Adding interests to your Pinterest ad campaigns is a powerful way to reach users most likely to engage with your content or products. For advertisers managing multiple campaigns or looking for efficiency, Pinterest's bulk editor provides a streamlined method to apply interest targeting.
Understanding Interest Targeting in Pinterest Ads
Interest targeting allows you to connect with Pinners based on topics they actively explore and save on Pinterest. By specifying relevant interests, your ads are shown to an audience already demonstrating an affinity for certain themes, increasing the likelihood of engagement and conversions. This method is crucial for building effective awareness, consideration, and conversion campaigns.
Step-by-Step Guide to Adding Interests via Bulk Editor
The Pinterest bulk editor is a robust tool designed for managing various aspects of your ad campaigns, including interest targeting, on a larger scale. This process involves downloading a template, filling in your desired interests, and then uploading the updated file.
Here’s how to add interests using the bulk editor:
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Log in to your Pinterest business account. Ensure you have access to your advertising dashboard.
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Access the Bulk Editor:
- Click the hamburger icon (three horizontal lines) typically located at the top-left of the Pinterest page.
- Under the "Ads" section, select Bulk editor.
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Download the Sample Sheet:
- Within the bulk editor interface, click Download sample sheet to get a blank spreadsheet template. This template is pre-formatted to accept campaign data.
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Populate the Interests Column:
- Open the downloaded spreadsheet. Locate column AP, which is specifically designated for "Interests."
- In this column, enter the interests you wish to target for each ad group. You can specify multiple interests for a single ad group by separating them with commas.
Example:
If you're targeting an ad group related to home decor, you might enter:
Home decor, DIY crafts, Interior design, Furniture, Renovation -
Upload Your Edited Spreadsheet:
- Once you have filled out all the necessary columns, including the "Interests" column (AP), save the file.
- Return to the Pinterest bulk editor and follow the prompts to upload your completed spreadsheet. Pinterest will then process your changes, applying the specified interests to your ad campaigns.
Best Practices for Selecting and Formatting Interests
To maximize the effectiveness of your interest targeting, consider these tips:
- Relevance: Choose interests that directly relate to your product, service, or brand. Think about what your ideal customer is actively searching for or saving.
- Specificity vs. Breadth: While broad interests can reach a large audience, specific niche interests often lead to higher engagement from a more qualified audience. Experiment with both.
- Use Pinterest's Suggested Interests: When setting up campaigns manually, Pinterest often provides suggestions based on your pins or campaign goals. These can be valuable keywords to include in your bulk upload.
- Consistent Formatting: Ensure interests are spelled correctly and separated by commas without extra spaces unless intended for multi-word phrases.
Example Table: Formatting Interests in Your Spreadsheet
| Ad Group Name | Ad Group Status | ... | Interests (Column AP) | ... |
|---|---|---|---|---|
| Summer Fashion | Active | ... | Women's fashion, Summer outfits, Beachwear, Accessories | ... |
| Healthy Recipes | Active | ... | Healthy eating, Vegetarian recipes, Meal prep, Cooking | ... |
| DIY Home Decor | Paused | ... | Home improvement, Crafting, Interior design ideas, Painting | ... |
| Travel Destinations | Active | ... | Adventure travel, European cities, Budget travel, Road trips | ... |
Why Use the Bulk Editor for Interests?
The bulk editor is particularly advantageous for:
- Efficiency: Quickly adding or modifying interests for numerous ad groups or campaigns simultaneously, saving significant time compared to individual manual edits.
- Consistency: Ensuring uniform interest targeting across similar campaigns or ad sets.
- Large-Scale Management: Ideal for agencies or businesses running extensive advertising operations with complex targeting strategies.
- A/B Testing: Easily duplicate campaigns or ad groups and modify their interests in bulk to test different targeting strategies.
Other Ways to Manage Ad Targeting Interests
While the bulk editor is excellent for scale, you can also manage interests directly within the Pinterest Ads Manager interface when creating or editing individual ad groups. This method allows for manual selection of interests and offers real-time audience size estimates. For a detailed guide on general ad campaign setup, you can refer to the official Pinterest Business Help Center.
By effectively utilizing the bulk editor for adding interests, you can refine your Pinterest ad targeting, leading to more impactful and cost-efficient campaigns.
