Lab / Ads Platform Manual

Pinterest Ads Flight Plan

Pinterest is a visual discovery engine. This flight plan keeps creative storytelling, product feed hygiene, and conversion tracking synchronized.

Campaign architecture

Build separate campaigns for Awareness, Consideration, and Conversions with the appropriate bidding strategy (CPM, CPC, CPA).
Adopt ad group naming: [Objective]-[Audience]-[Creative]-[Season].
Use Shopping campaigns for catalog-driven programs; keep Dynamic Retargeting in its own budget lane.

Creative system

Produce Idea Pins with 5-7 pages telling a cohesive story. Include instructional steps, product highlights, and clear CTA.
Vertical video specs: 9:16 ratio, 6-30 seconds, high-resolution imagery, captions for accessibility.
Ensure all creatives include tasteful branding and text within safe zones to avoid cropping.

Catalog and feed health

Sync product feed daily; audit for availability, price accuracy, and taxonomy mapping.
Utilize supplemental feeds to localize currency or seasonal assortments.
Leverage product groupings by category, price tier, and best sellers for granular reporting.

Measurement and signals

Deploy Pinterest tag events: page_visit, add_to_cart, signup, lead, checkout.
Enable the Conversion API (CAPI) for improved signal resilience.
Set attribution windows: 1/30 (view/click) default; tighten to 1/7 for upper funnel experiments.

Optimization cadence

Weekly: Review top search queries and adjust keyword targeting or negatives.
Bi-weekly: Refresh Idea Pins and video assets to maintain engagement.
Monthly: Evaluate assisted conversions and halo impact across discovery channels.

Pre-launch checklist

Product feeds validated with no critical errors.
Pinterest tag and CAPI events tested in Events Manager.
Creative suite uploaded with cover images and text overlays QA’d.
Dashboard tracking marketing efficiency ratio (MER) across discovery channels ready.