Pinterest Shares Tips on How to Maximize its Automated Performance+ Ads

Pinterest has shared some new tips on how to get the most out its automated Performance+ campaigns, which utilize AI to improve ad targeting, and get your promotions in front of the right audience.

Performance+, much like Meta’s Advantage+ campaigns, enables marketers to automate the entire ad process, including asset creation, targeting, and bidding. And Pinterest says that advertisers who use its automated process are seeing strong results:

“Advertisers [using Performance+] are already seeing impressive results, such as 20% CPA improvements in catalog sales campaigns with 50% fewer inputs required for campaign creation.”

As such, it may be worth considering, enabling you to reach Pinterest’s 553 million users, without requiring in-depth research and trend insight.

In order to get the most out of your Performance+ campaigns, Pinterest recommends that marketers:

• Integrate both the Pinterest Conversions API and Pinterest Tag to ensure optimal signal matching and attribution. These additional tracking options will feed more data into the Performance+ system, ensuring more accurate targeting.
• Optimize your product feed, including accurate and detailed metadata, keyword-optimized titles and descriptions, and complementary product groupings.

• Ensure your chosen objective matches your conversion volume. For example, Pinterest says that brands which aren’t already seeing a reasonable level of conversions should start with Performance+ Consideration campaigns, as opposed to catalog sales. This ensures that the process is realistically aligned with your business direction and opportunities.
• Pinterest says that you should also look to diversify your ad types, with at least 10 ads per Ad Group. “Mix and match from a full suite of formats including Standard, Video, Carousel, Collections, and Idea ads to keep your content dynamic.”
• Pinterest also recommends layering different types of Performance+ elements to maximize your opportunities. “Performance+ isn’t just one tool, but a suite of AI-powered solutions that work together to optimize your campaigns. Think of each feature as another optimization layer. Performance+ creative automatically fine-tunes your ads, while Performance+ ROAS bidding helps maximize your return on spend.”
• Pinterest also recommends that brands be patient within the learning phase for Performance+ campaigns. The learning phase for Performance+ is generally two weeks, and Pinterest recommends starting with a higher budget to feed the system more data. “For CPA-focused campaigns, set a daily budget at least 5x your target cost per result to give AI room to optimize effectively.” 
• Finally, Pinterest says that you should use the post-learning phase to experiment with different approaches to maximize your results: “Experiment with different landing pages (product, category and homepage), ad formats (Standard, Video, Idea, Collections, and Carousel), and Mobile Deep Linking setups. You can also track bounce rates across formats, and test text overlay CTAs to maximize engagement. Track performance metrics and adjust accordingly.” Pinterest also suggests pausing underperforming ads.

These are some handy tips, which could help you get more out of your automated Pin campaigns. Which, again, also enables you to tap into the growth and popularity of Pinterest, particularly as a shopping and product discovery destination, without having to understand the various nuances of the platform.

You can read Pinterest’s full listing of Performance+ campaign tips here.