Creating and editing Promoted Pins

The Pinterest Ads Manager helps you create Promoted Pins. Promoted Pins are regular Pins that you can pay for so that more of your desired audience sees them in relevant search results, category feeds and home feed.
 
Before you get started, here are a few things to know:
  • Promoted Pins are only available to partners in the US, CA, UK, IE, AU, & NZ at this time.
  • You need a business account to use Promoted Pins. Sign up or convert your existing account to get access.
  • Right now, you can only promote Pins from your profile, so make sure to add Pins and boards before you start.
  • To access the Pinterest Ads Manager, visit your profile or just bookmark ads.pinterest.com.
  • There's no minimum cost. The amount you pay varies on your targeting and bid, and depends on your campaign type.
 
Creating and editing Promoted Pin campaigns
Campaigns help you organize your Promoted Pins, kind of like boards on Pinterest. Review the following steps to learn how to create and edit Promoted Pin campaigns. 
 
Get started
Choose a goal for your campaign
Enter your campaign details
Set up an ad group
Add targeting details
Set your bid
Pick a Pin to promote
Review your Pin details
Set up billing
Promoted Pin ad review
Edit your campaigns, ad groups and Promoted Pins
Add Promoted Pins to existing campaigns
A faster way to promote your Pins

Visit the Pinterest Ads Manager at ads.pinterest.com, click the + button and select Create Ad. If ads.pinterest.com isn't loading, make sure that you've turned off all ad blockers on your browser.

When you first access Ads Manager, you will be prompted to select your country: which will determine your billing currency. This will determine your billing currency Keep in mind you won’t be able to change this later. 

  • United States – USD
  • Canada – CAD
  • United Kingdom - GBP
  • Ireland - EUR
  • Australia - AUD
  • New Zealand - NZD

Choose a goal for your campaign

Choose the campaign goal that best reflects the actions most important to your business. The goal you pick for your campaign determines how your Pins get promoted. There are three types of campaigns: traffic, engagement and awareness.  
 
Traffic campaign: Pay when people click on your Promoted Pin to visit your website. You should run a traffic campaign if your primary goal is to drive sales on your business website.
 
Engagement campaign: Pay when people engage with your Promoted Pin (closeup, repin and click). You should run an engagement campaign if your primary goal is to reach a wider audience on Pinterest.
 
Awareness campaign: Pay when people see your Promoted Pin. You should run an awareness campaign if your primary goal is reach.
 
Promoted App Pin Campaign: Pay when people click on your Promoted App Pin to visit your app's download page. You'll bid on a CPI or a CPC. You should run a promoted app pin campaign if your primary goal is to drive installs of your app.
  • With CPI, our algorithm automatically adjusts bids daily based on your provided target CPI and our predicted likelihood of install.
  • Using CPC, ads are run like a normal CPC campaign, optimizing for click traffic. You manually adjusts bids to meet install goals.
Find out more about promoted app pin campaigns here.
 
Video Awareness Campaign: Pay when people see your Promoted Video Pin. You should run an awareness campaign if your primary goal is reach. Find out more about promoted video here.

  1. Name your campaign

  2. Daily spend cap / Lifetime spend cap (optional): You can set a limit for how much a campaign is allowed to spend.  This is particularly useful for advertisers who have contractual limits who want a safeguard for overspending.

  3. Choose where your ads show on Pinterest:

    • Placements determine where your Promoted Pins show up on Pinterest. When you set up your campaign, we automatically show your ads everywhere allowing you to reach all Pinners. You also have the ability to choose placements based on how Pinners use Pinterest.

      • Browse: Your Promoted Pins will appear as people browse,  including in the homefeed and related Pins.

      • Search: Your Promoted Pins will appear as users search for ideas, including in search results and related Pins.

  1. Name your ad group
  2. Select start and end dates
    • Decide whether you'd like to run your ad group continuously (which uses a daily budget), or pick specific dates (you can choose to use either a daily or lifetime budget).

      • If you run your ad group continuously, we will run your ad group using the daily budget you designate, starting the next day in UTC.  Once the ad group is created, you can always go in to edit it and add a specific end date.

      • If you pick specific dates, you can choose between entering a daily budget or a lifetime budget (in which case you must select an end date).

  3. Add your ad group budget (this is not the same as your bid).  Keep in mind you can’t change your budget type between lifetime and daily budgets after the ad group is created.  However, you can have multiple ad groups with different budget types within a single campaign.

    • Daily budget: You can add a daily budget, which is the most you want to spend per day for each ad group.

