Pay-per-click (PPC) advertising has long been dominated by Google and Facebook, but e-commerce brands looking for an edge should explore alternative platforms like Snapchat and Pinterest. These visual-heavy social media networks offer untapped potential to drive traffic and boost conversions. For businesses leveraging white label PPC services, expanding into these platforms can be a game-changer, providing cost-effective ad placements and a highly engaged audience.
Why Snapchat and Pinterest Deserve Your Attention
Many advertisers overlook Snapchat and Pinterest, assuming they can’t compete with Google or Meta’s reach. However, these platforms cater to niche audiences highly receptive to ads.
- Snapchat has over 400 million daily active users and a strong Gen Z and Millennial presence. The platform’s immersive ad formats, such as AR lenses and interactive Story Ads, offer unique engagement opportunities.
- Pinterest is a visual search engine where users actively seek inspiration for shopping. With 482 million monthly active users, it’s an ideal platform for fashion, home decor, beauty, and lifestyle brands.
Both platforms offer advanced targeting, shoppable ad formats, and lower competition than Google Ads, making them attractive PPC channels.
Snapchat Ads: Engaging Gen Z and Millennials
Snapchat’s advertising ecosystem is built for engagement. Unlike traditional PPC ads, Snapchat ads seamlessly blend into users’ Stories and Discover feeds, making them feel less intrusive.
Key Snapchat Ad Formats for E-Commerce
- Snap Ads – Full-screen video ads that appear between Stories. Great for product showcases and brand storytelling.
- Story Ads – A collection of Snaps that appear in the Discover section, allowing brands to create mini-advertisements.
- Collection Ads – Featuring tappable product thumbnails, these ads are perfect for driving direct purchases.
- AR Lenses & Filters – Augmented reality experiences where users can “try on” products virtually, boosting conversion rates.
Snapchat’s Advanced Targeting Capabilities
Snapchat offers powerful audience targeting options:
- Lookalike Audiences – Reach users similar to your best customers.
- Custom Audiences – Retarget visitors who have engaged with your website or app.
- Demographic & Interest-Based Targeting – Hone in on users based on location, interests, and behaviors.
Snapchat PPC campaigns can yield impressive returns when optimized correctly. They have lower ad costs than Facebook and a high level of engagement.
Pinterest Ads: The Ultimate Intent-Driven Platform
Pinterest is unique because users are in discovery mode, actively searching for products and ideas. This intent-driven behavior makes Pinterest ads more effective at driving conversions than passive social media browsing.
Best Pinterest Ad Types for E-Commerce Brands
- Promoted Pins – Standard Pins that blend into organic content, appearing in search results and feeds.
- Shopping Ads – Directly showcase products with pricing and availability pulled from your catalog.
- Carousel Ads – Multi-image ads that allow brands to highlight different product variations or tell a story.
- Video Pins – Short-form videos that increase brand awareness and engagement.
How Pinterest’s Ad Targeting Works
Pinterest allows advertisers to target users based on:
- Keyword Targeting – Similar to Google Ads, allowing brands to appear in relevant search results.
- Interest Targeting – Reaching users who engage with specific categories like fashion, DIY, or home decor.
- Retargeting & Custom Audiences – Re-engage site visitors and previous shoppers.
Since Pinterest users are actively searching for inspiration, they are more likely to convert, making it an excellent PPC channel for e-commerce.
Comparing PPC Costs
Cost-per-click (CPC) and cost-per-impression (CPM) are often lower on Snapchat and Pinterest than on Google and Facebook.
Lower ad costs mean e-commerce brands can get more impressions and clicks for their budget on Snapchat and Pinterest. This makes these platforms excellent choices for businesses using white label PPC services to diversify their ad spend.
Best Practices for Running Successful Campaigns
1. Use High-Quality Visuals
Both platforms rely on eye-catching images and videos. Invest in professional photography and engaging creatives.
2. Optimize for Mobile
Since Snapchat and Pinterest are mobile-first platforms, ensure landing pages load quickly and are optimized for mobile shopping.
3. Leverage Retargeting
Retarget users who have interacted with your brand but haven’t made a purchase. Pinterest and Snapchat allow dynamic retargeting for higher conversions.
4. A/B Test Different Ad Formats
Experiment with video vs. static ads, different CTAs, and audience segments to identify the best-performing combinations.
5. Track abd Scale Gradually
Monitor ad performance using analytics tools and scale up campaigns that generate positive ROAS. According to HubSpot, PPC success depends on continuous optimization and audience insights.
Conclusion
Snapchat and Pinterest offer hidden PPC opportunities for e-commerce brands looking to break free from the saturated Google and Facebook ad space. Their unique audiences, lower ad costs, and high engagement rates make them valuable additions to any PPC strategy. For businesses leveraging white label PPC services, incorporating these platforms can maximize ad spend efficiency and drive more sales. As digital advertising evolves, early adopters of these alternative PPC channels will have a competitive advantage.
