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.
  • 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 your campaign objective
Enter your campaign details
Set up an ad group
Add targeting details
Set your bid
Add Pins to your ad group
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
Duplicate your campaign or ad group

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 your campaign objective

Choose the campaign objective that best reflects your business goals. The objective you pick for your campaign determines how your Pins get promoted. 
 

If your goal is to build awareness, consider using: 

  • Brand awareness campaign: Pay when people see your Promoted Pin. You should run an awareness campaign if your primary goal is reach.
  • Video views 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 promoting video ads.

If your goal is to drive consideration, consider using: 

  • 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.
  • App install 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.


  1. Name your campaign
  2. Set a spend limit (optional) 
    • You can set a daily or a lifetime limit for how much a campaign is allowed to spend.  This is particularly useful for advertisers with contractual limits who want to safeguard against overspending.
  3. If you want to create a campaign in a paused state, click the “Pause campaign?” checkbox 
  4. Click Continue to set up an ad group
    • When you click Continue, a campaign shell is saved. You can exit the creation flow and come back at a later time to finish setting up your campaign’s ad group and Promoted Pin. 

  1. Name your ad group
  2. Add your targeting details
  3. Select start and end dates. Note that all dates in Ads Manager are in UTC. 
  4. Set your budget 
    • Choose between running a daily or lifetime budget
      • Daily budget: the most you want to spend per day for each ad group.
      • Lifetime budget: the total amount you want to spend between your specified start and end dates. Selecting a lifetime budget will require you to specify an end date. We don’t guarantee evenly paced delivery with lifetime budgets.
    • 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.
  5. If your campaign has an awareness objective (CPM, including video), you have the option to add a frequency target to your ad group
    • Frequency target (optional): You can choose to use either a monthly or weekly target, and we’ll optimize to deliver your target as an average frequency over that window. We don’t guarantee exact frequency or evenly distributed frequency per user.
    • Frequency cap (optional): You can choose to input a monthly frequency cap to make sure a single user sees no more than the number of impressions you specify.
  6. Set your bid
  7. Click Continue to add Pins to your ad group
    • When you click Continue, an ad group shell is saved. You can exit the creation flow and come back at a later time to finish setting up Promoted Pins in your ad group. 

Targeting details must be added to the ad group. See this article for detailed descriptions of the different targeting attributes.

As you enter in your targeting details, you'll see the max audience size change to reflect the number of people we expect to see on Pinterest over a 30-day period that meet your targeting criteria. A narrow audience indicates that you have specified a niche audience, and may need to bid more aggressively to reach them, etc. The max audience size does not reflect the expected results of your campaign, which is dependent on additional factors, such as bids, budgets and flight dates.  

Audiences, interests, locations, languages, devices, and genders can be added when creating a new ad group and can also be edited by selecting a specific ad group from the reporting table, then clicking on the pencil icon next to the ad group name (beneath the reporting filters and above the graph). Keywords can be added on ad group creation, but are edited in the "Keywords" reporting view—toggle to the Keywords tab, where you’ll see buttons to create and delete keywords.

A bid tells us what’s the most you’d like to pay for a desired action on Pinterest (click, engagement, or impression). You should bid what that action is worth to you.  

Traffic campaigns: Set a maximum CPC (cost per click) bid for traffic campaigns. Maximum CPC 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.  

Awareness campaigns & Video Awareness Campaigns: Set a maximum CPM (cost per thousand impressions) for awareness campaigns. Maximum CPM is the maximum you are willing to pay for every 1,000 impressions your Promoted Pin serves.

Promoted App Pin Campaigns: Set a target CPI (cost per install) for promoted app Pin campaigns. Our algorithm will dynamically adjust a CPC bid to optimize for people most likely to install your app and optimize to reach your CPI target. Your actual CPI may be more or less than your target CPI. When a user clicks through to your app store page, you will pay the CPC bid dynamically selected by our algorithm. Learn more about Promoted App Pins here.

 

Minimum bids for campaign objectives Each campaign type has a different minimum bid. Within each campaign type, different countries have different floors. The minimum bid will depend on which countries you select your campaign to target. The bid floor for each country is then converted to the USD equivalent based on the current exchange rate. The minimum bid will be the highest of the different floors for the different countries. 

For example, if you have a CPC campaign targeting US, UK, Canada, the bid floors are $0.10, £0.07, and $0.10 respectively. We convert these bid floors to USD then set the minimum as the highest price, which would be $0.10.

