Create a Pinterest Ad

How-to | 3/30/2026 | Learn how to create a Pinterest Ad

Pinterest is a great place for brands to share product information, branded content, and ultimately, connect with shoppers who are deciding what to do or what to buy next.

Use this channel to showcase your brand to customers in their Pinterest feeds. You can use Pinterest Ads to educate and inspire shoppers engaging in food and beverage content.

You can also bring your own pre-existing Influencer creative content to amplify your Pinterest Ad!

Using existing creator content is NOT the same as an Influencer Campaign.

Pinterest Collections

Pinterest Collections are a shoppable ad format designed to showcase a main “hero” image or video above a grid of smaller product images.

Collections display in Pinterest’s mobile feed and are ideal for retail and recipe-based content, allowing Pinterest users to discover and shop multiple products directly from a single ad.

Collections cannot be paired with other ad types in the same Campaign.

The main features of a Pinterest Collection are:

One (1) main “hero” image or video (1:1 or 2:3 ratio).
Three (3) to 24 product images as secondary creatives under the hero.

All secondary product images must be the same ratio: 1:1 or 2:3.
Shoppable products what direct users to a curated product list.

There’s a minimum of 20 UPCs Universal Product Codes with a maximum of 24 UPCs displayed at once.

Populate Schedule

A three (3) week lead time is needed for this type of Campaign.

Use the calendars to enter your Media Start Date The first day the campaign is displayed to customers (for example, March 1, 20YY). and Media End Date The last day the campaign is displayed to customers (for example, March 1, 20YY)..

The recommended length of this type of Campaign is four (4) weeks.

Once you enter these dates, the Milestones table with important milestones is automatically populated.

Add Influencer Content

Select Yes or No to answer, "Will this campaign be promoting Influencer created content?".

If Yes, confirm that the content follows Kroger Precision Marketing Influencer Guidelines and that you have usage rights.

Select which option best fits your Influencer created content:

KPM Influencer content
Non-KPM pre-made Influencer content
This Campaign does not feature Influencer content

If you need / want new Custom Influencer creatives, see Partner with Custom Influencers and review the KPM Custom Influencer Guidelines.

Add Coupons

Select Yes or No to answer "Is this channel driving to a coupon?".

If Yes, click Add Coupon.

For full instructions, see Create a new coupon.
If No, proceed to Click-Through Destination Where customers land when they click on a campaign ad..

If adding a coupon, you'll need to perform some more coupon-related tasks.

Select which Coupon Targeting Type you want for this coupon.
Select an answer to the question, "What type of transactions should this coupon be redeemable for?".
Use the calendars to select Coupon Display Start, Coupon Display End, and Expiration Dates.
Review Divisions and selected coupon UPCs.

Add Click-Through Destination

Select a Click-Through Destination Where customers land when they click on a campaign ad. from the dropdown menu.

Option	Definition	Instructions
Curated Product List	Group of products available on Kroger Owned and Operated Pages for a customer to add directly to their Pickup order or online shopping list 84.51°'s recommended best practice	Select the Type of Product List. If you select, Custom Product List, click Add UPCs to start creating your list. If using a coupon, select which coupons should appear on the Click-Through Destination.
General Coupon Pool	Direct link to a specific coupon in the General Coupon Pool	If using a coupon, select which coupons should appear on the Click-Through Destination.
Kroger Owned and Operated Page	Department or seasonal page hosted on Kroger Owned and Operated Pages MUST go live a minimum three (3) business days prior to the media live date	Use the dropdown to answer, "Where will this page be located?". If using a coupon, select which coupons should appear on the Click-Through Destination.
Landing Page	Temporary Landing Page where brand content, recipes, and/or coupons can be hosted for a specific campaign Creative development required and additional lead times apply	Select a Landing Page Template. If using a coupon, select which coupons should appear on the Click-Through Destination.

84.51° recommends copying any UPCs, so that you can use them later in the intake process where UPC entry is needed.

Click Copy (#) UPCs to copy the selected UPCs to your clipboard. Then, you can use Manual Entry to add these UPCs to your Campaign.

Enter Targeting

(Optional) Enter your Channel Budget.

Your Channel Budget is the available budget for this channel, not including downloads, redemption, or any costs other than insertion.
Set the Frequency The number of times your campaign will be optimized in flight according to your chosen initiative or the average number of times an individual sees an ad during a campaign to help balance exposure without causing ad fatigue..

Frequency is the amount of times your ad can be exposed to a single Household in a single week. For example, if your Frequency is set to six (6), then a Kroger shopper can see this ad up to six (6) times a week.

Frequencies vary based on tactic.
(Optional) Enter any Guidance for this Audience.

This guidance helps to define the audience you want to target for this Campaign.
Select an answer to the question, "What is the primary initiative of this channel?".
- Awareness — Introduce and raise awareness of your brand with customers
- Consideration — Raise consideration of your products with customers
Select an answer to the question, "How should this channel be optimized in flight?".

This selection is auto-selected to match your Campaign's primary initiative.

