Pinterest launched a new way to measure the likely effectiveness of ad campaigns in the app using a campaign optimization score, which offers a simplified metric that factors in a range of ad setup elements to predict performance.
Though, it’s primarily a promotion tool for artificial intelligence-powered Pinterest+ campaigns.
As explained by Pinterest: “Campaign optimization score in Ads Manager gives you an instant read on how closely your campaign setup aligns with proven best practices for performance. Across all objectives, we see that higher campaign optimization scores correlate to better campaign performance.”
Pinterest’s campaign score measures four key elements:
- Pinterest+ adoption, which ensures alignment between targeting, budgets and bidding
- The availability of creative variations to reach a wider set of users
- Broad targeting, which lets Pinterest+ choose the most relevant audience
- Steady budget outlay to ensure optimal learning outcomes
So really, the campaign score is designed for Pinterest+ specifically, with a higher score ensuring that the Performance+ system has all that it needs to operate.
Pinterest added that advertisers should aim to run at least three different ad formats within each ad group, with an expanded number of ad creatives within each one.
“Once you move to five or more distinct ads, you give [Pinterest+] enough signals to understand what resonates with different audiences and contexts,” the company said.
Pinterest also offers Performance+ creative, which will enable its system to remix existing ad assets into additional formats and variants, making it easier to align with this element.
Finally, Pinterest said advertisers should maintain conversion data to ensure their campaigns reflect shopping trends. The platform added that advertisers should also ensure their product feed and catalog data remain up to date.
Pinterest has been working to improve its Performance+ targeting in order to drive better ad results with less manual effort, which has been effective. In March, Pinterest reported that advertisers who used Pinterest Performance+ campaigns saw a 10% improvement in CPC and CPA compared to traditional campaign setups.
