In the world of digital marketing, Pinterest remains one of the most underrated yet powerful platforms for brand promotion. With over 480 million monthly active users, Pinterest is more than just a hub for DIY inspiration or recipes — it’s a visual search engine where users actively seek ideas and products. For brands, this means one thing: opportunity. Advertising on Pinterest (also known as “Adverteren op Pinterest” in the Dutch language) allows businesses to tap into this highly engaged audience by showcasing their products and ideas directly where users are already searching for inspiration.
Why Pinterest Advertising Matters
Unlike other social media platforms where users passively scroll, Pinterest users come with intent. They’re planners, buyers, and decision-makers looking for inspiration and often ready to make a purchase.
High Purchase Intent
A 2023 report by Pinterest revealed that 85% of weekly users have made a purchase based on Pins they saw from brands. This kind of high purchase intent makes Pinterest an ideal platform for advertisers looking to reach consumers at different stages of the buying journey.
Less Competition, Greater Opportunity
Compared to Facebook or Instagram, the advertising space on Pinterest is less saturated. That means your brand has a greater chance of standing out and reaching a highly targeted audience without blowing your budget.
Setting Up Pinterest Ads: A Step-by-Step Guide
1. Create a Business Account
Before you can advertise, you need a Pinterest Business account. This gives you access to analytics, audience insights, and the Pinterest Ads Manager.
2. Install the Pinterest Tag
Similar to the Facebook Pixel, the Pinterest Tag is a piece of code that you add to your website to track conversions, optimize ads, and build audiences.
3. Choose Your Campaign Objective
Pinterest offers several campaign objectives:
- Brand awareness – Maximize reach.
- Video views – Promote video content.
- Traffic – Drive clicks to your site.
- Conversions – Encourage specific actions.
- Catalog sales – Promote product listings automatically.
Your objective determines how your ads are optimized and who they’re shown to.
4. Define Your Target Audience
Pinterest offers robust targeting options, including:
- Demographics (age, gender, location, language)
- Interests and keywords
- Customer lists
- Actalike audiences
- Website visitors (via the Pinterest Tag)
Use these to ensure your content is being shown to the right people.
5. Design Visually Compelling Pins
Pinterest is a visual platform, so your ad creative must stand out. Use high-resolution images, clear branding, and concise, keyword-optimized descriptions.
Best Practices for Pinterest Ad Creative
Creating successful Pinterest ads involves more than just uploading a pretty picture. Here’s what works best:
Use Vertical Images
The recommended aspect ratio is 2:3 (1000 x 1500 pixels). Vertical images take up more space in a user’s feed, making them more noticeable.
Add Text Overlay
Text overlay helps convey your message quickly. Keep it short, on-brand, and readable on mobile devices.
Incorporate Branding
Always include your logo or brand name subtly in the creative. This helps build brand recognition even if users don’t immediately click.
Strong Call-to-Action (CTA)
Encourage users to act with CTAs like “Shop Now,” “Get the Look,” or “Discover More.” Avoid overly aggressive language — Pinterest thrives on a soft-sell approach.
Leveraging Pinterest Trends and Keywords
Pinterest functions much like a search engine. This means keyword optimization is crucial for discoverability.
Conduct Keyword Research
Use Pinterest’s Trends Tool or start typing keywords into the search bar to see what’s popular. Focus on long-tail keywords that match your audience’s interests and intentions.
Optimize Your Pin Descriptions
Include relevant keywords in:
- The Pin title
- The description
- Image file names
- Board titles and descriptions
This improves the chance of your ads appearing in organic search results and related Pins.
Retargeting and Conversion Optimization
Once users engage with your Pins or visit your site, it’s time to bring them back.
Set Up Retargeting Campaigns
With the Pinterest Tag installed, you can create audiences based on:
- Website visitors
- Cart abandoners
- People who engaged with your Pins
Retargeting these warm audiences can significantly increase your conversion rate.
Test and Optimize
Pinterest Ads Manager provides detailed performance metrics. Monitor metrics like:
- Click-through rate (CTR)
- Cost per click (CPC)
- Conversions
- Engagement rate
A/B test different creatives, headlines, and CTAs to see what resonates best with your audience.
Common Mistakes to Avoid
Even seasoned marketers can misstep on Pinterest. Here are a few pitfalls to steer clear of:
Ignoring SEO
Without proper keyword research and optimization, your Pins won’t be seen. Pinterest is as much about search visibility as it is about visuals.
Using Generic Imagery
Stock photos that lack context or branding won’t perform well. Pinterest users are drawn to authentic, creative visuals.
Overlooking Mobile Optimization
Over 80% of Pinterest users access the platform on mobile devices. Make sure your creatives are easy to read and navigate on small screens.
Final Thoughts
Pinterest is a goldmine for brands seeking to boost visibility and connect with consumers during their discovery phase. Unlike other platforms, Pinterest offers a unique blend of visual inspiration, high purchase intent, and long-lasting content.
By crafting eye-catching ads, targeting with precision, and optimizing with insights, your brand can carve out a powerful presence on Pinterest.
So if you’re looking to expand your reach, increase engagement, and drive sales — Pinterest advertising might be your next smart move.