Pinterest France! We were delighted to see the news that Pinterest has expanded its advertising program to France. Promoted Pins and video are now available in seven countries including the US, UK, Australia, Canada, Ireland, and New Zealand. This launch is a new milestone for Pinterest as France is the first non-English speaking country to offer Pinterest Ads.
People in France save over 3 million ideas on Pinterest daily, and now marketers can leverage the platform to drive business goals in the European country. And, according to March 2018 data from StatCounter and eMarketer, Pinterest drives over 15% of French website referral traffic from social network — only second to Facebook.
Pinterest’s ads program has gained momentum as it has scaled with more products, made updates based on feedback from advertisers, and expanded to new countries. Over the past year, Pinterest has released dozens of features and ad formats that make it easier for businesses of all sizes to advertise and to generate and measure results.
In a blog post by Adrien Boyer, Country Manager for Pinterest France shares some fantastic feedback from early advertisers in France including the following from Jérôme Grange, Head of Media, Guerlain, a French perfume, makeup, and skincare company.
“Pinterest is 100% aligned with our branding objectives,” said Grange. “The platform combines a powerful reach, targeting, context, in a highly-qualitative environment ensuring brand safety. Pinterest is a very relevant media platform, but also complementary with the other digital platforms that we advertise on.”
Pinterest’s meteoric growth
As reported in our Q3 2018 Quarterly Trends report, marketers are continuing to increase their investment with the visual discover engine. Pinterest’s growth has been incredible over the last year, with ad spending growing 98% year-over-year vs Q3 2017 and up 44% over the previous quarter (Q2 2018).
There also seems to be some really great value-priced opportunities on the platform with Q3 2018’s average CPM just $3.19 and average CPC just growing 11% year-over-year at $0.61.
Where does Kenshoo fit in?
Kenshoo was the first partner globally to power Search Ads on Pinterest – enabling advertisers to create, manage and optimize campaigns. Check out some of the great client results we’ve already seen:
The home improvement giant wanted to lead potential customers from wishful thinking to action. Since Pinterest helps people bring ideas to life, Lowe’s decided to guide people to the specific products they’d need to turn their home decor visions into reality.
Results: After the campaign finished, Lowe’s was thrilled to see their return on ad spend was 76% better than the campaign goal. Compared to averages from the same period in 2016, Shopping ads delivered a 20% higher click-through rate and cost per click was 43% lower.
PMG is a digital advertising agency that runs global campaigns for its many Fortune 500 clients. A number of these clients use Pinterest, but were challenged with hitting their target goals and scaling their program. PMG looked to Kenshoo to help drive new on-site traffic at an efficient cost for one of their major retail brands.
Results: By partnering with Kenshoo, PMG drove 12,800 clicks in the first month at its highest CTR to date for CPC-based Pinterest campaigns. In addition, the campaigns performed at the lowest CPC the team has seen to date while maintaining the budget.
If you’re ready to get started with Pinterest — in France or elsewhere, please reach out for more information or to schedule a demo.