Pinterest Ads: Complete Advertising Guide for 2025

# Pinterest Ads: Complete Advertising Guide for 2025

Pinterest advertising offers unique opportunities to reach users with high purchase intent in a visually-driven discovery environment. With 450+ million monthly active users actively planning purchases, Pinterest delivers exceptional ROI for the right brands.

This comprehensive guide covers everything you need to know about advertising on Pinterest.

Why Advertise on Pinterest?

Unique Platform Advantages

High Purchase Intent: 85% of Pinners use Pinterest to plan purchases. Planning Mindset: Users are actively seeking ideas and solutions. Visual Discovery: Products fit naturally into the browsing experience. Longer Content Lifespan: Pins continue driving traffic for months.

Pinterest User Demographics

Top Advertising Categories

Home Decor & DIY

Fashion & Style

Beauty & Wellness

Food & Recipes

Travel

Weddings & Events

Parenting

Fitness

Pinterest Ad Formats

1. Standard Pins (Promoted Pins)

Format: Single image ad Specs:

• Aspect Ratio: 2:3 (1000 x 1500 px recommended)
• File Type: PNG or JPEG
• Max File Size: 20 MB

Best For: Product showcases, inspirational content

2. Video Pins

Format: Auto-playing video in feed Specs:

• Aspect Ratio: 1:1, 2:3, or 9:16
• Duration: 4 seconds to 15 minutes
• Max File Size: 2 GB
• File Types: MP4, MOV

Best For: Tutorials, product demonstrations, storytelling

3. Carousel Pins

Format: Multiple images in swipeable format Specs:

• 2-5 images per carousel
• Same aspect ratio for all images
• Each image can link to different URL

Best For: Multiple products, step-by-step guides, collections

4. Shopping Pins

Format: Product catalog integration Features:

• Automatic pricing updates
• Real-time availability
• Direct checkout capability
• Product details overlay

Best For: E-commerce, retail

5. Collections Ads

Format: Hero image + supporting product images Specs:

• One main image/video
• 3 supporting product images
• Links to instant experience

Best For: Product launches, seasonal campaigns

6. Idea Pins (Promoted)

Format: Multi-page story-like content Features:

• Up to 20 pages
• Video, images, and text
• Interactive stickers
• Music integration

Best For: Brand awareness, tutorials, inspiration

7. Quiz Ads

Format: Interactive quiz experience Features:

• Multiple choice questions
• Personalized results
• Product recommendations
• Lead capture

Best For: Engagement, product matching

Pinterest Ads Manager Setup

Creating Your Business Account

Step 1: Go to business.pinterest.com Step 2: Create or convert to business account Step 3: Complete business profile:

• Website verification
• Business category
• Brand guidelines

Step 4: Set up billing

Campaign Structure

Account
  └── Campaign (Objective)
        └── Ad Group (Targeting, Budget)
              └── Promoted Pins

Campaign Objectives

Pinterest Targeting Options

Interest Targeting

Target users based on interests:

• Browse 8,000+ interest categories
• Layer multiple interests
• Exclude irrelevant interests

Example Interests:

• Home Decor → Minimalist Home
• Fashion → Sustainable Fashion
• Food → Healthy Recipes

Keyword Targeting

Target based on search queries:

Match Types:

• Broad: Reaches related searches
• Phrase: Includes exact phrase
• Exact: Precise match only

Best Practice: Start broad, refine based on data

Example Keywords:
"living room ideas" (broad)
"modern living room" (phrase)
[small apartment living room] (exact)

Demographic Targeting

Audience Targeting

Customer Lists:

• Email addresses
• Phone numbers
• Mobile Ad IDs

Website Visitors:

• All visitors
• Specific page visitors
• Converters
• Cart abandoners

Engagement Audiences:

• People who engaged with Pins
• Profile visitors
• Followers

Actalike Audiences (Lookalikes):

• Based on customer lists
• Based on website visitors
• Based on engagers
• 1-10% sizes available

Pinterest Tag Setup

What is the Pinterest Tag?

