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The Power of Full-Funnel Media Strategy on Pinterest

2 min read

Read the full article at the Pinterest Business Blog

by Grainne O’Reilly, Pinterest

Summary

  • Customers interact with brands across many touchpoints before making a purchase.
  • An omnichannel strategy that connects with customers at every stage of their purchase journey is essential for success.
  • Full-funnel solutions that target customers at different stages of the funnel from awareness to conversion can increase conversion rates.
Full-Funnel

As a marketer, you know that customers interact with brands across many touchpoints before making a purchase. To succeed in today’s market, you need an omnichannel strategy that connects with customers at every stage of their purchase journey. Pinterest can help by providing full-funnel solutions that target customers at different stages of the funnel from awareness to conversion. According to Pinterest, when a customer sees ads from across the funnel, conversion rates are 3x higher.

“People come to Pinterest already wanting to buy something—but not necessarily from a specific brand. In fact, 97% of the top searches on our platform are unbranded,” says Pinterest Business. This means that advertisers can use Pinterest to target customers who are open to discovering new brands, and build a more holistic approach to their campaigns. Michaels, for example, used a full-funnel media strategy for a recent holiday campaign that led to a 120% incremental lift in store visits and over a $12 platform return on ad spend (ROAS).

To maximize performance and stay top of mind for shoppers across the customer journey, Pinterest recommends experimenting with multiple objectives, diversifying media across the funnel, and taking a holistic approach to measurement. By adopting these strategies, advertisers may see up to a 57% improvement in sales lift. If you want to succeed in today’s market, read the full article on Pinterest Business’s website: The power of full-funnel media strategy on Pinterest.

When a customer sees ads on Pinterest from across the funnel—across awareness, consideration and conversion objectives—conversion rates are 3x higher.

Grainne O’Reilly, Pinterest

O’Reilly, G. (2023, February 23). Adopt a multi-objective media strategy to drive results: Pinterest Business. Pinterest. Retrieved March 30, 2023, from https://business.pinterest.com/blog/why-multi-objective-media-strategies-drive-results/


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