Earlier this month, Pinterest introduced new conversion features that allow brands to identify which of their marketing initiatives produces results and optimize the ones that don’t.
What Are Pinterest’s New Conversion Features?
Pinterest introduced two new features to aid marketers in reaching their campaign objectives.
Conversion Campaigns For Promoted Pins
Pinterest announced a new campaign type called conversion optimization, which optimizes Promoted Pins for “specific consumer actions.” With this new campaign format, marketers will be able to select conversions as a campaign goal and take more initiatives to inspire consumers to take specific actions with calls-to-action.
Brands will need to enable the Pinterest Tag, a specific piece of JavaScript code, on their sites to run Pinterest conversion campaigns. This tag allows brands to receive conversion reporting for nine different types of consumer actions:
- Page Visits
- View Category
- Search
- Add To Cart
- Checkout
- Watch Video
- Sign Up
- Lead
- Custom
Pinterest reported in a blog post, “Advertisers who care solely about performance have been able to achieve their business goals using manual inputs, but the new conversions objective allows them to hit their goals quickly and easily without additional effort.”
Promoted Video Conversions
Pinterest also expanded their promoted video options to better serve marketers looking to hit conversion goals. Promoted videos can now click into a landing page that showcases the brand’s website and the video.
How Will Pinterest’s Conversion Features Benefit Marketers?
By using these conversion campaigns, marketers can better target and reach Pinterest users who are most likely to take brands’ desired actions. In other words, these campaigns allow brands to efficiently reach consumers with the highest propensity to convert.
Pinterest’s new conversion features are the latest additions to its growing ad platform, a business move that may have been initiated in preparation for the company’s nearing IPO.
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About the Author
More Content by Victoria Pallien
