AI-driven advertising revolution on Pinterest: Pinterest has unveiled a suite of new AI and automation features aimed at enhancing advertiser campaigns and simplifying campaign management.
- The new features were introduced at Pinterest Presents, the company’s global advertiser summit, focusing on improving lower-funnel performance advertising campaigns.
- The updates are part of the newly launched Pinterest Performance+ suite, which leverages AI and automation tools to optimize targeting, manage budgets, and adjust bids automatically.
Key features of Pinterest Performance+ suite: The new suite offers a range of lower-funnel ad products designed to support Consideration, Conversions, and Catalog Sales objectives.
- Advertisers can reduce campaign creation time by 50%, requiring fewer inputs while maintaining control through bundling or customizing features.
- Testing results showed significant improvements, with many advertisers seeing at least a 10% improvement in cost per acquisition (CPA) for Conversion and Catalog Sales campaigns, and a 10% improvement in cost per click (CPC) for Consideration campaigns.
AI-powered creative enhancement: Pinterest has introduced a new feature that automatically transforms simple product images into more visually appealing lifestyle imagery using generative AI.
- This tool, called Pinterest Performance+ creative, helps advertisers create engaging ads at scale with minimal effort.
- The AI-generated imagery aims to increase ad effectiveness by presenting products in more attractive and relatable contexts.
ROAS bidding optimization: Pinterest Performance+ now includes ROAS (Return on Ad Spend) bidding, available in all markets.
- This feature helps advertisers maximize their return on ad spend by analyzing real-time signals to predict the value of a potential conversion.
- Testing showed a 15% increase in ROAS for most advertisers using the new bidding feature, indicating improved efficiency in ad spend allocation.
Promotions and personalized recommendations: To cater to the growing demand for discounts, Pinterest is introducing Promotions in select markets.
- Advertisers in the U.S., UK, Canada, Australia, France, Germany, Mexico, Brazil, and Japan can now request promotional features for their ads.
- Promotions have been shown to increase conversions by 12.7% compared to ads without promotional elements.
- These personalized promotions will enhance Pinterest Search and Home Feeds, delivering relevant shopping recommendations powered by machine learning.
Real-world success story: Prose, a custom haircare and skincare brand, demonstrated the effectiveness of the new features in a case study.
- Using Promotions, Prose achieved a 48% higher clickthrough rate while generating cheaper incremental checkouts compared to standard conversion campaigns.
- This success story highlights the potential impact of Pinterest’s new advertising tools on brand performance and customer engagement.
Broader implications for digital advertising: Pinterest’s new AI-driven features represent a significant step in the evolution of social media advertising.
- The introduction of these tools reflects the growing trend of AI integration in digital marketing, potentially setting new standards for advertising efficiency and effectiveness across platforms.
- As AI continues to reshape the advertising landscape, marketers may need to adapt their strategies to leverage these advanced tools and remain competitive in the digital space.
Pinterest Launches New AI and Automation Features to Boost Advertiser Campaigns