Uncategorized
Pinterest is a visual search engine with over 450 million monthly users, where 89% actively seek product inspiration. This makes it a great platform for eCommerce and D2C brands to drive sales. Here’s how to make the most of Pinterest Ads:
- Choose the Right Ad Types: Use formats like Video Pins (2.7x higher CTR), Shopping Ads (3x conversions), or Carousel Ads.
- Keyword Targeting: Add 25+ keywords per ad group and focus on discovery-based terms like "DIY wedding ideas."
- Audience Segments: Target based on user behavior, like cart abandoners or product page viewers.
- Use Analytics: Track CTR, CPC, and conversions to optimize campaigns.
- Plan Around Seasons: Launch ads 45-60 days before key events like holidays or back-to-school.
- Retargeting: Re-engage users who interacted with your content for up to 2.7x higher CTR.
- Test New Features: Try Idea Ads, AR Try-On, or Pinterest TV to stand out.
Quick Comparison of Ad Formats
| Ad Type | Best Use | Performance |
|---|---|---|
| Standard Pins | Awareness, traffic | Moderate (3/5) |
| Video Pins | Tutorials, storytelling | High (4.2/5) |
| Carousel Ads | Showcasing collections | Good (3.7/5) |
| Shopping Ads | Driving product sales | Great (3.9/5) |
| Collection Ads | Highlighting multiple products | Best (4.5/5) |
Start with these strategies to connect with Pinterest’s planning-focused audience and turn browsers into buyers.
7 Pinterest Ads Tips to Boost Your Online Business
1. Choose the Right Pinterest Ad Types
Picking the right ad format on Pinterest can make a big difference in how well your campaign performs. Pinterest offers several ad types, each suited for specific goals.
For example, Video Pins are a great choice if you want to showcase products or tell a story. They deliver 2.7x higher click-through rates compared to standard Pins. A great example is L’Oréal Paris, which used Video Pins for short tutorials and saw a 31% boost in brand awareness.
Here’s a breakdown of key ad formats and their best uses:
| Ad Format | Best For | Key Metric |
|---|---|---|
| Standard Pins | Driving awareness, website traffic | Engagement metrics |
| Video Pins | Product demos, tutorials | 2.7x higher CTR |
| Carousel Ads | Showcasing collections or features | 3.1x higher CTR |
| Shopping Ads | Driving product sales | 3x more conversions |
| Collection Ads | Highlighting multiple products | Visual storytelling |
Brands like Wayfair and Gravity Blankets have shown how effective these formats can be. Wayfair used Standard Pins with lifestyle images and increased their click-through rates by 170%. Gravity Blankets relied on Shopping Ads to double their sales while cutting their cost per acquisition by 80%.
Tips for Top Performance
For Video Pins:
- Keep videos short (6-15 seconds).
- Add captions since many users watch without sound.
- Use vertical orientation (2:3 aspect ratio).
For Shopping Ads:
- Regularly update your product catalog.
- Use clear, high-quality images.
- Write detailed descriptions to help users decide.
Don’t forget to refresh your creatives often. Pinterest’s algorithm favors fresh content. Pair these ad formats with smart keyword targeting (covered in the next section) to get the best results.
2. Set Up Keyword Targeting
Pinterest isn’t just a social platform; it’s a visual search engine, which means keyword targeting plays a huge role in getting your content noticed. With 97% of top searches being unbranded, you have a great chance to grab attention with the right keyword strategy.
Pair your keywords with the ad formats mentioned earlier to boost your content’s visibility.
Use Different Keyword Match Types
To get the most out of your campaigns, mix and match keyword types thoughtfully:
| Match Type | Best For | Usage Tips |
|---|---|---|
| Broad Match | Reaching more users | Ideal for new campaigns or trend exploration |
| Phrase Match | Targeting specific intent | Great for focusing on product categories |
| Exact Match | Narrow targeting | Use for high-performing, specific terms |
| Negative Match | Filtering out irrelevant traffic | Exclude searches that don’t align with your goals |
Pro Tip: Add at least 25 keywords per ad group to ensure you’re covering enough ground. This is especially important since 89% of Pinterest users look for product inspiration.
