roi-pinterest-ads10\" width=\"580\" height=\"330\" \/><br \/>You\u2019ll notice I\u2019m not even sending people to a long form sales page after the article;\u00a0I\u2019m sending them directly to my eCommerce store.<br \/>This is straight-up direct response; from an ad right through to a sale with<strong>\u00a0<\/strong>no followup sequence in place whatsoever. NO email opt-ins, retargeting ads, nothing.<br \/>It\u2019s just a simple article engagement page to an eCommerce store.<\/p>\n<h2><strong>What Do The Results Say?<\/strong><\/h2>\n<p><strong>This traffic source is EXTREMELY profitable.<\/strong><br \/>There\u2019s a HUGE opportunity here for eCommerce retailers. The Pinterest ads network is just starting out, and it&#8217;s only going to get bigger and more robust. If Facebook and Google are any indicators (and they usually are)\u00a0we have a year or two of extremely cheap, high quality traffic in front of us\u00a0before Pinterest becomes\u00a0expensive.<\/p>\n<h2><strong>What You Should Be Doing Right Now<\/strong><\/h2>\n<p>The Pinterest self-serve ads platform is available for anyone in the UK, Canada, and the USA! Here are some things you can do to get yourself bumped to the top of the list:<\/p>\n<ul>\n<li>Sign up for <a href=\"https:\/\/business.pinterest.com\/en\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest as a business<\/a> (or convert your personal account into a business account.)<\/li>\n<li>Go through and fill out your profile completely. (Add your logo, add a blurb about your business, connect your social accounts, etc.)<\/li>\n<li>Verify your website. Pinterest will give you a meta tag to place on the home page of your website \u2013 make sure you do this and then go back to Pinterest and verify that you have done so. You will not get access without this.<\/li>\n<li>Sign up for\u00a0<a href=\"https:\/\/ads.pinterest.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest Ads<\/a>.<\/li>\n<li>Create 10 boards related to your customers interests. Pin 10 items to each board to start. Then go in and pin 15-20 pins per day (all on one board or spread across all your boards). Don\u2019t pin more than 20x each day and do it between 6pm-12am in your time zone. (<strong>NOTE:<\/strong> Most people use Pinterest at night. The goal is to get as many re-pins and followers as possible so that you get some engagement going on your account.)<\/li>\n<li>Make sure to connect your social accounts and ask all of your friends to follow you as a way to kick off getting your initial followers. So get out there, get pinning, and get access to ads! I hope you have as much success with it as I have.<\/li>\n<\/ul>\n<h2>Pro\u00a0Tips to Pinterest Ads<\/h2>\n<h3>\u00a0<\/h3>\n<h3>Pro Tip #1:<\/h3>\n<p>Need a good source for pins? Use <a href=\"https:\/\/www.pinterest.com\/source\/domain.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.pinterest.com\/source\/domain.com\/<\/a> to find pins relevant to your market (it shows a list of all pins from that domain). So for example, I am in the makeup market so I might go to <a href=\"https:\/\/www.pinterest.com\/source\/sephora.com\/\">https:\/\/www.pinterest.com\/source\/sephora.com\/<\/a> and re-pin some of the items to a board on my profile.<\/p>\n<h3>Pro Tip #2:<\/h3>\n<p>Create a \u201cPopular\u201d board and re-pin things from here <a href=\"https:\/\/www.pinterest.com\/categories\/popular\/\" target=\"_blank\" rel=\"noopener noreferrer\">https:\/\/www.pinterest.com\/categories\/popular\/<\/a> this is a list of what is currently popular on Pinterest \u2026it\u2019s content that is already proven to get engagement. So if you pin it, it&#8217;s very likely one of your followers will re-pin it.<br \/>Lastly, Pinterest recently released some new features that make their platform even more powerful! They now have custom audiences and interest targeting. We&#8217;re now testing these features, but I can&#8217;t imagine them doing anything but helping, as what they are doing is giving us <strong>even more<\/strong> detailed targeting for ads.<br \/><em>Have a question?<\/em><br \/><em>Ask\u00a0the DM team and 9,036\u00a0other members in the DM Engage Facebook Group!<\/em><br \/><em>Not a DM Lab Member?\u00a0<\/em><a href=\"https:\/\/www.digitalmarketer.com\/lp\/lab-trial\/\">Learn more here.<\/a><\/p>\n\n\n<a href=\"https:\/\/img1.niftyimages.com\/click\/6y5\/d3xh\/0a7h\">\n  <img decoding=\"async\" src=\"https:\/\/img1.niftyimages.com\/6y5\/d3xh\/0a7h\">\n<\/a>\n","protected":false},"excerpt":{"rendered":"<p>Find out how Ezra Firestone found success with the new Pinterest Ad platform and the three pro tips he has for those just starting out.<\/p>\n","protected":false},"author":49,"featured_media":55842,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[34,212],"tags":[],"class_list":["post-55704","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-pinterest-posts"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - 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