Campaign structure

Ad campaigns are comprised of three hierarchy levels:

  1. CAMPAIGN: Select a campaign type that best reflects your goal CAMPAIGN: Select a campaign type that best reflects your goal

    Setting up a campaign starts with determining your objective.  Do you want to increase traffic to your site, increase engagement with your Pins or increase awareness around your brand and products?  


    Once you'e determined your objective, start your campaign creation in the Pinterest Ads Manager.

  2. AD GROUP: Ad groups are a container for Pins.  Targeting, budget, dates and bid are controlled at the ad group level. AD GROUP: Ad groups are a container for Pins.  Targeting, budget, dates and bid are controlled at the ad group level.

    Targeting, budget, start/end dates and bid can be controlled for each ad group.


    You can use ad groups to manage your campaigns and create unique budgets to address different areas of your business, like regions, product lines, or target audiences.  With ad groups you can test performance against various targets and objectives without the need to create multiple campaigns.


    See examples of how to structure your campaign below.

  3. PROMOTED PIN: What ad Pinners see will depend on the creative and destination URL you select. PROMOTED PIN: What ad Pinners see will depend on the creative and destination URL you select.

    Pins, which each have a unique destination URL and creative, sit within ad groups.  You can test different Pins to see which variations in creative, title and description work best with your targeting.

campaign structure

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    How to set up your campaign structure

    Here's some examples of how you can build your campaigns. 

    • Ad groups as IOs Ad groups as IOs

      Ad groups as IOs

    • Ad groups as targeting clusters Ad groups as targeting clusters

      Ad groups as targeting clusters

    • Ad groups as product lines Ad groups as product lines

      Ad groups as product lines