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For each ad group you create on Pinterest, you can target your ads to reach people who are interested in your products and ideas. You can combine targeting criteria to create an audience as narrow or as broad as you like. To see the predicted number of people you may be able to reach with your selected targeting, look at the “Potential audience size” bar at the right-side of your screen.

Targeting options
Targeting option How it works Use case
Audience Create audiences from your customer lists, people who've visited your site or people who have already interacted with your content on Pinterest. If your company sells athletic sneakers and you want to reach people who previously saved a Pin featuring a pair of sneakers from your new line, you can use an engagement audience. 
Actalike audience Reach new people who behave similarly to one of your existing audiences.  If your company sells cookware and you want to find more people who will love your products, you can create a new audience list modeled after behaviors from an existing list of top customers.
Interests Select topics related to your ad to reach people with similar tastes. If your company sells budget-friendly organic food, you might set your interests as “health food”, “organic” and “budget”. 
Keywords Include or exclude keywords or phrases to target people as they search on Pinterest. If your company sells men’s apparel, you might add keywords such as “men’s fashion” and “menswear”.
Demographics Choose gender, age, location, language or device to refine your audience. If your company sells textbooks to nearby college students, you might target your ad to people ages 18-24 within your postal code.
Placement Choose where you’d like your ads to appear on Pinterest: In the home feed, search results or related Pins.

If your company sells modern furniture and you only want your ad to appear after people search for “mid-century modern furniture”, you can use the “Search” placement.

Note: To increase the possibility of someone seeing your ad, we recommend targeting all placements.

Expanded Select expanded targeting to reach even more people on Pinterest by automatically targeting your ad to people searching for similar keywords or interests as the ones you selected. If your company sells snacks you might target topics like “recipes” and “snacks” but not think of targeting “road trips”. Without selecting “road trips”, expanded targeting will put your ads in front of people interested in or searching for related ideas.


Add or edit campaign targeting

Once you’ve found the right targeting option for your campaign, add it to a new or existing ad group.

  • Log into your Pinterest business account
  • Click Ads at the top of the screen, then click Create ad
  • Click New ad group or select an existing ad group from the left-side navigation
  • Click Targeting from the left-side navigation
  • Select your Targeting
  • Once complete, select your Budget & Schedule, Optimization & delivery and Ads
  • Review your information
  • Click Launch

    Create and use templates

    Targeting templates allow advertisers to save a set of targeting details including audience lists, keywords & interest, demographics, and placements to use more than once during the campaign creation process.

    Templates can be used to build out basic targeting criteria that you plan to use across campaigns and to reuse performance targeting from prior campaigns for new campaigns.

    Setting up templates
  • Enter targeting attributes in the Targeting details section of Ads Manager
  • Click Save as template
  • Enter a template name in the Targeting template name field 
  • Click Save as template
  • Continue to setup your campaign as usual. 
  • Reusing templates 

    To use an older template, search by name or ID in Use Existing profile. All details selected in the template will be applied, and the details can be edited in campaign creation. 

    You can use saved templates when launching a new campaign:

  • Click Use existing template in the Targeting details section of Ads Manager
  • Either search for the template by name in the search field or select from the list of existing targeting templates that shows up in the side panel
  • Click Select next to the template you’d like to use
  • Click Add selected template to populate Targeting details with the saved template.
  • To delete templates click on the trash can icon next to the template names. Deleting templates won’t affect campaigns currently using these templates.


    Ad review process

    Once you launch your campaign, we’ll review it to make sure it follows our Advertising Guidelines and Targeting Guidelines. The campaign review process can take up to 24 hours.

    If your campaign targeting goes against our advertising guidelines, we’ll send you a notification in Ads Manager letting you know what needs to change so that your ad can be reviewed again for approval. Once approved, we’ll start distributing your ad.

    As described in our Targeting Guidelines, some ad categories also have targeting restrictions that limit the audience for the ad, such as to users over a certain age or in a certain location. This limited approval means your ad will be approved but will be served only to that limited, approved audience.

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