Today, we’ve got something crazy to share with you.
From November 2020 to now… we’ve been heavily testing Pinterest ads for a client that sells Home Decor products.
Out of respect to them we can’t be any more specific about the product.
But there is nothing overly unique about it that contributes to this result.
In that time… the results have been nothing short of amazing.
We’ve spent $116,000 and generated over 22,500 products sales.
With total revenue of $1.29MM at a ROAS (return on ad spend) of 11.12 and a CPA of $5.18.
In the post, I’m going to reveal exactly how we did it.
On Pinterest, we spent around $1k per day… $30k per month on average.
Here’s why I love Pinterest:
Firstly, the target demographic for the platform is women over 25.
That perfectly overlaps with this brand’s target market.
On Pinterest, you will get purchases for half as much as you will pay on Facebook.
However, Pinterest tracks conversions differently.
Their conversion window is up to 30 days after the first click, and even if they triggered the sale they won’t take credit for it.
So you need to consider this when running ads on Pinterest.
Now, to give you backstory…
We had been running FB ads for this client for about 8 months before we launched Pinterest.
We are spending around $15,000 per day and generating $3M per month in Shopify.
They sell awesome products, have a great brand, and are a brilliant company.
We suggested trying Pinterest ads.
And they were happy to give it a go.
So – we set up campaigns in the Pinterest account.
Pinterest calls ad creatives “pins”.
You can setup as many as you want, but we started with just 4.
To start with we started 10 campaigns with a $50 budget.
Each campaign had a single ad set.
We created audiences that included a lookalike (or what pinterest calls an “actalike audience” or AAL) of their purchasers emails.
We also created 1-10% AALs based on these emails plus 3, 7, 15, 30, 90, 180, and 365 day website visitors audiences.
When it came to retargeting, we served ads to anyone who viewed their website after they clicked a Pin… as you normally would.
Then, it was time to test.
Our main focus was 2 things:
So we launched… and here’s what happened:
We waited 3 days to collect enough data.
We ended up turning off the majority of the campaigns as the numbers were off the mark.
After speaking with a rep, we changed the attribution window from 30 to 7 days.
That way, we could see more closely, what results were produced in Shopify and GA.
After this change, we left all the relaunched campaigns for 7 days.
At that point, we started optimizing again.
We paused every adset above KPI in the live campaigns.
Here’s something we realised about running Pinterest campaigns.
If your results are not near your KPI in the first 7 days – kill the adsets fast.
Do not wait.
If your KPI is a $20 CPA – kill every campaign that has conversions for $30 or more.
On this account, the CPA dropped 2 to 3 times after 14-30 days.
This probably has more to do with the specific product here… but just keep it in mind for whatever product you are working with.
Now, let’s talk scaling:
It’s very simple on Pinterest.
Once we had a winner, the rep recommended increasing the budget by 20% and not to double it – just like Facebook.
But again, we decided to test it.
We increased some by a small amount, and then tried 3x’ing some of our best performers.
To our surprise that worked well.
For the first 21 days, this is all we did:
On top of this, we duplicated the best performing creatives and tried different broad audiences combined with smaller interests to find more winners.
The retargeting worked super well.
Half of the sales in this account were due to our retargeting strategy.
Especially existing buyers retargeting and page viewers in the last 30 days. For anyone looking to start on Pinterest, you MUST use your existing buyers and “actalikes” first.
After 2 months… the results were incredible:
We’d spent around $80k on Pinterest ads and had over $800,000 in revenue attributed to it.
Average ROAS for the last 30 days is 10.5, and average CPA is below $7.
Want to see how Pinterest ads can work for your business?
If you’re spending at least 1k a day on ads, book a call with us below
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