Summary of “Leveraging Paid and Non-Paid Pinterest Traffic” – Simple Pin Podcast
Podcast Title: Simple Pin Podcast: Simple ways to boost your business using Pinterest
Host: Kate Ahl
Episode: Leveraging Paid and Non-Paid Pinterest Traffic
Release Date: February 5, 2025
Introduction
In the February 5, 2025 episode of the Simple Pin Podcast, host Kate Ahl delves into the dynamics of Pinterest marketing, specifically contrasting paid ads with organic traffic. Aimed at business owners and marketers, the episode provides actionable insights on when to utilize paid strategies versus organic methods to maximize traffic and conversions on Pinterest.
The Decline of Organic Pinterest Traffic
Kate begins by addressing a noticeable trend: the decline in organic Pinterest traffic since its peak between 2017 and 2021. She acknowledges concerns from content creators and businesses wondering how to regain lost traffic, posing the critical question:
“Should I run a Pinterest ad to get traffic?”
— Kate Ahl [04:30]
Kate advises against using Pinterest ads solely for driving traffic, emphasizing that organic Pinterest marketing remains a viable, albeit slower, growth strategy with pins having a longevity of over 13 months.
Ideal Candidates for Organic Pinterest Marketing
According to Kate, organic Pinterest marketing is suitable for a broad spectrum of users, including:
- Content Creators and Bloggers: Individuals focusing on non-paid strategies.
- Sellers of Physical and Digital Products: Businesses targeting both B2B and B2C markets.
However, she notes exceptions:
“Pinterest is a little bit tougher for local establishments like chiropractors or hairdressers.”
— Kate Ahl [09:45]
For local businesses, platforms like Instagram, Yelp, or Google Ads may offer more effective targeting.
Exception: Local Photographers can leverage Pinterest’s global audience through tailored organic strategies.
Who Should Utilize Paid Pinterest Ads
Kate outlines that paid Pinterest ads are ideal for those who are selling products or driving specific conversions. Key indicators include:
- Clear Conversion Goals: Whether growing an email list or selling a product.
- Measurable Outcomes: Ability to track leads and sales directly attributed to ads.
She provides a practical example:
“If I want to grow my email list through something that I give somebody for free, then I would run a Pinterest ad to this particular checklist with the hopes of getting a conversion to that.”
— Kate Ahl [12:15]
This approach forms a part of a broader email funnel, guiding leads from initial contact to final conversion.
Who Should Not Use Paid Pinterest Ads
Kate cautions against using Pinterest ads for:
- Affiliate Marketing Income: Difficulty in tracking revenues due to variable traffic sources.
- Ad-Supported Websites: Complex user experiences due to multiple ads can deter conversions.
She shares an insight from a Pinterest representative:
“We don't want to run Pinterest ads to your website if you have a bunch of ads. It's too confusing for the user.”
— Kate Ahl [18:40]
This underscores the importance of a streamlined user experience to ensure high conversion rates.
Integrating Organic and Paid Strategies
Kate emphasizes the synergy between organic and paid Pinterest strategies. By combining both, businesses can achieve scalable growth and increased revenue streams. She illustrates this with a client case study:
“When we pulled a report, we realized that they had over $28,000 in reported organic revenue and $61,000 in assisted revenue from customers engaging with both ads and organic pins.”
— Kate Ahl [22:10]
This demonstrates that leveraging both strategies not only enhances visibility but also significantly boosts sales.
Case Study: Successful Integration
Kate shares the success story of a client in the home design space:
- Revenue: Over $412,000 with a 5x return on ad spend.
- Organic Revenue: $28,000 not previously leveraged.
- Assisted Revenue: $61,000 from combined ad and organic interactions.
After optimizing their Pinterest boards and content strategy, the client experienced amplified growth, underscoring the effectiveness of integrating paid and organic efforts.
Addressing Common Concerns
Addressing skepticism, Kate confronts the belief that paid ads cannibalize organic traffic:
“I have not done enough data and enough studies on that to know if that's true. That is not true in my experience.”
— Kate Ahl [27:50]
While acknowledging that experiences vary, she encourages listeners to experiment and analyze based on their unique business contexts.
Conclusion and Takeaways
Kate wraps up the episode by reaffirming the value of both organic and paid Pinterest strategies:
- Organic Marketing: Offers long-term traffic with enduring pin performance.
- Paid Ads: Drives immediate conversions and can be highly profitable when aligned with clear goals.
She encourages businesses to test and integrate both approaches to discover what works best for their specific needs.
For listeners seeking further support, Kate offers resources:
- Pinterest Ads Management: Professional handling by her team.
- Consultations: Guided setup and strategic advice.
- Free Ads Checklist: Available at simplepinmedia.com ads.
Engage with Kate:
“Have you tried paid ads on Pinterest? What was your experience?”
— Kate Ahl [30:20]
She invites listeners to share their experiences via Instagram or YouTube comments, fostering a community of shared learning and growth.
Final Thoughts
This episode of the Simple Pin Podcast serves as a comprehensive guide for businesses navigating the complexities of Pinterest marketing. By delineating when to employ paid versus organic strategies and showcasing real-world success, Kate Ahl equips her audience with the knowledge to effectively harness Pinterest’s potential for business growth.