The Pinterest ad groups allow you to determine where your ads should appear, as well as who can view the ads and product lines in a given campaign. The campaign objective you select greatly influences the ad group strategies therein. Pinterest will automatically suggest ad group strategies that are aligned to your selected campaign objective.
Ad groups are instrumental to the effect that they allow for the consolidation of ad budgets in one campaign as opposed to spreading the budget across myriad ads and this is strategic in the sense that it allows marketers to focus more on ad performances as opposed to consuming time in the budget allocation process.
Further, in addition to streamlining campaigns across different platforms, ad groups allow marketers to optimize creative performances.
Ad group settings are broken down into several categories that help in the creation and optimization of ads as demonstrated in this checklist.
Step 1 – Selecting a Strategy
1 Select objective(s) for your add group campaigns
2 Check whether the suggested strategy aligns with the selected objective
Step 2 – Audience Lists
3 Specify your target audience
4 Group users based on engagements for your ad group targets
5 Target users based on their cart activities on your site
Step 3 – Keywords and Interests
6 Target audience for the ad group based on interest
7 Include keywords that the target audience is searching for to refine target audience for the ad group
8 Expand your keywords to optimize visibility and reach for the ad groups
9 Broaden your keyword targets to optimize on placements and sales
10 Tag users based on the pins they interact with
Step 4 – Demographics
11 Refine your target audience for the ad group based on income
12 Use age parameters to narrow down your target audience for the ad groups
13 Use location as part of your ad group targeting parameter
14 Consider language, device, and gender for your ad group targeting
Step 5 – Ad Placements
15 Select where your ads should feature (browsing feeds or search results)
16 Create unique and captivating graphics for your ads
17 Include vibrant text works in the ads
Step 6 – Budgets and Scheduling
18 Set the dates for the running of your campaigns
19 Determine whether to select an end date or run the campaign continuously
20 Select your preferred budget for the campaign
21 Consider setting a lifetime budget
22 Set your maximum bid
Notes:
- Use the Bulk Editor to create multiple ads
- It is possible to turn off the campaigns at any point regardless of whether or not the campaign end date has been set
- Pinterest uses your set budget evenly across your ad groups
This is the final Checklist in the “Using Pinterest” series. For quick lookup of other checklists just type “using Pinterest checklist” in our “search” box.
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