All You Need to Know About Pinterest Ad Types – Guide in 2021

  • Matt Southern
  • July 15, 2021
  • 1 Comment

Just imagine a day in your life where you are looking for some inspiration to buy a product or just randomly looking to get some ideas that are available on the net to refresh your life and add some pinch of creativity. Pinterest is certainly a way to get the best of both worlds. 

According to the data, Pinterest has 4.7million active users and it is increasing day by day. Pinterest is a powerful social media platform that supports creators to showcase their creativity and improve their brand loyalty. 

Pinterest used to be (and still is to an extent) a discovery platform with a huge audience with an intent to make a purchase. 

No wonder, in 2020, Pinterest saw 37% of new users who belong to Gen Z, Millennials, and Male groups. With a surge of new audiences to the platform, it has become a good place to advertise and market your products and services on it. 

Compared to other social media platforms like Facebook, Instagram, and LinkedIn, Pinterest has comparatively low competition levels and thus businesses can leverage Pinterest ads to their maximum potential. 

In this blog post we have discussed all Pinterest Ads; starting from types of Pinterest Ads, Campaign types, and tips and techniques to make your Pinterest Ads more engaging and effective. 

Moreover, we have also discussed how Pinterest ads provide great reach and visibility for your business resulting in meeting your content marketing goals. 

What Are Pinterest Ads? 

As the name suggests, Pinterest Ads have promoted pins among other pins to receive extra exposure in relevant search results. 

Businesses can choose to promote their best-performing pins or choose to create a new one and sponsor it. 

All you have to do is set an ad in Pinterest Ad campaign manager and it will start appearing in relevant search results.

Based on the users’ search history, Pinterest shows ads to maximize the engagement ratio and meet the campaign goals within the given time frame. 

So for example, if a user regularly searches for Digital Marketing tips and techniques, they are more likely to see the ad related to Digital Marketing.  

Moreover, Pinterest Ads also targets an audience based on demographics such as age, location, interests and recent browser history. 

With demographics, a business drives more traffic, conversions and boosts brand awareness. 

Types of Pinterest Ads – 

As now you have a basic idea of Pinterest Ads, it’s time to look at the types of Pinterest Ads. Pinterest offers various Ad formats to meet your specific needs and campaign goals. 

Before getting started with types of Pinterest ads, let’s learn about campaign objectives supported by Pinterest Ads. Each ad format is designed to meet a specific campaign objective. 

With Pinterest Ads, You Can Have These 5 Objectives For Your Ad Campaigns – 

  1. Brand Awareness
  2. Video Views
  3. Traffic
  4. Conversions
  5. Catalogs sales

Now, Let’s Get Back To Types Of Pinterest Ads – 

1. Standard Ads 

Standard Pins ads are one of the most popular types of Ads on Pinterest, and it has so much popularity for a good reason, of course! 

According to the data, around 87% of Pinners make a purchase from the branded pins they see on the board and thus boosting your pin for better visibility is surely a promising thing. 

Want to know an amazing thing about Standard Ads? Once a user saves a Standard Pin to their board, it will automatically remove the label of “Promoted By” and make it into an organic Pin that will be shared in the Pinterest ecosystem. 

So the more saves your pin gets, the more organic exposure your business will get without any extra cost! 😉 

When users click on a Standard Pin Ad, they will be redirected to the landing page of your product/service. 

Here are Specifications for Standards Pin Ad format – 

File type: .PNG or .JPEG

Ideal aspect ratio: 2:3

File size: Max 10 MB

2. Carousel Ads  

The main difference between Carousel ads and Standards Pins is that carousel ads allow users to swipe through multiple images and videos in a single Pin. 

You can make a carousel ad of up to 5 swipes with a minimum of 2 swipes in a Pin. Moreover, each swipe can have its own title, description, and landing page. With a personalized landing page for each swipe, you can have a maximum conversion rate. 

Carousel ads get more Click-Through-Rate (CTR) compared to other Pinterest Ad formats. 

If you want to advertise multiple products at the same time then carousel ad format is definitely for you. 

Here are Carousel Pin Ad format specifications – 


Image count: 2-5 images per Pinterest Carousel

File type: PNG or JPEG

Max file size: 32 MB per image

Aspect ratio: 1:1 or 2:3

Character count 


Up to 100 characters. Kindly note that the first 30-35 characters will show in people’s feeds. 

Description – 

Up to 500 characters. Kindly note that the first 50-60 characters are most important as they will be visible to the audience and more text will be shown if they click on “read more”. 

3. Video Pins Ads 

Video Pins Ads are a great way to convey your brand message with the art of storytelling weaving an emotional bonding with your target audience. 

If done in a proper manner, it gives a higher engagement ratio and increased viewer retention. 

According to Pinterest reports, 53% of users are more likely to purchase a brand/product after seeing a video. 

Demonstrating tutorial of your product drives more engagement and conversion rate. Always optimize your video pins by adding texts to them so the viewers who are watching with the sound off can get your message easily. 

You can advertise your video pins in two sizes – Max width and Standard width

A standard video pin is the same size as regular pins, while max-width video pins are spread across the feed; eliminating distraction from competing Pins. 

Specifications for video pin ads – 

File type: .mp4, .mov or .m4v

Encoding: H.264 or H.265

Max file size: Up to 2GB 

Video length: Minimum 4 seconds, maximum 15 minutes

Aspect ratio: Shorter than 1:2 (width:height), taller than 1.91:1

Note: Pinterest recommends making your videos square (1:1) or vertical (2:3, 9:16).

Character counts:


Up to 100 characters. Kindly note that the first 30-35 characters will show in people’s feeds.


Up to 500 characters. Kindly note that the first 50-60 characters are most likely to show up in people’s feeds, so put your most important info first.

Video Pins Ads appear in users’ home feeds, search results, and the “more like this” section. 

4. Shopping Pins 

As the name suggests, Shopping Pins are the perfect choice to go with when you want your audience to make a quick purchase. 

Shopping Pins allows you to upload products from your catalog and reach people who are at the buying stage of the funnel. 

Shopping Pins have the main objective of driving more conversion and sales to your business. 

Brands can leverage Shopping Pins as it allows them to add detailed product information and tag 4-6 dots in an image while linking each dot to the exact product’s webpage. 

5. App Install Pins – 

As we can guess by the name, app install pins drive more app downloads for your business. You link an app of your business to these pins and when a user clicks on it, they will be redirected to an Apple Store or Google Play Store to download your app. 

An amazing thing about App Install pins is that a user can download an app without leaving Pinterest. Moreover, you can display certain features of your app to let users know the benefits of downloading your app. 

Final Thoughts 

As you now know some of the basic things and features of Pinterest Ads, you are all ready to rock with your Pinterest Ad.

From the above-mentioned Pinterest Ad types, you can choose the best one for your business; resulting in improved visibility, reach, and goal completion. 

Utilize all the information provided here and make a great impact on your targeted audience. Experiment with various ad formats and see which one works the best for your business and audience. 

Bring your creativity to the table and present your products in the most engaging way to your audience and when it is all about Pinterest, you know you can do it easily, right? 

Nonetheless, there is much more to dive deeper into Pinterest Ads and we will be posting about it soon, so keep visiting our site to get the latest updates and blogs on time. 
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Send us an email at and our team will get back to you soon to discuss your project requirements! 🙂

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