Louis Guerrero, Sr. Product Marketing Manager, Social @ Kenshoo
Advertisers can now optimize Promoted Pins for specific consumer actions such as purchases and signups with Pinterest conversion optimization
Pinterest is fast becoming an ad industry darling. Because its focus is discovery and inspiration, consumers feel their time on Pinterest is well spent. And given it’s generally positive, “live your best life” vibe, brands have found it to be a welcoming environment for their content. Along with its range of available ad formats, the new Pinterest conversion optimization capability announced last week now gives marketers even more flexibility and control over their campaigns.
Prior to providing this capability, Promoted Pins could only be optimized for clicks. Now with Pinterest conversion optimization, advertisers can choose conversions as a campaign objective and design ads that drive to actions such as purchases, signups or lead capture. Pinterest is also optimizing ad distribution so that conversion campaigns are displayed to consumers who are more likely to take a brand’s desired action.
As eMarketer recently noted, Pinterest leads the way among social platforms when it comes to consumers finding and shopping for products.
Pinterest is part of the buying process and conversion optimization will really help marketers see how Pinterest fits into a full funnel approach with proper attribution. It will also help draw a clearer connection between these ads and the bottom line.
At Kenshoo, we’ve already seen clients have great success on Pinterest. And now for ecommerce clients, we’ll be able to work with them to more tightly align their Pinterest campaigns to their overall objectives. In addition, the Kenshoo Social platform layers on additional capabilities that will enable Pinterest advertisers to maximize their conversion campaigns:
Though it’s early days, Pinterest shared in its announcement some encouraging results their advertisers have already seen:
Using Pinterest 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.
Ready to try conversion optimization for your Pinterest Promoted Pins? Talk to your Kenshoo rep to get started. And if you’re interested in learning more about Kenshoo Social, contact us for a demo today!
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