Pinterest is rolling out its own version of Meta’s Advantage+ AI-powered campaigns, which utilize machine learning and internal user knowledge to essentially automate your entire campaign process.
So what are they calling it? “Performance+”
I mean, originality has never really been a virtue in the social media space.
As explained by Pinterest:
“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’s automated ad process can provide systematic assistance in every element, including targeting, ad budgets, bidding, and even creation.
As you can see in this example, Pinterest’s ad creation systems now also include background generation elements, along with other AI creative tools. So really, every aspect of your campaign can be automated. If you trust in Pinterest’s system knowledge.
For that reason, Pinterest is still giving advertisers the option to automate certain elements, and maintain control over others. Though it does suggest that full automation may drive better results.
“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.”
As with all platforms, as their AI systems become more advanced, powered by internal data, that, logically, makes them more powerful for driving results.
It may feel like you’re giving over too much control of your process to the robots. But if it produces results…
Pinterest is also making 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.”
Pinterest is also looking to help Pinners uncover relevant deals via promotions, which will highlight relevant discounts and offers to users.
“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.”
That’ll provide another way for brands to connect with Pinners in the upcoming holiday shopping push.
Pinterest says that brands will be able to register their relevant promotions via their Pinterest contact.
These are some interesting considerations for the holiday season, especially given the role that Pinterest now plays in product discovery and purchase. There could be some valuable options here.
You can learn more about Pinterest’s “Performance+” suite here.
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