HOW TO ADVERTISE ON PINTEREST

 

How to Advertise on Pinterest

With your newfound expertise on Pinterest ad formats, you’re now ready to setup a Pinterest ad campaign.

Step 1: Get a business account

Either convert your existing Pinterest account to a business account, or create a new account for your business. Our guideto using Pinterest for business goes over the fundamentals of starting up a brand account.

Step 2: Install the Pinterest Tag

Before starting a Pinterest ad campaign, make sure you have installed the PinterestTag. With the Promoted Tag you’ll be able to track the actions people take on your website after seeing your Pinterest ads, including checkouts, sign ups, and searches.

Step 3: Choose your campaign goal

Each campaign starts at ads.pinterest.com with an objective. Choosing the rightgoal is important because it will determine what ad formats are available and how you bid in the ad auction.

There are four campaign objectives available:

• Get traffic to your website. Earn high-quality leads and send Pinners to your website. You pay-per each click.
• Build brand awareness. Gain broad exposure with current and prospective customers. You get charged per 1,000 impressions.
• Increase installs for your app. There are two ways to promote app downloads on Pinterest. When you pay by install, Pinterest regularly adjusts your bid based on your budget. When you pay by the click, your ad is optimized for click traffic.
• Build awareness through video views. Autoplay videos are ideal for promoting awareness and consideration. You pay per 1,000 impressions.

Step 4: Choose your campaign budget

Add your campaign name and then set your daily and lifetime spend limit. More specific pricing parameters will come later.

If you’re creating a carousel ad campaign, make sure you enable the option. This will only work if you’ve selected brand awareness as your campaign objective.

Step 5: Create an ad group

Choose a pre-existing ad group or create a new one. Think of an ad group as a container for your Promoted Pins. Each ad group can have a different assigned budget and different targeting.

Ad groups help you manage multiple goals within a single campaign. For example, perhaps you’d like to target specific content to a particular geography, but you have a limited budget for it.

Plan to launch with between two and four Pins per ad group.

Step 6: Choose your target audience

Set the parameters for the audience you would like to reach with your campaign.

You can target based on gender, location, language, and device. If your Pinterest ad campaign objectives are traffic or awareness, use a broad targeting strategy to avoid low click volume.

Read our guide on the top Pinterest demographics that matter to social media marketers.

Step 7: Select ad placement

If your budget permits, go with the all placements default. Otherwise there are two primary avenues for your ads to appear in: Browse and Search.

Browse placements end up in the home feed and related pins. They pair nicely with interest targeting, whereas search result placements perform better with keyword targeting.

Step 8: Add interests and keywords

You can expand on your targeting by adding interest and keyword targeting as well. This setting will ensure that your ads are automatically targeted to relevant searches and interests.

Pinterest finds that in in general, campaigns improve reach, click-through rates, and better achieve scale when interest and keyword targeting is enabled.

For the best results, use 25 keywords. Keywords can be formatted to indicate broad match, phrase match, or exact match. Negative keywords can also be added to exclude certain search terms from triggering ads.

Keyword formatting

• Broad match: art modern
• Phrase match: “art modern”
• Exact match: [art modern]

Not sure what keywords to add? Learn how to find relevant keyword here.

Step 9: Set your budget and schedule

Enter the start and end date for your Pinterest ad campaign. Then set your daily or lifetime budget. Your daily budget sets your daily spending limit for your ad group. The lifetime budget is the total amount you want to spend between your start and end date.

Be careful what you add here, because this cannot be edited later on.

Here’s a video summary of steps 5-10:

Step 10: Tailor for optimization and delivery

Start by setting a maximum bid for your Pinterest ads. This is also known as your target CPM rate. Minimum bids must be above $2.00.

Step 11: Determine your pacing

There are two types of pacing options for your Pinterest ad campaign: Standard and accelerated. Standard pacing aligns your bids with your overall spend and campaign duration. Accelerated pacing may be better for high impact campaigns as it enables faster delivery of your budget and faster results.

Step 12: Pick your Promoted Pins

Click Pick a Pin to add Pins to your ad group. Remember, each ad group should aim to include two-four Pins. You can either create new Pins or pick Pins that you’ve added before. Assigned each Pin with a name and a URL.

For Pins to be eligible, they must:

• Be saved to your profile
• Not be saved to secret boards
• Have destination URLs (they should not be shortened)
• Not feature third-party videos or GIF

Pinterest will never spend over your daily or total budget caps, but accelerated pacing may drain your budget before your campaign end date.

Step 13: Monitor campaign performance

Click on Analytics from the Pinterest Ads Manager dashboard to measure the performance of your campaign. You’ll first be presented with an overview of all campaigns and their key metrics, including total clicks or impressions; engagement rate or CTR; average eCPM (earned and non-earned cost-per impression) and eCPC (effective cost-per click); and total spend. Click on a specific campaign to drill down into its performance details.

Each campaign is different, but a few ways you can further optimize your campaign are to broaden your audience, increase your budget, try different formats, or plan around events.

Read our detailed guide to Pinterest Analytics.

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