Platform-Specific Keyword Tips
Pinterest users search differently than they would on Google or other platforms. Keep these factors in mind:
- Seasonal Trends: Plan keywords around upcoming seasons or events (see Tip 5). Refresh your keyword list every quarter.
- Discovery-Focused Terms: Use phrases like “summer outfit ideas” rather than purchase-oriented terms.
- Long-Tail Keywords: Target niche phrases like “DIY wedding centerpiece ideas” to attract users who are deep into planning.
Monitor and Adjust Regularly
Check in on keyword performance every month. Drop the ones that aren’t working and increase bids for those driving results.
Pro Tip: Pinterest’s keyword suggestion tool and the "Related Pins" feature are goldmines for finding additional terms to target.
Once you’ve fine-tuned your keywords, combine them with audience targeting strategies (we’ll cover this in Tip 3).
3. Build Targeted Audience Segments
To get the most out of your Pinterest ad campaigns, pair your keyword strategy with well-defined audience segments. Pinterest’s platform blends search intent with visual appeal, offering unique ways to target potential customers.
Core Audience Types
Pinterest provides two main audience options:
| Audience Type | Best For | Key Features |
|---|---|---|
| Custom Audiences | Engaging existing customers | Use email lists, website visitors, or app activity |
| Actalike Audiences | Reaching new users | Find users similar to your top-performing customers |
Creating High-Performance Segments
Use a layered strategy that combines different targeting methods for better results:
User Behavior Targeting
Target users based on their actions, such as:
- Visitors to product pages (last 30 days)
- Users who abandoned shopping carts (last 14 days)
- Customers who completed purchases (last 90 days)
Retarget users who have already interacted with your brand by focusing on:
- Saved Pins
- Profile visits
- Video views
- Board interactions
Pro Tip: For better reach without losing focus, Pinterest suggests using 25-50 interests per ad group.
Advanced Targeting Strategies
Take your targeting up a notch by combining demographic and behavioral data. For instance, if you sell home decor, you could layer:
- Interests in interior design
- Recent engagement with furniture-related Pins
- Location data for regional campaigns
- Seasonal trends to match shopping habits
Brands leveraging actalike audiences have reported a 20% boost in click-through rates and a 15% drop in cost-per-acquisition, compared to standard targeting methods.
Optimization Tips
- Evaluate audience performance every quarter.
- Adjust targeting ahead of peak shopping seasons.
- Exclude customers who’ve already converted to avoid ad fatigue.
- Experiment with different timeframes, like comparing 30-day visitors to 90-day visitors.
Pinterest’s algorithm thrives on aligning ads with users’ visual preferences. By building these audience segments, you’ll have a solid base for retargeting users with high purchase intent.
4. Track and Adjust Using Analytics
Once you’ve fine-tuned your audience targeting, leverage Pinterest’s analytics to improve your campaign’s accuracy and performance.
Key Metrics to Watch
| Metric | What It Measures | Ideal Range |
|---|---|---|
| Click-through Rate (CTR) | How well your ad drives clicks | Above 0.55% (industry average) |
| Cost per Click (CPC) | How efficiently you’re spending | Around $1.50 (benchmark) |
| Conversion Rate | How often users take action | 2.9x higher than other social platforms |
Daily Check-In Routine
Keep tabs on these metrics every day:
- Budget vs. actual spend
- Engagement trends (Are users interacting more or less?)
- Performance of formats, audiences, and keywords
Advanced Adjustments
Pinterest’s Conversion Insights tool offers detailed customer journey data. Use it to:
- Pinpoint which audience segments perform best.
- Schedule ads during peak engagement times.
- Adjust bids based on the value of conversions.
- Refine creative elements to match what resonates most.
Pro Tip: Use Pinterest’s real-time reporting to make quick tweaks to your campaigns. Create custom dashboards for an easy view of your most important metrics.
Cross-Campaign Impact
Track the bigger picture with these steps:
- Set up the Pinterest Tag.
- Define the specific actions (conversions) you want to monitor.
- Measure how ads perform across devices.
This tracking helps you understand which ads bring the most value throughout the customer journey.
