Pinterest has rolled out new AI and automation campaign features at Pinterest Presents, its annual global advertiser summit.
Advertisers globally now have the option to use Pinterest Performance+ campaigns for consideration, conversions or catalog sales objectives to drive lower-funnel performance by optimising targeting, managing budgets or deciding how much to bid.
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.
For advertisers looking to create ads on Pinterest at scale, they can use Pinterest Performance+ creative and, through generative AI, white, blank or flat color backgrounds can be transformed into lifestyle imagery.
Pinterest Performance+ bidding for return on ad spend (ROAS) was also made available in all markets to qualified advertisers.
Pinterest's chief revenue officer, Bill Watkins, said innovation on Pinterest has been at an all-time high.
“We’re still the place for brands to drive discovery, but we’re now delivering on lower funnel and creative too," he said.
"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.”
Pinterest also unveiled that its enhancing Pinterest Search and Home Feeds with personalised, branded shopping recommendations, powered by machine learning.
Personalised promotions serve shoppers promotions and sales based on what they’ve searched and pinned, while Deals ads modules make ads more visible for consumers across the Home Feed.
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