Maximizing ROAS with Pinterest Ads

Throughout the last 2 months of Q4, I was responsible for initiating, overseeing, and fine-tuning a Pinterest ad campaign targeted at a few mid-to-bottom funnel stages. By strategically employing low-to-medium competition SEO keywords specific to Pinterest, the ads were running at high effectiveness to reach Client's ideal customer base. While mid-funnel campaigns are usually implemented for Traffic Prospecting with a focus on low CPC (not ROAS), these Consideration/Traffic campaigns actually generated Checkout-based ROAS along with Client's Conversion Prospecting and Retargeting campaigns. Unlike other channels where Client typically observed checkouts only within a 7-day attribution window, Pinterest contributed to an increase of over 32% in additional checkouts within a 30-day window. This is typical of Pinterest's userbase since many plan ahead and research before making informed purchases. Aiming for cost-efficient ad expenditure, robust prospecting and strategic optimizations, I adhered to Client's preferred focus on Click-Through based checkouts. This led to a significant rise in Total Return On Ad Spend (ROAS), approximately 5.6x higher than Click-Through ROAS alone. Client was happy with these numbers! :) NOTE: The prevalence of View-Through checkouts is a common characteristic of Pinterest, stemming from its inherent nature of being a visual search engine.