How many keywords should you use on Pinterest ads?

Pinterest’s keyword limits

• Up to 20,000 keywords per ad group.
• At least 25 per ad group recommended.
• In Ads Manager you can add or remove up to 5,000 keywords, or update up to 2,500, at a time.
• The Bulk editor lets you add or change up to the full 20,000 in one go.

Match types

• Broad match: type the keyword as it is.
• Phrase match: wrap it in quotes.
• Exact match: wrap it in square brackets.
• Negative phrase and negative exact: add a minus sign before the quotes or brackets.

In practice

Start with 25 or more tightly related keywords per ad group, grouped by theme, and add negatives for searches that do not convert. Review search performance in the Keywords tab and prune weak terms. For app marketers, note that Pinterest removed app install ads in 2021. Keyword campaigns suit apps with a web journey, or re-engagement through mobile deep links.

See where Pinterest fits an app media mix on our Pinterest ads page.