‘Campaign

Essentials’

Campaign Setup and Optimization

Version: Q1’20
Contents
01 Auction
02 SetupStup
03 Targeting
04 Ad formats and best practices
05 Optimizing for success
Auction
Choosing The Best Ad
Pinterest will choose the best ad to serve for each available ad impression based on bid,
targeting, Pinner Value, and Partner Value

Factors Pinterest Emphasizes

Pinner Value: Partner Value:

provide the best possible
experience for Pinners by
serving the highest quality ads
at the most relevant moments
(e.g. high save rates, low hide
rates, landing page quality etc)
optimize business outcomes
for advertising partners
AND
(ie. likelihood that the Pinner takes
the desired action)

There are no ad serving preferences based on campaign objectives.

confidential
Relevant Ads Lead To Better Advertising
Pinterest will choose the best ad to serve for each available ad impression based on bid, targeting, Pinner Value, and Partner Value.

● In order to maximize advertising partner’s opportunity to be eligible to enter into and win auctions, the creative and landing
page should align with the targeting.
● Relevant ads will get more delivery, more clicks, decrease cost-per-click, and drive more conversions.

Ad Group
This advertiser is looking to reach
people shopping for back-to-school.
Some of the keywords and interests
targeted in this example do not fully
align with the creative/ad. For
example, the keyword “cosmetics” is
paired with a dorm room ad. This Interests interior design, home decor, storage, healthy recipes, fruit, parenting, family activities,
creates a sub-optimal Pinner wallpaper, college and 6th form, body care, mom advice, pre-k resources, elementary schools
experience, and thus may lead to fragrance, skin care, makeup, women’s
undesirable advertising results. fashion
See next slide for an example of an
optimal setup. Keywords back to college, back to school, dorm room back to school, first day of school, healthy snacking
ideas, dorm inspiration, dorm ideas ideas, diy healthy snacks, healthy recipes lunch
decorating, college apartment, decor dorm, school, snacks for school kids, easy snacks for
college, bathroom basics, fragrances, school, fashion kids, kids clothes, denim, boots for
confidential
cosmetics, skin lotion, beauty must haves kids, backpacks
Improve Relevance With Better Campaign Structure
Use ad group targeting to align with the creative for the best possible Pinner experience

The number of ad groups within a single campaign does not impact delivery
or performance because campaigns are used to manage spend goals.

Keep tightly themed ad groups by grouping similar ads together and ensure targeting is applicable across all ads within the ad group.
If there is targeting that is not applicable to all ads, consider setting up a separate ad group to improve relevancy.

Ad Groups

Interests pre-k resources, elementary body care, fragrance, skin care, interior design, home decor, storage, healthy recipes, fruit, parenting, family
schools, mom advice, women’s makeup, women’s fashion, wallpaper, college and 6th form activities, mom advice
fashion, family activities college and 6th form

Keywords back to school, first day of back to college, college, back to college, back to school, back to school, first day of school, healthy
school, 100 days of school bathroom basics, fragrances, dorm room ideas, dorm inspiration, snacking ideas, diy healthy snacks,
ideas, fashion kids, kids cosmetics, skin lotion, beauty dorm ideas decorating, college healthy recipes lunch school, snacks for
clothes must haves apartment, decor dorm school kids, easy snacks for school

confidential
Targeting and Creative Alignment Creates Value, Example
The Pet Shelter Project: Individual dog and cat creatives outperformed combined counterparts

Campaign 1: Dogs Campaign 2: Cats Campaign 3: Dogs and Cats

394.6% 412.3% 361.2%

Conversion Lift* Conversion Lift* Conversion Lift*
Incremental Page Visits for Dogs and Cats Incremental Page Visits for Dogs and Cats Incremental Page Visits for Dogs and Cats

611.8% 618.1% 565.0%

Penetration Lift* Penetration Lift* Penetration Lift*
Incremental Page Visits for Dogs and Cats Incremental Page Visits for Dogs and Cats Incremental Page Visitors for Dogs and Cats

confidential

*Significant at the 95% Level

Landing Page Quality
Pinterest uses landing page quality to review ads before they enter the ad funnel

● Ensure the ad aligns with a high quality landing page as violations can result in ad rejection.
● Direct users to a landing page in the local language when possible.

