Pinterest has always been a unique platform for brands, providing a space where inspiration meets action. With its Performance+ campaigns, Pinterest takes a significant step forward in simplifying access to high-performing advertising. Whether you’re new to digital marketing or a seasoned expert, Performance+ is designed to maximize your results while minimizing the effort required. But what exactly does this new offering entail?
An all-in-one advertising solution
The concept is straightforward: Pinterest automatically handles the complex parameters of your campaign, such as bidding and audience selection, while ensuring your ads reach the users most likely to engage with them. Whether your goal is to drive conversions, generate clicks, or boost sales, Performance+ optimizes every step to deliver the best results.
This all-in-one approach also means less stress for advertisers. You set your marketing priorities, and the algorithm manages the campaign to achieve those goals. This allows brands, even without in-depth digital advertising expertise, to benefit from an effective and high-performing solution.
Primary goal: Measurable results
Unlike traditional advertising campaigns, which often emphasize broad, untargeted reach, Performance+ focuses on tangible results. Advertisers can select specific objectives such as:
- Increasing online sales,
- Driving traffic to their website,
- Raising brand awareness among new audiences.
Once the objective is set, Pinterest’s algorithms analyze millions of data points—user habits, keywords, purchasing behaviors, and more. This intelligent processing ensures your ads are shown to the most relevant audience segments.
This focus on measurable results guarantees optimized return on investment (ROI). You’re not just investing in increased visibility but in a strategy that transforms that visibility into concrete actions, such as purchases, sign-ups, or meaningful clicks.
Why choose a Performance+ campaign?
In an increasingly competitive digital advertising landscape, advertisers seek efficient and straightforward solutions to achieve their goals. Pinterest’s Performance+ campaigns stand out as an ideal answer, combining advanced technology with ease of use. But what makes this solution unique compared to traditional advertising approaches?
Time savings through automation
One of the biggest advantages of Performance+ is the reduction in time spent managing campaigns. Unlike traditional methods, where advertisers need to manually adjust parameters (bidding, targeting, optimization), Performance+ automates these tasks.
Using Pinterest’s artificial intelligence, your campaign is optimized in real-time. Bids are adjusted automatically to maximize your results, and targeting evolves based on performance and user behavior. This “algorithm-driven” system ensures your ads always reach the right people at the right time, without requiring constant intervention.
Optimized advertising budgets
Managing an advertising budget can be challenging, especially when allocating expenses across multiple audience segments or formats. With Performance+, Pinterest analyzes user data and past performance to strategically allocate your budget.
This means every dollar is used efficiently, targeting only the audiences most likely to convert. Whether you have a small budget or a large one, this approach ensures maximum ROI by avoiding unnecessary spending.
Tailored to all marketing objectives
Another key reason to choose Performance+ is its flexibility. Regardless of your advertising goals, this solution adapts perfectly to your needs:
- Want to increase brand awareness? Ads are optimized to maximize reach and engage a broader audience.
- Looking to drive traffic to your website? Performance+ targets users most likely to click on your pins.
- Focused on conversions? The algorithm identifies high-intent users to boost your sales.
This adaptability makes it a universal tool, suitable for small businesses and global brands alike. You can develop a cohesive and high-performing advertising strategy, no matter your industry or size.
How to set up a Performance+ campaign on Pinterest
Setting up an advertising campaign can sometimes seem complex, especially if you’re not familiar with online advertising tools. With Performance+, Pinterest simplifies this process, making it accessible and intuitive, even for beginners. However, to make the most of this feature, it’s important to follow a structured approach and carefully prepare each step.
Step 1: Define your objectives
The first and perhaps most crucial step is to define your advertising goals. Before thinking about visuals or budget, identify what you want to achieve with your campaign. Pinterest offers several objective options tailored to specific needs.
Whether it’s increasing conversions (such as purchases or sign-ups), driving more clicks to your website, or boosting brand awareness, clear objectives enable the Performance+ algorithm to act strategically and deliver measurable results.
Step 2: Create a Pinterest Advertising account
To launch a campaign, you need a Pinterest advertising account. If you don’t already have one, visit Pinterest Ads Manager, a dashboard designed specifically for managing advertising campaigns.
This account allows you to track performance, adjust campaigns in real-time, and access detailed analytics about your audience and results. Creating an account is quick and intuitive, an essential step to access Performance+’s advanced tools.
Step 3: Prepare your visuals
Pinterest is a highly visual platform. Your ads must be attractive, engaging, and perfectly suited to the platform’s format. To maximize the impact of your ads, prioritize vertical images in a 2:3 aspect ratio that naturally blend into users’ visual feeds.
