Hayneedle

Hayneedle, an established e-commerce home decor company, enlisted us to help improve efficiency and account structure in paid digital advertising.

Although Pinterest is not necessarily a conversion-focused platform, it still has a place in the e-commerce marketing stack. Pinterest users are highly likely to be interested in home goods, making it an excellent way to drive prospecting traffic to the site. We tested several new Pinterest campaigns and ad types in Hayneedle’s existing account to determine what drove the most cost-effective traffic.

The restructure and optimization of the Pinterest account contributed to significantly lower costs-per-new-visitor and increased net new traffic to the site. Despite a very slight drop in spend, we drove nearly twice the amount of outbound clicks to the site year over year and cut CPMs in less than half.

KPIs (year over year)

• Cost-per-New-Visitor: 51% decrease
• CPM: 56% decrease
• Outbound Clicks: 103% increase