What are Pinterest Ads?

Pinterest Ads are paid advertisements that appear on Pinterest's platform to help businesses reach users with targeted, engaging content. These ads allow brands to promote their products, services, or ideas to Pinterest users who are actively searching for inspiration, products, or content. Pinterest Ads can take several forms, including image-based and video-based formats, and are designed to blend in with organic Pinterest content, making them less intrusive while still being highly effective.

Here's a deeper look at what Pinterest Ads are:

1. Promoted Pins
What they are: These are regular Pins that you pay to promote so they appear more broadly in users' feeds or search results. Promoted Pins are similar to organic Pins but are targeted to a larger or more specific audience.

How they work: They function just like normal Pins—users can engage with them by clicking, saving, or commenting. However, since you're paying to promote them, they have the potential to reach a larger audience beyond your followers.

Example: A clothing brand promoting a new seasonal collection by creating a Pin of their products with a link to purchase.

2. Video Pins
What they are: These are Pins with video content that automatically plays in users' feeds, capturing attention with motion and sound. Video Pins can be used to showcase products, tell a story, or provide tutorials.

How they work: Video Pins autoplay when they appear in users' feeds, but the user has to click on them for full sound. These are ideal for engaging users with dynamic and visually compelling content.

Example: A skincare brand creating a video Pin showing how their product works and encouraging users to click to learn more.

3. Carousel Pins
What they are: Carousel Pins allow you to include multiple images within a single ad. Users can swipe through these images to discover more of your products or content.

How they work: Each swipeable image in the carousel can link to a different landing page or product, making it a great way to showcase a variety of items or features.

Example: A furniture store promoting a new collection with images of different products from the collection, each linking to its specific product page.

4. Shopping Ads
What they are: Shopping Ads are designed for e-commerce businesses and show product details like price and availability directly in the ad. They pull product data from your catalog to display specific items users may be interested in.

How they work: When a user clicks on a Shopping Ad, they are directed to a product page on your website where they can make a purchase.

Example: A jewelry brand running a Shopping Ad featuring an image of a necklace with the price, which when clicked, directs the user to a page where they can buy it.

5. Idea Pins
What they are: Idea Pins are multi-page, interactive Pins that allow you to share more detailed content, such as tutorials, step-by-step guides, or behind-the-scenes looks at your brand.

How they work: These Pins can include a combination of images, videos, text, and links. Idea Pins are intended to encourage deeper engagement and inspire users, often without a direct call to purchase, though they can still link to your website.

Example: A DIY brand sharing a step-by-step guide on creating a home décor project with images, videos, and instructions.

6. Promoted Video Pins with Product Tagging
What they are: These are video-based Pins that allow you to tag products directly within the video. This provides a seamless shopping experience for users who watch your video and want to purchase a featured product.

How they work: As the video plays, users can click on product tags embedded within the video to purchase directly, making it easy for them to shop as they engage with your content.

Example: A fitness brand showcasing a workout routine with product tags for workout gear featured in the video.

7. Pinterest Search Ads
What they are: These ads appear in the search results when users search for specific keywords. This type of ad helps your content get seen by users who are already interested in topics related to your products or services.

How they work: Your ad will appear in search results for relevant terms, making it highly targeted to users actively looking for your product or a related idea.

Example: A kitchen appliance brand promoting a coffee maker when users search for "best coffee makers."

How Pinterest Ads Work
Targeting: Pinterest Ads allow for highly specific targeting, including options like:

Interests: Targeting based on what users are interested in (e.g., fashion, cooking, fitness).

Demographics: Target by factors such as age, gender, and location.

Keywords: Reach users who are searching for relevant keywords.

Behavioral targeting: Target users based on their activity on Pinterest (e.g., Pins they've saved or interacted with).

Lookalike audiences: Reach people who resemble your existing customers.

Bidding and Budgeting: Pinterest Ads work on a bid-based pricing system. You set a daily or lifetime budget, and Pinterest will automatically manage your bidding strategy to maximize your campaign's reach. You can choose between different bidding options such as Cost Per Click (CPC), Cost Per Thousand Impressions (CPM), or Cost Per Acquisition (CPA) depending on your goals.

Performance Tracking: Pinterest provides tools to track how your ads perform. You can measure key metrics like click-through rates (CTR), impressions, engagements, conversions, and return on ad spend (ROAS). This data helps you optimize your campaigns and make informed decisions about scaling or adjusting your strategy.

Why Use Pinterest Ads?
Pinterest Ads work particularly well for brands looking to:

Drive traffic to their website, blog, or e-commerce store.

Increase brand awareness by reaching users who are in the discovery phase.

Generate sales by targeting users who are already actively searching for products or services similar to what you offer.

Create engagement with inspiring, visual content that resonates with users.

Pinterest Ads offer a highly visual, discovery-driven way to connect with an engaged audience, especially since users on Pinterest are often in the mindset of exploring new ideas, products, and inspirations. Whether you're looking to increase your visibility, drive traffic, or boost conversions, Pinterest Ads can be a powerful tool for marketers, particularly in industries like retail, fashion, home décor, food, and more.