Last Updated: September 1, 2023

Pinterest Ads Review: Pioneering Visual Advertising Success

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What is Pinterest?

Pinterest is a popular social media platform, boasting over 478 million active users worldwide. Launched in 2010, Pinterest allows users to discover and save ideas for various interests such as fashion, food, home decor, travel, and more.

It operates as a visual search engine, where users can explore and bookmark content in the form of pins. With its array of features like carousel ads, video pins, and rich pins, Pinterest has become a go-to platform for businesses to promote their products and services.

The platform offers a variety of advertising options to target and engage with a specific audience, enabling businesses to drive awareness, increase website traffic, and ultimately boost conversions.

With its visually appealing content and highly engaged user base, Pinterest presents a unique opportunity for businesses to tap into a vast potential customer base and maximize their marketing efforts.

Benefits of Advertising on Pinterest

Pinterest has emerged as one of the leading social media platforms, boasting an active user base of millions. It offers a unique space for users to discover new ideas and products, making it an ideal platform for businesses to advertise and reach their target audience.

What sets Pinterest ads apart from other social platforms is their ability to seamlessly blend in with user intentions.

Users actively search for inspiration, ideas, and products on Pinterest, creating the perfect opportunity for businesses to showcase their offerings. This inherent alignment with user intentions ensures that Pinterest ads are more welcomed and less intrusive, resulting in higher engagement and conversion rates.

When it comes to advertising on Pinterest, the benefits are numerous. Firstly, businesses can expect a higher return on ad spend compared to other platforms. The platform's visual nature and rich pins enable businesses to effectively showcase their products, increasing the likelihood of users clicking through and making a purchase.

Additionally, Pinterest's user base is continuously growing, providing businesses with access to a larger and more diverse audience.

Types of Ads on Pinterest

Pinterest offers various types of ads to cater to different business objectives and target audiences. One of the most popular ad formats is the Promoted Pin, which allows businesses to showcase their products or services to users who are actively searching for inspiration.

Promoted Pins can be in the form of single static images or carousel ads, featuring 2-5 images that users can swipe through.

Another type of ad is the Video Pin, which enables businesses to create engaging video content to capture users' attention. These video ads can be up to 3-60 seconds long and can include interactive stickers and user tagging to encourage interaction and boost engagement.

Pinterest also offers Idea Pins, which are immersive, story-driven ad formats that combine static images, videos, and text. Idea Pins are a great choice for businesses looking to educate their audience, provide step-by-step tutorials, or showcase behind-the-scenes content.

In addition to these ad formats, Pinterest provides Collection Ads, which allow businesses to display multiple products in a single ad.

Collection Ads are especially useful for e-commerce businesses looking to showcase their product catalog and drive product discovery and sales.

With a variety of ad options available, businesses can choose the most suitable format to reach their target audience and achieve their advertising goals on Pinterest.

Promoted Pins

Promoted Pins on Pinterest are paid ad units that allow retailers to boost the visibility of their products or services to a wider audience. These ads can take the form of a static image or a video, just like organic Pins, and they seamlessly blend into users' feeds.

Promoted Pins are a powerful tool for businesses to achieve various campaign goals. They can help raise brand awareness by reaching users who may not have discovered their brand organically.

These ads can also be used to promote engagement, as users can save and engage with Promoted Pins by liking or commenting on them.

Additionally, Promoted Pins are effective for driving traffic to a website, as they include a direct link to the advertiser's desired landing page.

One of the key benefits of Promoted Pins is their similarity to organic Pins in terms of performance. This means that businesses can expect similar engagement and interaction rates as they would with non-promoted content. Furthermore, Promoted Pins are seamlessly integrated into users' feeds, allowing businesses to capture their attention without disrupting the browsing experience.

Carousel Ads

Carousel Ads on Pinterest offer businesses a range of features and benefits to effectively promote their products or services. One of the key advantages is the ability to showcase multiple images within a single ad. Advertisers can display up to 5 images, allowing them to highlight different aspects or variations of their offerings.

With Carousel Ads, businesses also have the option to include unique titles and descriptions for each image. This enables them to provide more detailed information about their products or add engaging storytelling elements to capture users' attention.

Furthermore, advertisers can link each image in the Carousel Ad to a different landing page, directing users to specific sections or products on their website. This versatility in landing page links allows businesses to tailor their messaging and drive targeted traffic.

What makes Carousel Ads on Pinterest even more appealing is their seamless integration with organic Pins. They look similar to regular Pins, providing a consistent visual experience for users.

Additionally, users have the ability to save the entire Carousel Ad to their boards, increasing the potential for long-term engagement and future conversions.

