Pinterest Ads Overview 

Below is an overview of Pinterest, a social media and advertising platform with over 350 million users worldwide. We’ll cover the ad formats and specs you need to know to start exploring advertising on Pinterest.

 

Pinterest Ad Types

Here’s a summary of the different types of ads on Pinterest. Below, we also delve into cost considerations for Pinterest advertising.

Verified Merchant Program

Before we talk specifics, Pinterest has released a new program that verifies brands, which makes them more eligible for placements across Pinterest shopping experiences, including ‘Shop the Look’ Pins and related product carousels.

Merchants must meet the merchant requirements before verification. Once verified, they can access detailed conversion insights, expanded pinterest catalogs, and dynamic retargeting. 

Promoted Pins: Brand Awareness

Promoted Pins appear in the home feed and search results just like a regular Pin except that they’re boosted and targeted to deliver way more reach. Other than the “Promoted” label on the Pin, they look and behave the way other Pins do. Users can Pin them to boards, share them, and comment on them.

Image Source: Pinterest

 

Promoted Pin Specs

  • File type: .PNG or .JPEG
  • Ideal aspect ratio: 2:3
  • File size: Max 10 MB
  • Description copy: Max 500 characters

Promoted Carousels: Brand Awareness

Two-to-five images that can appear wherever promoted pins can appear wherever pins can and have similar specifications. Here is an example.

Promoted Carousel Specs

  • File type: .PNG or .JPEG
  • Ideal aspect ratio: 1:1 or 2:3
  • File size: Max 10 MB
  • Title copy: Max 100 characters
  • Description copy: Max 500 characters

Promoted Video Pins: Awareness & Views

Like Promoted Pins, Promoted Video appears in the home feed, search results, and the “more like this” section under a Pin close-up. Pinterest offers two sizes for Promoted Video Pins: Max width and standard.

Standard width videos are the same size as regular Pins, whereas max width video spreads across the feed, minimizing distraction from competing Pins. Maximum video exposure can be more expensive, since minimum bids start higher.

Promoted Video Pin Specs

  • File type: .MPR or .MOV
  • Encoding: H264
  • Ideal aspect ratio: 1:1, 2:3, 9:16 or 16:9.
  • File size: Max 2GB
  • Video length: Minimum 4 sec, maximum 30 min
  • Description copy: Max 500 characters

Promoted Video Pins: Downloads

Let Pinterest users download your mobile app directly from Pinterest. These mobile-only ads are a good fit for Pinterest’s audience, since 80 percent of Pinterest traffic comes from mobile devices. Promoted App Pins look and act just like a Promoted Pin or Promoted Video Pin, only they link to a valid iTunes or Google Play app store URL.

Buyable Pins: Sales

Also known as Shop the Look, these Pins allow users to find and buy products directly from your Pins.

These Pins work across mobile and web, and appear in the same places as a Promoted Pin would. The only difference is items in the image are tagged with white dots that can be tapped or clicked on to display and link to product information.

Image Source: Pinterest

Story Pins: Awareness

This is a new format which allows people to share their ideas with up to 20 pages of images, text, and links.

Story Pins appear in your home feed with a cover image and title. It also has the word “Story” underneath. You can comment on a Story Pin just like you would on a Regular Pin.

Bidding & Payment

Pinterest has several different ways to bid on placements, including CPM, CPC, and CPE, or cost per engagement. Several different advertising goals determine your bid strategy, and the different bid strategies are below.

  • Awareness. Campaigns focused on building awareness are based on a standard cost-per-thousand impressions (CPM), which means the advertiser is charged for every 1,000 impressions of a pin.
    • One estimate of costs for building brand awareness is $2.00-5.00 for 1000 impressions
  • Engagement. Pinterest charges the advertiser for every engagement (CPE) on a Promoted Pin, such as a repin or click.
    • One estimate of costs for boosting engagement is $0.10 – $1.50 per engagement
  • Website traffic. When the goal is driving website traffic, Pinterest charges for clicks to a website (CPC). An important note on this campaign type is that advertisers are only charged when users click to acess your website directly from the promoted pin. There is no charge for clicks from a repinned pin. Those clicks are marked as downstream or promoted traffic and are highlighted in the campaign report.
    • One estimate of costs for driving web traffic is $0.10 – $1.50 per engagement

Each country also has a minimum, or floor bid

  • USD: $0.10 (CPC)/ $0.10 (CPE)/ $5.00 (CPM)
  • GBP: £0.08 (CPC)/ £0.08 (CPE)/ £4.00 (CPM)
  • CAD: $0.15 (CPC)/ $0.15 (CPE)/ $7.50 (CPM)
  • EUR: €0.11 (CPC)/ €0.11 (CPE)/ €5.50 (CPM)
  • AUD: $0.15 (CPC)/ $0.15 (CPE)/ $7.50 (CPM)
  • NZD: $0.16 (CPC)/ $0.16 (CPE)/ $8.00 (CPM)

 

Summary

So there you have it, a high-level overview of image formats and cost considerations for Pinterest. We hope the range of visually striking ad formats and native shop-able ad formats available on Pinterest inspires some awesome ideas for your upcoming social media efforts!