Will you run your Pinterest ads continuously or during specific campaigns?

The decision to run Pinterest ads continuously or during specific campaigns depends on your marketing objectives, budget constraints, and overall strategy. Both approaches have their advantages and are suitable for different scenarios:

1. **Continuous Advertising**:
   - **Purpose**: Maintain a consistent presence on Pinterest to build brand awareness, engage with your audience regularly, and drive ongoing traffic to your website or store.
   - **Benefits**:
     - **Consistent Visibility**: Keeps your brand top-of-mind among Pinterest users, increasing brand recall and familiarity.
     - **Continuous Engagement**: Provides ongoing opportunities to interact with your target audience and nurture relationships over time.
     - **Steady Traffic**: Helps maintain a steady flow of website visitors or leads, supporting ongoing sales and conversions.
   - **Considerations**:
     - **Budget Management**: Requires careful budget management to ensure sustainable spending over an extended period.
     - **Ad Fatigue**: Regularly refresh ad creatives and messaging to prevent audience fatigue and maintain engagement.

2. **Campaign-based Advertising**:
   - **Purpose**: Execute Pinterest ads for specific promotional periods, product launches, seasonal campaigns, or marketing initiatives with defined start and end dates.
   - **Benefits**:
     - **Focused Impact**: Concentrates ad spend and effort during high-impact periods when demand or interest is highest.
     - **Goal-oriented**: Aligns campaigns with specific business objectives (e.g., sales events, new product launches).
     - **Resource Allocation**: Allows for concentrated resource allocation and budget optimization for targeted efforts.
   - **Considerations**:
     - **Timing and Planning**: Requires meticulous planning and timing to coincide with relevant events or peak consumer interest periods.
     - **Campaign Refresh**: Need to refresh campaigns periodically to maintain relevance and effectiveness.

**Factors Influencing the Decision:**

- **Budget**: If your budget allows for continuous advertising, maintaining a presence can help sustain brand visibility and engagement. For limited budgets, focusing on specific campaigns may be more feasible.
 
- **Objectives**: Consider whether your goals require continuous engagement or if they are better served by periodic, targeted campaigns.

- **Market Dynamics**: Assess industry trends, seasonality, and consumer behavior patterns that may influence the timing and frequency of your advertising efforts.

- **Competitive Landscape**: Monitor competitors' activities and adjust your approach to maintain a competitive edge.

Ultimately, the best approach may involve a combination of both continuous advertising and targeted campaigns, strategically aligned with your business goals and supported by thorough performance monitoring and optimization efforts.