Video Ads

Video Ads on Pinterest offer businesses the opportunity to create eye-catching visual content to engage with their target audience. With different formats and specifications, advertisers can customize their video ads to achieve their campaign goals effectively.

The recommended aspect ratio for video ads on Pinterest is 1:1 to 9:16, allowing businesses to showcase their content in a vertical or square format that is optimized for mobile users. The supported video file formats include MP4 and MOV, ensuring flexibility and compatibility across devices.

Length is another crucial factor to consider when creating video ads on Pinterest. Advertisers can choose from a range of video lengths, from 3 to 60 seconds, depending on their messaging and campaign objectives. It's important to capture the audience's attention within the first few seconds to maximize engagement.

A compelling copy is vital for video ads to resonate with the target audience. Advertisers should focus on concise and impactful messaging, highlighting the key benefits or unique selling points of their product or service.

What makes video ads on Pinterest particularly appealing is their ability to deliver powerful visuals even on a small budget. Businesses can leverage creative techniques like augmented reality to enhance their video content.

For example, Michaels, a popular arts and crafts retailer, utilized augmented reality in their video ads to showcase how their products can be used to bring creativity to life.

Overall, video ads on Pinterest offer businesses a visually captivating and cost-effective way to engage with their target audience, drive brand awareness, and achieve their campaign goals.

Shopping Ads (Product Pins)

Shopping Ads, also known as Product Pins, are a powerful advertising feature on Pinterest that enable businesses to showcase their products directly to potential customers. These ads are pulled from the product catalog and can feature either one image or video.

Setting up Shopping Ads on Pinterest is incredibly easy. With the help of Pinterest's smart technology, advertisers don't have to manually select their target audience.

Instead, Pinterest uses data from the product information and industry to automatically target the most interested users. This ensures that businesses reach the right audience without the hassle of manual audience selection.

Shopping Ads are particularly effective for e-commerce businesses looking to drive sales and increase conversions. By showcasing their products directly within the Pinterest environment, businesses can reach users who are actively looking for inspiration and ideas for their next purchase.

These ads also work well for brick and mortar businesses, as they can drive in-store traffic by featuring product images and information that grab the attention of potential customers.

In summary, Shopping Ads, or Product Pins, on Pinterest provide a seamless and effective way for businesses to promote their products to a highly engaged audience.

Whether you're an e-commerce business looking to boost sales or a brick and mortar store aiming to attract more foot traffic. Shopping Ads on Pinterest are a valuable tool to help achieve your advertising goals.

Requirements for Advertising on Pinterest

Pinterest offers a powerful platform for businesses to advertise and reach a wide audience. To run ads on Pinterest, there are a few key requirements that advertisers need to keep in mind.

First and foremost, businesses need to have an active Pinterest account. This account should have a properly set up business profile.

Additionally, advertisers need to have an understanding of their target audience and the goals they want to achieve through their advertising campaigns. It's also important to have high-quality visual assets, such as images or videos, that effectively showcase the products or services being promoted.

Advertisers may also need to provide additional information, such as an email address or an idea pin description.

By fulfilling these requirements, businesses can leverage the full potential of Pinterest's advertising features and effectively connect with their target audience.

Account Creation and Verification Process

Creating a Pinterest business account is the first step in starting your advertising journey on the platform. The registration process is simple and can be completed in a few minutes.

To begin, you will need to provide your email address, password, and business name. Additionally, you will need to select a relevant business category that aligns with your products or services.

Once you have entered this information, you will be prompted to add your website URL. This is important as it allows you to link your pins to your website and drive traffic to your desired destination.

After completing the registration process and creating your account, you will need to verify it. Verification is essential to ensure that your account is legitimate and grants you access to additional features.

There are two ways to verify your Pinterest business account. The first method involves adding a snippet of code to your website's header section. This code can be obtained from your Pinterest settings.

Alternatively, you can choose to verify your account by uploading an HTML file to your website. Pinterest will provide you with this file, and all you need to do is follow the instructions to upload it to your website's root directory.

By following these steps, you can create and verify your Pinterest business account, gaining access to the full suite of advertising features and targeting options available on the platform.

Setting Up an Effective Ad Campaign

Setting up an effective ad campaign on Pinterest is crucial to reach your target audience and drive traffic to your website. By following a few simple steps, you can create a successful campaign that maximizes your results.

To begin, navigate to the Ads Manager within your Pinterest business account. Here, you will find the tools necessary to create and manage your ad campaigns.

Start by selecting the "Create Ad" button and choosing your campaign objective. This step is crucial as it determines the focus of your campaign and aligns with your marketing goals.

Next, optimize your targeting options to reach the right audience. Consider factors such as demographics, interests, and keywords to refine your target audience.

