Collections ads on Pinterest

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Collections ads can only be created on desktop and targeted to people on the Pinterest mobile app. Video and GIFs are not supported. Dynamic retargeting is not available for collections ads at this time.

 

A collections ad is an ad format that appears as a combination of one large, hero image followed by three smaller, secondary images. The main image is known as the hero creative and the smaller, secondary images are known as the secondary creatives. Collections ads appear in the Pinterest mobile feed. 

Once someone taps into a collections ad, they’ll be taken to a fullscreen experience where they can see the hero creative up close and up to 24 secondary creatives.

GIF of someone clicking into a collections ad from their Pinterest home feed and then browsing the shoppable products below the hero image.

Create and promote a collections ad

To create a collections ad you first must create an organic collections Pin. Then, promote it to create a paid collections ad.

Create a collections Pin

  1. From your desktop, click the red plus icon in the top-right corner, then click Create Pin
  2. To upload your hero creative, click the up arrow then select an image from your computer or drag and drop an image into the uploader
  3. Click the tag icon in the left-hand menu to add secondary creatives
  4. Click the plus circle icon 
  5. Select whether you want to add an existing Pin, enter a URL or select a product ID from your Catalog
    • Your Pins: Search by Pin title or description
    • URL: Enter a landing page for a product
    • Catalog: Enter an exact match of an uploaded product ID using lowercase letters
  6. Repeat step five until you have three or more secondary Pins or products, then click Save products
  7. Click Done
  8. Select a board for your Pin, add a title, description and link and click Publish

Create a collections ad

You can create a collections ad by promoting a collections Pin through Ads Manager, bulk editor or select API partners.

Note: If your API partner doesn’t have a collections ads integration yet, please reach out to them directly.
 

Promote in Ads Manager
  1. Create an ad
  2. Under Ads, select the collections Pin you want to promote
    • You can look up your collections Pin by ID or filter by format type (“Collection”)
  3. Under Selected, enter optional tracking parameters
    • For more details on how tracking parameters are set for collections ads read our Track a collections ad article
  4. Once you’ve selected your collections Pin and set up your optional tracking parameters, follow the remaining steps and click Launch
Promote in bulk editor
  1. Create a new bulk editor template 
  2. Under “Existing Pin ID”, enter your collections Pin ID
  3. Under “Ad format”, enter COLLECTIONS
  4. Enter optional tracking parameters
    • For more details on how tracking parameters are set for collections ads read our Track a collections ad article
  5. Once you’ve completed the above steps and saved your template, click Upload template

Note: If your Pin is already a collections Pin, entering STATIC in the ad format column will launch the Pin as a standard ad.

More about collections ads

Learn how people interact with collections ads, see how secondary creatives work, and get collections ads specific creative specs and metrics.

How people interact with collections ads

If someone taps on a collections ad in the feed, they’ll see the hero creative in closeup, with the secondary creatives below.

If they click on the hero creative, they’ll go to the destination URL.

If they click on a secondary creative, they’ll go to the secondary creatives’ destination URL. 

If they get to the bottom of the collections ad and continue to scroll up, they’ll go to the destination URL.

If they save the collections ad, they’ll save the entire collections Pin to a designated board, not just the individual hero creative.

How secondary creatives work

The secondary creatives are manually tagged when the collections Pin is created. Secondary creatives can be set by selecting an existing Pin, entering a product ID from your catalog or entering a URL. 

Products as secondary creatives

We support a maximum of 24 tagged products per collections ad. When a product Pin is selected as a secondary creative, the secondary creative will show pricing in the upper left-hand corner, followed by the title below.

You can learn more about how to add secondary creatives to your collections ad in the Create a collections Pin section.

Collections ads specific creative specs

Hero creative

File type .jpg or .png only, no videos or gifs.
File size 10MB max.
Creative quantity Must have 1 hero creative.
Aspect ratio The aspect ratio must be either 1:1 (square) or 2:3 (vertical).

 

Secondary creatives

File type .jpg or .png only, no videos or gifs.
File size 10MB max.
Creative quantity Minimum of 3 creatives recommended. Maximum of 24 creatives supported.
Aspect ratio All creatives must have the same aspect ratio of 1:1 (square) or 2:3 (vertical).

 

Copy

Title

Up to 100 characters limit (including spaces). 

It’s recommended to prioritize the first 30-35 characters that will show up in feed.

Description

Up to 500 characters (including spaces). 

Descriptions will only appear for organic collections Pins in closeup, or when someone is viewing an organic collections Pin and side swipes or views a downstream collections Pin. Otherwise, descriptions will not show up for promoted collections ads.

 

Collections ads specific metrics

In addition to the metrics available in Ads Manager, collections ads use two new collections specific metrics: 

  • Secondary creative impressions: This metric is a total of the number of views that the secondary creatives receive
  • Secondary creative clicks: This metric is a total of the number of clicks that the secondary creatives receive

How collections ads reporting is calculated

Impressions and clicks are reported in aggregate for the secondary creatives that appear within a collections ad. We currently don’t provide individual reporting for secondary creatives. We recommend using tracking parameters to identify which individual products are converting. You can learn how to set these up in our Track a collections ad article.

Engagement rate includes standard ads engagement metrics in addition to secondary creative saves, and secondary creative and hero creative clicks.

Engagement-based conversion metrics include conversions that occur once someone has performed any of the engagement actions (above) and converts.

Click-based conversion metrics include conversions that occur once someone has clicked on a collections ad in the feed. Secondary creative click-based conversions count towards total click-based conversions.

What’s next?

Now that you’ve created and promoted your collections ads, read our guide to learn how to Track a collections ad.

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