Below are the minimum bids for each bidding model:

US (USD) CPC: $0.10, CPM: $2.00, Autoplay video - standard width (CPM): $6.00, Autoplay video - max width (CPM): $9.00

UK (GBP) CPC: £0.07, CPM: £1.40, Autoplay video - standard width (CPM): £4.10, Autoplay video - max width (CPM): £6.00

Canada (CAD) CPC: $0.10, CPM: $2.00, Autoplay video - standard width (CPM): $6.10, Autoplay video - max width (CPM): $9.10

Ireland and France (EUR) CPC: €0.05, CPM: €1.00, Autoplay video - standard width (CPM): €3.00, Autoplay video - max width (CPM): €4.50

Australia (AUD) CPC: $0.10, CPM: $2.10, Autoplay video - standard width (CPM): $6.20, Autoplay video - max width (CPM): $9.30

New Zealand (NZD) CPC: $0.11, CPM: $2.20, Autoplay video - standard width (CPM): $6.70, Autoplay video - max width (CPM): $10.10

 

Note: Non-USD minimum bids are pegged to the USD minimum. If you use a non-USD currency, the USD minimum will be enforced at the time of the auction based on that day’s exchange rates.

 

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.

The number of Pins you add to your ad group depends on how you want to organize and optimize your Promoted Pins.

  • Multiple Pins per ad group: Pinterest will optimize to show the best-performing Pins within each ad group more often than the others. 
  • One Pin per ad group: Gives you full control over optimization and testing.

To add a Pin to an ad group, click on it — it will be circled in your view and you’ll see the number of selected Pins go up. You can see all of your pins while scrolling through the All Pin tab, with Pins listed by most recently added or by most recently promoted Pins. Alternatively, you can toggle to the Boards tab and find Pins by going through the boards on your profile. 

To undo a selection, simply click on the Pin again and the circle around the Pin will go away. 

You can only promote Pins that fit the following criteria: 

  • Pins are saved to your own profile
  • Pins do not live on secret boards
  • Pins have destination URLs
  • Pins do not have link shorteners as the destination URL or in its description 
  • Pins are not third party videos or GIFs
  • Pins you pick follow our Ad Standards to ensure they'll be approved during the ad review process

  1. Promoted Pin name: this is the reporting name that will be associated with your ad
  2. Destination URL: the destination URL for your ad. The value in this field will only change the destination URL for this Promoted Pin (and will not change the destination URL of the organic 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.
  3. Ability to remove from ad group: if you decide you don’t want a particular Pin in your ad group, you can remove the ad group by clicking on the button 

Once you click Launch campaign, your ads will go through our ad review process.

You'll be asked to set up your billing info the first time you promote a Pin. See a list of cards we accept here

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 limit

  • 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 page - Select a specific campaign, ad group or ad to edit right in the reporting table. Click the pencil icon next to the campaign, ad group, or ad name that appears beneath the reporting filters and above the graph. Make your changes, then be sure to save. 

You can stop a campaign by using any of the edit methods listed above. As soon as you pause your campaign, ad group, or Promoted Pin, it will stop running and will not incur any additional spend.

Keep in mind that the hierarchy level you pause at will apply to all the levels below it.  For example, if you are running a campaign with multiple ad groups, pausing one of those ad groups will stop running all the Promoted Pins within that ad group, but will not impact the other ad groups on that campaign.

To review edits previously made, you can refer to its change history.

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.  

    Duplicating allows you to reuse previous campaigns and ad groups. By duplicating a campaign, all of the ad groups and Promoted Pins in it will also be duplicated. Duplicating a single ad group will include all of its Promoted Pins as well. Once duplicated, you can edit the components within the new campaign or ad group.

    Duplicate a campaign or ad group 

    1. In Ads Manager, click Reporting under “Ads” in the top left corner
    2. Select the campaign or ad group you want to duplicate and click Duplicate above the search bar
    3. In the window that appears, select the number of campaigns or ad groups you would like to create and click Duplicate 
    4. Follow the steps to make changes to your campaign, ad group, or promoted Pins 
    5. Click Publish
    6. Check the status of your duplicated campaign in Bulk Editor under ‘History of changes’

    If your duplicated campaign(s) receives an error status in the Bulk editor ‘History of changes’, those campaigns were not successfully duplicated; in that case, download the results file from the 'Actions' column to fix the errors, then re-upload the updated sheet to complete duplication.   You can duplicate standard or video campaigns or ad groups with the following status: active, paused, not started, completed. You will not be able to duplicate carousel, shopping, or archived campaigns.