Pinterest Full Funnel Ad Strategy

Speaker Introduction

New Advertisers: Start with one or two campaigns
Experienced Advertisers: Utilize full funnel if pixel data and sales are present
Primed Audience: Full funnel requires a primed audience and conversions

Involves top of funnel, middle of funnel, and bottom of funnel ads
Majority of spend is in top and middle funnel with less in the bottom
Industry Benchmarks: 80% top, 20% bottom
Middle Funnel: Acts as a bridge between top and bottom
- Awareness => Consideration => Purchase

Objective: Bring awareness to the problem
Example: Disorganized cabinets -> Learn how to organize better
Campaign Objectives on Pinterest: Consideration, Brand Awareness, Video Views
- Primarily use consideration for cost efficiency
Landing Pages: Product pages, blog posts, lead generation (e.g., eBooks)
Audience: Cold broad keyword targeting, interests, expanded targeting
Creatives: Video ads, static ads, carousel ads
Examples:
- Home Depot: Organize pantry ideas
- Build with Ferguson: Appliances for dream kitchen
- LG: Stackable washer and dryer
Ad Copy Examples:
- Organize pantry ideas
- Get the organized pantry of your dreams
Calls to Action: Learn more, shop now, buy now, download, sign up, watch more

Objective: Qualify cold traffic further, remove unqualified
Campaign Types: Conversion, catalog sales
Billing: Based on impressions
Landing Pages: Product pages, lead generation with discounts
Audiences
- Act-a-like audiences based on top-funnel events
- Refined interests from TOFU
- Phrase match and exact match keywords
Creatives: Video ads, static ads, carousel ads
Examples:
- Amazon: Shop a wide selection of kitchen products
- Home Depot: Kitchen organizing solutions
- The Container Store & JCPenney: Catalog pins
Ad Copy and Calls to Action:
- Examples: Food storage dispensers to keep your cereal fresh
- Calls to Action: Shop now, buy now, explore

Objective: Drive sales
Campaign Types: Conversions, catalog dynamic retargeting
Landing Pages: Product listings, shopping cart
Audiences: Retargeting hot leads, page visits, add to carts, checkouts
Creatives
- Testimonials, reviews, social proof
- User-generated content (UGC)
- Dynamic retargeting limitations (no videos)
Calls to Action: Buy now, shop now, discount language, free shipping/trials, free gifts
Examples
- Volkswagen: Retargeting for electric vehicle purchase
- Big Fig Mattress: Social proof with customer testimonials

If looking for help with Pinterest ads, visit heatherferris.com for more resources
Options: Join the academy for self-learning or hire the team for ad management