Utilize the advanced audience retargeting feature to reconnect with users who have already engaged with your brand, increasing the chance of conversions.

Another effective strategy is to incorporate Shopping ads. These ads allow you to showcase your products directly on Pinterest, tapping into the platform's visual search engine. Setting up Shopping ads is easy, as you can simply connect your product catalog with your Pinterest account to automatically generate Pins for your products.

By following these steps and leveraging Pinterest's targeting options, retargeting capabilities, and Shopping ads, you can set up an effective ad campaign that drives traffic, increases conversions, and ultimately boosts your business's success.

Tips for Maximizing Results with Pinterest Ads

Pinterest Ads can be a highly effective tool for reaching and engaging with your target audience. By following these tips, you can maximize the results of your Pinterest ad campaigns and drive more conversions.

Optimize your targeting

Take advantage of Pinterest's advanced targeting options to ensure your ads reach the right audience. Consider factors such as demographics, interests, and keywords to refine your target audience and increase the likelihood of conversions.

Utilize audience retargeting

Use Pinterest's audience retargeting feature to reconnect with users who have already engaged with your brand. By targeting users who are already familiar with your products or services, you can increase the chances of conversions and improve the overall effectiveness of your ad campaigns.

Incorporate Shopping ads

Showcase your products directly on Pinterest with Shopping ads. By tapping into Pinterest's visual search engine, you can increase the visibility of your products and make it easier for users to discover and purchase them. Simply connect your product catalog with your Pinterest account to automatically generate Pins for your products.

Create visually appealing content

Pinterest is a highly visual platform, so it's important to create eye-catching and high-quality content. Use high-resolution images and videos, and consider using interactive stickers and creative elements to make your ads stand out.

Test and iterate

Continuously test and analyze the performance of your Pinterest ads. Experiment with different ad formats, targeting options, and creative elements to identify what works best for your target audience. Use the insights gained from these tests to refine your ad campaigns and improve their effectiveness.

By implementing these tips, you can make the most of your Pinterest ads and drive better results for your business.

Images and Text Used in the Advertisement

When it comes to Pinterest ads, capturing the attention of your audience is crucial. To achieve this, it's important to create visually appealing images and pair them with concise and compelling text. This winning combination will help your ads stand out and engage users effectively.

First and foremost, focus on the visual appeal of your images. Use high-resolution photos and videos that are visually stunning and aligned with your brand. Pinterest recommends using an aspect ratio of 2:3 or 1:2.1 for standard image ads to ensure they display properly on users' screens.

In addition to captivating visuals, concise and compelling text is essential. Keep your messaging succinct and impactful, grabbing the viewer's attention within a limited word count.

Emphasize the key benefits or unique selling points of your product or service to entice potential customers.

For video ads, Pinterest recommends using 3:4 or 2:3 aspect ratios. The recommended formats for standard video ads are MP4 or MOV files with a maximum file size of 2GB.

Keep your videos between 3 and 60 seconds in length to maintain user engagement and ensure that your message is effectively communicated.

Remember, combining visually appealing images with concise, compelling text is the recipe for a successful Pinterest ad campaign. Make sure to optimize both elements to maximize your chances of capturing your audience's attention and driving conversions.

Targeting the Right Audience

Targeting the right audience is crucial when it comes to running effective Pinterest ads. With its robust targeting options, you can reach the right people who are most likely to be interested in what you have to offer.

To start targeting the right audience, Pinterest offers various options such as location, device, gender, language, and interests. By defining these parameters, you can narrow down your audience and ensure your ads are shown to the most relevant users.

When creating a target audience, it's helpful to give it a name and description. This will allow you to easily identify and manage different audience segments.

For example, if you're running a campaign targeting users interested in fashion, you can create an audience named "Fashion Enthusiasts" and describe it as individuals who have shown an interest in fashion-related content.

In addition to demographic and interest-based targeting, Pinterest also allows you to retarget website visitors or target individuals from an email list.

By utilizing these options, you can reach users who have already shown interest in your brand, making your ads more effective.

Creating an Engaging Call-to-Action

Creating an engaging call-to-action (CTA) is crucial for the success of Pinterest ads. A well-crafted CTA can entice users to take the desired action, whether it's making a purchase, subscribing to a newsletter, or visiting a website.

A clear and concise CTA is essential because it provides users with a clear understanding of what they need to do. By using simple language and avoiding jargon or ambiguity, you can eliminate any confusion and make it easier for users to follow through.

An effective CTA should be action-oriented and offer a sense of urgency or exclusivity. Phrases like "Shop Now," "Limited Time Offer," or "Exclusive Discount" can motivate users to take immediate action. Additionally, using active verbs like "Discover," "Try," or "Get" can create a sense of excitement and encourage engagement.

