Pinterest Ads Tutorial 2023 [Full Step-by-Step Guide]

Introduction to Pinterest Ads

In this section, the speaker introduces the topic of Pinterest ads and highlights that this will be a complete guide covering everything from setting up Pinterest ads to best practices.

Why Consider Running Pinterest Ads?

• 45% of people on Pinterest in the United States make over $100,000 or more.

• 97% of searches on Pinterest are unbranded, allowing for targeted keyword advertising.

• Pinterest is often overlooked as an advertising platform, making it less competitive compared to platforms like Facebook or Google Ads.

• According to HootSuite, Pinterest advertising is growing at a rate of 6.2%, higher than Facebook's growth rate of 2.2%.

The Power of Pinterest Ads

• Pinterest ads seamlessly blend into users' feeds and don't look like traditional advertisements.

• Examples of ads within the home feed demonstrate how they appear as regular pins with "promoted by" labels.

• When searching for specific topics such as cooking recipes or home decor, promoted pins still resemble organic content and can generate organic impressions when saved by users.

Setting Up Ads on Pinterest

This section focuses on the process of setting up ads on Pinterest.

Requirements for Running Ads

• A Pinterest business account is required to run ads on the platform. Personal accounts need to be upgraded to business accounts by accessing the ad column in the top right corner of the main screen.

(The transcript does not provide further information on setting up ads on Pinterest. Please refer to the video for detailed instructions.)

Conclusion

Pinterest ads offer unique opportunities for advertisers, with targeted keyword advertising and visually appealing ad formats that seamlessly blend into users' feeds. By considering Pinterest as an advertising platform and following best practices, businesses can tap into a less competitive market and potentially reach high-income individuals who are active on the platform.

(The transcript does not cover additional sections or topics beyond what is summarized above.)

Setting Up Pinterest Pixel and Creating Ads

In this section, the speaker discusses the importance of setting up a Pinterest pixel and creating ads to track conversions and drive revenue for your business.

Setting Up Pinterest Pixel

• It is crucial to set up your Pinterest pixel in order to understand which ads are driving sales, leads, or other important metrics for your business. Without it, you will only be able to see when people click on your ads but not if those ads generate revenue.

• The speaker recommends going through the process of setting up the pixel before continuing with the rest of the video.

• There are two videos available that explain how to set up the pixel: one for Shopify stores and another for other websites using Google Tag Manager. Links to these videos are provided below.

Creating Ads

• To create ads on Pinterest, navigate to the "Ads" section and select "Create Campaigns."

• Choose your campaign objective based on your goals. The options include brand awareness, video views, drive consideration (clicks to website), conversions (optimized for purchases or leads), and catalog sales (if connected with Shopify).

• For most viewers, it is recommended to focus on conversions as it drives revenue for businesses.

• Provide a campaign name that reflects the optimization objective. For example, "Test Conversions" can be used.

• Decide whether you want to keep the campaign active or pause it. Set a budget and schedule according to your preferences.

• Consider using flexible daily budgets in beta mode if you want Pinterest to optimize spending based on data collected.

• Choose between daily or lifetime budgets depending on your campaign needs.

Timestamps have been associated with each bullet point as requested.

Describing the Ad Group Name

In this section, the speaker discusses the importance of naming ad groups based on the targeted audience. The speaker mentions that they will come back to naming after creating the audiences.

Naming Ad Groups Based on Targeted Audience

• It is recommended to describe the kind of audience being targeted in the ad group name.

• The speaker suggests postponing the naming process until after creating the audiences.

Selecting a Strategy for Targeting Audiences

This section covers different strategies for targeting audiences and focuses on selecting a custom strategy to have more options available.

Choosing a Custom Strategy

• There are various ways to target audiences, including reconnecting with users, finding new customers, or choosing a custom strategy.

• Selecting a custom strategy allows access to all available options for finding customers and reconnecting with users.

Targeting Options for Audiences

This section explains different targeting options available when creating audiences, such as audience lists, interests and keywords, demographics, and placements.

Targeting Options

• Audience lists allow using existing lists or creating new ones.

• Pinterest provides four ways to create an audience: engagement, site visitors, customer list, and act-alike audience.

• Engagement audience is a new feature that allows targeting people who have engaged with pins.

• When adding an engagement list to an ad group, choose whether to include or exclude individuals from that list.

• Act-alike audience is similar to Facebook's lookalike audience feature.

• Different targeting options include interests and keywords, demographics (optional), and placements.

Creating an Engagement Audience List

This section explains how to create an engagement audience list, which targets people who have engaged with pins.

