What are the best ways to write copy for Pinterest ads?

1 Understand your audience

Before you write any copy, you need to know who you're writing for. What are their pain points, goals, interests, and preferences? How do they use Pinterest and what are they searching for? You can use tools like Pinterest Analytics, Audience Insights, and Keyword Planner to get a better understanding of your target market and their behavior. You can also create buyer personas that represent your ideal customers and use them as a guide for your copy.

2 Write clear and concise headlines

Your headline is the first thing users see when scrolling through their feed, and it needs to be attention-grabbing to encourage clicks. To write effective headlines, use keywords that match search intent and the ad's landing page, power words that evoke emotions or benefits, and numbers, questions, or testimonials to create curiosity or credibility. Aim for a headline that is no more than six words long and test different versions to see what performs better.

3 Use descriptive and engaging text

Your text is the second element of your ad that users read, and should be written to complement your headline, expand on your offer, and persuade users to take the next step. Address your audience directly using active and conversational language that matches your brand voice and tone. Highlight the benefits and outcomes of your offer, not just the features, and make sure to include a clear and specific call to action that tells users what to do next. To add personality and emphasis, consider using emojis, punctuation, or capitalization.

5 Follow the best practices and guidelines

Creating effective and compliant ads on Pinterest requires following certain rules and recommendations. It is important to use vertical images with a 2:3 aspect ratio, and to avoid using too much text on the image, as this can reduce reach and quality score. Misleading, spammy, or offensive language or images should also be avoided, as well as hashtags, URLs, or price tags on the ad. For more details, it is recommended to review the Pinterest Advertising Standards and Creative Specifications.

6 Test and optimize your copy

The final step to writing copy for Pinterest ads is to test and optimize your copy based on the results. You can use tools such as Pinterest Tag and Conversion Insights to measure your ad performance and track your goals, as well as split testing to compare different versions of your copy. To ensure you get the most out of this process, define your objective and key metrics, create variations of your copy elements, run tests for a sufficient period of time with a large enough sample size, analyze the data, identify the winners and losers, and apply any learnings to make improvements.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?