    • Lifetime budget: You can select a lifetime budget when creating your ad group, which will require you to specify an end date. This will be the total amount you want to spend between your specified start and end dates. We don’t guarantee evenly paced delivery with lifetime budgets.

Targeting details must be added to the ad group.

See this article for detailed descriptions of the different targeting attributes.

Audiences, interests, locations, languages, devices, and genders can be added when creating a new ad group and can also be edited by clicking on the “Edit ad group” button in the upper right corner.

Keywords can be added on 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, you'll see a toggle for "Pin Promotions" and for "Keywords" right below the graph and above the table of data. Select "Keywords" here, then add or delete keywords as needed.

A bid tells us what’s the most you’d like to pay per desired action on Pinterest (click, engagement, or impression). You should bid what that action is worth to you.  
 
Traffic campaigns (CPC): Maximum CPC means Maximum Cost Per Click. This bid is the maximum you are willing to pay when a person clicks through on a Promoted Pin to visit your website. For example, if you set a $2.00 CPC, this means that you are willing to pay as much as $2.00 per click through on your Promoted Pin to your website.  
 
Engagement campaigns (CPE): Maximum CPE means Maximum Cost Per Engagement. This bid is the maximum you are willing to pay when a person closes-up, repins or clicks through on your Promoted Pin. Note: if a Pinner closes-up, repins and clicks through on your Promoted Pin, you’ll be charged for each unique engagement.
 
Awareness campaigns & Video Awareness Campaigns (CPM): Maximum CPM means Maximum Cost Per Thousand Impressions. This bid is the maximum you are willing to pay for every 1,000 impressions your Promoted Pin serves. 
 
Promoted App Pin Campaigns (CPI or CPC): Target CPI means the Cost Per Install that our algorithim will optimize your specific CPC bids for daily. Over time, your total spend divided by total installs will approach your target CPI. Your actual CPI may be more or less than your target CPI.
 
Note: Each campaign type has a different minimum bid, which is dependent on your account currency.  
Currency: minimum CPC bid / min CPE bid / min CPM bid / min CPM Video bid
- USD: $0.10 / $0.10 / $5.00 / $6.00
- GBP: £0.08 / £0.08 / £4.00 / £4.63
- CAD: $0.15 / $0.15 / $7.50 / $8.15
- EUR: €0.11 / €0.11 / €5.50 / €5.38
- AUD: $0.15 / $0.15 / $7.50 / $8.07
- NZD: $0.16 / $0.16 / $8.00 / $8.67
 

Keyword level bidding: When you use keywords, you have the option to apply a keyword level bid for when your ads show in search results. Keyword level bids help you more granularly optimize your campaigns based on individual keyword performance. If you don’t provide a keyword level bid, we will default to your ad group level bid. Keyword bids can be set in the bulk editor or using in-line editing.

 
 
 

Right now you can only promote Pins that are already on your public boards. If you know which Pin you want to promote, you can search your Pins by Pin URL, keyword, or Pin ID. You can also filter by your most clicked or repinned Pins in the last 30 days. Promote these Pins that are already doing well so you can reach even more people.
 
If you don’t see the Pin you want to Promote, go back to your profile to find the Pin and edit it to make sure it links back to a website. Video and App Pins are not promotable at this time. To promote an App or video Pin, edit the Pin to go to a landing page on your website instead of the App Store or a video sharing website.
 
Make sure the Pins you pick follow our Ad Standards, otherwise they won't be approved during the ad review process. 
 
How many Pins should you put in one campaign depends on how you want to organize and optimize your Promoted Pins.
  • Multiple Pins per campaign: Pinterest will optimize to show the best-performing Pins within each campaign more often than the others. Adding multiple Promoted Pins in one campaign also makes it easier to monitor daily budget if you are running many Promoted Pins at once. 
  • One Pin per campaign: Gives you full control over optimization and testing.

  1. Naming your Promoted Pin is optional.
  2. Review the destination URL of your Promoted Pin. You can leave this blank if you want to use the URL saved on the organic instance of this Pin.  Putting a value in this field will only change the destination URL for this Promoted Pin, in case you want to add any special tracking parameters.  Keep in mind that we don’t support any link shorteners at this time.

Once you click on “Promote Pin,” it will go through our ad review process.  

You'll be asked to set up your billing info the first time you promote a Pin. At this time, we accept debit and credit cards from the following countries: US, CA, UK, IE, AU, NZ. We don’t accept prepaid cards or Paypal

To update billing details and see how you’ve been charged, you can visit the Billing dropdown under your profile image in the upper right corner of Ads Manager. You can also go to your billing details directly at ads.pinterest.com/billing.

