Introducing new AI and automation campaign features to support advertisers

Two years ago, we set out to become the industry’s leading full funnel advertising solution. Now, we are rolling out new AI and automation campaign features to make your performance advertising campaigns smarter, more efficient and more powerful. These new products were unveiled at Pinterest Presents, our annual global advertiser summit.

“Ad innovation on Pinterest has been at an all-time high,” said Bill Watkins, Pinterest Chief Revenue Officer. “We’re still the place for brands to drive discovery, but we’re now delivering on lower funnel and creative too. Brands are increasing Pinterest in their media mix and they no longer need to choose between awareness or lower funnel performance. Now they can have both.”

Introducing the Pinterest Performance+ suite

Starting today, we are unveiling our new lineup of AI and automation lower-funnel ad products, the Pinterest Performance+ suite. Every advertiser globally now has the option to use Pinterest Performance+ campaigns for Consideration, Conversions or Catalog Sales objectives. 

Pinterest Performance+ campaigns can help any advertiser drive lower-funnel performance by optimizing targeting, managing budgets or deciding how much to bid. Through AI and automation features, Pinterest Performance+ campaigns decrease campaign creation time significantly, with 50% less inputs required. You can remain in control by bundling these features automatically, or mixing and matching Pinterest Performance+ products based on your brand’s needs.

Results from alpha and beta testing show that most advertisers saw at least a 10%+ improvement in cost per acquisition (CPA) for Conversion and Catalog sales campaigns or a 10%+ improvement in cost per click (CPC) for Consideration campaigns.¹ 

For the launch of a new leather goods campaign in the US, Prada saw improvements on their Pinterest Performance+ campaigns versus business-as-usual campaigns, with a 64% decrease in cost per action and a 30% increase in conversion rate. They also saw a 1.8x increase in return on ad spend (ROAS) for checkouts.²

For advertisers looking to easily create more engaging ads on Pinterest at scale, they can also use Pinterest Performance+ creative and automatically take product images from bland to beautiful. Through generative AI, white, blank or flat color backgrounds can be transformed into lifestyle imagery, enriching Product Pins and deepening engagement.

Walgreens, an early tester, used Pinterest Performance+ creative to elevate its online shopping experience for around 50 products across multiple categories. By showcasing their retail products in a more Pinterest-native experience, they saw a 55% higher clickthrough rate and 13% lower cost per click using Pinterest-generated backgrounds compared to white backgrounds.³

We’re also making Pinterest Performance+ bidding for ROAS available in all markets to qualified advertisers. While Pinterest Performance+ bidding historically optimized for clicks or conversion volume, we’re now adding the ability to also optimize for the highest value with Pinterest Performance+ bidding for ROAS. We analyze thousands of signals to predict the value of a potential conversion in real time, helping you maximize return on your investment. For advertisers who have a range of products with different price points, like a large retailer, this can help capture the largest shopping carts from users that are most likely to purchase. Most advertisers in alpha testing saw at least a 15% increase in ROAS by using Pinterest Performance+ ROAS bidding.⁴

Announcing Promotions 

Last year’s holiday shopping season saw a global average discount rate of 21%, the highest since the start of the pandemic.⁵ Shoppers will be looking for discounts again this year, and Pinterest can now surface what’s on sale with Promotions. Starting today, these tools are available by advertiser request in the US, UK, Canada, Australia, France, Germany, Mexico, Brazil and Japan. Early results indicate that advertisers who included a Promotion saw a 12.7% increase in conversions compared to the same ads that didn’t use Promotions.⁶

Through these new features, we’re enhancing Pinterest Search and Home Feeds with personalized, branded shopping recommendations powered by machine learning. Personalized promotions serve shoppers promotions and sales based on what they’ve searched and pinned, allowing advertisers to better reach Pinterest users in shopping moments that matter most. And through Deals ads modules, we’re making ads more visible for consumers across the Home Feed, helping brands stand out during sale moments for increased visibility on their promotions and offers. 

“There are plenty of places online to find products and no shortage of ways to buy them, but no other platform helps you decide what you want like Pinterest,” said Martha Welsh, Pinterest Chief Strategy Officer. “In my case, I’ve already started holiday shopping. And with Pinterest now surfacing promotions and discounts, it’s never been more effortless to find the perfect gift on Pinterest and to make the right purchase at the right time.”

Custom haircare and skincare company Prose leveraged promotions and found that they not only drove cheaper incremental checkouts compared to the business-as-usual conversion campaigns, but they also generated a 48% higher clickthrough rate.⁷

Promotions, Pinterest Performance+ campaigns, Pinterest Performance+ creative, and Pinterest Performance+ ROAS bidding each can accomplish a campaign goal. But to truly win, the products bundled together can become your campaign superpower. With this year’s updates, we’re making it easier than ever to match the right creative with the right promotion to the right customer at the right time.

To watch replays of the full Pinterest Presents program on demand, visit our Pinterest Presents video page.