Pinterest Ads 101: How to advertise & drive results on Pinterest [Ultimate guide]

Introduction to Pinterest advertising

In today’s competitive digital landscape, businesses need to leverage every possible avenue to reach their target audiences, and Pinterest ads offer a unique and powerful advertising platform. 

With over 400 million monthly active users, Pinterest is a visual discovery engine that helps users find and save ideas for various aspects of their lives.

By utilizing Pinterest ads, you can introduce your brand, products, and services to a vast audience of potential customers, all while they’re actively looking for inspiration.

In this comprehensive guide, we’ll explore the many facets of Pinterest ads, including why they’re essential for your business, understanding the platform, creating a winning strategy, and much more. 

By the end of this guide, you’ll have the knowledge and tools to launch successful Pinterest ad campaigns that drive results.

Why use Pinterest ads for your business?

There are numerous reasons why Pinterest ads should be a part of your overall digital marketing strategy. 

Here, we’ll discuss three key benefits:

1. High user engagement: Pinterest users are highly engaged in the platform, with 85% of users using it to plan their life events and make purchasing decisions. This presents a unique opportunity for businesses to advertise their products and services to users actively seeking inspiration and ideas.
2. Visual appeal: As a visually-driven platform, Pinterest allows businesses to showcase their products aesthetically pleasingly. This can be particularly helpful for industries that rely heavily on visuals, such as fashion, home decor, and food.
3. Increased brand awareness and traffic: By leveraging Pinterest ads, you can significantly boost your brand visibility and drive traffic to your website or online store. Since users are more likely to save and share pins that resonate with them, incorporating Pinterest ads into your marketing mix can result in exponential exposure and growth for your brand.

Understanding the Pinterest ads platform

Before diving into creating Pinterest ad campaigns, it’s essential to familiarize yourself with the platform’s intricacies. 

Pinterest ads, also known as Promoted Pins, operate on a cost-per-click (CPC) basis, meaning you only pay when a user clicks on your ad. 

This makes it an attractive option for businesses looking to optimize their advertising budget and achieve maximum ROI.

Pinterest’s ad platform provides a range of targeting options, allowing you to reach your desired audience based on demographics, interests, and behaviors. 

Additionally, the platform offers robust analytics tools to help you measure and optimize the performance of your campaigns.

Creating a winning Pinterest ad strategy

A successful Pinterest ad strategy begins with setting clear goals and objectives.

Start by defining what you want to achieve with your ads – driving traffic to your website, increasing conversions, or building brand awareness.

Having specific goals in mind will help guide your campaign creation process and ensure you’re making data-driven decisions.

Next, identify your target audience by considering age, gender, location, interests, and behaviors.

This information will help you create more relevant and engaging ads that resonate with your ideal customers.

Finally, develop a content strategy that aligns with your goals and audience. 

This includes determining the types of ads you’ll create, the visual elements you’ll use, and the messaging you’ll incorporate.

Remember, Pinterest is a visual platform, so make sure your ads are eye-catching and appealing to your target audience.

Setting up your Pinterest business account

Before running Pinterest ads, you must set up a Pinterest Business account. 

This process is simple and can be done in a few easy steps:

1. Visit the Pinterest Business website and click on “Get Started.”
2. Enter your email address, password, and business name.
3. Choose your business type from the dropdown menu.
4. Add your website URL and click “Continue.”
5. Connect your other social media accounts (optional) and click “Continue.”
6. Finally, follow the prompts to customize your profile and create your first board.

Once you set up your account, you can access various tools and features, such as Analytics and Ads Manager, to help you effectively manage and optimize your Pinterest ads.

Types of Pinterest ads

Pinterest offers several ad formats designed to help you achieve your specific marketing goals. 

The primary types of Pinterest ads include:

1. Promoted Pins: These are regular pins you pay to promote, increasing their visibility on users’ feeds and search results. Promoted Pins blend seamlessly with organic content and can be saved and shared by users like any other pin.
2. Promoted Video Pins: Similar to Promoted Pins, these ads feature video content and autoplay as users scroll through their feeds. Promoted Video Pins are an excellent option for businesses looking to showcase their products or services in a more dynamic and engaging way.
3. Promoted Carousels: This ad format lets you feature multiple images within a single pin, enabling users to swipe through a series of images. Promoted Carousels are ideal for showcasing a collection of products or telling a visual story about your brand.
4. Promoted App Pins: These ads are specifically designed to drive app installs, featuring an “Install” button that directs users to download your app directly from the App Store or Google Play Store.
5. Promoted Shopping Pins: For businesses with an online store, Promoted Shopping Pins enable you to showcase your products and drive users directly to your product pages. These ads pull information directly from your product feed, ensuring the information displayed is accurate and up-to-date.

Creating effective Pinterest ad campaigns

When it comes to creating Pinterest ad campaigns, there are several key steps you should follow:

1. Choose your campaign objective: Start by selecting your campaign goal, such as traffic, conversions, or app installs. This will help guide your campaign creation and optimization efforts.
2. Create your ad groups: Ad groups allow you to organize your Promoted Pins based on targeting, budget, and other key factors. You can create multiple ad groups within a campaign to test different targeting options or creative variations.
3. Select your targeting options: Use the platform’s targeting features to hone in on your ideal audience. You can target users based on demographics, interests, keywords, and more.
4. Set your budget and bidding strategy: Determine your daily and lifetime budget for your campaign and your bid strategy. Depending on your preference and goals, you can choose between automatic and manual bidding.
5. Design your ads: Create visually appealing and engaging ads that align with your goals and resonate with your target audience. Ensure your ads meet Pinterest’s ad specifications and guidelines for the best results.
6. Launch your campaign: Once your ads are designed, and your ad groups are set up, you can launch your campaign and start driving results.

