Best practices

Marketing Strategy: Best practices for Pinterest Ads

Looking to boost your marketing strategy with Pinterest ads? Our article covers the best practices for creating effective ads on the platform.

Are you looking for a fresh, innovative way to promote your product or service? Pinterest Ads may be just the tool you need. With over 250 million active users, Pinterest is a visual discovery platform that can help you reach new customers and grow your business. In this article, we'll be exploring the best practices for creating effective Pinterest Ads. We'll cover everything from understanding how Pinterest Ads work to optimizing your ad campaigns for success. So let's dive in!

Understanding Pinterest Ads

Before we get started, let's first understand what Pinterest Ads are. Pinterest Ads are promoted pins that are targeted at specific audiences and appear in users' feeds or search results. These ads can take various forms, including image ads, video ads, and carousel ads.

Pinterest Ads offer a unique opportunity for businesses to reach a highly engaged audience. With over 400 million active users, Pinterest is a platform where users come to discover new ideas and products. In fact, 89% of Pinterest users report buying something they found on the platform within a week of pinning it.

How Pinterest Ads Work

Pinterest Ads work on a cost-per-click (CPC) model, where you only pay when someone clicks on your ad. You set a maximum bid for each click, and Pinterest will try to deliver your ad to the target audience at or below that bid. The more relevant and engaging your ad is to the audience, the better performing it will be, and the lower the cost per click will be.

One of the key advantages of Pinterest Ads is the ability to target specific audiences. You can target based on demographics, interests, behaviors, and keywords. This allows you to reach the right people with your message and increase the likelihood of conversion.

Types of Pinterest Ads

There are several types of Pinterest Ads to choose from, depending on your campaign objectives and the format of your content. These include:

  • Standard Pins: These are regular pins that you can promote to reach a wider audience.
  • Promoted Pins: These are similar to standard pins, but with the added benefit of targeting and analytics.
  • Video ads: These are short, autoplaying videos that can help you tell a story and showcase your product or service.
  • Carousel ads: These allow you to showcase multiple images or videos in a single ad, allowing for a more immersive experience.

Our focus will be on Promoted Pins, as they are the most commonly used type of Pinterest Ad.

Setting Up a Pinterest Business Account

Before you can start creating Pinterest Ads, you first need to have a Pinterest Business account. If you haven't already, head over to to create an account. Once you have a Business account, you can start creating and promoting your pins.

It's important to note that in order to create Promoted Pins, you will need to have a credit card on file with Pinterest. You will also need to set up billing information and select a daily budget for your campaigns.

Once you have your account set up, you can start creating your first Promoted Pin. Make sure to choose a visually appealing image or video, write compelling copy, and target the right audience to maximize your results.

Creating a Winning Pinterest Ad Strategy

Now that you understand the basics of Pinterest Ads, let's dive into creating a winning ad strategy:

Defining Your Target Audience

The key to a successful ad campaign is to target the right audience. You can define your target audience based on several factors, including demographics, interests, and behaviors. Pinterest provides detailed targeting options, allowing you to reach a hyper-relevant audience.

For example, if you're selling organic skincare products, you can target people who are interested in natural beauty products, eco-friendly living, and healthy lifestyles. By targeting the right audience, you can increase the chances of your ad being seen by people who are more likely to engage with your brand.

Setting Clear Campaign Objectives

Before creating your ad, you need to define your campaign objectives. Are you looking to drive traffic to your website, increase brand awareness, or generate leads? Each objective will require a different ad format and targeting strategy.

If your objective is to drive traffic to your website, you can create a Promoted Pin that links directly to your website. If your objective is to increase brand awareness, you can create a Promoted Pin that showcases your brand's values and mission. And if your objective is to generate leads, you can create a Promoted Pin that offers a free trial or a discount code.

Choosing the Right Ad Format

Once you've defined your campaign objective, choose the ad format that best fits your content and objective. Image ads are great for showcasing a product or service, whereas video ads can help generate brand awareness and engage your audience.

Carousel ads are another great option if you want to showcase multiple products or services in one ad. You can also create Story Pins, which are immersive, full-screen ads that allow you to tell a story and engage your audience in a more interactive way.

Crafting Compelling Ad Creatives

The most critical aspect of your ad is the ad creative. It's essential to create high-quality images and videos that grab the viewer's attention and communicate your message effectively. Be sure to include a clear call-to-action that encourages the viewer to engage with your ad.

You can also experiment with different ad creatives to see what works best for your brand. For example, you can create different versions of your ad with different images, headlines, and call-to-actions to see which one performs better. By testing and optimizing your ad creatives, you can improve the performance of your ad campaign and achieve better results.

