Background

Demand Media informs, inspires, and entertains hundreds of millions of people monthly through lifestyle content on its digital media and marketplaces. Demand Media’s popular properties consistently rank among the top ten Internet destinations for topics on Health, Home & Garden, and Personal Finance.

Challenges

Since 2014, Demand Media has been using Promoted Pins to drive traffic to its digital sites. However, scaling the company’s Pinterest initiatives became a critical bottleneck. An efficient solution for managing, scaling, and optimizing Demand Media’s more than one thousand active Promoted Pins for multiple brands was necessary.

Solutions

Demand Media selected 4C as its Pinterest advertising technology partner. Through 4C’s Social Ads product, Demand Media leveraged Bulk Creation and Quick Editing features that streamline workflow and improve campaign management. Performance and targeting features like Multivariate Testing, Real-Time Metrics, and Targeting Analysis Toolbox, which delivers keyword performance at a granular level, guided Demand Media’s ad optimization.

 

Results

From working with 4C, Demand Media identified a strong correlation between Pinterest spend and number of checkout conversions on their properties. Pinterest campaign optimizations achieved an increase in CTR and decrease in CPC to exceed Demand Media’s targets.