Good Most Common Issues* Solution

Honda Odyssey standard ad to Odyssey Landing Page
Excessive ads on the landing page Reduce the number of ads on the landing
page

Insufficient original content Provide unique, original content and/or

valuable functionality

Autoplay videos with no playback Remove the autoplay video or provide users
controls with the ability to control the video’s playback

Pop-ups or Pop-unders Remove pop-ups or pop-unders

Slow landing page load times Identifying optimization suggestions using

PageSpeed Insights tool

404 destination URL Redirect users to a page they can access

*Examples but not exhaustive characteristics

confidential
 Bidding On Pinterest
● The advertiser’s bid tells Pinterest what they’d like to pay for their
desired (impression, click, conversion, etc).
● The advertiser pays only what’s needed to beat the next-best ad
in the auction. That means the Advertiser will often pay less than
their bid.
○ There is no benefit to underbidding, advertisers should bid
the true value of the desired action.
● For Traffic campaigns, we offer two bid strategies - custom and
automatic.
○ Choose automatic bidding to allow the system to
dynamically adjust bids.

For traffic objectives, use Automatic Bidding

● On average, advertisers using automatic bidding got 35%
more clicks for the same budget.*
● We recommended starting with higher bids (10-15% higher
than suggested) to build a healthy click through rate and
optimize bids over time.
● Under ad group settings, Ads Manager shows suggested bid
range. This is based on targeting specs, and what other
advertisers are bidding for similar parameters.

confidential

*Source: Pinterest, US analysis, January 2020

Multiple Advertiser Profiles Do Not Compete Against Themselves

It is not possible for ads from different Advertiser profiles (but same Pinterest profile)
to compete with each other in the auction.

Only 1 ad from advertiser, The Manual, will enter in the auction

because, before the auction, we take the ad from each Pinterest
profile with the highest auction utility and discard the rest.

If the advertiser, The Manual, has three user profiles IDs, each
with >1 Adv ID, then there is a possibility that each of these four
profiles can have one ad enter in the auction each, therefore,
each The Manual user profile CAN compete against each other.

confidential
Setup
Campaign Setup Tips

Ensure campaign and ad group strategy follows the principles below to start with a solid base:

Tips to ensure relevance:

Target Audience Ad Content Board Landing Page

--- --- --- ---
Delineate your Creative that connects Make sure the title and Make sure that the
audience based on with the audience, has description match the imagery, language
who you would accurate ad content and topic align with
like to reach description and ad’s content
URL

● Ad creative, ad Title, ad Descriptions, ad URL, Landing Page text of URL, Board Title, Board Descriptions, and congruent
targeting are important for success.
○ Text overlay on ad image may resonate with Pinners but is not used as a data signal to influence ad delivery
○ For shopping, various text fields from advertiser provided product feed are used to best match ads to Pinners
● Make sure your ad image, description and landing page are consistent.
● For public and protected boards, the signals noted above are used.
● For private boards, none of these signals are used.
Controlling Delivery
Levers to control delivery for Brand or Performance

Campaign Level Ad Group Level

Frequency Accelerated
Spending caps Budgets Bids Flight dates
Cap / Targets Pacing

• Optional campaign • Required ad group setting • Set bids for what • If left open • Available only • Spend
setting (daily or lifetime) that action is ended, daily for Awareness budget as
(daily | lifetime) • Budgets affect pacing and worth to you budgets are campaigns quickly as
• Pinterest will not delivery required (bidding on a possible
exceed set amount • Flighted CPM) • Subject to
• Daily: Pinterest will pace ad campaigns • Set target as targeting,
• Spending caps do groups to spend full daily should use end weekly or relevance,
not affect pacing or budget each day dates monthly frequency,
delivery • Lifetime: Pinterest will pace frequency and budget
to spend the lifetime budget • Cap can be set constraints
over the ad group flight dates only monthly

• Brand: (awareness): use spend caps, budgets, bids, flight dates, frequency caps,
and/or accelerated pacing.
• Performance (traffic, conversion): use bids to control efficiency, but optimize
budgets to capture all available conversions for top performing campaigns and ad
groups.
• Only apply campaign caps when necessary (eg. must cap spend).
confidential
Inflating ad group budgets to force the system to deliver has
become obsolete as the pacing model has improved. If a
campaign is under-spending, options to increase delivery
include: expanding targeting, reallocating ad group budgets,
and improving CTRs.
Applying all three is NOT recommended: Campaign lifetime,
Campaign daily, AND an ad group level (lifetime or daily).
Ad Formats Overview
Ads are designated with a “Promoted by” label in feed

