People often come to Pinterest when they are considering what to do or buy next. Ads and other content from businesses are an important part of the consumer journey because they add value to the discovery process. Today, we’re introducing new features that make it even easier for businesses to connect with Pinners, optimize their Pinterest ad campaigns and achieve their conversion goals automatically.
“Conversion optimization really allowed us to structure the campaign in a way that was aligned closely with our ultimate goals for Gravity Blankets. We tried out a few different kinds of creative, targeted different keywords and interests, and learned what worked best before we jumped in with both feet. We’re amazed at the results we’ve seen in just a few months.”
Conversion optimization is a new campaign type that optimizes Promoted Pins for specific consumer actions, rather than just clicks. For the first time, advertisers can choose conversions as a campaign objective and inspire people to take specific actions like online checkouts, increased signups or stronger leads.
With active conversion campaigns, a brand’s ads can reach people on Pinterest who are more likely to take the business’ desired action. Advertisers who care solely about performance have been able to achieve their business goals using manual inputs, but the new conversions objective allows them to hit their goals quickly and easily without additional effort.
Using conversion optimization, brands like Gravity Blankets achieved a 2x increase in sales and a 58% lower cost per acquisition, according to the company. Flaviar, a club for spirits enthusiasts, saw 409% more traffic and an 8x increase in leads from October 2018 compared to the month before when testing conversion optimization.
“Conversion optimization has been a highly effective tool for us and I would say it’s one of the most successful things we have done.”
We’re also expanding our Promoted Video offering to serve advertisers who have traffic or conversion goals. Promoted Video for ‘conversions’ goals will click into a landing page that houses the advertiser’s website, as well as a closeup of the video. Promoted Video has proven to be a powerful format to drive these objectives as it uses sight, sound and motion to demonstrate product features and benefits.
Conversion optimization and Promoted Video for conversions are now available for all Pinterest business accounts, so be sure to try these features on your next promotion.