Pinterest Media Buyer Certification

What brings people to Pinterest?

People arrive with intent—to plan what’s next and shop to bring their ideas to life. In fact, Pinterest users are 143% more likely to describe their sessions as goal-driven, not passive, and 6 in 10 say they would buy what they discover here.

What allows Pinterest to stand out compared to copmetitors

Pinterest’s visual-first, personalized and interactive experience helps people decide what to try or buy, and it helps advertisers drive performance at every step

How does the world use Pinterest

over 500 million people globaly - with 81% being outside of North America

GenZ Advantage on Pinterest

GenA makes up over 50% of all global users, with young consumers saving over twice as many ideas compared to other generations

What makes Pinterest work

Focus on discovery and intent. Users come to Pinterest for inspiration. People may not always have the words to describe what they’re looking for, but they’ll know it when they see it. Where inspiration meets action

Functionality of Pinterest

saves outnumber searches in every major content category, and three in four saves come from Home or Related Pins—not just text search.

How decisions are made on Pinterest

the algorithm purposely guides the decision making process, to alleviate the stress that comes with it

Shopping on Pinterest

more than 50% of people on Pinterest describe it as a place to shop, users scroll 150% more slowly on Pinterest than on other social platforms, giving your ads more time to influence decisions.

5 Ps of Pinterest

personal discovery, planning mindset, performance across funnel, positivity pays off, primed for purchase

What tool can be used ti spot unique audience behaviors and therefore help maximize a campaign’s creative and targeting strategies ?

Pinterest Trends tool

In which key areas does Pinterest’s Wellbeing Index promote emotional wellness

safety, belonging, self worth, purpose

What kind of advantages are reflected by using inclusive creative features on Pinterest

more saved pins, more clicking on Pins

What is the goal of ads on Pinterest

to inspire, work to enhance the customer experience as they browse the platform

How do improvements to the Pinterest algoritm benefit ad delivery ?

ads are more relevant, shopping is more integrated into the user experience, streamined clickthrough, high quality data

3 D user journey on Pinterest

discovery, decision, do

What facilitates the 3 D user journey on Pinterest

Pinterest boards

Use of the Pinterest platform is based on which common agreements

1. Follow all terms/applicable laws

2. must be 13+ (or older depending on country)

3. Rescept IP rights and the rights of others

4. Avoid abuse of the service (scraping, spamming, unauthorized use)

5. Use of a business account when promoting a brand/business

Pinterests community guidelines work to avoid which key areas ?

1. hateful content

2. sexually explicit content

3. violent or graphic content

4. misinformation

5. harassment, impersonation, exploitation

What kinds of products may NOT be promoted on pinterest

anything generally restricted or unsafe, such as

1. alcohol

2. weapons

3. healthcare products

4. prescription drugs

5. counterfeit goods

Proper management of Pinterest Data

only use Pinterest data with proper authorization and credit Pinterest when needed. Sensitive data must be collected with consent, and API data may not be stored (rather must be accessed in real time)

Enforcement of Pinterest Policies

accounts / posts may be restricted or potentially deactivated, subject to appeals processes where necessary

What are the most important content considerations for advertisers to keep in mind

All paid advertising must be honest, clearly labeled, and safe for users. Promoted Pins, ads, and campaigns must follow Pinterest’s policies for accuracy and transparency.

All paid advertising must be honest, clearly labeled, and safe for users. Promoted Pins, ads, and campaigns must follow Pinterest’s policies for accuracy and transparency.

Product Pins and catalogs must meet trust and quality standards. Resellers, unsafe sites, or deceptive claims are not allowed.

Pinterest Performance +

Pinterest Performance+ is a suite of AI and automation solutions that help advertisers drive lower-funnel performance by optimizing targeting, managing budgets and deciding how much to bid

Path to Performance

Foundation - setting up right tools, tracking, and targeting systems

Planning - strategically map out campaigns / business goals

Execution - bring campaign to life with necessary setup based on goals

Optimization - utilize data to refine and improve performance

What is the best way to build a strong foundation for campaigns on Pinterest

Use of adequate tools and signals to track performance and drive success

Pinterest Conversions API (CAPI)

Server-to-server integration allows you to send conversion data directly to Pinterest, improving tracking accuracy without relying solely on browser tags or pixels.

With the flexibility of the CAPI, you can track key user actions, such as clicks and purchases, and tailor the data to your specific needs.

Pinterest Tag

Piece of code added to your website that tracks visitor activity after they interact with your Pinterest ad.

What is the benefit of combining the Pinterest Tag and CAPI

You gain deeper visibility into user behavior, ensuring you capture key performance data for better campaign optimization.

Mobile Meaurement Partner (MMP)

Overall essential tool for app campaigns. MMPs track performance across multiple advertising platforms, providing insights into user actions such as app installs and in-app purchases. This data helps you measure and optimize the impact of your campaigns within your app ecosystem

What does Pinterest recommend combining for app campaigns ?

