Pinterest is such an underrated platform. It’s not just moodboards and aesthetics, it’s a platform that can be a whole gold mine if you use it right.

You may have heard of Facebook ads and Instagram ads, but not many talk about Pinterest ads, even though Pinterest users are 47% more likely to be introduced to new brands on the platform than any other social media platform. Moreover, Pinterest ads usually lead directly to purchases.

It’s also cheaper to promote products on Pinterest than on other platforms. It truly is a win-win situation!

Additionally, it is super easy to schedule posts on Pinterest using a social media management tool.

So, let’s dive into the world of Pinterest ads.

Unlocking the Power of Pinterest Advertising

Alright, so we know that Pinterest does not have as many users as Facebook or Instagram (not even close!), but advertising on this app can prove to be more effective. Here’s how.

First of all, apps like Instagram and Facebook are great for marketing. But you often find yourself scrolling through comments or tapping on stories. The occasional promoted product is usually ignored as an annoying hindrance.

Pinterest ads, on the other hand, are not interruptions. They’re “discovered”. Even though they are promoted, they work seamlessly and add an element of discovery. In fact, 80% of its users have discovered a new brand or product on the platform, and 85% have gone on to make a purchase.

Benefits of Pinterest Advertising

Let’s dive deeper into the benefits of promoting your brand using Pinterest ads.

1. Visual Discovery: Pinterest is a highly visual platform, and Pinterest ads leverage this by allowing businesses to showcase their products and services through visually appealing Pins. This visual discovery aspect makes it easier for users to find and engage with content that aligns with their interests.
2. User Intent: Unlike Facebook users, Pinterest users often use the platform for inspiration and planning. They are actively on the lookout for new ideas and fun products, instead of using the platform to check up on their friends. This creates a valuable opportunity for advertisers to reach an audience that is more likely to convert into customers.
3. Automated Targeting: Pinterest ads are able to reach the right demographic for their product. The precision in audience targeting ensures that your ads are shown to the most relevant and interested users, which will make a more successful promotional campaign.
4. Shopping Features: You can even buy on Pinterest! With features like Shopping Ads and Product Pins, businesses can promote their products, drive traffic to their websites, or increase sales directly through the platform.
5. Brand Aesthetic: Your product can be discovered just because of your aesthetics! Posts on Pinterest are recommended to users that are interested in a certain aesthetic and if your brand has a similar vibe, your post will show up in their feed.

   

6. Rich Analytics: Pinterest provides detailed analytics for businesses which offers valuable insights into the performance of their advertising campaigns. This includes metrics like impressions, clicks, and engagements, allowing businesses to analyze the effectiveness of their ads and plan their campaigns according to their performance.
7. Cost-Effective: Pinterest Ads can be really cost-effective. The platform has an auction-based advertising model that allows businesses to set bids within their budgets.
8. Algorithm: When someone saves a Promoted Pin on Pinterest other people see it in their feeds as well. Even after the paid campaign ends, the Pins are there forever, so your ads keep showing up.

Related Article: A Guide to Pinterest Analytics in 2024

Exploring Various Pinterest Ad Types

There are many ways you can promote your product using Pinterest ads.

1. Idea Pins

   Idea Pins allow you to feature multiple things in just one Pin. This includes videos, images, custom texts, and lists. This feature can be used in many different ways.

2. Try on Product Pins

   Not sure if the product is right for you? Well, now you can try it on before buying it. With the help of augmented reality, Pinterest now lets users try on products like cosmetics or accessories virtually with its Lens.

   Trying out furniture virtually

3. Pinterest Collection Ads

   Collection ads show up as one large image positioned over three smaller images. The main image is known as the hero creative and the smaller images are known as secondary creatives. There can be up to 24 secondary creatives in this type of ad, which can display your product line.

4. Pinterest Carousel Ads

   Carousel ads allow users to swipe through multiple images within one Pin. This can show various products at once, or show a story frame-by-frame. If someone saves this Pin, it saves all the items of the carousel.

