Pinterest has recently broadened the scope of its direct linking functionality, offering brands enhanced opportunities to drive focused, direct traffic from their Pins and Pin ads.
This expansion comes at a crucial time when brands are ramping up for festive campaigns and planning for the upcoming year.
The platform’s new direct links feature now encompasses more objectives and formats, enabling brands to optimize their campaign results more effectively.
As Pinterest users actively search for product information and gift ideas, these direct links can transform browsing shoppers into active customers on brand websites or stores.
Traditional Pinterest ads required users to click twice to navigate from the ad to the advertiser’s website. The first click would show a close-up view of the ad, and a second click would redirect to the advertiser’s site.
With the introduction of direct links, this journey is streamlined to a single click, leading directly to the advertiser’s website. This enhancement aids in achieving lower funnel goals more efficiently and at reduced costs.
Initially announced in September at Pinterest’s advertiser summit, the feature has now been extended to include additional campaign types. Brands can apply direct links to both consideration and conversion campaigns, available across image and video formats.
The effectiveness of this feature is evident in the data. Brands using direct links for consideration campaigns have experienced an average increase of 96% in clicks to their sites, coupled with a 38% decrease in cost per outbound click. Moreover, conversion campaigns have also shown promising results, with brands running catalogue sales campaigns witnessing an average of 68% increase in clicks to site and a 26% rise in click-based conversions.
Pinterest’s expansion of its direct links feature represents a significant step forward in simplifying and enhancing the ad journey for users and advertisers alike. This development not only streamlines the user experience but also opens up new avenues for brands to effectively engage and convert their target audience, demonstrating Pinterest’s commitment to evolving its platform to meet the dynamic needs of advertisers.
