Guide to Using Pinterest Ad Formats and Specs

Pinterest isn’t just a platform for inspiration anymore; it has become a powerful marketing tool that helps businesses reach highly engaged audiences. With over 553 million monthly active users worldwide, Pinterest drives higher purchase intent than many other social media platforms. 

In fact, 83% of weekly Pinners have made a purchase based on content they saw from brands on Pinterest.

Understanding the different ad formats and their technical specifications is crucial for making the most of your advertising efforts. 

In this article, we will walk you through the various Pinterest ad types and how to use them effectively.

What Makes Pinterest Ads So Powerful?

Unlike passive scrolling on other platforms, Pinterest users are high-intent shoppers, making it a goldmine for businesses looking to drive conversions.

Here’s why Pinterest ads should be a key part of your marketing strategy:

• Higher Purchase Intent: Users come to Pinterest with a plan, looking for home decor, fashion inspiration, or the next product to try.
• Extended Lifespan: Unlike fast-disappearing posts on Instagram or Facebook, Pinterest Pins have a longer shelf life. A well-optimized promoted Pin can continue driving traffic for weeks or even months, making your ad more cost-effective over time.
• Powerful Targeting Capabilities: Pinterest allows you to target users based on interests, demographics, keywords, and even past behavior. This means your ads reach the right audience at the right moment when they’re ready to take action.
• Visual Appeal and Engagement: Pinterest is a highly visual platform, so brands can capture attention instantly through eye-catching imagery, engaging videos, and creative storytelling.
• Strong ROI for eCommerce Brands: Since Pinterest is one of the top drivers of referral traffic for eCommerce sites, it’s an excellent platform for businesses selling physical or digital products.

Now that you understand why Pinterest ads are so powerful, let’s explore different formats and how to use them effectively.

Pinterest Ads: Choosing the Right Format Based on Your Campaign Goal

Whether you aim to raise awareness, drive traffic, or encourage purchases, Pinterest offers various ad types that can be tailored to meet your business needs. Let’s break down the ideal ad formats based on common campaign goals and provide actionable tips to maximize their effectiveness.

1. Raising Brand Awareness: Expand Your Reach

Brand awareness campaigns aim to get your business in front of as many people as possible. These campaigns are designed to introduce your brand to a broader audience and spark initial interest.

Objective and Bidding Type

• Goal: Raise brand visibility among a wide audience
• Bidding Type: CPM (Cost per 1,000 Impressions)

Recommended Formats

• Standard Image Ads: A clean, impactful image to introduce your brand
• Video Ads: Both standard and max-width videos that fill the user’s screen
• Premiere Spotlight Ads: A premium option that gives your ads top billing in the Pinterest feed

Targeting

• Demographics, interests, and keywords related to your product or service

Creative Tips

• Focus on strong branding with a prominent logo.
• Use aspirational imagery that reflects the lifestyle your brand supports.
• Ensure that the visuals align with what your audience is seeking.

Key Performance Indicators (KPI)

• Reach: How many people saw your ad
• CPM: Cost per 1,000 impressions
• Brand Lift: Increase in brand awareness from the campaign

2. Driving Engagement: Moving Users Down the Funnel

Once your audience is aware of your brand, the next step is to get them to engage more deeply with your content. This is where consideration campaigns come into play.

Objective and Bidding Type

• Goal: Get more clicks and engagement
• Bidding Type: CPC (Cost Per Click) with automatic bidding

Recommended Formats

• Standard Image Ads: A great way to highlight a specific product or promotion
  
  
• Carousel Ads: Showcase multiple products or features in one ad to encourage users to swipe through
• Collections Ads: Use a mix of a large image and smaller product images to tell a cohesive story

Targeting

• Interests, keywords, and behaviors related to your offerings

Creative Tips

• Use clear calls-to-action (CTAs) like “Learn More” or “See How It Works.”
• Highlight on-theme products that complement your audience's interests.

KPI

• CPC: Cost per click (to evaluate how cost-effective the engagement is)
• CTR: Click-through rate (how many people are clicking after seeing the ad)

3. Conversions: Turning Engagement into Revenue

Most businesses’ ultimate goal is to turn their Pinterest traffic into actual sales or leads. Pinterest’s purchase-focused campaigns are built to generate specific outcomes, such as purchases or form submissions.