Ads help take the Pinner from inspiration to action, with a seamless experience to
drive users from the ad to a destination on or off Pinterest
• Standard ads: Can be used across all objectives (except Video Views since it is
not a video asset)
• Standard width video ads: Can be used for all objectives (except Shopping
where ads can only be created with a standard single image)
• Max width video ads: Can be used for Awareness objectives only (Video Views
and Awareness)
• Carousel ads: Can be used for all objectives (except Shopping where ads can Standard Ad
only be created with a standard single image)

You can now use multiple formats (static, carousel, video) in the same campaign
or ad group.

Video Ad
It’s important for ad serving that the ad image, description and landing page are
consistent, and are congruent with targeting.
• Be sure to include a description as it provides metadata for ad serving
• Put the most important information at the very beginning of your description as
descriptions can get truncated.
• To improve performance, use these levers: bids, budgets, and targeting. Carousel Ad
confidential
Optimal Number Of Ads Per Ad Group
Start with 2-4 consistent themed ads to garner creative learnings

● Even if you may have more ads to promote, start with a smaller set (2-4) of ads per ad group to
garner creative learnings quickly.
● Ensure targeting is applicable across all ads within the ad group.
● Optimize by adding a new ad and rotating out the lowest performing ad for a given ad group.

Ad Group 1 Ad Group 2

● A high number of ads in a single ad group may make it difficult to get accurate creative learnings. This is due to
the fact that we’ll have less impression volume per ad.
● Setting up 1:1 ad:targeting:ad group will not indicate side by side comparison (ie A/B test) as you will only see
when the ad won in the auction by impressions served, rather than how many times it entered into the auction.
confidential

How JOANN turned Pinterest insights into a charitable campaign

Setup For Scale, Optimize For Performance
Start with strong bids to gain traction more quickly and apply broad targeting. This will give you more opportunities to
learn and optimize for performance quickly.
If necessary, you can minimize risk by setting lower budgets at first and then increasing strong performing ad groups.

If you use narrow targeting or low bids, it may be challenging to scale, which will limit your ability to optimize.

Pinterest Optimization Levers

Budgets

Bids

Creative (Multiple Ads Similarly Themed)

Placement Targeting Pinterest (Browse & Search), Browse only or Search only

Targeting - Advertiser
Data
Targeting - Pinterest Data
Audiences
Performance is non-linear and
Interests, Keywords, Expanded Targeting built over time by expanding and refining.

Targeting - Other Locations, Age, Genders, Devices, Languages

confidential
Targeting
Available Targeting Options

Keyword Engagement retargeting

Precisely target people who are planning and Reconnect with people who have interacted
searching for ideas. with your content on Pinterest.

Interests Site visitor retargeting

Reach people based on our unique Reach people who have expressed interest in
understanding of people’s interests, tastes and your products and engaged with your site or
life stages. app.

Customer list
Reach (or exclude) existing customers by Actalike
uploading emails, mobile IDs or using Find new, prospective customers who behave
a data onboarding partner. like your existing customers.

Additional Targeting Options: Placement (browse, search, all), Expanded Targeting, Age, Gender, Language, Location, Device,
Frequency, Catalog Product Feed and Dynamic Retargeting (DRT) for Shopping
Placement Targeting
Placement targeting can be applied at the ad group level to control placement delivery

Placement is
targetable
All Placements
Includes all below placements

Browse Related Pins Search

• Targetable at ad group level • Included in both browse & search placements • Targetable at ad group level
• Serves in home feed • Help users refine what they’re interested in • Serves in query results
• Reach users as they explore new ideas • Reach users as they actively seek
information about a specific topic

We recommend targeting All Placements. Only target Browse and Search in separate campaigns if:
• Advertiser wants to optimize at the placement level
• Advertiser is using Interest targeting for Browse and Keywords for Search

confidential
Placement Targeting
Choose placements based on how Pinners use Pinterest, by browsing or searching

Placements determine where your ads show up on Pinterest. There are three options to choose from All (shows ads everywhere on
Pinterest, Browse (shows ads in Home Feed and Related Pins), or Search (shows ads in Search and Related Pins)
Placement targeting is selected at the Ad Group level and is editable after campaign is live.

