Keyword targeting

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Keyword targeting lets you reach people as they search for a specific idea on Pinterest.

Add keywords related to the ad you’re promoting – for instance, if you’re promoting living room furniture, try targeting people searching for “living room décor” or “home décor ideas”. Make sure any keywords you add are relevant to your Pin and compliant with our policies, or your ad may be rejected.

Keyword match types

You can use match types and negative keywords to target Pinners’ search terms with even more precision.

Get precise control over which searches your ad appears in by using phrase and exact matches to narrow in on specific searches, or use broad match to reach a wider audience. Negative keywords let you exclude certain search terms from triggering your ads and can be set at the ad group or campaign level.

When adding match types through Ads Manager directly, use operators to indicate the match type. For broad match, leave a keyword as is. For phrase match, use quotations around your keywords. For exact match, use brackets around your keywords (see Example keyword below). Operators are not necessary when using Bulk editor.

Match type

Summary

Example keyword Eligible search Ineligible search
Broad match (default) Pins appear for your own keyword as well as for misspellings, synonyms and other related search terms. Word order doesn't matter. Kitchen design Kitchen décor ideas, wallpaper designs T-shirt ideas
Phrase match Pins appear for search terms that include the entire phrase contained in the specified keyword as well as misspellings and close variations of that phrase. The search term phrase must use the same word order as the keyword. "Kitchen design" Kitchen design ideas, Kitchen designs Kitchen décor idea, Design kitchen
Exact match Pins appear for your exact keyword or for a close variation of that keyword. Word order matters. [Kitchen design] Kitchen design, Kitchen designs Kitchen design idea, Design kitchen, Kitchen décor
Negative phrase match Your Pins will not appear for any searches that contain the entire keyword phrase within the search term. Word order matters. -"Bedroom décor" Kitchen décor Bedroom décor tips
Negative exact match Your Pins will not appear for searches that match your keyword exactly. Order matters. -[Bedroom décor] Modern bedroom décor, Kitchen décor Bedroom décor

Keywords can be added during ad group creation, but are edited in the "Keywords" panel of an ad group rather than in the ad group edit modal. On the ad group page for ad groups in search placements, you'll see a toggle for "Pin Promotions" and for "Keywords" just below the graph and above the table of data. Select "Keywords" here, then add or delete keywords as required.

Negative keywords can only be added using the "Keywords" panel of a campaign or ad group.

Add keyword targeting in Ads Manager

  1. Log into your Pinterest business account
  2. Click Ads at the top of the screen, then click Create ad
  3. Click New ad group from the left-side navigation
  4. Click Targeting from the left-side navigation
  5. Under Keywords, add your keywords
    • Enter a list of keywords in the empty box on the left, separating multiple keywords with a comma 
    • Search for keywords in the search bar in the square on the right, and click [+ in circle] beside the keywords you want
  6. If you want to use keyword match types, format your keywords to specify your match type: broad match, “phrase match”, [exact match], -”negative phrase match” or -[negative exact match] 
  7. Once complete, select your Budget & Schedule, Optimization & delivery and Ads
  8. Review your information
  9. Click Launch

Edit keyword targeting in Ads Manager

  1. Log into your Pinterest business account
  2. Click Ads at the top of the screen, then click Overview
  3. Click the ad you want to edit 
  4. Click the Keywords tab below the graph
    • Click Create keywords or Create negative keywords to add new ones
    • Select the keywords you don’t want and click Archive to remove them

Add keyword targeting in Bulk editor

  1. Log into your Pinterest business account
  2. Click Ads at the top of the screen, then click Bulk editor
  3. Click Download sample sheet to download a sample spreadsheet
  4. Fill out column CR, Keyword
  5. Enter the keywords you want to add placing each one in a separate row
  6. If you want to use keyword match types, in column CS, Match Type, specify the match type for each keyword by entering BROAD, PHRASE, EXACT, NEGATIVE_EXACT, NEGATIVE_PHRASE, CAMPAIGN_NEGATIVE_EXACT, or CAMPAIGN_NEGATIVE_PHRASE
  7. Once complete, click Upload template to upload your bulk editor sheet
  8. Click Upload

Edit keyword targeting in Bulk editor

  1. Log into your Pinterest business account
  2. Click Ads, then click Reporting
  3. Click Export below the graph, then click Bulk sheet for editing or duplicating
  4. Select your information, then click Start export
  5. When filling out column A:
    • Enter Edit as the action for the keywords you want to edit 
    • Enter Archive as the action for the keywords you want to archive
    • Enter Create as the action for new keywords you want to add
  6. Once complete, click Ads, then click Bulk editor
  7. Click Upload template from the left-side navigation
  8. Select your file, then click Upload

Target specific keyword match types

Control which searches your ad appears in by using phrase and exact matches to narrow in on specific searches, or use broad match to reach a wider audience. Negative keywords let you exclude certain search terms from triggering your ads and can be set at the ad groupl.

When adding match types through Ads Manager, use brackets or quotations to indicate the match type, shown below Example keyword in the table below. These brackets and quotations are not necessary when using Bulk editor.

Match type

Summary

Example keyword Eligible search Ineligible search
Broad match (default) Pins show for your own keyword as well as for misspellings, synonyms, and other related search terms. Word order does not matter. Kitchen design Kitchen decor ideas, wall paper designs T-shirt ideas
Phrase match Pins show on search terms that include the entire phrase contained in the specified keyword as well as misspellings and close variations of that phrase. The search term phrase must use the same word order as the keyword. "Kitchen design" Kitchen design ideas, Kitchen designs Kitchen decor idea, Design kitchen
Exact match Pins show on your exact keyword or on a close variation of that keyword. Word order matters. [Kitchen design] Kitchen design, Kitchen designs Kitchen design idea, Design kitchen, Kitchen decor
Negative phrase match Pins will not show on any search that contains the entire keyword phrase within the search term. Word order matters. -"Bedroom decor" Kitchen decor Bedroom decor tips
Negative exact match Pins will not show on a search that matches your keyword exactly. Order matters. -[Bedroom decor] Modern bedroom decor, Kitchen decor Bedroom decor

Ad review process

Once you launch your campaign, we’ll review it to make sure it follows our Advertising guidelines. The campaign review process can take up to 24 hours. 

If your campaign targeting goes against our advertising guidelines, we’ll send you a notification in Ads Manager letting you know what needs to change so that your ad can be reviewed again for approval. Once approved, we’ll start distributing your ad.

Explore targeting on Pinterest

If you want to set up multiple kinds of targeting on Pinterest or edit a current ad group’s targeting choices, you can learn more in our targeting overview article.

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