Objective and Bidding Type

• Goal: Convert users into customers or leads
• Bidding Type: CPA (Cost Per Acquisition) with automatic bidding

Recommended Formats

• Standard Ads: Feature your top products with direct links to purchase
• Video Ads: Showcase products in action with a compelling narrative
• Lead Ads: Collect customer information directly within Pinterest, perfect for gathering leads

Targeting

• Broad targeting, similar to audiences (those similar to your existing customers)

Creative Tips

• Use strong branding and ensure your logo is prominently featured.
• Include clear CTAs such as “Shop Now” or “Get Started” to drive immediate action.
• Incorporate pricing or promotions within the ad to provide incentives.

KPI

• CPA: Cost per acquisition (measure how much you pay for each conversion)
• ROAS: Return on ad spend (how much revenue you generate for every dollar spent)

Now that you know which Pinterest ad formats are best suited for your campaign goals, it’s time to dive into the technical specifications to ensure your ads perform at their best. Let’s explore the essential Pinterest ad formats and the specific specs you need to follow

Pinterest Ad Formats and Specs: When and How to Use?

To run successful Pinterest ad campaigns, you need to understand the different ad formats and specifications to ensure your content appears high-quality, engaging, and properly optimized. Here’s a guide to using Pinterest Ad Formats and Specs.

1. Standard Image Ads

Standard Image Ads are single-image Pins that appear in users’ feeds with a subtle “Promoted” tag. These ads blend seamlessly with organic content and include a direct link to your website or product page.

Ad Specs

• File Type: PNG or JPEG
• Max Size: 20MB
• Aspect Ratio: 2:3 (Recommended: 1000 x 1500 pixels)
• Text Overlay: Minimal text is best for performance

Why Use It?

• Ideal for brand awareness and driving clicks. 
• Great for showcasing single products, blog content, or promotions.
• Low-effort, high-impact format for beginners.

Use bold visuals and clear calls-to-action (CTAs) to encourage engagement.

2. Video Ads

Video Ads allow brands to showcase dynamic content, making it easier to demonstrate products, tell stories, and grab attention. Pinterest offers two types:

• Standard Width Videos: The same size as regular Pins.
• Max Width Videos: Stretch across the entire feed, eliminating distractions.

Ad Specs

• File Type: MP4 or MOV
• Max File Size: 2GB
• Aspect Ratios: (i) 1:1 (Square) or 2:3 (Vertical) for Standard Width; (ii) 16:9 (Landscape) or 9:16 (Full-Screen) for Max Width
• Length: 4 seconds to 15 minutes (short and snappy usually performs best)

Why Use It?

• Perfect for storytelling and product demos;
• Higher engagement than static images;
• Great for boosting brand awareness and conversions.

Add captions to make your video accessible to all users since many watch without sound.

3. Carousel Ads

Carousel Ads let you upload up to five images within a single Pin, allowing users to swipe through them. Each image can have its own title, description, and landing page, perfect for showcasing different products or features.

Ad Specs

• File Type: PNG or JPEG
• Max Size: 20MB per image
• Aspect Ratio: 2:3 or 1:1
• Number of Images: 2 to 5 per carousel

Why Use It?

• Great for product collections or step-by-step guides;
• Higher engagement due to interactive format;
• Encourages more time spent on your content.

Use numbered images (e.g., Step 1, Step 2, etc.) to encourage users to swipe through all frames.

“Use high-quality visuals, optimize with keywords, experiment with ad formats, target the right audience, and track performance with Pinterest Analytics for better engagement and ROI.”

4. Shopping Ads

Shopping Ads pull product images directly from your catalog and display them to users interested in related items. They can feature single or multiple images, allowing users to click and shop seamlessly.

Ad Specs

• File Type: PNG or JPEG
• Max Size: 20MB
• Aspect Ratio: 2:3 or 1:1
• Integration: Requires a product feed for automated targeting

Why Use It?

• Boosts eCommerce sales with direct purchase options;
• Works well for retail, fashion, beauty, and home decor brands;
• Highly targeted based on user behavior and preferences.

Use high-quality lifestyle images to help customers visualize your product in real life.

5. Collections & Idea Ads

Collection Ads: Feature a large hero image or video followed by smaller supporting images and are ideal for fashion, home decor, and curated product collections.

Idea Ads: These use a mix of videos and images to create an engaging narrative experience. They are great for how-to guides, storytelling, and tutorials.

Ad Specs

• Hero Image: PNG, JPEG, or MP4
• Supporting Images: PNG or JPEG
• Aspect Ratios: 2:3 or 1:1

Use engaging captions and text overlays to guide users through your content.

