Send audiences to Pinterest Ads

Use a segment to build an audience that meets the criteria for how your brand wants to advertise on Pinterest. Send the list of email addresses associated with that audience to Pinterest using a campaign, after which that list of email addresses will be available in Pinterest Ads as a customer list.

A customer list is associated with an audience in Pinterest, after which your brand may use that audience to advertise on Pinterest.

Amperity will create the customer list (if it does not already exist), and then add email addresses to that customer list OR Amperity will update the customer list (if it already exists) so that it matches the list of email addresses that were sent from Amperity.

Note

An existing customer list should be empty the first time Amperity sends a list of email addresses.

When a customer list is not associated with an audience in Pinterest, Amperity will create an audience using the same name as the list name that was used in Amperity, and then attach the customer list that is managed by Amperity to that audience list.

Note

A customer list must contain at least 100 email addresses that are associated with a Pinterest account before it can be associated with an audience.

About Pinterest API endpoints

Amperity uses a combination of endpoints in the Pinterest API:

• The create audience endpoint to create an audience that can be used to reach specific groups of users in Pinterest. This converts a customer list into the CUSTOMER_LIST audience type.

• The create customer list endpoint to create a customer list from a list of SHA-256 hashed email addresses sent to Pinterest from Amperity.

• The update customer list endpoint to manage the list of email addresses in a customer list.

Pinterest applies standard access rate limits; Amperity can read from existing customer lists at up to 1000 calls per minute and can write to customer lists at up to 400 calls per minute.

Changes to audiences are not immediately available in Pinterest. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Pinterest as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Tip

Be sure to exclude the following from a segment:

1. Users who have opted out of targeted advertising on Pinterest

2. User activity from an app and/or website

3. Additional profile information, such as names, phone numbers, or physical addresses

Which attributes should you use?

You can use any attributes in your customer 360 database to define the audience your brand wants to send to Pinterest.

Amperity will send a list of SHA-256 hashed email addresses that matches the audience you have defined to Pinterest, after which they will be available in Pinterest Ads as a customer list.

Build a campaign

Use the campaign editor to build campaigns that send data to Pinterest. Add a segment, define exclusions and sub-audiences, and then configure Amperity to send campaign data to Pinterest.

Tip

Email addresses most often lead to the best match rates!

You may include, in addition to email addresses and phone numbers, mobile advertiser IDs (MAIDs) if they are available. Associate the MAIDs for Apple devices to IDFA and MAIDs for Google Android devices to AAID.

To build a campaign

	The campaign builder is available from the Campaigns page. The Create Campaign button in the top right corner of the page opens the campaign builder. After the campaign builder opens, give your campaign a name. Tip The campaign name will always appear in the filename that is sent to any destination. Use good naming patterns for the campaigns you will send to Pinterest. Good naming patterns help ensure that you can easily find your campaigns within Amperity and that the campaign is discoverable in Pinterest by users who may not be the same users who built the campaign in Amperity. Avoid duplication between campaign and treatment group names. Avoid using Pinterest in the name unless the campaign is sent only to Pinterest. Use a naming pattern that ensures the campaign name works across every treatment group that is configured within any sub-audience. If brand names and/or region names apply to all sub-audiences in the campaign, consider using them within the campaign name.
	All campaigns start with an audience. Choose a segment from the Include drop-down list. The customers in that list will become the audience for this campaign. Tip When a campaign starts with an audience that is defined by a single segment, you can use the segment insights for that segment as a way to measure the performance of that audience over time.
	Sometimes campaigns need to exclude certain members of your audience. For example, a churn prevention campaign is often configured to exclude customers who have opted-out of SMS messaging and/or who have unsubscribed from an email list. When you need to exclude audience members, choose one (or more) segments from the Exclude drop-down list. The customers in an exclusion list will be removed from the audience for this campaign.
	Some campaigns have just one audience, while others have many and require sub-audiences. Sub-audiences can be many things. How you choose to configure them depends on your audience, marketing strategy and goals, and the type of campaign you will run in Pinterest. Click Add treatment to add another treatment group to a sub-audience. The total percentages for all treatment groups (and the control group, if present) must be 100%. Click Add Sub-audience to add more sub-audiences to this campaign, and then use the Audience Builder to define the criteria for that sub-audience.
	Assign Pinterest as a destination for at least one treatment group, and then edit the attributes for the sub-audience to ensure Amperity is sending the right data to Pinterest.
	Click Edit attributes to review the attributes that Amperity will send to Pinterest. Pinterest requires email addresses; Amperity applies SHA-256 hashing to email addresses automatically. Amperity pre-selects the list of attributes that may be sent to Pinterest. The Edit attributes page for Pinterest is similar to: Note The Merged Customers table is the default table from which data is sent to Pinterest, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.
	A campaign can be configured to be sent once or on a recurring basis. A campaign can also be scheduled (i.e. “to be sent at the time you choose in the future”) or to be sent as soon as possible.
	Enter the date on which you plan to launch your campaign in Pinterest. This date helps Amperity improve results tracking and campaign results measurement.
	When your campaign is ready, click the Schedule button in the top right corner of the Campaigns page. Note Amperity will begin processing the segments that define audiences, exclusions, and sub-audiences, and will then send the results to Pinterest. Please allow for enough time for Amperity to complete this process before starting a campaign in Pinterest.

Configure default attributes

Each unique destination that is configured to send data to Pinterest may be configured to have a set of default attributes that will sent to Pinterest every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in Pinterest.

Pinterest has the following requirements for attributes.

Source attribute	Destination attribute
email	email

Product catalogs

To make your product catalog available as a data source to Pinterest, for the purpose of enabling Pins, configure an SFTP server with the file that contains the product catalog in a location that is accessible as a URL by a user-agent.

Provide that URL to Pinterest. Pinterest will validate the file and create a product Pin for each item in your product catalog that passes validation, up to 20 million rows.

If your product catalog is already accessible from a URL you can configure Pinterest to use that location. Alternately, you can output your product catalog from Amperity, and then send it to an SFTP site that is configured to allow access to Pinterest.

Pinterest will update your product catalog every 24 hours by reloading the file. Update the file that is in the location from which Pinterest pulls your product catalog to refresh your product catalog on Pinterest.