 Once you promote your Pin, it will be reviewed to make sure it follows our Advertising Standards.
  • It can take up to 24 hours to be reviewed
  • We’ll send you an email to the email address on your account and you’ll see a notification on your Ads Manager if your Pin is disapproved
  • If you add or edit targeting (interests and/or keywords) or edit your Promoted Pin’s description, it will be re-submitted for review, and it can take up to 24 hours to be looked at again
  • If you see a notification that your Promoted Pin was disapproved, look for an email from ad-reviews@account.pinterest.com to find out why
  • Review our Advertising Standards to learn about Promoted Pin policies. To appeal an ad disapproval, reach out to our team with the disapproval reason that you received and URLs to your Promoted Pins.


You can easily edit your campaigns, ad groups or Promoted Pins:

1. In-line editing - In the reporting table, hover over the cell you want to edit. Click on the pencil icon that appears, then make your modification and save it. To change the campaign status, you can simply toggle the switch in the Off/On column.

  • Editable in-line at the campaign: campaign name, lifetime spend cap

  • Editable in-line at the ad group: ad group name, budget, bid, start date (if it’s in the future and ad group has not started yet), end date

  • Editable in-line at the Promoted Pin: Promoted Pin name, destination URL

2. Multi-row editing - You can easily edit multiple rows in the reporting table by clicking on the checkboxes in the Actions column and clicking on the action you want to take.

  • What you can use multi-row editing for?

    • Statuses can be changed to paused, activated or archived for campaigns, ad groups and Promoted Pins

    • Bids and budgets for ad groups can be increased or decreased by an absolute value or by a percentage (for example,  increase all budgets by 10% or increas all bids by $0.50). You can also use multi-row editing to simply set all budgets and bids to a certain amount (for example, change all ad group budgets to $500). After entering values, click on Apply for the edits to save.

  • Tips for using multi-row editing:

    • Expand the Preview changes section to see details about the change you’re about to make – you’ll see the ad group name, ad group ID, previous value, and new value to apply. This is especially useful if you’re editing a few rows at a time, and you want to check that you’re making the correct changes to the intended ad groups.

    • To set a hard cap on the bid or budget edit you’re making, click on the checkbox next to do not exceed and put in a dollar value

3. Edit button - In the upper right corner of the page you want to edit, click on the edit button, make your changes, then scroll down and save.

To add more Pins to an existing campaign, create a new Promoted Pin through the + button in the upper right corner. From there, select the type of campaign you are running, then select the name of the existing campaign you want to add the new Promoted Pin to. You can only add Pins to campaigns that are currently running.

You can also navigate to the campaign in question and click on the "Create ad" button in the upper right corner.

Now there’s an easy way to create Promoted Pins directly from your profile (currently available only in the US, but will be launching in other countries soon!). Here’s how you can create campaigns that drive more traffic in just a few steps.

  1. Choose a Pin from your profile that you’d like to Promote and click the Promote button. 
  2. Make sure the destination URL is for the page you want to drive traffic to.
  3. Add your daily budget. This is the most you’re willing to pay each day the ad is running. 
    1. Tip: You’ll only pay when someone clicks through to your website from your Promoted Pin. If you want to calculate your lifetime budget, multiply your daily budget by the duration of your campaign and set your campaign duration.
  4. Add any keywords you want to target. This helps Pinterest show your Promoted Pin in relevant search results, categories and related Pin feeds. You can quickly bulk add keywords by copying and pasting a comma separated list of terms. If it’s your first time creating an ad, you’ll be prompted to set up your billing information.
  5. Cost per click for your campaign is automatically generated based on how many advertisers are competing for the keywords you're targeting and what they're paying. You can change it in Ads Manager.
  6. Click Promote to create your ad. It will go out for review, which may take up to 1 business day to complete.

Additional information:

  • Review our Ad Standards to make sure your Pins are easily approved. 
  • You’ll begin to  see campaign metrics in the Ads Manager after about 24 hours after your ads is approved.
  • This feature is designed for traffic campaigns. You can always pause or edit any of your campaigns using the Ads Manager
  • Campaigns created using this feature will automatically default to targeting all genders, devices and locations within your country. This helps your ad get the most reach. If you want to refine this targeting, edit the new campaign the Traffic Campaign section in Ads Manager.
  • Dashboards in the Pinterest Ads Manager are updated every 24 hours, so you’ll always see performance metrics from the day before, but not the day of. 
  • You can add traffic parameters to your Promoted Pin destination URLs, so you can easily measure the clicks you get from this Pin using third party analytics tools.