Creative tips for designing effective Pinterest ads

Designing eye-catching and engaging Pinterest ads is crucial for capturing users’ attention and driving results. 

Here are some creative tips to help you create effective Pinterest ads:

1. Use high-quality images: Ensure your images are clear, crisp, and visually appealing. Avoid using low-resolution or pixelated images that may detract from your ad’s overall appearance.
2. Incorporate your branding: Include your logo, brand colors, and typography to create a cohesive and recognizable ad that resonates with your target audience and builds brand awareness.
3. Utilize text overlays: Adding text overlays to your images can help communicate your message and provide additional context. Ensure your text is clear, concise, and easy to read on all devices.
4. Opt for vertical images: Vertical images (with a 2:3 aspect ratio) perform best on Pinterest, as they take up more space on users’ feeds and are more likely to be noticed.
5. Test multiple creative variations: Experiment with different images, messaging, and design elements to find the best-performing combination for your audience.

Targeting and audience selection for Pinterest ads

Pinterest offers various targeting options to help you reach the right people. 

Here are some key targeting options to consider when creating your Pinterest ad campaigns:

1. Demographic targeting: Target users based on factors such as age, gender, and location to ensure your ads are reaching the right people.
2. Interest targeting: Target users based on their interests, such as specific hobbies, activities, or topics they’ve shown an interest in on the platform.
3. Keyword targeting: Target users based on the keywords they’ve used in their searches or saved pins on the platform. This can be a helpful way to reach users actively looking for products or services related to your business.
4. Behavior targeting: Target users based on their past behaviors on the platform, such as pins they’ve saved, boards they’ve created, or ads they’ve engaged with.
5. Lookalike targeting: Target users similar to your existing customers or website visitors. This can help you reach a broader audience more likely to be interested in your products or services.

When selecting your audience targeting options, consider your campaign goals and the types of users you’re trying to reach.

You can also use Pinterest’s Audience Insights tool to gain further insights into your target audience’s interests, behaviors, and preferences.

Budgeting and bidding strategies for Pinterest ads

Pinterest ads operate on a cost-per-click (CPC) basis, meaning you only pay when a user clicks on your ad. 

When setting your budget and bidding strategy for your campaigns, consider the following factors:

1. Daily and lifetime budget: Determine how much you’re willing to spend on your campaign each day and over its lifetime.
2. Bid strategy: Choose between automatic and manual bidding. Automatic bidding allows Pinterest to optimize your bids based on your campaign goals, while manual bidding gives you more control over your bid amounts.
3. Cost-per-click (CPC) bid: Set your maximum CPC bid, the highest amount you’re willing to pay for a single click on your ad.
4. Targeting options: The more targeted your audience is, the more competitive your bids may need to be to reach them effectively.

When setting your budget and bids, it’s essential to monitor performance and adjust your strategy.

Measuring and analyzing the success of your Pinterest ad campaigns

To determine the success of your Pinterest ad campaigns, you’ll need to track and analyze various metrics. 

Here are some key performance indicators (KPIs) to consider:

1. Click-through rate (CTR): The percentage of users who clicked on your ad after seeing it.
2. Cost-per-click (CPC): The average cost of each click on your ad.
3. Conversion rate: The percentage of users who completed a desired action after clicking on your ad, such as making a purchase or filling out a form.
4. Return on ad spend (ROAS): The revenue generated for every dollar spent on your ads.

By tracking these metrics, you can identify areas of improvement and optimize your campaigns for better performance over time.

Pinterest ad best practices and tips for success

To achieve the best results with your Pinterest ads, consider the following best practices and tips:

1. Focus on visuals: Pinterest is a visual platform, so ensure your ads are visually appealing and engaging.
2. Stay on brand: Incorporate your branding elements into your ad design to help build brand awareness and recognition.
3. Test and experiment: Test different targeting options, creative variations, and bid strategies to find the best-performing combination for your business.
4. Create a sense of urgency: Use language and messaging that creates a sense of urgency and encourages users to take action.
5. Monitor and optimize: Regularly monitor your campaigns’ performance and adjust your strategy to achieve your desired results.

Tips for optimizing and scaling your Pinterest ad campaigns

To optimize and scale your Pinterest ad campaigns for maximum impact, consider the following tips:

1. Leverage audience insights: Use Pinterest’s Audience Insights tool to gain further insights into your target audience’s interests and behaviors.
2. Use retargeting: Utilize Pinterest’s retargeting options to reach users who have already interacted with your brand or website.
3. Test different ad formats: Experiment with other ad formats, such as Promoted Video Pins or Promoted Shopping Pins, to find the best-performing options for your business.
4. Expand your targeting: Consider expanding your targeting options to reach a broader audience and drive more results.
5. Set clear goals: Continuously set clear goals and objectives for your campaigns to ensure you’re making data-driven decisions and achieving your desired results.

Conclusion

Pinterest ads offer a unique and powerful way for businesses to reach their target audiences and drive results. 

Following the tips, best practices, and strategies outlined in this comprehensive guide, you can launch successful Pinterest ad campaigns that help you achieve your marketing goals.

Remember to stay on brand, be creative, and use data to inform your decisions, and you’ll be well on your way to unlocking the full potential of Pinterest ads.