Pinterest Ads

Pinterest Ads is Pinterest's advertising programme that lets businesses serve paid pins to platform users in a targeted way. Unlike most social media platforms, Pinterest is mainly used as an inspiration and search tool for products, travel, fashion and home interior. This makes the platform especially interesting for brands with visually strong products.

Formats and targeting

Available formats are static pins, video pins, carousels, collections and shopping ads that link directly to product pages. Targeting works via keywords, interests, audiences from your own lists and lookalike audiences. Since Pinterest is heavily search driven, keyword targeting is particularly effective, because users often arrive with concrete purchase intent.

Audience and performance

The user base is globally majority female, with strong buying power and a tendency to plan long term, for example weddings, moves or renovations. Conversions therefore often happen with a time lag, which has to be taken into account when measuring performance. Pinterest Ads especially suit fashion, home, beauty, food, DIY and travel sectors.

Practical use

In day to day marketing, Pinterest Ads are a strong channel for list building when your product is visually compelling. If you use lead magnets such as style guides, recipes or interior ideas, Pinterest Ads can win newsletter subscribers, who can then be retained through email marketing without spending ad budget for every further touchpoint.