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Wednesday, July 24, 2024

Pinterest Announces Expanded AI Ad Tools to Enhance Performance

Pinterest introduces AI tools to improve ad performance with automated campaigns, background generation, and collages, enhancing user engagement.

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Pinterest has rolled out new features to boost your advertising experience. These features, including improved campaign automation, AI-powered background generation, and promoted pin collages for showcasing related products, are designed to drive more interest and engagement with your pins. Our goal is to provide you with innovative tools that can help you achieve better results with your advertising .

Performance+ campaigns

Pinterest is introducing AI-based automated ad campaigns called “Performance+.” This feature optimises all elements of promoted Pin creation through a systematic process. It's important to note that while the AI is doing the heavy lifting, you still have control over the campaign's objectives, budget, and targeting. Instead of relying solely on your own expertise, you can trust Pinterest's ad creation and audience-matching processes to deliver results. According to Pinterest, early testing shows that most advertisers saw over a 10% improvement in cost per acquisition (CPA) for conversion and catalogue sales campaigns, or a 10% improvement in cost per click (CPC) for consideration campaigns. Additionally, Performance+ tools reduce campaign creation time by 50%.

This could significantly enhance your Pin performance without requiring the extensive research needed for manual targeting.

AI background generation

Pinterest is also introducing AI background generation for product images. This feature personalises your creative based on the preferred styles and trends of interest to each user, making your ads feel more tailored and engaging. For instance, Pinterest's background generation can align your product images with the viewer's preferred style, offering a more tailored and engaging experience.

This experiment generates personalised lifestyle backgrounds for product pins, enhancing engagement by reflecting the aesthetic preferences of US Pinterest users. If a user prefers a certain aesthetic, the system will match the product background accordingly, providing more context on how the item fits into their design plans. This innovative use of generative AI can drive more engagement by aligning with specific trends of interest.

Pinterest is looking to integrate its separate “Shuffles” app into its main platform by enabling collages for ads, with product listings attached to each image. The company is testing collages with select advertisers, allowing them to tag products in their collages and promote them as Showcase or Collection ads. This feature aims to make content more shoppable and discoverable through promotion, letting users tap to learn more about the brand and products. This exciting new feature could potentially offer significant benefits, increasing the discoverability and engagement of your ads.

Currently, Pinterest is testing its ad collages with a small group of advertisers. This testing phase is crucial for us to gather feedback and make necessary improvements. We plan to expand this feature later this year, and we encourage you to participate and share your insights.

Ad Labs innovation programme

The new updates are part of Pinterest's Ad Labs innovation programme, designed for select brands to test prototypes of new creative and ad tools. By participating in this programme, you have the opportunity to be at the forefront of innovation in advertising, and your feedback will directly influence the development of these tools. These tools include generative AI features powered by personalised insights and interactive shopping capabilities through collages. The goal of Ad Labs is to encourage experimentation and gather advertiser feedback to bring the best new tools to market quickly.

Pinterest is striving to enhance interest in its ad offerings, reinforcing its value as an online shopping destination. These new tools are designed to align with key platform trends and potentially offer significant benefits. While it's natural to be cautious about new tools, these innovative features could effectively boost Pin engagement and drive better results for your campaigns.

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Emma Job
Emma Job
Emma is a freelance news editor at Tech Edition. With a decade's experience in content writing, she revels in both crafting and immersing herself in narratives. From tracking down viral trends to delving into the most recent news stories, her goal is to deliver insightful and timely content to her readers.

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