Select an answer to the question, "What kind of targeting do you want to use for this campaign?".

Option	Description	Instructions
Prism Custom Audience	Science-driven audience building recommendations refined by segment customization based on the channel, objective, and UPCs used for model scoring Best used for Campaigns with a single coupon and a single creative Good for Division-Level audience building and mutual exclusivity	Work with your Account Manager to create your Prism Custom Audience. Once targeting is finalized, you'll see the details in your channel.
Standard Manual Audience	Work with your Account Manager to create an audience for this Campaign Best used for Campaigns with multiple coupons and creatives Can use Cross-Channel targeting Good for Store-Level audience building and niche Audience Segments	Enter a Segment Name. Click Add UPCs to add UPCs for this Audience Segment. When finished, click Add UPCs to Segment. Select which Audience Segments you want to be used with this channel. (Optional) Click Add Audience Segments to add more audience segments. (Optional) Repeat previous actions.

Option

Description

Instructions

Prism Custom Audience

Science-driven audience building recommendations refined by segment customization based on the channel, objective, and UPCs used for model scoring
Best used for Campaigns with a single coupon and a single creative
Good for Division-Level audience building and mutual exclusivity

Work with your Account Manager to create your Prism Custom Audience.

Once targeting is finalized, you'll see the details in your channel.

Standard Manual Audience

Work with your Account Manager to create an audience for this Campaign
Best used for Campaigns with multiple coupons and creatives
Can use Cross-Channel targeting
Good for Store-Level audience building and niche Audience Segments

Enter a Segment Name.
Click Add UPCs to add UPCs for this Audience Segment.
When finished, click Add UPCs to Segment.
Select which Audience Segments you want to be used with this channel.
(Optional) Click Add Audience Segments to add more audience segments.
(Optional) Repeat previous actions.

Set up Ad Experience

Select Yes or No to answer, "Do you plan to provide KPM-approved 3rd party tracking tags?".

If Yes, answer any additional questions that appear and provide any additional information that will help the 84.51° Prism team with this Ad Experience.

KPM uses Clinch and has DoubleVerify connected to all social accounts.

Accepted tags include:

Click tags
Impression tags

To learn more about tags, see KPM tagging guidelines.

Set up Creative Version(s)

If you want your entire audience to see the same Click-Through Destination and/or Creative, add all audiences to one (1) segment.

If you want audiences to see different Click-Through Destinations and/or Creatives, add more than one (1) creative version and select the desired audience for each version.

Select Yes or No to answer, "Should this Pin be removable?".

Only select Yes for time-sensitive promotions. Depending on your ad type, this option may not be available.
Select an answer to the question, "What type of ad is this?".
- Static — A Pin that is a singular, non-animated photo.
- Video— A Pin that plays a video ad.
- Carousel — A Pin that displays multiple (2-5) photos on rotation.
- Tuner — Like a Carousel, but starts with a "neutral" starting Pin with other Pins to the left or right displaying a range of ideas.
- Max Width Video — A Pin that plays a video that's 4x bigger than a standard video ad.
- Collection — A shoppable ad format designed to showcase a main “hero” image or video above secondary product images.
  
  For Collection, your primary initiative for the Campaign should be Consideration and you must choose Curated Product List as your Click-Through Destination.
If Audience Segments are used in your Campaign, select which Audience Segments you want for each creative version.
(Optional) Enter Notes for this version.

If creating multiple versions, enter a comment describing the differences between versions.

If creating a Collection, write a clear title (up to 100 characters) and description (up to 500 characters) for that Collection.

To learn more about creative specs, see KPM creative specs and policy documents.
Click Add UPCs.
Select Yes or No to answer, "Are any promoted products New at Kroger Introduces new items to Kroger customers with offers targeting category-relevant householdss with highest propensity for trial.?".

If Yes, enter the On-Shelf Date for the products.

New products must be on-shelf for at least 30 days prior to Campaign start date to ensure they are available to customers.
(Optional) Click Add Another Version to create additional creative versions for your Campaign.
(Optional) Repeat the steps above for each additional creative version.

Save Campaign Details

After you enter all of your Campaign Details, click Save.

You can click Save at any time and return to finish your Campaign Details later, if desired.

View report

Your media metrics and wrap report is delivered eight (8) to ten (10) weeks post-period and includes, but is not limited to, the following metrics:

Impressions
Reach
Frequency
Viewability
Clicks
Click-Through Rate (CTR)
aROAS Attributable Return on Ad Spend: The total sales of the test group relative to the Total Campaign Cost as determined by the total sales for the products being measured.

iROAS Incremental Return on Ad Spend; the total sales difference between test and control relative to the total as determined by the total sales uplift generated by households targeted for the coupon.
Household Penetration
Sales Uplift
Total Sales
Visits
Units (Overall)
Units by Audience Segments

Cross-Channel Campaign report

If you're running a Cross-Channel Campaign, you may qualify for PrecisionView 360 measurement.

To learn more, see Cross-Channel Campaign reporting.