MMP data with the Pinterest CAPI to maximize your app signals and help improve your performance

Product Catalog

Integrdal to signal strategy, important to keep an up-to-date and high quality catalog to best reflect brand offerings to users on Pinterest

What are Signals

Data points that allow you to track and measure actions across web, app and offline channels. They are the foundation for every high-performing campaign.

Web Signals

Pinterest Tag and CAPI

App Signals

MMPs and CAPI

Offline SIgnals

CAPI, CRM integrations, customer match or third-party data uploads

Event Quality Score (EQS)

EQS helps evaluate the quality of your signals, events, and integrations on Pinterest, giving you a clearer picture of your campaign's effectiveness.

You should strive to achieve a “good” score to see the most optimal performance on Pinterest. This helps you ensure your signals are accurate and strong, which is crucial for optimizing your performance.

Where can you find the EQS

Advertisers can view their EQS score within Ads Manager, measured at the event and event source levels

MSysOT

measurement system of truth

3 Key Components of campaign planning

1. Goal Alignment

2. Build measurement of truth

3. Creative Direction

4 Steps of Calpaign Goal Alignment

1. Define objective

2. Identify target audience

3. Select the right metrics

4. Select right tools for data collection

Importance of MSysOT

Measuring ad performance using traditional tracking methods is becoming less reliable but by understanding whats changing and how to adapt, you can build a more resilient measurement system.

Steps to building an effective MSysOT

1. Align Goals

2. Build measurement framework

3. Evolve with a test-and-learn approach

4Cs of Creative Effectiveness

1. Context

2. Content

3. Craft

4. Color

Creative context

In today's mobile-centric world, embracing a mobile-first design is crucial for capturing attention on Pinterest.

• Consider your surroundings: Think about the feed context your ad appears in

• Design for mobile: Focus on designing for the mobile experience

• Shorter is better: Keep your videos short to capture attention

Creative Content

Content covers everything related to the core of the ad—the story you want to tell and who you decide to feature in it.

• Keep it real: Bring authenticity to your ads with organic-feeling content

• Start off strong: Lead with a catchy hook in the first few seconds

• Show a face: Use real people with genuine expressions

• Turn it up: Add sound to your videos to establish the mood and set the tone

Creative Crafting

Craft is all about the layout and how you use elements like text and visuals within your ad.

• Decenter the copy: Put images in the center and move the copy to the top or bottom of the space to avoid visual clutter

• Keep it moving: an intentional use of motion and animation makes a difference

Creative Coloring

Color focuses not only on the assets’ color palette but also the way the people on Pinterest can see the color on their screens. This includes anything that relates to contrast, sharpness and brightness.

• Strike a contrast: Find a natural balance of brightness, contrast, and sharpness

• Connect with color: Consider your color palette from the very start

Advantage of Performance + vs competitors

You can choose use the entire suite or select individual automations as you wish, it isn’t all or nothing

Importance of optimization

Should be used whether campaign delivery is successful or not, either to improve or to fix delivery

Optimization Best Practives

1. Wait 3-4 days before analysis

2. Avoid making multiple changes at once

3. Know what you’re testing and why

4. Consider external marketplace factors

Why is Product Feed optimization important ?

It helps shoppers find your products more easily, increasing the likelihood of a lower funnel conversion action

Business Manager

Business Manager helps centralize and manage your business on Pinterest. With Business Manager, you can oversee all of your business assets and manage user permissions

Ads Manager

Ads Manager helps you create, manage and analyze your marketing campaigns on Pinterest. You can access your individual ad accounts through Ads Manager

What does use of business manager help streamline

efficiency, security, collaboration, scale

Employee Users

Individual people who work directly for your business

Partner Users

External businesses, such as clients or creators, with whom you work. Being added as your client’s partner gives you access to run and manage ad campaigns on their behalf as well as access to work on their ad account or profile

Admin Permissions

Gives you access to all management functionality within an ad account

Analyst Permissions

Gives a user partial access to view performance and reports on existing and historic campaigns in Ads Manager. They don’t have any write access

Finance Permissions

Enables a user to view and edit the billing information for the ad account

Audience Permissions

Allows you to create and edit audiences

Campaign Permissions

Create and edit existing campaigns within Ads Manager. Additionally you can pull reports like the analyst role

Catalog Permissions

Allow you to create or edit new data sources for a catalog

What is the most comprehensive permissions level apart from Admin

Campaign

Asset groups

Allow you to group multiple ad accounts (Paid Ads) and profiles (Organic Pins) together and assign users to that group in bulk

4 Asset Group Types

1. Brand

2. Location

3. Product Line

4. Other

Advantage of Asset Groups

avoid having to share access with individuals, when grouped under the Brand type

What is the most effective way to group multiple assets in the Business Manager

Use of a business hierarchy, with one parent group overseeing multiple child businesses. 1 parent group can currently oversee a max of 50 child accounts

What are the benefits to having an effectively setup / organized Business Manager

view reporting across ad accounts, manage 2FA, troubleshoot business manager

Who can you enforce 2FA on in the Business Manager

only employee users, not partners