JavaScript code that tracks website actions for:

• Conversion tracking
• Audience building
• Campaign optimization

Installation

Base Code:

Conversion Events

Enhanced Match

Improve tracking by passing hashed user data:

pintrk('load', 'TAG_ID', {
  em: 'hashed_email',
  ph: 'hashed_phone'
});

Creative Best Practices

Image Guidelines

Aspect Ratio: 2:3 (1000 x 1500 px)

• Vertical images get more engagement
• Takes up more feed space
• Better mobile experience

Quality:

• High resolution (at least 600px width)
• Good lighting
• Clean backgrounds
• Professional styling

Design Elements

Text Overlay:

• Keep text minimal
• Large, readable fonts
• Contrast with background
• Avoid covering product

Branding:

• Include logo (subtle placement)
• Consistent brand colors
• Recognizable style

Pin Copy Best Practices

Title (100 characters max):

• Include keywords
• Compelling hook
• Clear value proposition

Description (500 characters max):

• Detailed, keyword-rich
• Call-to-action
• Relevant hashtags (2-5)

What Works on Pinterest

Top Performing Content Types:

How-to guides and tutorials

Listicles ("10 Ways to...")

Before/after transformations

Seasonal content

Product styling inspiration

Infographics

Color Psychology:

• Dominant colors: Red, pink, orange perform well
• Avoid dark/muted colors
• High contrast increases saves

Campaign Optimization

Bidding Strategies

Automatic Bidding:

• Pinterest optimizes for objective
• Best for beginners
• May have higher costs

Custom Bidding:

• Set maximum bid
• More control over costs
• Requires optimization experience

Budget Recommendations

Learning Phase: Allow 3-5 days before making changes.

Key Metrics

A/B Testing Framework

Test Priority:

Images (biggest impact)

Pin title

Description

Call-to-action

Targeting

Testing Best Practices:

• One variable at a time
• Sufficient budget per variant
• Minimum 7 days per test
• Statistical significance before winner

Pinterest Shopping Ads

Catalog Setup

Requirements:

• Product catalog (XML or CSV feed)
• Valid product data
• Approved product categories

Feed Specifications:

Required Fields:
id
title
description
link
image_link
price
availability
brand

Optional Fields:
sale_price
product_type
google_product_category
additional_image_link

Shopping Campaign Types

Catalog Sales:

• Retarget website visitors
• Dynamic product ads
• Cross-sell/upsell

Collections:

• Curated product groups
• Lifestyle imagery + products
• Shopping experience

Shopping Optimization

Product Feed Quality:

• Clear, attractive images
• Accurate pricing
• Detailed descriptions
• Proper categorization

Targeting:

• Start with retargeting
• Expand with actalikes
• Add prospecting last

Seasonal Strategy

Pinterest Planning Cycle

Users plan ahead on Pinterest:

Seasonal Content Calendar

Q1: New Year resolutions, organizing, fitness Q2: Weddings, graduations, outdoor Q3: Back to school, fall decor, recipes Q4: Holiday gifts, entertaining, travel

Advanced Strategies

Content Strategy

Organic + Paid Synergy:

• Build organic presence first
• Promote best-performing Pins
• Use Idea Pins for engagement
• Shopping Pins for conversion

Full-Funnel Approach

Awareness: Video views, reach
    ↓
Consideration: Engagement, saves
    ↓
Conversion: Website traffic, purchases
    ↓
Loyalty: Retargeting, collections

Audience Layering

Combine targeting for precision:

Interest (Home Decor)
  + Keyword (minimalist living room)
    + Demographic (Age 25-44, Female)
      + Actalike (Past Purchasers)

Measurement & Reporting

Pinterest Analytics

Available Reports:

• Pin performance
• Audience insights
• Conversion tracking
• Video metrics

Key Reports to Monitor

Daily:

• Spend and conversions
• CPA trends
• Top performing Pins

Weekly:

• Audience performance
• Keyword insights
• Creative analysis

Monthly:

• ROAS by campaign
• Category performance
• Competitive benchmarking

Attribution

Attribution Windows:

• Click: 30 days (default)
• Engagement: 30 days
• View: 1 day

Key Takeaways

Visual quality matters: Invest in high-quality, vertical imagery

Plan ahead: Pinterest users plan 2-3 months in advance

Keywords are key: Search is central to Pinterest discovery

Patience pays: Allow learning phase before optimization

Organic + paid: Build presence with both strategies

Conclusion

Pinterest advertising offers exceptional opportunities for brands in visual categories to reach users with high purchase intent. Success requires understanding Pinterest's unique planning mindset and creating content that inspires action.

Start with high-quality creative, smart keyword targeting, and patience during the learning phase. As you gather data, refine your approach and scale what works. Pinterest rewards consistent, quality content with impressive long-term ROI.