6. Lead Ads

Lead Ads on Pinterest are a game-changer for businesses looking to capture high-quality leads directly from the platform. Designed for lower-funnel targeting, these ads provide a seamless experience for Pinners to share their information with just a couple of taps. With native forms, users can easily fill out predefined fields, enabling businesses to gather leads efficiently and effectively.

Ad Specifications

• File Type: PNG or JPEG for static images
• Maximum File Size: 20 MB
• Aspect Ratio: 2:3 (Recommended: 1000 x 1500 pixels)

If you prefer to use a video format, here are the specifications:

• File Type: MP4, MOV, or M4V
• Maximum File Size: Up to 2GB
• Video Length: Minimum 4 seconds, Maximum 15 minutes

7. Premiere Spotlight

Premiere Spotlight Ads are designed for businesses looking to make a significant impact by owning premium placements on Pinterest. These high-visibility ads allow brands to take over prominent spaces on the platform, particularly during crucial moments such as product launches or exclusive campaigns.

Ad Specifications

• File Type: MP4, MOV, or M4V
• Recommended File Quality: 1080p (HD quality for the best experience)
• Video Length: Minimum 6 seconds, Maximum 30 seconds
• Aspect Ratio: 1:1 (Square) or 16:9 (Landscape)

8. Idea Ads

Idea Ads are a great way to interact with users and provide personalized results. These dynamic ads combine images and videos to offer users an interactive experience. By integrating questions or prompts, you can engage users more deeply, encouraging them to respond, learn, and engage with your brand in ways that drive real action.

Ad Specs

• File Type: BMP, PNG, JPEG, TIFF, WEBP, MP4, MOV, M4V
• Max File Size: 2GB (Android & iOS), 100MB (Web)
• Aspect Ratio: Recommended 9:16 for best results, but no restrictions for image or video.
• Encoding: H.264 or H.265
• Video Length: 5 seconds to 15 minutes
• Text Overlay: Minimal; focus on visual content

Why Use Idea Ads?

• Drive Engagement: These ads captivate users with personalized content that encourages interaction.
• Gather Insights: Collect valuable data on user preferences and behaviors.
• Increase Conversions: Tailored content helps users make more informed decisions, boosting conversion rates.

9. Dynamic Product Ads for Travel

Dynamic Product Ads for Travel are designed to help travel brands showcase their catalogs directly on Pinterest. These ads use product feed integration to display personalized listings of hotels, destinations, and vacation packages. Pinterest’s algorithm ensures that these ads are shown to users who have previously interacted with similar content or have shown interest in travel.

Ad Specs

• File Type: PNG or JPEG (Images), MP4, MOV, M4V (Videos)
• Max File Size: 20MB for images, 2GB for videos
• Aspect Ratio:
  
  • Image Ads: 2:3 or 1:1 (ideal for mobile view)
  • Video Ads: 16:9 (Landscape) or 9:16 (Vertical)

Why Use Travel Catalog Ads?

• Simplify the Booking Process: Direct links to booking pages streamline the process, reducing friction for users.
• Reach Travel Enthusiasts: Capture users actively searching for travel inspiration with tailored ads.
• Effective Retargeting: Show ads based on past user behavior to keep your brand top of mind and increase conversions.

Now that you’re familiar with the different Pinterest ad formats, it’s time to explore the best practices for making your ads shine and capturing your audience’s attention.

Best Practices

Pinterest ads can be a game-changer for your brand, but only if you use the platform to its full potential. Follow these best practices to ensure your ads stand out, engage the right audience, and ultimately drive conversions.

Build Your Brand’s Visual Identity

While your audience might not click on your ad immediately, consistent and cohesive branding will ensure you’re top of mind when they’re ready to purchase.

• Stick to your brand’s voice: Whether it’s fun and playful or elegant and professional, keep your tone consistent across all ads.
• Use a uniform visual style: Pick a color palette, font set, and image style that reflect your brand's identity, and stick to it. Switching styles or colors from ad to ad can confuse your audience.
• Create brand guidelines: Establish clear rules for your visuals and copy and ensure your team and any external partners follow them. This will ensure thatT all ads are on-brand and look cohesive.

Utilize Pinterest’s Tools for Targeting and Optimization

Pinterest offers a variety of powerful tools to help you optimize your ads and reach the right audience:

• Target with precision: Use actalike audiences and upload your customer lists to ensure your ads are shown to users most likely to convert.
  
  
• Optimize your content: Pinterest’s analytics tools can show you which ads perform best. Keep an eye on the metrics and adjust your ads based on what works. Test different copy, visuals, or ad types to see what resonates most with your audience.

