How do I use keyword targeting in Pinterest Ads?

Using keyword targeting in Pinterest Ads is a great way to reach users who are actively searching for topics related to your products or services. It's an effective strategy because it allows you to place your ads in front of people at the moment of intent—when they're looking for inspiration or information on a specific topic.

Here's how to use keyword targeting in Pinterest Ads:

1. Set Up Your Pinterest Ads Campaign
Before you can use keyword targeting, you need to create an ad campaign. Here's a quick breakdown of how to set one up:

Go to Pinterest Ads Manager: Log into your Pinterest Ads account.

Click "Create Campaign": Click on the "Create Campaign" button to start a new ad campaign.

Choose Your Campaign Objective: Select the campaign objective that aligns with your goals:

Brand Awareness

Consideration (e.g., Traffic, Engagement)

Conversions (e.g., sales or sign-ups)

2. Select Keyword Targeting for Your Campaign
Once you've selected your objective, you'll proceed to the targeting section. Here's where you can add keywords for targeting:

Click "Targeting" in your campaign setup.

Choose "Keyword Targeting": In the "Targeting" section, you'll see options for targeting based on location, interests, and keywords. Select "Keywords" as your targeting method.

3. Select Relevant Keywords
Pinterest allows you to target keywords that users are actively searching for. To do this effectively:

Use Pinterest's Auto-Suggest Feature: As you begin typing keywords related to your product or service in the keyword box, Pinterest will suggest popular search terms. These are usually good keywords to target.

Research Keywords with Pinterest's Trends Tool: Pinterest offers a Trends Tool that shows you popular and trending search terms. This can help you identify the most relevant keywords for your campaign.

Focus on Intent-Based Keywords: Think about what users are searching for when they need your product. These are keywords that indicate an intent to purchase, learn, or explore a topic.

For example, if you're selling home decor, you could target keywords like "living room design," "modern furniture," or "DIY wall art."

For beauty products, try keywords like "anti-aging skincare," "best mascara," or "natural beauty routine."

Use a Mix of Broad and Specific Keywords: You want to cast a wide net with some broad keywords while also narrowing your audience with more specific, long-tail keywords. This helps you balance reach and relevance.

Broad Keywords: "fashion trends," "home decor ideas"

Long-Tail Keywords: "how to decorate a small living room," "best natural face masks for acne"

4. Use Keyword Match Types
Pinterest allows you to choose between different keyword match types, which determine how closely the search term needs to match your keyword to trigger your ad:

Broad Match: Your ad will be shown to users searching for keywords that are related to or similar to your selected keyword. This helps you reach a larger audience, but it may be less targeted.

Phrase Match: Your ad will be shown to users searching for keywords that match your exact phrase (or close variations). This is a more targeted option than broad match, as it focuses on phrases that are highly relevant to your product or service.

Exact Match: Your ad will only be shown to users who search for the exact keyword or phrase you've chosen. This is the most targeted option, as it focuses on users with very specific search intent.

5. Optimize Your Keyword List
Once you've added keywords to your targeting, it's important to optimize your keyword list to ensure it's as relevant and effective as possible:

Refine Based on Performance: Monitor how your keywords are performing in your campaign. Look at metrics like click-through rate (CTR), conversion rate, and cost per conversion. If certain keywords aren't performing well, try replacing them with more relevant or high-performing ones.

Exclude Irrelevant Keywords: If certain keywords are triggering your ads for the wrong audience, you can exclude those terms from your campaign. Pinterest allows you to filter out negative keywords (e.g., terms that lead to irrelevant results).

6. Use Keywords in Your Pin Descriptions
Even if you target keywords directly in your ad setup, you should also include these keywords in your Pin descriptions. Pinterest uses keywords in descriptions to help match your ad to relevant searches. By doing this, your Pin will be more likely to show up in search results, improving its organic visibility.

Include relevant keywords naturally in your Pin title and description.

Keep the language conversational but informative.

Make sure your description gives users clear insight into the value or benefit of the product or service you're offering.

7. Refining Keyword Targeting Based on Results
Once your campaign is live, it's essential to continuously monitor its performance and adjust your keywords for better results:

Use Pinterest Analytics: Track the performance of your ads to see which keywords are generating the most engagement and conversions.

Refine Keywords Based on Data: If certain keywords are underperforming, pause them and focus on the ones that are delivering the best results.

8. Incorporate Broad Match and Retargeting
Combine with Other Targeting Methods: You can combine keyword targeting with other types of targeting, such as interests, location, or demographics, to further narrow down your audience.

Use Retargeting with Keywords: Combine keyword targeting with retargeting to reach people who've already interacted with your Pins but haven't yet converted. This allows you to show relevant content based on their interests and previous actions.

9. Leverage Keywords for Seasonal Campaigns
Pinterest is great for seasonal content, so use keyword targeting to tap into specific times of the year when your products or services are most relevant.

Seasonal Keywords: For example, use keywords like "summer fashion," "holiday decor," or "back-to-school supplies."

Keep your campaigns timely to capture users' seasonal interests and motivations.

Example of Keyword Targeting for a Fashion Brand:
If you own a fashion brand, you might use keywords like:

Broad: "summer outfits," "women's fashion"

Phrase: "boho summer dresses," "casual chic outfits"

Exact: "white linen dress," "floral maxi dress" You can then track how these keywords perform and refine them to better match your customers' search intent.

Conclusion
Keyword targeting in Pinterest Ads can significantly increase your visibility and help you connect with users who are actively searching for what you offer. By using the right keywords and optimizing them regularly, you can ensure that your ads are reaching the most relevant audience at the right time.