Pinterest Ads for eCommerce
Galvan London - Fashion brand
- June 17, 2024
Galvan London offers timeless and luxurious fashion to women worldwide. As part of their collection, Galvan have a Bridal range including gowns, suits and party dresses. With weddings being a popular topic on Pinterest, we wanted to test the waters on the platform with paid ads.
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Brief - Galvan London Client Brief
Vixen Digital has worked on Galvan London’s paid social and PPC for 5 years, but Pinterest was a platform the brand hadn’t tested to its full functionality before. They were keen to test Pinterest Ads for their Bridal range specifically and start with a relatively modest budget to understand the platform’s potential.
Galvan’s goal was to see a 3 x ROAS from their Pinterest campaigns.
Pinterest Ads Strategy
As Galvan hadn’t run campaigns on Pinterest before, we started from scratch. The first step was to ensure that their product feed was correctly linked to their Pinterest account, and also that tracking was set up and working as it should with the Pinterest Tag.
We then set to work building audiences to test and identifying data we could utilise to inform our campaigns, such as customer lists, users engaging with their organic pins and more.
A strategy was then put together that ensured we targeted each stage of the funnel: Awareness campaigns for the Top of Funnel, Conversion Campaigns for the Middle of the Funnel and dynamic product ads for the Bottom of the Funnel.
When it came to the ads themselves, the top and middle of funnel campaigns utilised more editorial style images and carousels to portray the luxurious nature of the product, and enticing the user to view and engage.
And for the bottom of the funnel, dynamic product ads are used to show the user products they were looking at, plus other related products to encourage the user back to the website to purchase.
Ongoing Pinterest Optimisations
From launch it was important to monitor the account closely to identify responsive audiences, high performing ads and of course campaigns that were seeing good results. We also worked with Galvan’s account manager at Pinterest to get their guidance on trends on the platform, optimisations and budgets.
eCommerce Pinterest Ads Results
In the first 2 months of running Pinterest ads, Galvan saw:
5 X ROAS (Return on Ad Spend)
2.7 million Impressions
2209% Increase in Clicks
Galvan’s Pinterest campaigns have now been running for 3 months and in that time, ROAS got off to a good start at 2.5, but after regular optimisations and management, it’s now at consistent 5!
Due to the success, we’re now in the process of increasing budgets on the platform, and Galvan are very keen to launch paid Pinterest campaigns for their ready-to-wear every day and evening wear pieces too.