Testing for Better Results
Experiment methodically with:
- Different creative styles or seasonal themes.
- Audience targeting settings.
- Various bid strategies.
- Landing page designs.
Competitive Insights
Pinterest’s analytics also let you see how you stack up against others in your industry. Use it to:
- Compare engagement rates.
- Monitor audience growth.
- Spot seasonal patterns.
These insights will feed directly into refining your seasonal strategies in the next section.
sbb-itb-622a9da
5. Plan Ads Around Seasonal Trends
Pinterest users are known for planning ahead, making it a great platform to reach early shoppers. By combining this forward-thinking behavior with your keyword strategy (from Tip 2) and audience insights (from Tip 3), you can position your ads for success.
Key Seasonal Windows
Pinterest reveals that 89% of its users turn to the platform for product inspiration. Here’s when planning starts and peaks for major seasonal events:
| Season | Planning Starts | Peak Activity | Top Categories |
|---|---|---|---|
| Holiday Shopping | July | November-December | Gifts, Decor, Food |
| Back-to-School | June | August | Supplies, Fashion, Dorm |
| Wedding Season | January | May-August | Dresses, Decor, Venues |
| Home Improvement | February | April-May | DIY, Garden, Renovation |
Advanced Planning Strategy
Pinterest users begin their seasonal searches much earlier than users on other platforms. To stay ahead, launch campaigns 45-60 days before an event (or even 2-3 months in advance for Black Friday). Review your analytics (from Tip 4) to pinpoint which past seasonal campaigns performed well and consider increasing their budgets.
Seasonal Content Optimization
Pinterest’s Trends tool is a valuable resource for spotting seasonal keywords and topics before they hit their peak. Refresh your campaign keywords, visuals, and targeting to align with these trends and match user search intent.
Success Story
Etsy’s "Christmas in July" campaign in 2022 is a great example of early seasonal planning. By using Pinterest’s Trends tool to target early holiday shoppers, they promoted handmade ornaments and personalized gifts. The result? A 22% boost in holiday product visibility and a 15% increase in early holiday sales compared to the previous year.
Engagement Patterns
Seasonal interest on Pinterest follows clear patterns:
- Halloween-related searches grow 4x between July and October.
- Christmas content begins trending as early as June.
Visual Best Practices
For seasonal content, keep your visuals clean and engaging:
- Add subtle seasonal touches to product images.
- Limit text overlays to 30% or less of the image to maintain clarity.
6. Set Up Pinterest Retargeting
Use Pinterest’s retargeting tools to turn interested users into customers. Pinterest data shows that retargeted ads can deliver click-through rates up to 2.7 times higher than standard ads .
How to Use Retargeting Effectively
Retargeting helps keep your brand in front of people who are already familiar with it. Focus on these key audience segments for the best results:
- Cart abandoners: People who left items in their cart within the last 7 days.
- Product page viewers: Users who checked out specific product pages in the last 30 days.
- Video engagers: Those who watched 95% of your video content.
Leveraging Dynamic Retargeting
Combine behavioral data from your Pinterest Tag (see Tip 4) with automated product ads to create highly relevant campaigns. This tailored approach can boost brand recall by 40%, thanks to personalized product displays .
Tips for Better Retargeting Results
To get the most from your retargeting efforts:
- Update your creatives every two weeks to keep ads fresh.
- Limit ad exposures to 5 per week to avoid overwhelming users.
- Use Video Pins as a re-engagement tool for better results.
"Advertisers using comprehensive measurement strategies have achieved up to 5x higher ROAS compared to their average campaign performance" .
7. Test New Pinterest Ad Features
Keep your brand visible throughout the year by trying out Pinterest’s newest ad tools.
New Features to Explore
- Idea Ads: These transform Pins into multi-step experiences that highlight products in action.
- Pinterest TV Studio: Offers live shopping directly on Pinterest. For example, Levi’s livestream shopping event saw 5x more product page visits during the campaign.
- AR Try-On: Augmented reality tools are especially useful for beauty and home décor brands. Sephora‘s AR feature for lipstick ads resulted in a 28% higher click-through rate compared to standard formats.
