Pinterest Advertising Arrives in Australia, New Zealand, and Ireland

Pinterest’s suite of advertising capabilities is now supported in Australia, New Zealand, and Ireland.

This is exciting news for brands in the APAC market, which have not previously been able to advertise locally on the world’s catalog of ideas. In turn, Brand Networks expects advertisers in these markets to begin running ads in these newly supported countries immediately. Our Pinterest Advertising Solution is ready for immediate deployment in both self-service and managed services initiatives.

Pinterest’s mission is to help people discover and do what they love. With more than 100 billion Pins (ideas) saved by more than 150 million people around the world, Pinterest is powering a visual discovery engine that serves more than 10 billion recommendations every day. For brands in markets where advertising on Pinterest is already supported, the channel has proven to be primed for effective social advertising, and compelling returns on Pinterest advertising dollars. The reasons people come to Pinterest—to do things such as find products to buy, ideas for recipes, places to travel and more, make the setting an ideal place for brands to reach people.

A Pinterest Advertising Success Story From Brand Networks

The Goal: Eager to build upon its past success with Pinterest awareness campaigns, a US-based big box retailer partnered with Brand Networks to improve click-through rate (CTR) and cost per click (CPC) with Pinterest’s down-funnel offering. Establishing benchmarks for the cost per engagement (CPE) and CPC bid types using keyword targeting was the goal.

The Strategy: Brand Networks structured a pair of 25-day campaigns, each set to spend roughly the same amount as its previous awareness (CPM-based bidding) campaigns. The only difference between the two campaigns was that one used CPE-based bidding and the other used CPC-based bidding. Both campaigns featured the same product-centric Promoted Pins from one of the company’s public Pin Boards. Targeting was also identical as the campaigns targeted male and female audiences across the U.S. and keyed on a mix of category and sub-category terms related to its Promoted Pins.

The Results: Brand Networks’ first Pinterest campaign for the retailer was a success, with millions of paid and earned impressions translating into tens of thousands of website clicks. Impressively, the combined performance of the two campaigns demonstrated the value of Pinterest’s lower-funnel advertising capabilities. In total, the CPC and CPE campaigns posted CTRs 200% greater and 140% greater than the retailer had seen in the past, respectively.

The overall test set a new benchmark for CPC cost efficiency, beating what the client had achieved through CPM-based bidding by nearly 3X.

While these results speak to the success that advertisers in the U.S. and the U.K. have seen with Pinterest, advertisers in Australia, New Zealand, and Ireland to this point have been unable to leverage the full power of Pinterest’s advertising solutions. With these new markets now available, it’s only a matter of time before advertisers in more countries across the globe start achieving new levels of Pinterest advertising success.

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