5. Promoted Pins

   These Pins are promoted and show up in relevant feeds without disrupting user experience. They act the same way as normal Pins. The only difference is that they run on a cost per click (CPC) basis.

6. Shopping Ads

   These ads feature only one image and let users purchase products.

7. Product Rich Pins

   Product Rich Pins are a type of Rich Pins. You might be wondering: what are Rich Pins? Rich Pins are Pins that sync information from your website automatically. They’re a great way to keep your presence on Pinterest relevant and up-to-date.

   There are three types of Rich Pins: Recipe Rich Pins, Article Rich Pins, and Product Rich Pins.

   

   Product Rich Pins feature the most up-to-date details of your product, including pricing, availability, and product information.

   Therefore, to post Product Rich Pins, you have to really plan it out. Learn how to use your Pins more effectively by using this guide on Pinterest blogging.

Related Article: How to Use Pinterest for Blogging in 2024

Setting Goals With Pinterest Ad Campaigns

Setting clear goals for what you want from your Pinterest ads allows you to plan them more effectively and tailor your campaigns accordingly.

1. Pinterest Ad Objectives

   Your objectives will determine what format to use and how to bid for your Pinterest ads. Ask yourself the following questions to know your aim for your campaign.

   

2. Brand Awareness

   Do you want people to discover your brand through your ads? If you want to introduce your brand to Pinners, this may be the right objective for you.

3. Video Views

   Do you want to increase the number of times your videos are played on the platform? This objective is to optimize the quality of views, the time a video is played on average, and the rate of people who watched the entire video.

4. Consideration

   Do you want your Pin and outbound clicks to increase on your ads? Then consideration will be your objective.

5. Conversions

   What increase are you looking for regarding checkouts and sign-ups on your website? These interactions are important for every brand.

6. Catalog Sales

   Do you want people to come across your products on Pinterest organically? Catalog sales help users discover your Pin while browsing on Pinterest for inspiration.

Perfecting Your Pinterest Ads: Sizes and Specs

Pinterest is a visual platform. Everything from your Pin’s color scheme to its size and specs has to be chosen very carefully for a successful ad campaign.

Pinterest Ad Sizes and Specifications

As listed above, there are many formats you can choose from for ads on Pinterest. You can use the following tips as a guide for your image dimensions, file size, and character limits.

1. Idea Pins Ad Specs

   • File Type: Image or Video
   • Resolution: 1080×1920 pixels
   • Aspect Ratio: 9:16
   • Character Length:
     • Title: 100 characters max
     • On Page: 250 characters max

2. Collection Ad Specs

   • File Type:
     • Images (1 hero creative and 3-24 secondary creatives)
     • Videos (Min. Length 4 seconds, Max. Length 15 minutes)
   • Aspect Ratio:
     • Hero Creative: 1:1 or 2:3 ratio
     • Secondary Creatives: All should have the same aspect ratio 1:1 or 2:3
     • Video: Shorter than 1:2, taller than 1.91:1
   • Character Length:
     • Title: 100 characters max
     • Description: 500 characters max

3. Carousel Ad Specs

   • File Type: 2-5 Images
   • Resolution: 1080×1920 pixels
   • Aspect Ratio: 1:1 or 2:3
   • Character Length:
     • Title: 100 characters max
     • Description: 500 characters max

4. Promoted Pin Ad Specs

   • File Type: Image
   • Resolution: 1080×1920 pixels
   • Aspect Ratio: 2:3
   • Character Length:
     • Title: 100 characters max
     • Description: 500 characters max

5. Video Pin Ad Specs

   There are standard video ads and max-width video ads on Pinterest

    1) Standard Video Ads

   • File Type: Video
   • Video Length: 4 seconds, Max. 15 minutes
   • Aspect Ratio: Shorter than 1:2, taller than 1.91:1
   • Character Length:
     • Title: 100 characters max
     • Description: 500 characters max

          2) Max-Width Video Ads (Mobile Only)

• • File Type: Video
  • Video Length: 4 seconds, Max. 15 minutes
  • Aspect Ratio: Max width and height is 1:1 aspect ratio
  • Character Length:
    • Title: 100 characters max
    • Description: 500 characters max

Budgeting for Success: How Much Do Pinterest Ads Cost?