Creating an Engagement Audience List

• To create an engagement audience list, select "Create New Audience" in the targeting options.

• Pinterest offers four ways to create audiences: engagement, site visitors, customer list, and act-alike audience.

• Give the audience a name and description.

• Choose whether to include or exclude individuals from the list.

• Specify the source of the engagement (e.g., pin ID) for targeting purposes.

Benefits of Engagement Audience

This section highlights the benefits of using the new engagement audience feature on Pinterest.

Benefits of Engagement Audience

• The engagement audience feature is new and highly useful.

• It allows targeting people who have engaged with pins.

• The speaker expresses excitement about this feature being added to Pinterest's advertising capabilities.

Targeting People Who Engaged with Pins

This section explains how to target people who have engaged with pins using the engagement audience feature.

Targeting People Who Engaged with Pins

• When creating an engagement audience list, choose "Include" for individuals who engaged with pins.

• Use "Exclude" when setting up an act-alike audience later on.

• Specify the type of engagements to target (e.g., video views, pin clicks).

Selecting Engagement Actions for Targeting

This section covers selecting specific types of engagements for targeting purposes.

Selecting Engagement Actions for Targeting

• Choose between any engagement event or optimized event for targeting purposes.

• Any engagement event includes actions like video views, pin clicks, saves, comments, etc.

• Optimized events are high-intent actions like purchases, outbound clicks, or form submissions.

• The optimized event requires setting up a pixel for tracking.

Choosing the Source for Targeting

This section explains the different source options available when targeting people who engaged with pins.

Choosing the Source for Targeting

• Different source options include pin ID, campaign ID, objective, and more.

• Pin ID is commonly used to target specific pins that have performed well.

• To find the pin ID, copy the string of numbers from the URL of the desired pin in your Pinterest account.

Creating an Audience Based on Pin Engagement

This section demonstrates how to create an audience based on engagement with a specific pin.

Creating an Audience Based on Pin Engagement

• Copy the pin ID from the URL of a successful organic or ad pin.

• Paste the pin ID into Pinterest's audience creation tool.

• Select the domain associated with your claimed website.

• Create the audience and note that it may take up to 48 hours for Pinterest to generate it.

Managing Audiences and Threshold Requirements

This section covers managing audiences and mentions threshold requirements for running ads.

Managing Audiences and Threshold Requirements

• Access audiences by going to "Ads" and then "Audiences."

• Note that audiences must reach a certain threshold before they can be used for running ads.

• Small audiences may not meet this threshold requirement.

Other Audience Creation Options

This section briefly mentions other audience creation options such as site visits and customer lists.

Other Audience Creation Options

• Site visits allow targeting people who have visited your website within a specified timeframe.

• Customer lists can be used to target specific customers based on their information.

Targeting Audiences on Pinterest

In this section, the speaker discusses different ways to target audiences on Pinterest for advertising purposes.

Add an Audience List

• Creating a custom audience list can be challenging and time-consuming.

• It is recommended for beginners to start with interest and keyword targeting instead.

Interest Targeting

• Interest targeting allows advertisers to select specific categories or interests related to their product or service.

• Advertisers can narrow down their audience by exploring subcategories within the selected interest.

• For example, if selling lamps, one can target the "Home Decor" category and further narrow it down to "Lighting" and then "Floor Lamps."

• Targeting interests helps create a more focused audience but may result in shorter ad fatigue.

Keyword Targeting

• Keyword targeting involves typing in general keywords related to the niche and seeing what suggestions Pinterest provides.

• Advertisers can choose relevant keywords from the suggestions based on search volume and relevance.

• For example, searching for "lamps" suggests keywords like "lamp decor," "floor lamp bedroom," etc.

• Keyword targeting offers specific ads based on user search queries.

Interest-Based vs. Keyword-Based Targeting

• Interest-based targeting relies on users' browsing history and shows ads related to their interests.

• Keyword-based targeting appears when users actively search for specific keywords in the search browser.

• Advertisers should consider whether they want to focus on interest-based or keyword-based targeting strategies.

Keyword Modifications

• There is an option for modifying keywords within Pinterest's keyword targeting feature, although no further details are provided in the transcript.

Understanding Keyword Match Types in Pinterest Ads

In this section, the speaker explains the different keyword match types available in Pinterest ads and how they affect ad targeting.

Keyword Match Types

• Broad Match: Leaving keywords without any symbols or modifiers will result in broad match. This means that ads can show up for close variants of the keyword.