Browse Related Search

Specify and edit placement

targeting at the ad group level
 “And” vs. “Or” Statements
AND across targeting types; OR within a contextual type (Interest, Keyword, Expanded Targeting)
● When layering targeting like Audience AND Keywords in a single ad group, this may be more performant as the
Pinner must qualify under each targeting attribute. Be mindful that this does in turn narrow scale.
● If you have multiple audiences targeted in a single ad group (e.g. 3 inclusion and 1 exclusion), any Pinner who falls
in any inclusion list of one or more will be eligible, unless they are also in the exclusion list.

Ad Group 1 Ad Group 2 Ad Group 3 Ad Group 4

Interests: Audience: Audience: Audience:

● Meal Planning, Lunches ● Audience List 1 ● Audience List 1 ● Audience List 1
and Dinners, Easy Meals (Exclusion) (Inclusion) (Inclusion)

Interests: Interests: Interests:

Keywords:
● Meal Planning, Lunches ● Meal Planning, Lunches ● Meal Planning, Lunches
● quick easy meals, easy
and Dinners, Easy Meals and Dinners, Easy Meals and Dinners, Easy Meals
recipe ideas, one pot
Keywords
recipe, 3 ingredient meals
● quick easy meals, easy Expanded Targeting (ET)
recipe ideas, one pot
Expanded Targeting (ET)
recipe, 3 ingredient meals

Interests OR Keywords OR ET Audience (excl) AND Interests Audience (incl) AND (Interests OR KW) Audience (incl) AND (Interests OR ET)

Potential Audience Size: 66m Pinners Potential Audience Size: 45m Pinners Potential Audience Size: 29m Pinners Potential Audience Size: 26m Pinners
confidential

Targeting is not exhaustive and audience size is to demonstrate how selecting between targeting types can impact scale
Keyword Targeting
Use search features (match types, negatives, bids) to optimize
● Start with Broad Match and use the Search Query Report to identify optimizations:
○ Negatives: add high volume keywords with low CTR as negatives, or terms in context that are not aligned with the
advertiser’s brand
○ Phrase & Exact Match: Move high CTR keywords to phrase match and exact match under separate ad groups
● In serving, priority is given to exact match, phrase match, and then broad match. While it is not necessary to increase your
bid in ad groups using phrase and exact match, bidding higher on these ad groups can improve performance.
● Ad groups targeting Keywords in campaigns running across all placements rely on an automatic mapping of keywords to
interests. A better choice, when serving on Browse or All Placements, is to use Interests or Expanded Targeting.
● Opting into Expanded Targeting leverages visual signals of an advertisers’ ad to reach additional users another option to
find scale and efficiency
Search features vary in availability per placement
All Placements Browse Search
Placement Related Pins
(Browse, Search & Related Pins) (Home Feed & Related Pins) (Search queries & Related Pins)

✔ ✔
Keywords map to interests to Keywords map to interests ✔ ✔*
Broad Match serve in Browse to serve in Browse

Phrase Match, Exact
Match & Negatives
✔ ✔
Search: Match types apply;
Keywords map to interests ✔ ✔*
Browse: Match types do not
apply - will serve as broad to serve in Browse

confidential The order of KWs added into a given ad group does not influence or give preference
to how the system chooses when a pin will be sent into the auction.
*Not a targetable placement
Keyword Targeting
Building a keyword list for Search-only campaigns

● Preferred Option: Ask account manager to ● Do not keyword stuff an ad group; instead,
use Ads Manager keyword tool to build a make sure keywords are relevant to the ad
keyword list. group theme, creative and landing page.
○ Add upper / middle funnel terms
○ Add category terms ● Check for relevancy. If the keyword was
○ Add non brand terms (97% of search added into the ad description, does the
terms on Pinterest are non-branded) keyword tie back to the ad image? If it
doesn’t, then it isn’t a relevant term and
shouldn’t be added.
● Alternative Option: Start with Google keyword
list and remove:
○ Lower funnel terms
○ Keywords with 3+ terms (73% are
between 1-3 words in length)
○ Branded terms

confidential
Interest Targeting
Leverage our unique understanding of people’s interests, tastes, and what they’re planning

