Pinterest boosts ad campaigns with new AI and automation tools

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.