Should Your Business Be Advertising on Pinterest?

Depending on the products or services your business offers, Pinterest can be a great place to advertise.
Should You Advertise on Pinterest?

Depending on the products or services your business offers, Pinterest can be a great place to advertise. One of the key factors of any social media strategy is to find ways to target a relevant audience. And if you’re in a creative industry, but aren’t advertising on Pinterest, you could be missing out on a large percentage of your target market. 

It is important to keep in mind though that each social media platform works differently in terms of ads. So you can’t simply use your Facebook ads strategy for Pinterest – you have to tailor each strategy to a specific social channel. 

Why Use Pinterest Ads?

Although Pinterest advertising won’t be for everyone, many organisations can gain a lot of traction via this social media platform. The audience on Pinterest is pretty sizable too – the site sees more than 450 million active monthly users. To put this into perspective, that’s more than Snapchat and Twitter combined. Of course, up-and-coming social apps like TikTok have a little over twice the number of monthly users than Pinterest, but almost half a billion users isn’t something you can easily dismiss.

When deciding whether to advertise on Pinterest, the main thing to focus on is whether Pinterest users make up part of your target demographic. You may therefore wish to consider the following statistics:

  • The percentage of younger Pinterest users is increasing each year
  • Over half of all Pinterest users (around 60%) are women
  • 80% of mothers in the U.S. use Pinterest
  • In the U.S., approximately 80% of female Millennials use Pinterest, alongside about 40% of Millennial men
  • Half of all U.S. Pinterest users make purchases directly from the app, while 89% of users are using Pinterest for shopping inspiration
  • After seeing a branded Pin, 85% of users have purchased something based on this branded item 
  • Pinterest users spend 80% more in retail than people who don’t use Pinterest, usually because they have a higher disposable income
  • Compared to any other social media platform, Pinterest users are three times more likely to click through to a brand’s website
  • In terms of conversion, Pinterest ads are less than half the price when compared to other social ads

If a significant part of your audience falls into any of these categories, such as U.S. mothers or female Millennials, you should probably think about advertising on Pinterest.


Pinterest Ad Campaign Objectives

Before setting up your ad campaign, you need to consider your ad objective. This works similarly to other social platforms, such as with Facebook ads – you have to state your goal before moving forward. There are six main goals you can choose from:

  • Brand awareness
  • Video views 
  • Traffic 
  • Number of apps installed
  • Conversions 
  • Catalogue sales

It’s good practice to really think about the aims of your ad campaign, as you may struggle to achieve some of these goals at certain stages of your business journey. For instance, while you may just want conversions, sometimes it makes more sense to focus on brand awareness first. 


Pinterest Ad Targeting

It’s essential to target your ads to the right audience, so that you get the best click through and conversion rates. Essentially, you want your adverts to have the biggest impact, thus you need to put them in front of people with interests and search behaviour that align with those of your business. 

The way to successfully target the right audience is to use precise categories and options. There are three main categories – audience, keyword, and interest – as well as options centering around demographics. These include age, gender, locations, languages and devices. And with extended targeting options, you can allow Pinterest to use their algorithms to automatically target your ads. They’ll be shown to individuals who are likely to be interested in your products or services.

You can additionally choose where you’d like your ads to be placed, such as across all locations, just when users are searching for something specific, or only when people browse through their home feeds.


Audience Targeting

As the name suggests, this is where you focus on a particular audience, based on an existing list. This could be a list of your website visitors, an email list, or an existing Pinterest audience.

Keyword Targeting

If your target audience is searching for particular words or phrases, like ‘handbags’ or ‘modern sofas’, you can target users who are looking for your products. This works in a similar way to Google ads, as Pinterest can work as a type of search engine.

You can opt for a broad match, which will include similar searches, exact matches, or a negative match. The latter is where you exclude certain keywords.

Interest Targeting

You can narrow down your audience by advertising to people with specific interests – what sort of images they are often drawn to, and the things they are pinning. For example, if you sell party decorations, you could target people who have an interest in ‘event planning’ or ‘entertainment’.



Advertise on Pinterest

If you’ve decided that advertising on Pinterest could be beneficial for your company, it’s incredibly straightforward to get started. You can easily create images for ads, or even turn organic Pins into adverts, all from your phone. Next, you can set up your campaign, and choose whether you want to have custom targeting options. 

And if you want to scale your ads, you can work with Pinterest’s approved partners. It’s simple to measure your results, and Pinterest offers fantastic click-through rates, as well as a brilliant ROI in terms of conversion. 


searching on Pinterest