All Placements Browse Search

● Interests are available to serve on all Placement (Browse, Search,
(Home Feed &
Related Pins)
(Search queries
& Related Pins)
placements. On the Search placement, ads Related Pins)

are served when the Interest is relevant to

the search term.
● Advertisers using Interest targeting on all Match types Keywords Serves with
placements are able to reach relevant Keywords honored only map to respect to
when serving in interests to match types
audiences on home feed AND deliver ads to (Broad, Search; maps to
users searching relevant terms. Phrase, serve in
interests to serve
Exact) in Browse Browse

● When interests and keywords are in the same

ad group, they are used as an OR. In other
words, the set of eligible users will be the ✔
combined group of Pinners who are eligible Interests ✔ ✔
to see the ads based on EITHER keyword(s)
OR interest(s).
Keywords
Ads will serve based on either Interest or Keyword
+ Interests
confidential
Audience Targeting
Reach the people you truly care about, combining what you know about your customers with
what we know about how people use Pinterest
Audiences are eligible to serve on any placement (All Placement, Browse, Search, Related).
The maximum lookback window is 180 days for visitor and engagement audiences.

Customer List Visitor Actalike Engagement

After placing the Pinterest tag (with Enhanced

Target existing customers who
Match), advertisers can target Pinners who have Reach more people who act Target people who have
are most receptive to your brand
expressed interest in your product or services, by similar to the customers that interacted with your
messaging by uploading emails
retargeting them based on their interactions with you already find valuable. content on Pinterest
or mobile ad IDs (MAIDS)
your website or app

SLA: If seed audience is

already created, 24-48
SLA: 24 hours after upload SLA: 24 hours SLA: 24-48 hours
hours. If seed audience is
not created yet, 72-96 hours.

● At a minimum, your first party audience should be refreshed monthly to ensure the lists have high accuracy.
● Audiences can drive business objectives, apply the right strategy based on advertiser’s objective.

● Ensure your audience is large enough to deliver against your budget. The larger the budget, the larger the audience you’ll need
to deliver in full. Avoid using audiences under 100k users unless you only have a small test budget.
● Advertisers measuring incrementality via OCL and/or MTA should talk to their Sales team before adoption audiences on a large
confidential
scale as highly qualified Pinners are less likely to produce favorably in incrementality studies.
Expanded Targeting
Expand your Interests and Keywords based on your ad to reach additional relevant people
Expanded Targeting relies on the Taste Graph to augment your targeting for relevant users' interests and searches. Expanded
targeting uses a variety of signals from the ad, including the image, description, title, objects in the image, user engagement, and
the boards to which it’s been saved.

Awareness Campaigns (CPM) Traffic Campaigns (CPC)

Include Expanded Targeting in All Placement campaigns to Include Expanded Targeting in All Placement campaigns to
add incremental reach and potentially improve efficiency. add incremental clicks and potentially improve efficiency.

CPM Campaigns with Expanded Targeting CPC Campaigns with Expanded Targeting
● Lower eCPMs ● Better or similar CPCs and CTR
● Avg 15% more impressions ● Avg 21% more clicks

● Use the Search Query Report to identify optimizations:

○ Negatives: add high volume keywords with low CTR as negatives, or terms in context that are not aligned with
the advertiser’s brand
○ Phrase & Exact Match: Move high CTR keywords to phrase match and exact match under separate ad groups
● Expanded Targeting currently does not optimize towards conversions, but can be a good way for performance-oriented
advertisers to discover new/additional relevant keywords and interests.

● Expanded targeting adds visual cues on top of the already chosen interests and terms. If selecting ET only (with no Int or
KW), this will limit scale as we will only use the ET signals to match ad to the Pinner.
● Advertisers should keep a master list of negatives so that campaigns do not serve against brand sensitive keywords.
● If you are working with a Search agency and are managing robust keyword lists, we are not recommending this product
confidential
at this time.
Ad formats
and best practices
Creative
Leverage creative optimization to test and identify high performing ads

Launch Optimize Test

Launch with multiple ads per ad Allow system to optimize Test new ads, rotate or pause
group (we recommend 2-4). towards best creative based on ad performance
Confirm creative specs prior to
launch.

