Your campaign objective determines how you bid in the ad auction and what ad formats are available to promote. Choose the campaign objective that best reflects your business priorities, then create a campaign.

  • Brand awareness: Help people discover your brand, products or other services.
    • How to bid: Select Automatic to have Pinterest manage your bids, or select Custom and set a maximum cost per one thousand impressions (CPM) that you're willing to pay when people click through your ad to visit your website.
  • Video views: Optimize the quality of views, average play times and completion rates for people most likely to view your video.
    • How to bid: Set a maximum CPV bid, or the maximum you're willing to pay per view when people view your video for 2 seconds or more. Learn more about video views
  • Consideration: Increase the number of Pin clicks on your ad.
    • How to bid: Select Automatic to have Pinterest manage your bids, or select Custom and set a maximum cost per click (CPC) that you're willing to pay when people click on your ad in-grid.
  • Web sessions: Drive traffic to your website to increase consideration for your brand.
    • How to bid: Web sessions uses CPC bidding and bills on Pin clicks. If you are using a custom bid, your web sessions bid should be higher than your Consideration objective bid. Current recommendation is 3x higher than your Consideration bid.
  • Conversions: Drive people to take actions like checkout, sign up, or add to cart on your website.
    • How to bid: Select Automatic to have Pinterest manage your bids, or select Custom and set your budget and target average cost per action (CPA) that you're willing to pay when people click through your ad to visit your website (or complete an outbound click).  Learn more about conversions
  • Catalog sales: Help people discover your products or services while searching Pinterest for inspiration.
    • How to bid: Select Automatic to have Pinterest manage your bids, or select Custom and set your budget and target average cost per action (CPA) that you're willing to pay when people click through your ad to visit your website.  Learn more about catalog sales
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