Optimizing Your Pinterest Ads for Success

Creating a winning ad strategy is just the first step. However, it's not enough to simply create an ad and hope for the best. To truly optimize your Pinterest ad campaigns for success, you need to be strategic and intentional in your approach. Here are a few tips to help you do just that:

Utilizing Keywords and Hashtags

One of the most effective ways to improve the visibility of your pins is by using relevant keywords and hashtags. By including these in your pin descriptions, titles, and boards, you can increase the likelihood that your content will be discovered by users who are searching for content related to your brand or industry. However, it's important to strike a balance - don't go overboard with keywords or hashtags, as this can make your content appear spammy or irrelevant.

For example, if you're a fashion brand promoting a new line of summer dresses, consider including keywords like "summer fashion," "sundresses," and "beachwear" in your pin descriptions. You could also use hashtags like #summerstyle or #beachvibes to increase your reach.

A/B Testing Your Ads

When it comes to advertising, there's no one-size-fits-all solution. What works for one brand may not work for another, which is why it's important to experiment with different approaches to see what resonates with your audience. A/B testing your ads can help you fine-tune your campaign and improve ad performance.

Consider testing variations of your ad creative, targeting options, and bids to see what works best for your brand. For example, you could create two different versions of your ad - one with a bright, eye-catching image and one with a more subdued image - and see which one performs better. Or, you could experiment with different targeting options, such as targeting users who have engaged with your brand in the past versus targeting users who have never heard of your brand before.

Monitoring and Adjusting Your Ad Budget

It's important to keep a close eye on your ad performance and adjust your budget accordingly. Pinterest provides detailed insights and analytics to help you track your performance and make data-driven decisions. By monitoring your ad spend and performance, you can ensure that you're getting the most bang for your buck.

For example, if you notice that your ads are performing particularly well in a certain region or demographic, you may want to allocate more of your budget to targeting that audience. Conversely, if you're not seeing the results you want from a particular ad, you may need to adjust your targeting or creative to improve performance.

Analyzing and Improving Ad Performance

Once your campaign is up and running, the work isn't over. To truly optimize your ad campaigns for success, you need to be constantly analyzing your performance data and looking for ways to improve. By identifying trends and patterns in your data, you can make informed decisions about how to adjust your strategy to better reach your target audience.

For example, if you notice that your ads are performing particularly well on weekends, you may want to adjust your ad schedule to focus more heavily on those days. Or, if you notice that your ads are generating a lot of clicks but not many conversions, you may need to re-evaluate your landing page or call-to-action to improve conversion rates.

By following these tips and being strategic in your approach, you can optimize your Pinterest ad campaigns for success and achieve your marketing goals.

Pinterest Ad Best Practices

Are you looking to create Pinterest Ads that stand out and drive results? Here are a few best practices to keep in mind:

Leveraging Rich Pins

Rich Pins are a powerful tool that can help you provide additional information about your product or service, including pricing, availability, and reviews. By utilizing Rich Pins, you can increase engagement and drive more traffic to your website.

For example, if you are selling a product, you can use Rich Pins to display its price, availability, and even customer reviews. This additional information can help potential customers make an informed decision and increase the likelihood of a purchase.

Utilizing Promoted Video Pins

Video ads are becoming increasingly popular on Pinterest and can help increase brand awareness and engagement. Promoted Video Pins auto-play as users scroll through their feed, making them a great tool for capturing attention.

When creating a Promoted Video Pin, it's important to keep in mind that the first few seconds are the most crucial. You want to capture the viewer's attention and entice them to keep watching. Consider incorporating eye-catching visuals and a clear message to make your video stand out.

Collaborating with Influencers

Collaborating with influencers can be a great way to increase your reach and credibility on Pinterest. Influencers are individuals with a large following on social media who can promote your product or service to their audience.

When looking for influencers to collaborate with, it's important to choose individuals who align with your brand values and have a similar target audience. By working with influencers, you can tap into their loyal fanbase and reach new potential customers.

Staying Updated on Pinterest Ad Trends

Pinterest is constantly updating its platform and advertising features. It's important to stay up-to-date on the latest trends and best practices to keep your campaigns fresh and effective.

One of the latest trends on Pinterest is Story Pins, which allow creators to share multiple images and videos in a single Pin. By staying up-to-date on new features like Story Pins, you can stay ahead of the competition and create engaging content that resonates with your audience.

By following these best practices, you can create Pinterest Ads that stand out and drive results. Remember to stay creative, stay up-to-date, and always keep your target audience in mind.


Overall, Pinterest Ads can be a powerful tool for promoting your business. By following these best practices and constantly evaluating your performance and adjusting your strategy, you can create engaging, effective Pinterest Ads that reach your target audience and achieve your campaign objectives. So go ahead and start promoting!