# 101-Point Pinterest Ads Guide For Creatives & Strategists

**Matt Nelson**  
Former VP of Performance Marketing

## Why You Should Care About Pinterest Ads?

Pinterest’s network is HUGE! As the 3rd largest social network, they have  [over 175 million monthly active users.](http://www.adweek.com/digital/pinterest-175-million-monthly-active-users/)

### User Demographics:
- Pinterest is comprised of  [80% women](http://marketingland.com/report-92-percent-pinterest-pins-made-women-83394) while the male demographic is continuing to increase.
- Of all the adults online (18+),  [45% of total women](http://www.pewinternet.org/2016/11/11/social-media-update-2016/) use Pinterest while 17% of total men are users.
- The age range of the users is younger, with 36% of the total user base ranging between 18-29 and a whopping 70% of total users are between 18-49.

### Purchasing Intent
- Interestingly enough, based off of income, Pinterest is one of the most affluent networks with  [35% of their user base making $75k](http://www.pewinternet.org/2016/11/11/social-media-update-2016/) +.
- The average order value from Pinterest ads is $50, which is the  [HIGHEST of all major social media channels](https://www.shopify.ca/infographics/pinterest).

### User Engagement
- Most people who use Pinterest say they use it to plan purchases. In fact, a whopping 93% of users say they do so.
- 96% say they use Pinterest to gather product information for potential future purchases.

### Campaign Types
1. **Awareness** 
2. **Engagement** 
3. **Traffic** 
4. **Promoted App Pins**

### Ad Campaign Types
- **Awareness Campaigns:** Designed to get more eyeballs on your brand. 
- **Engagement Campaigns:** Geared to get interaction and engagement with your Pinterest content.
- **Traffic Campaigns:** Pay on a cost-per-click basis. 
- **Promoted App Pin Campaigns:** Designed for apps only.

## Best Practices
- **A/B Testing:** Test ad creative, ad copy, and landing pages. 
- **Vertical Images:** Use long vertical images for better engagement. 
- **Text At the Top of Your Images:** Use captions to inform users. 
- **Repurpose Organic Pins:** Utilize organic engagement for campaigns.

## Conversion Tracking
- Track important actions such as repins, signups, leads, purchases, or closeups.

## Wrap Up on Pinterest Ads
Pinterest can help you reach millions of new potential customers that you wouldn’t have been able to reach before. Don’t let Facebook & Twitter ads be your end all, be all of social media advertising. Add Pinterest to your marketing toolbox and maximize your advertising efforts.