Always include your logo to strengthen your brand identity and use clear calls-to-action to encourage user interaction. High-quality visuals are critical to the attractiveness and performance of your campaigns, so it’s worth investing time in their preparation.
Step 4: Launch your campaign
Once your objectives are defined and visuals are ready, set up your campaign in Pinterest Ads Manager. Choose Performance+ as your campaign type, specify your total or daily budget, and let the algorithm take care of the rest.
Performance+ automatically manages targeting, bidding, and optimization to ensure your ads reach the right people at the right time. Once your campaign is live, you can monitor its performance in real-time via the dashboard and make adjustments if needed.
Best practices to maximize results
Performance+ campaigns on Pinterest are designed to simplify ad management and maximize your results. However, to fully leverage this powerful tool, it’s essential to follow some best practices.
Create engaging pins
The appeal of your visuals plays a fundamental role in the success of your campaigns. On Pinterest, users are drawn to clear, inspiring, and visually impactful content. To grab their attention, prioritize high-quality, well-framed images tailored to the vertical 2:3 format.
Don’t hesitate to add distinctive visual elements, such as your logo or brand-specific colors, to reinforce brand identity. Finally, include clear calls-to-action like “Discover Now” or “Shop Today” to encourage engagement and clicks.
Use strategic keywords
Pinterest isn’t just a social platform; it’s also a visual search engine. Users actively search for ideas, products, and inspiration using specific keywords. To ensure your ads appear in relevant search results, it’s crucial to include strategic keywords in your titles, descriptions, and hashtags.
These keywords should reflect your audience’s intentions, whether related to a specific product, need, or trend. A well-thought-out keyword strategy will increase the visibility and relevance of your pins.
Analyze your performance
Managing a campaign doesn’t end once it’s launched. To maximize your results, it’s essential to regularly monitor performance through Pinterest Ads Manager. This dashboard provides detailed data on key metrics like impressions, clicks, conversion rates, and cost per action (CPA).
By analyzing this data, you can identify what works best and adjust your strategies accordingly.
Test different Ad formats
Pinterest offers a variety of ad formats, each with the potential to capture your audience’s attention uniquely. Video pins, for instance, are ideal for storytelling or showcasing a product in action, while carousels allow you to display multiple products or ideas in a single ad. Standard pins, on the other hand, are perfect for straightforward, impactful messages. Experimenting with these formats will help you discover what resonates best with your audience and keep your content fresh and engaging.
The specific advantages of Performance+ for advertisers
Advertising campaigns on Pinterest are not just about distributing content; they leverage the unique potential of a platform where users seek both inspiration and action. The Performance+ feature enhances this dynamic by offering advanced tools to maximize campaign effectiveness. But what makes Performance+ stand out compared to other advertising options?
A better understanding of audiences
One of the main strengths of Performance+ lies in its ability to analyze and leverage user data. Pinterest holds a wealth of information about its users’ interests, search habits, and purchasing behaviors. This rich data allows Performance+ to precisely target individuals most likely to respond positively to your ads.
Using intelligent algorithms, Performance+ identifies audience segments based on their intentions and past interactions. For instance, if you sell home decor items, your ads will be shown to users actively searching for decor ideas or who have demonstrated interest in such content. This approach significantly increases your chances of conversion, as your advertisements reach people genuinely interested in what you offer.
Enhanced visibility
In a saturated advertising landscape, the ability to stand out is crucial. Performance+ ensures your ads appear in front of the right people at the right time, improving not only visibility but also the overall impact of your campaigns. This intelligent targeting relies on a combination of criteria, such as keywords, past behaviors, and current trends, to maximize the relevance of your ads.
Unlike traditional approaches, where ad distribution may be random, Performance+ prioritizes audiences with a strong intent to engage. As a result, your ads are not only seen but also understood and appreciated by users, enhancing the overall effectiveness of your campaigns.
A platform on the rise
With over 450 million monthly active users, Pinterest represents a vast pool of opportunities for brands. Unlike other platforms where users passively consume content, Pinterest users are often in a phase of exploration or planning, making them more receptive to the ideas and products they discover.
Performance+ leverages this unique context to position your ads at the heart of users’ purchase or discovery journeys. Whether it’s a product launch, a seasonal campaign, or a promotional offer, Pinterest provides a fertile environment to capture an engaged audience actively seeking inspiration.
Conclusion
In summary, Pinterest’s Performance+ campaigns provide a unique opportunity for advertisers to streamline and optimize their advertising strategies. With automation, intelligent targeting, and real-time optimization, Performance+ enables you to maximize results while minimizing effort.
Ready to launch a Performance+ campaign on Pinterest? Contact one of our Pinterest Ads experts today!
