The Small Business Owner’s Guide to Pinterest Advertising

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Pinterest, a social media platform where users can share and discover visual content, can be a powerful tool for small businesses. This article is your comprehensive guide to using Pinterest for advertising, offering you practical advice and a roadmap for success.

What is Pinterest?

Pinterest is a visual discovery engine, an online scrapbooking tool that allows users to create, share and discover ideas. It has over 400 million monthly active users globally, making it an essential tool for small businesses. Pinterest is not just for DIY crafters and home decorators; it’s a platform where users plan purchases, which makes it a viable platform for advertising.

Why should Small Businesses use Pinterest?

Small businesses can leverage Pinterest to their advantage due to its unique features. Users are often looking for inspiration, making them more open to discovering brands. Furthermore, pins can continue to drive engagement and sales for a long time after they’re posted. As a small business owner, using Pinterest to your advantage could lead to a significant return on your advertising investment.

The Benefit of Advertising on Pinterest

Pinterest advertising can help increase brand awareness, drive traffic to your website, and boost sales. With its targeted advertising features, Pinterest allows you to reach your ideal audience at the right time. More importantly, people come to Pinterest with an open mind, ready to discover new products and brands.

Setting up your Pinterest Business Account

Before you can advertise on Pinterest, you need to set up a Pinterest Business account. A business account offers features like analytics and advertising tools that are not available to personal accounts.

Step 1: Creating your Business Account

Creating a Pinterest Business account is straightforward. You can convert an existing personal account or create a new one. Remember to complete your profile, adding your business name, logo, website, and a description.

Step 2: Confirm your Website

Confirming your website with Pinterest provides additional benefits, like access to website analytics. It allows Pinterest to verify you as the rightful owner of your website, and it also enables the use of rich pins, which provide more information and can increase engagement.

Step 3: Familiarize yourself with Pinterest Analytics

Once your business account is set up, familiarize yourself with Pinterest’s analytics tool. It provides data about your pins’ performance and audience demographics, helping you make data-driven decisions for your Pinterest advertising strategy.

Understanding Pinterest Ad Formats

Pinterest offers a variety of ad formats designed to achieve different marketing objectives. It’s essential to understand these options to choose the right one for your business.

Promoted Pins

Promoted pins are regular pins that you pay to be displayed to more people. They blend into the feed, providing a non-intrusive experience for users. Promoted pins can drive both brand awareness and engagement.

Video Pins

Video pins capture users’ attention with movement and storytelling. With the option to play videos automatically as users scroll through their feeds, they can increase engagement and create a strong impression.

Carousel Ads

Carousel ads allow users to display multiple images within one pin. They are ideal for showcasing different products or highlighting multiple features of a single product.

Creating Your Pinterest Advertising Strategy

Once you’ve set up your business account and are familiar with the ad formats, the next step is to develop an effective advertising strategy.

Define Your Goals

Start by defining your marketing objectives. Whether it’s increasing website traffic, generating leads, or improving sales, clear goals will guide your advertising efforts.

Identify Your Target Audience

Understand who your target audience is on Pinterest. Consider factors like their age, gender, location, and interests. Use this information to create content that will appeal to them and use Pinterest’s targeting tools to reach them.

Plan Your Content

Create a content plan based on your goals and audience. Decide on the type of pins you’ll create, how often you’ll post, and what the content of each pin will be.

Using Pinterest’s Targeting Tools

Pinterest provides powerful targeting tools that can help you reach your ideal audience.

Keyword Targeting

Keyword targeting allows your ads to appear in search results and related pins when users search for specific words. It’s crucial to understand the keywords your audience uses and to include them in your strategy.

Interest Targeting

Interest targeting shows your ads to users who have shown an interest in specific topics on Pinterest. This can help you reach users who are likely to be interested in your products or services.

Audience Targeting

Audience targeting enables you to reach users based on their past interactions with your pins or website. It’s a powerful way to re-engage users who have shown an interest in your brand.

Setting Up Your Pinterest Ad Campaign

After you’ve planned your strategy, you’re ready to set up your ad campaign on Pinterest.

Choose the Right Campaign Type

Choose a campaign type based on your marketing goals. Whether you want to drive traffic, increase engagement, or boost video views, Pinterest has a campaign type to suit your needs.

Set Your Budget and Schedule

Determine how much you’re willing to spend on your campaign and when you want your ads to run. You can choose to have a daily budget or a lifetime budget for the campaign duration.

Create Your Ads

Create your ads using the ad formats that best suit your strategy. Make sure to use high-quality images, engaging captions, and relevant keywords to make your ads stand out.

Measuring Success with Pinterest Analytics

Pinterest Analytics allows you to measure the success of your advertising efforts, providing insights that can help you optimize future campaigns.

Analyze Your Pin Performance

Examine how your pins are performing. Look at metrics like impressions, saves, and clicks to understand which pins are resonating with your audience.

Monitor Your Audience Insights

Understand who your audience is and what they’re interested in. Use these insights to refine your targeting and create content that appeals to your audience.

Evaluate Your Campaign Success

Evaluate your campaign success based on your marketing goals. Whether it’s website traffic, engagement, or sales, measure your results and use them to optimize your future campaigns.

Optimizing Your Pinterest Ads

Once you’ve run a few campaigns, use your analytics data to optimize your ads for better results.

Test Different Ad Formats

Experiment with different ad formats to see which ones perform best for your business. This can help you optimize your ad spend and improve your return on investment.

Refine Your Targeting

Based on your audience insights, refine your targeting strategy. This can help you reach more of the right people and increase your campaign effectiveness.

Improve Your Content

If certain pins are performing better than others, try to understand why. Use this information to improve your content and create more engaging pins.

Building a Pinterest Community

Building a community on Pinterest can enhance your advertising efforts by increasing brand loyalty and engagement.

Engage with Your Followers

Engage with your followers by responding to their comments and sharing their content. This can help build a relationship with your audience and increase their loyalty to your brand.

Collaborate with Other Pinners

Collaborate with other Pinners by creating group boards or participating in Pin collaborations. This can help you reach a wider audience and increase your brand exposure.

Share User-Generated Content

User-generated content can help increase trust in your brand. Encourage your followers to share their experiences with

your products and share their content on your profile.

Pinterest Ad Best Practices

To make the most of Pinterest advertising, follow these best practices.

Keep it Visual

Pinterest is a visual platform, so make sure your ads are visually appealing. Use high-quality images, compelling visuals, and attention-grabbing captions.

Be Consistent

Maintain a consistent brand image on Pinterest. Your pins should align with your brand aesthetics and message to build brand recognition.

Stay Relevant

Keep your content relevant to your audience and the platform. Share content that provides value and aligns with your audience’s interests.

Avoiding Common Pinterest Advertising Mistakes

Avoid these common mistakes to ensure your Pinterest advertising success.

Avoiding Data

Don’t ignore the data. Use Pinterest Analytics to understand your campaign performance and make data-driven decisions.

Ignoring User Feedback

Don’t ignore user feedback. Listen to what your audience is saying about your pins and use their feedback to improve your content.

Setting and Forgetting

Pinterest advertising isn’t a set-and-forget process. Regularly review and optimize your campaigns for better results.


Advertising on Pinterest offers a unique opportunity for small businesses to reach a highly engaged audience. With the right strategy and understanding of the platform’s tools, you can drive significant results for your business. Don’t be afraid to experiment, engage with your community, and leverage Pinterest Analytics for data-driven decisions. Your Pinterest journey may just be the key to unlocking your business’s full potential.

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