How to Test Effectively
Plan your ad testing budget wisely:
| Phase | Budget | Duration |
|---|---|---|
| Initial Test | 10-15% | 2 weeks |
| Scaling Phase | 20-25% | 4 weeks |
| Full Implementation | Based on results | Ongoing |
Integrate these tests with your seasonal campaigns (Tip 5) and audience insights (Tip 3) to maximize results.
Metrics to Watch
When testing new ad formats, keep an eye on these key indicators:
- Engagement rates: Measure likes, saves, and comments against your usual campaigns.
- Click-through rates: Compare performance with your baseline.
- Cost per acquisition (CPA): Track any changes in CPA when using new ad formats.
Real-World Wins
Brands are already seeing results. Home Depot‘s Idea Ads for room makeovers achieved a 33% boost in engagement. IKEA used Showcase Shopping ads for furniture collections, cutting their CPA by 22% while increasing product visibility. These examples show how consistent testing can improve campaign performance and visibility.
Pinterest Ad Format Comparison
Choosing the right ad format can make a big difference in how well your campaign performs. Use this comparison to make smarter budget decisions. Building on Tip 1, here’s a breakdown to help you allocate your ad spend effectively:
Performance Metrics Across Formats
| Ad Format | Ideal Use Case | Visibility Score (1-5) |
|---|---|---|
| Standard Pins | Highlighting key products | 3 |
| Video Pins | Telling brand stories | 4.2 |
| Carousel Ads | Showcasing collections | 3.7 |
| Shopping Ads | Driving e-commerce sales | 3.9 |
| Collection Ads | Displaying product catalogs | 4.5 |
Why Each Format Works
Video Pins are perfect for:
- Telling your brand’s story
- Demonstrating how products work
- Grabbing attention with visuals
Carousel Ads shine when:
- Promoting product collections
- Using multiple images to tell a story
- Encouraging interactive browsing
Collection Ads stand out by:
- Offering immersive browsing experiences
- Helping users discover products effortlessly
- Creating smooth paths to purchase
To get the most out of these formats, combine this data with seasonal strategies (Tip 5) and precise audience targeting (Tip 3).
Wrapping It Up
Using these seven strategies – from choosing the right ad formats to testing features – can help you tap into Pinterest’s discovery-focused audience. With 83% of weekly users making purchases , Pinterest has the power to turn planners into buyers. By blending smart ad formats (Tip 1), precise targeting (Tips 2-3), and data-backed tweaks (Tip 4), brands can see click-through rates that are 3.1x higher than typical social ads .
To succeed on Pinterest, it’s important to take a well-rounded approach. Mix keyword targeting (Tip 2) with seasonal planning (Tip 5) and retargeting (Tip 6) to maximize your results. When done right, these strategies help you connect with users right as they’re discovering and planning.
Stick to these methods while keeping an eye on Pinterest’s updates, and you’ll stay visible to users actively planning their purchases. Don’t overlook video content – it can deliver 2.7x higher click-through rates when optimized effectively (Tip 1).
FAQs
What is the best format for Pinterest?
The best format for Pinterest strikes a balance between its visual standards and your campaign goals. A vertical 2:3 ratio (1000x1500px) is ideal. This format avoids truncation and can boost engagement by 20% compared to square formats . For video content, keep it short – under 15 seconds works best, as Pinterest reports an average view time of 11 seconds . Combining this format with seasonal strategies (see Tip 5) and retargeting campaigns (see Tip 6) can enhance results.
| Format Type | Specifications |
|---|---|
| Static Image | 2:3 ratio, max 32MB |
| Video | 4-15 seconds in length |
| Text Overlay | Less than 20% of the image |
Video ads perform well, driving 58% higher purchase intent than static images . Pinterest TV ads, in particular, have shown strong results, with early adopters experiencing a 36% increase in brand awareness and a 41% lift in purchase intent compared to standard video ads .
"Early adopters of Pinterest TV ads reported a 36% increase in brand awareness and a 41% lift in purchase intent compared to standard video ads" .
For the best results, use bold, high-contrast colors that match seasonal trends (Tip 5). The 2:3 ratio ensures your content is both visually appealing and optimized for Pinterest’s platform requirements .
