Create shopping ads

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There are two ways you can promote your product groups through the catalog sales objective in Ads Manager or bulk editor:

Shopping ads: Single image ads that promote a product relevant to people’s interests
Personalized collections ads: Multi-image ads that display a lifestyle image of your choice, followed by a group of products relevant to people’s interests

In addition to promoting your product groups, you can also use dynamic retargeting to target people on Pinterest who have already visited your website or have items sitting in their shopping cart.

Set up a shopping ad campaign

Shopping ads help you engage with your customers early, while people on Pinterest are looking for inspiration. Once you’ve set up your product groups within catalogs, you can promote them as shopping ads to surface your products to people.

Pinterest uses the product data from your data source to show relevant products to interested people on all Pinterest surfaces, including shopping surfaces where people are browsing product Pins. This means you do not need to set up any additional targeting for shopping ads.

If you have multiple ad accounts, all of them will be able to access catalogs, which live at the business account level.

Note: You can choose to Set up placement targeting on Pinterest with your ads but you cannot choose which shopping surfaces your shopping ads will show up on. We will automatically place your shopping ads across shopping surfaces for you.

Set up a shopping ad campaign in Ads Manager

Log into your Pinterest business account.
Click Ads at the top of the screen, then click Create ad.
Select Catalog sales below What's your business goal?
Enter your Campaign details, then click Continue.
Enter your Ad group name, select your Targeting preferences, Budget & schedule, Optimization & delivery and Ads. Note: Keyword or interest targeting is not necessary for catalog sales campaigns.
Select the product groups you want to add to your ad group.
Review your information.
Click Launch.

Set up a shopping ad campaign in bulk editor

Log into your Pinterest business account.
Click Ads at the top of the screen, then click Bulk Editor
Click Download sample shopping sheet to download a sample spreadsheet
- The Campaign Objective column will be automatically set as CATALOG_SALES
- Fill in the Product Group ID column with the promoted product group ID that gets generated once ad groups are created
- Fill in the Product Group Reference ID column which can be found on the catalogs product group page
- Fill in the Product Group Name column if you want to as this is optional
- Fill in the Product Group Status column to set the status of your promoted product groups as either Active or Paused
Fill out the rest of the columns as needed and once complete, click Upload template to upload your bulk editor sheet
Click Upload

Set up a personalized collections ad campaign

Personalized collections ads help you to get your products in front of people on Pinterest at scale. While shopping ads appear with each product as a single image ad, personalized collections ads appear as a lifestyle image followed by a group of products.

Once you’ve set up your product groups within catalogs, you can automatically create a personalized collections ad by selecting product groups you want to feature. Through this approach, a collections ad will select and display the most relevant products for the user from your product feed.

Before you run a personalized collections ad campaign, you need to make sure:

Your catalog is uploaded and that your products are sorted into product groups.
You’ve created or identified a Pin (static image or video) that will be your hero creative. You can not upload a hero creative during ad creation.

Once you’re ready to get started, you can create and promote your personalized collections ad through Ads Manager, bulk editor or select API partners. If your API partner doesn’t have a collections ads integration yet, please reach out to them directly.

Note: If a product group is already running as a Shopping ad in an existing ad group, you will need to create a new, separate ad group to use the collections ad format.

Set up a personalized collections ad campaign in Ads Manager

From your desktop, log into your Pinterest business account
Click Create at the top-left of the page and then click Create ad
Under business goal, select Catalog sales
Add your Campaign details, then click Continue
Under Ad group details give your ad group a name
Fill out your Targeting
Under Product Groups, select the product group you want to feature in your collections ad (once selected, a box will appear on the right)
Under Choose a format, select Collections ad
Click the plus circle icon to select a static or video Pin to be the hero creative, then click Done
Enter your Hero destination URL and optional Third party tracking
- For more details on how tracking parameters are set for collections ads read our article Track a collections ad
Select your Budget & schedule and Optimization & delivery
Once complete, click Launch

Set up a personalized collections ad campaign in bulk editor

Log into your Pinterest business account
Click Ads at the top of the screen, then click Bulk editor
Click Download sample sheet to download a sample spreadsheet
Under Campaign Objective, enter CATALOG_SALES
Under Ad format, enter COLLECTIONS
Enter the product group reference ID
Enter optional tracking
- For more details on how tracking parameters are set for collections ads read our article Track a collections ad
Under Existing Pin ID, enter your collections hero Pin ID
Add your collections hero Pin URL
Once you’ve completed the above steps and saved your template, click Upload template
Click Upload

Set up a dynamic retargeting campaign

Dynamic retargeting helps you reach people on Pinterest who have already visited your site or who have unpurchased items in their cart, by retargeting exact or similar products to those they engaged with as they browse Pinterest.

Before you run a dynamic retargeting campaign, you need to make sure:

Your catalog is active with your products
You’ve set up the Pinterest tag on your website and are tracking the following conversion events: Checkout, AddToCart and PageVisit
Your events are passing back the product ID event data, and the product IDs being passed back are the same as the product IDs in your catalog
You've met the necessary number of PageVisit and AddToCart events in the last 7 days

If your campaign has stopped running after launch, check to make sure you still meet the above requirements.

If you do not meet these requirements, start by adding the Pinterest Tag or use standard audience targeting.

Set up a shopping dynamic retargeting campaign in Ads Manager

Log into your Pinterest business account.
Click Ads at the top of the screen, then click Create ad
Select Catalog sales below What's your business goal?
Enter your Campaign details, then click Continue
Below Targeting, select Dynamic retargeting
Select a lookback timeframe by choosing a start and end date and Select event type(s) to focus on
Scroll to Advanced options and below Ad group placement, select All or Browse—Dynamic retargeting is not available for Search
Fill in the rest of the details for your ad group
Review your information
Click Launch

Set up a dynamic retargeting campaign in bulk editor

Log into your Pinterest business account.
Click Ads at the top of the screen, then click Bulk Editor.
Click Download sample shopping sheet to download a sample spreadsheet.
- Fill in the Ad Placement column with ALL or BROWSE—Dynamic retargeting is not available for SEARCH.
- Fill in the Dynamic Retargeting Lookback column with 7, 14, 30, 60 or 180 days. The value represents the lookback window. With a 7 day lookback window, you’re targeting anyone who engaged with a product page in the past 7 days.
Fill out the rest of the columns as needed and once complete, click Upload template to upload your bulk editor sheet.
Once complete, click Upload template to upload your bulk editor sheet
Click Upload.

Recommendations

Start broad and create a campaign with your default “All Products” product group. Break out additional campaigns or ad groups after launch to optimize and drive performance.
Select a longer lookback window when using dynamic retargeting. That way, you’ll increase the chances for greater reach when you first set up the campaign and then, you can optimize accordingly.
Launch your campaign using automatic bidding to maximize the chances of getting results. Bids are updated by Pinterest automatically several times a day to try and get you the most results at the lowest possible cost per result while also spending your entire budget.

Set up a shopping ad campaign

Set up a personalized collections ad campaign

Set up a dynamic retargeting campaign

Recommendations

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