Pinterest has introduced new AI and automation features to enhance performance advertising campaigns, aiming to become a leading full-funnel advertising solution. These features were unveiled at Pinterest Presents, their annual global advertiser summit.
Pinterest Performance+ Suite
The new Pinterest Performance+ suite includes AI and automation tools for lower-funnel ad products, available globally for Consideration, Conversions, or Catalog Sales objectives. Key benefits include:
- Optimized Targeting and Budget Management: AI-driven features reduce campaign creation time by 50%, requiring fewer inputs.
- Improved Performance Metrics: Alpha and beta tests showed a 10%+ improvement in CPA for Conversion and Catalog Sales campaigns and a 10%+ improvement in CPC for Consideration campaigns.
- Case Studies:
- Prada: Achieved a 64% decrease in cost per action, a 30% increase in conversion rate, and a 1.8x increase in ROAS for checkouts.
- Walgreens: Used Pinterest Performance+ creative to achieve a 55% higher clickthrough rate and a 13% lower CPC.
Pinterest Performance+ Creative
This feature uses generative AI to enhance product images, transforming bland backgrounds into engaging lifestyle imagery. This has shown to increase engagement and clickthrough rates.
Pinterest Performance+ ROAS Bidding
Now available in all markets, this feature optimizes for the highest value conversions by analyzing thousands of signals in real-time. Alpha testing indicated a 15% increase in ROAS for most advertisers.
Promotions
Pinterest has introduced Promotions to surface discounts and sales, available by advertiser request in multiple countries. Early results show a 12.7% increase in conversions for ads using Promotions. Personalized promotions are powered by machine learning, enhancing Pinterest Search and Home Feeds with branded shopping recommendations.
The new features—Pinterest Performance+ campaigns, creative, ROAS bidding, and Promotions—are designed to work together to enhance campaign effectiveness, making it easier to match the right creative with the right promotion to the right customer at the right time