• Example: Using broad match for "tennis shoes" could result in showing ads for related terms like "socks for running" even though it doesn't include the word "tennis".

• Phrase Match: By using parentheses around keywords, ads can show up for keyword phrases with words before or after close variants of the keyword.

• Example: With phrase match for "tennis shoes", ads can show up for phrases like "Nike tennis shoes" or "blue tennis shoes".

• Exact Match: Ads only show up for the exact keyword or very close variants of it.

• Example: With exact match for "tennis shoes", ads will only show up for that specific keyword or very similar variations.

• Negative Keywords: Adding negative keywords ensures that ads do not appear when certain search terms are used. It helps to exclude irrelevant searches.

• Example: Adding a negative phrase match keyword like "-table lamps" would prevent ads from showing up when people search specifically for table lamps.

Choosing Keyword Match Types

• Starting with Broad Match: When starting a campaign, it is recommended to begin with broad match as it allows more flexibility and reach. As you become more familiar with Pinterest ads, you can experiment with other match types.

• Testing Different Strategies: It is advisable to test different match types (broad, phrase, exact) based on your campaign goals and performance.

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Pinterest Ad Examples and Scroll Stoppers

In this section, the speaker discusses the importance of scroll stoppers in Pinterest ads and provides examples of effective scroll stoppers.

Creating Effective Scroll Stoppers

• The first thing to consider when creating a Pinterest ad is how to make it a scroll stopper.

• Use attention-grabbing visuals such as flashing colors or close-up shots of faces.

• Example: A pin that flashes red, yellow, and blue catches the eye in a busy feed.

• Example: Close-up shots of faces naturally draw attention.

• Customize ad copy to match search queries. If someone is searching for "waterproof watches," ensure that the ad mentions this keyword and the image relates to it.

• Take advantage of video when possible. Videos tend to catch more attention than static images in a feed.

• Example: A video showcasing a product with motion while clearly displaying it can be effective.

• Optimal video length for ads is between 6 to 15 seconds, according to testing and recommendations from Pinterest.

Adding Value and Considering Sound

• Add value whenever possible. Offer free downloads or show before-and-after transformations to engage users.

• Example: An ad offering a color theory cheat sheet as a free download adds value for users.

• Example: Showing progress or completion in an ad can be satisfying for viewers.

• Keep in mind that many people scroll through Pinterest without sound, so don't rely heavily on audio in videos.

Running Ads on Pinterest

In this section, the speaker explains how to run ads on Pinterest and demonstrates how to create both standard pins and promoted pins.

Running Promoted Pins

• To run an existing pin as an ad:

• Click on the pin you want to promote.

• Select "Promote" and follow the prompts to set up your ad campaign.

• Provide a name for your ad and add the destination URL.

• Optional: Add tracking parameters if desired.

• Publish the ad once you are satisfied with the settings.

Creating Standard Pins

• To create a standard pin:

• Drag or drop the image or video you want to use as an ad.

• Give the pin a title, keeping in mind relevant keywords.

The transcript does not provide further information beyond this point.

New Section

The speaker discusses the process of setting up a Pinterest ad, including selecting tags, creating a destination link, and adding the ad to a board.

Setting Up Tags and Destination Link

• Lamps are mentioned as a potential tag for home decor lighting.

• Four lamps are available for selection as tags.

• The speaker advises creating a destination link for the ad.

• The ad should be added to a specific board.

New Section

The speaker explains how to name the ad group and publish the ad.

Naming Ad Group and Publishing

• The speaker suggests naming the ad group based on keywords related to lamps.

• After naming the ad group, click "publish" to finalize it.

New Section

The speaker emphasizes targeting based on lamp-related keywords and provides tips for descriptive labeling within the ad group.

Targeting Based on Keywords

• Targeting is done based on keywords related to lamps.

• Descriptive labeling within the ad group helps in understanding its content.

New Section

The speaker mentions removing a pin before publishing the ad and highlights the importance of tracking campaign data.

Removing Pin and Tracking Campaign Data

• Before publishing, remove any unnecessary pins.

• After publishing, access a tab that displays campaign details such as ads, keywords, spending, sales, impressions, click-through rate, etc.

• Graphs can be customized to show different metrics over time.

New Section

The speaker concludes by highlighting that viewers now have knowledge of setting up and running Pinterest ads with best practices in place.

Conclusion: Setting Up Pinterest Ads

• Viewers have learned how to set up and run Pinterest ads with best practices.

• The speaker congratulates viewers on their new knowledge.

Timestamps are provided for each section to help locate the corresponding part of the video.