Set up keyword targeting

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Keyword targeting lets you reach people as they search for a specific idea on Pinterest. To use keyword targeting, select keywords related to the ad you’re promoting. For example, if you’re promoting living room furniture, try targeting people searching for 'living room décor' or 'home décor ideas'. For more precise control over which searches your ad does or doesn’t appear in, use keyword match types.

Note: You can use up to 20,000 keywords per ad group, and for best results, we recommend using at least 25 keywords per group.

When creating a campaign in Ads Manager, advertisers can add or remove up to 5,000 keywords or update up to 2,500 keywords at a time. However, using the Bulk Editor, they can add or modify up to the 20,000-keyword limit in a single operation.

Add keyword targeting in Ads Manager

Click on in the top left-hand corner of the page

Under Ads, click Create campaign

Click Manual campaign, then Get started

Click New ad group from the left-side navigation

Select a Targeting strategy

Under Interests and keywords, tick the box next to Enable keywords

Click Add 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 on the add circle icon beside the keywords you want
If you want to use keyword match types, format your keywords to specify your match type: broad match, “phrase match” ex. “flower park spring”, [exact match] ex.[flower], -”negative phrase match” ex. -”flower” or-[negative exact match] ex. -[flower]

Once complete, select your Budget and schedule, Optimisation and delivery, and Ads

Review your information

Click Publish

Edit keyword targeting in Ads Manager

Click on in the top left-hand corner of the page

Under Ads, click Account overview

Click on the ad you want to edit

Click on 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

Click on in the top left-hand corner of the page

Under Ads, click Bulk Editor

Click Download sample sheet to download a sample spreadsheet

Fill in the column CR, Keyword

Enter the keywords you want to add, placing each one in a separate row
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

Once complete, click Upload template to upload your bulk editor sheet

Click Upload

Edit keyword targeting in Bulk Editor

Click on in the top left-hand corner of the page

Under Ads, click Reporting

Click Export below the graph, then click Bulk sheet for editing or duplicating

Select your information, then click Start export

When filling in 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

Once complete, click on in the top left-hand corner of the page.

Under Ads, click Bulk Editor

Click Upload template from the left-side navigation

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 group.

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 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 are shown 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	Pins will not be shown 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	Pins will not be shown for a search that matches your keyword exactly. Order matters.	-[Bedroom décor]	Modern bedroom décor, Kitchen décor	Bedroom décor

Ad review process

When 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 it has been approved, we’ll start distributing your ad.

Explore targeting on Pinterest

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

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