Pro Tip: Pinterest rewards consistency in your content. The more you tailor your ads to user interests and behaviors, the more likely they succeed.

A/B Testing: Experiment for the Best Results

Don’t make drastic changes all at once when you're testing ad performance. A/B testing is all about making subtle tweaks to see what works best.

• Test one element at a time: Whether it's the image, the copy, or the call-to-action (CTA), change just one thing to understand what’s driving success.
  
  
• Compare full ads: If you want to test a completely different approach, try running two distinct ads, one with a bold call to action and one emphasizing product benefits. This allows you to compare the overall effectiveness of two entirely different strategies.

Best practices can set you up for success, but with PinMaker, you can easily level up your Pinterest advertising and create high-performing ads without the hassle. Let’s explore how. 

How PinMaker Can Enhance Your Pinterest Ad Strategy

Creating Pinterest ads is only half the battle, the real challenge lies in optimizing them. A well-crafted ad needs compelling titles, descriptions, and eye-catching visuals to stand out in the crowded Pinterest feed. 

With PinMaker, you can:

1. Generate SEO-Optimized Titles & Descriptions

The success of a Pinterest ad heavily depends on the title and description. If your ad isn't optimized with the right keywords, it may never reach your target audience.

• AI-powered title suggestions to boost search rankings;
• Keyword-rich descriptions to improve discoverability;
• Compelling CTAs to encourage clicks and conversions.

A/B test different titles to see which ones drive the most engagement!

2. Create Stunning Visuals That Grab Attention

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Pinterest is a highly visual platform, and the best-performing ads are beautifully designed, high-quality, and aligned with your brand aesthetics.It helps you create professional-looking pins that complement your ad strategy.

• Pre-designed templates to match Pinterest’s best practices;
• Customizable color schemes & fonts to reflect your brand;
• AI-enhanced visuals that attract more engagement.

Use contrasting colors and bold text overlays to make your ads pop in the feed!

3. Save Time with AI-Powered Content Generation

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Crafting engaging, on-brand Pinterest ads can be time-consuming, especially when managing multiple campaigns. PinMaker automates the process so you can focus on strategy instead of spending hours brainstorming.

• Instant ad copy generation based on your target audience;
• Multiple options to choose from, allowing flexibility;
• Optimized for Pinterest’s algorithm to increase reach.

Spend less time creating content and more time analyzing performance with PinMaker’s AI-powered suggestions.

4. Ensure Consistency Across Your Pinterest Ads

Brand consistency is key to building trust and recognition on Pinterest. Want to run  Standard Image Ads, Video Ads, or Shopping Ads? PinMaker ensures your messaging stays cohesive across all ad formats.

• Uniform branding across pins, boards, and descriptions;
• Matching keywords & visuals for a seamless experience;
• Optimized structure to maintain clarity and engagement.

Keep your branding elements (logo, colors, and fonts) consistent to create a recognizable Pinterest presence.

With PinMaker, you get AI-driven optimization that saves you time, boosts engagement, and ensures your Pinterest ads stand out in the feed.

Sign up for PinMaker today and effortlessly create high-performing Pinterest ads! Start optimizing your campaigns with ease and see better results!

Check out this insightful video for a deeper look: https://www.youtube.com/watch?v=ntq91kFRHGQ 

FAQs

Q. What’s the difference between Standard Image Ads and Shopping Ads?
A: Standard Image Ads are promoted single-image pins that drive traffic to a landing page, while Shopping Ads are directly linked to a product feed, making them more e-commerce-focused.

Q. Are video ads more effective than image ads on Pinterest?
A: Yes, video ads tend to have higher engagement rates because they capture attention more effectively. However, image ads still perform well when designed with eye-catching visuals and compelling copy.

Q. Can I run Pinterest ads without a business account?
A: No, you need a Pinterest Business account to access the Ads Manager and run paid campaigns.

Q. Can PinMaker help with Pinterest ad creatives?
A: Absolutely! PinMaker generates high-performing ad titles, descriptions, and eye-catching visuals, ensuring your ads stand out and drive engagement.

Q. How can I optimize my Pinterest ads for conversions?
A: You can:

• Use high-quality visuals with proper aspect ratios.
• Add clear and compelling CTAs (e.g., "Shop Now" or "Learn More").
• Optimize your titles and descriptions with relevant keywords.
• Target the right audience using Pinterest’s detailed ad targeting options.