The ‘golden ratio' for standard ads is 2:3

Create Tightly Themed Ads
2-4 consistent themed ads per ad group is recommended for optimal learnings

Create multiple ads that are consistently themed and can retain congruent targeting across each individual ad within
a single ad group.
Ad Group 1 Ad Group 2 Ad Group 3

Stevia In The Raw made two versions of each of the recipe ads with branding imagery of Stevia In The
Raw packets and one without—to see which performed better

● If targeting is not applicable to all ads within the ad group, set up a separate ad group to improve relevancy.
● Launching with one ad per ad group is difficult to manage and likely requires copying targeting across ad groups, which goes against
targeting best practices. In addition, ad groups with one ad would not benefit from Pinterest’s continued creative optimization
improvements and creative learnings may be sub-optimal.
● Create ad in the local language, including text overlay and ad description.
confidential

Stevia In The Raw Success Story

Product Specs I Standard Ads

Images Must Be:

● File type: PNG and JPEG
● Max file size: 32 MB

We recommend:
● Aspect ratio: 2:3 (e.g. 1000 pixels wide by 1500 pixels tall). Any
ad that has a taller aspect ratio greater than 2:3, may be cut off
at the bottom when it's shown and may be penalized in the
auction.
● Description copy: Up to 500 characters. Prioritize first 1-2
sentences, which are most likely to show up in feed.

You can now use multiple formats (static, carousel, video) in the same
campaign or ad group.

confidential

Creative Spec Guidelines

Product Specs I Video Ads
Videos Must Be:
● File type: .mp4 or .mov or .m4v
● Encoding: H.264 or H.265
● Max file size: Under 2GB
● Video length: Minimum 4 sec, maximum 15 min
○ Recommended: 6-15 seconds
● Aspect ratio: Shorter than 1:2 (w:h), taller than 1.91:1

We recommend:
● Aspect ratio:
○ Video ads at standard width: Square (1:1) or Vertical (2:3, 9:16)
○ Video ads at max. width: Square (1:1) or widescreen (16:9).
Note: Max. width videos cannot exceed the height of a 1:1
aspect ratio.
● Description copy: Up to 500 characters. Prioritize first 1-2 sentences,
which are most likely to show up in feed.

You can now use multiple formats (static, carousel, video) in the same
campaign or ad group. Recommend keeping MW Video separate as it has a
higher minimum bid.
confidential

Creative Spec Guidelines

Product Specs I Carousel Ads
Images Must Be:
● Minimum of 2, maximum of 5 images
● File type: PNG and JPEG only (no videos or gifs)
● Max file size: 32 MB per image

We recommend:
● Aspect ratio: All images must have the same aspect ratio. During
the creation flow, you’ll choose 1:1 (square) or 2:3 (vertical) aspect
and can crop images directly in the interface.
● Title: Up to 100 characters limit (including spaces), prioritize first 30-
35 characters that will show up in feed.
● Description copy: Up to 500 characters (including spaces). Note
that descriptions will only show up on organic carousel ads in
closeup. They will not show up when promoted.

You can now use multiple formats (static, carousel, video) in the same
campaign or ad group.

confidential

Creative Spec Guidelines

Creative I Design
Ensure ad’s creative follows best practices

Think Vertically: Occupy maximum screen real estate to communicate your message
Design for Mobile : Ensure text is large enough so that it’s legible on mobile and stands out in feed
Tasteful Branding : Subtle branding drives higher ad performance
Strong Product Focus : Make sure your products are front and center
Highlight Brand Benefit : Highlight what makes your brand stand out from competitors
Align to Moments : Align with life, seasonal, everyday moments through the year for higher aided awareness
Stand Out with Call Outs : Grab attention by considering how your pin will stand out with ads around it (vs. on its own)
Text Overlay Provides Context : Use copy that is clear, concise and actionable
Include an Actionable CTA : Short, actionable phrases drive higher engagement and conversion
Add a Human Touch : Help audience visualize products in their lives
Give Your Brand A Voice : Lean on testimonials to highlight unique points of difference for your brand
Description Copy Drives Search : Elaborate on product, instructions or unique features
Create Cohesion Between Pin + Landing Page : Tell a consistent story from pin to page
confidential
Landing Page
Landing pages are reviewed for quality before an ad enters the ad funnel

Fast/Mobile Optimized
● Page load times must be faster than 8 seconds
● A minimum score of 30 on Google PageSpeed analyzer

Relevance
● Ad contains elements from the landing page, above the fold
● Imagery, language and subject matter align with ad
● Direct users to a landing page in the local language when possible