Pinterest ads can cost anywhere from nothing to $500 a month. This huge range results from many factors, including ad objectives. Your pricing will depend on whether you want to create brand awareness, increase your views, drive traffic on your website, or boost sales.

Pinterest Ad Pricing Strategies

Pinterest ads have no set prices because of the platform’s auction system. You can set a budget of the maximum price you’re willing to pay for a certain objective, for example, brand awareness, increased engagements, conversions or catalog sales.

Pinterest’s ad pricing strategy consists of two methods: custom bidding and automatic bidding. Each has their own pros and cons.

1. Custom Bids

   Custom bids are bids that are set by yourself. You select an amount you can afford for a certain ad objective simultaneously. You can modify and update this amount throughout the day.

   This type of bidding allows for flexibility and lets you define how much an objective is worth to you. However, it requires regular monitoring and modification throughout the day.

2. Automatic Bidding

   Automatic bidding is exactly what it sounds like. Pinterest sets your bids itself. It’s the default setting for ad campaigns on Pinterest. These bids are updated automatically on Pinterest throughout the day. The platform designs your bidding to help you achieve the most Pin clicks at the lowest rates possible for your budget.

   Here, the platform handles the work for you, but you do lose the amount of control you have regarding the pricing.

Real-Life Pinterest Ad Campaign Success Stories

Do Pinterest ad campaigns really work? Yes, of course! In fact, we have gathered some great success stories of promoting your brand on the platform.

Inspiring Pinterest Ad Campaign Examples

Pinterest has seen many successful ad campaigns. From individual creators to huge brands, Pinterest has been a great platform to instill a brand’s identity. Let’s have a look at some success stories.

1. Quiz Ads

   Brands like IKEA and Volvo have set up chatbot quizzes to bring people to a customized Pinterest board. The brands have curated high quality visuals to showcase their products in the best way.

2. Video Ads that Feel Like Augmented Reality

   Augmented Reality or AR is an emerging trend and Pinterest has introduced ways for users to experience a product virtually before they buy them. Cosmetic products from brands like NYX Cosmetics, Urban Decay, YSL, and Lancome have introduced a “Try On” eyeshadow for Pinterest users. Similarly, brands like Walmart, CB2, Crate and Barrel, and more have utilized this feature on the platform for you to test out home decor in your house.

   

3. Eye-Catching Video Ads on a Small Budget

   Tikamoon, a furniture company created visually pleasing Video Ads for the launch of their Kids Collection. Their brand awareness increased by 14%, and they had a viewable reach of 93%. The traffic manager of the brand, Elodie Boiteau, described the campaign as their first brand awareness campaign that was a success.

   

4. Adding Interactive Flavor to Idea Pin Ads

   Hina Bisht has a devoted audience of 65k followers on the platform. She has achieved this by using Idea Pins and has made her content tailored to different audiences according to the season and events.

   Then there are big brands like Gatorade also using Idea Pins. The brand partnered up with creators to reach a wide audience in the fitness niche. Overall, the campaign resulted in 34 million impressions of the Idea Pins.

5. Simple and Lifestyle-Focused Static Promoted Pins

   The Australian furniture company, Life Interiors wanted to increase their conversions. They had an increase of 82% in their overall conversion from month to month. They achieved this by using Pinterest Insights and by creating on-trend lifestyle Pins which helped target the right audience that converted into customers.

Conclusion

The most important thing you can do for your Pinterest ad campaign is to create the most aesthetically pleasing visual you can. After all, that’s the main appeal of the platform: aesthetics. After you’re done with that basic requirement, you can go ahead and apply the tips of this blog to create your best ad campaign.

Frequently Asked Questions