Furthermore, personalization can greatly enhance the effectiveness of your CTA. By tailoring the CTA to the specific interests or needs of your target audience, you can make it more relevant and appealing.

For example, "Upgrade Your Wardrobe Today" or "Discover the Perfect Recipe for You" can resonate with users and compel them to click or take the desired action.

In conclusion, by creating a clear and concise call-to-action with effective phrases, you can entice users to engage with your Pinterest ads and increase the chances of achieving your marketing objectives.

Measuring Performance of Pinterest Ads

Measuring the performance of your Pinterest Ads is crucial to understand the effectiveness of your campaigns and make data-driven decisions. Pinterest provides two primary tools for tracking and analyzing your ad performance: Pinterest Ads Manager and Pinterest Analytics.

With Pinterest Ads Manager, you can access detailed metrics to evaluate your campaign performance. You can see the number of impressions, clicks, and saves your ads receive, as well as measure key metrics like click-through rate and cost per click.

This allows you to gauge the success of your ads and optimize your strategies accordingly.

Pinterest Analytics offers a comprehensive view of not only your ad performance but also your website performance and audience insights. You can track the performance of Pins made from your website, including metrics such as impressions, clicks, and saves. This helps you determine the most engaging Pins and identify opportunities for improvement.

When it comes to video ads, Pinterest provides specific metrics to measure their effectiveness. You can track video views, average watch time, and completion rates to gauge user engagement with your video content.

This data helps you understand how well your video ads are resonating with your target audience and make necessary adjustments.

By utilizing both Pinterest Ads Manager and Pinterest Analytics, you can gain valuable insights into your campaign and website performance, as well as understand your audience's preferences. This data-driven approach enables you to optimize your Pinterest Ads and achieve your marketing goals efficiently.


What Are the Benefits of Pinterest Advertising?

Pinterest advertising offers several benefits, including:

  • Highly Visual Platform: Pinterest is image-focused, making it ideal for showcasing products and visual content.
  • Targeted Advertising: You can precisely target your audience based on demographics, interests, and behavior.
  • Increased Brand Awareness: Pinterest can help boost brand visibility and recognition.
  • Driving Website Traffic: Ads can direct users to your website or specific landing pages.
  • Promoting Products: Ideal for e-commerce businesses to showcase and sell products.
  • Content Discovery: Users actively seek inspiration and ideas, making it a platform for content discovery.

How Much Do Pinterest Ads Cost?

The cost of Pinterest ads can vary widely based on factors like your targeting options, ad format, competition, and bid strategy. Pinterest offers different pricing models, including cost-per-click (CPC) and cost-per-impression (CPM). The minimum daily budget typically starts at $1, but your actual spending will depend on your campaign settings and objectives.

How Pinterest Can Be an Effective Part of Your Marketing Campaign

Pinterest can be effective in your marketing campaign for several reasons:

  • Visual Appeal: It's highly visual, making it suitable for businesses with visually appealing products or services.
  • Audience Engagement: Users actively engage with content and seek inspiration, making them receptive to your offerings.
  • Traffic Generation: Pinterest can drive traffic to your website or blog.
  • Conversion Opportunities: With Buyable Pins, users can make purchases directly on Pinterest.
  • Content Promotion: Ideal for promoting blog posts, articles, and other content.

Facebook Ads vs. Pinterest Ads: Which Is Better?

The choice between Facebook Ads and Pinterest Ads depends on your goals and target audience. Facebook has a broader user base and offers a wide range of ad formats suitable for various businesses. Pinterest, on the other hand, is more niche-focused and visual, making it effective for product promotion and brand awareness. The better platform depends on your specific marketing objectives and audience demographics.

Why Social Media Advertising?

Social media advertising is valuable for reaching a wide audience, engaging with users, and driving specific actions like website visits or purchases. It allows businesses to target their ideal customers and build brand recognition in a highly competitive digital landscape.

Why Pinterest Advertising Works

Pinterest advertising works for several reasons:

  • Visual Appeal: Pinterest is a visually appealing platform, making it ideal for showcasing products and ideas.
  • Discovery Intent: Users come to Pinterest to discover and seek inspiration, making them more open to new products and ideas.
  • Audience Targeting: Precise targeting options ensure your ads reach the right audience.
  • Mobile-Friendly: Pinterest is heavily used on mobile devices, catering to a mobile-first audience.
  • Buyable Pins: Users can make purchases directly on Pinterest, streamlining the buying process.

The effectiveness of Pinterest advertising depends on how well it aligns with your brand, products, and target audience.

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