Hardwalls
● If landing page requires a signup then this must be clear in the image and/or first line of copy

In-Page pop-ups / interstitials

● Pinterest will allow pop-ups that show up after 15 seconds on page
● Inline scroll up interstitials allowed, but must be < 30% of page

Price
● Price on landing page must be equal to or less than list price in ad
● Multi-product ads must include at least 1 product within any specified price range
Optimizing for
success
Settings Checklist

Before troubleshooting campaigns, check that settings match original

campaign plan including:

Campaign Settings Ad Group Settings Ad Settings

● Spend Caps
● Status (active/paused)
● Check for any holdout
experiments or holdout surveys
● Placement Targeting
● Targeting (interests, keywords,
audiences, expanded)
● Other Targeting (device, age,
gender, location, language)
● Budget
● Bids
● End Dates
● Status (active/paused)
● Format type
● Image and description
● Ad belongs to board with
relevant title and description
● Destination URL
● Status (active/paused)

confidential
Campaign Not Serving
Most common causes and next steps for campaigns with 0 impressions

Cause:
Ad is on a secret board
Campaign lifetime or daily spend cap has been
hit
Ad group end date has passed
Targeted audience is not yet processed
Solution:
Make sure ad belongs to a public board
Raise spend cap
Extend end date
Check Ads Manager for audience status.
Audience processing times vary, but range
between 24 and 72 hours.

confidential
Campaign Not Serving (continued)
Most common causes and next steps for campaigns with 0 impressions
Cause:
Ad not yet approved by ads review
Ad Group budget has been hit
Ad Group start date is in the future
Ad Group bid is higher than the daily budget
confidential
Solution:
Check status at the ad group level
● If still processing, ad group will begin
spending upon approval
Check existing spend against the defined ad
group budget
Change ad group start date to today
Compare bids and budgets at the ad group level
Optimization Levers

Off-Pinterest levers On-Pinterest levers

Product Landing Campaign Budgets,

Creative Targeting Placement
lines pages Objective bids

confidential
Increase Delivery Volume

The recommendations below are designed to increase scale. Depending on current ad group setup and the
suggestions adopted, these may have a positive, negative or neutral impact on performance. Make sure you
understand impact on performance before implementing:

Targeting Bids & Budgets Other

● Target additional interests
● Move up in interest levels
(e.g. from L3 to L2 or L2 to L1)
● Add keywords
● Enable Dynamic Targeting
● Increase bids for low-scale ad
groups
● Increase budgets for ad groups
meeting or exceeding advertiser
KPIs
● Improve CTR
● If targeting only specific
devices, placement geos or
languages, consider expanding
beyond original campaign
settings

confidential
Improve KPIs

[Step 1] Performance will need to be analyzed from multiple angles. To do this effectively, pull data
and compare performance by the following cuts:

✅Device (Desktop, Mobile, iOs, Android), ✅Placement (Browse, Search, Related Pins),
✅Targeting (Keywords vs. Interests, Keywords, Interests, Expanded Targeting, Audiences, Geo)

[Step 2] Once the data is available and based on what you see, implement the following (ordered
from least difficult to most difficult)
1) Shift budgets from lower to higher performing ad groups / strategies
2) Find inefficient targeting and bid down or remove:
● Interests: Move from L1 to L2 or L2 to L3s. If targeting only L3s, remove inefficient L3s
● Keywords: Add negative keywords. Remove low performing keywords
● Audiences: For Actalikes, lower percentage. For Remarketing or First Party audiences, tighten seed audience (e.g. from
all visitors to check outs)
3) Check targeting > creative > landing page congruency. Poor congruence may result in low CTRs or low
conversion rates
4) Compare placements, devices and geos
● If KPIs vary, consider creating a new campaign and targeting separately
● Lower bids on lowest performing segments
● Consider increasing bids on the highest performing segments
confidential
Optimization Levers

Low CTR High CVR High CTR High CVR

• Test new keyword • Increase bids
• Add negative keywords • Expand to additional relevant targeting
Conversion rate

• Test exact and phrase match

• Test new ads

Low CTR Low CVR High CTR Low CVR

• Test new ad • Test new landing pages
• Test new keywords / audiences • Remove bad keywords
• Test new landing pages • Test device strategy

Clickthrough rate

confidential