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There Exists a Not-Inconsequential Chance This Headline Will Make You Skip Today's Newsletter Offering
Want to fix your ad campaigns quickly? New research from Harvard says use simpler headlines.
There Exists a Not-Inconsequential Chance This Headline Will Make You Skip Today's Newsletter Offering
Want to fix your ad campaigns quickly?
New research from Harvard says use simpler headlines.
by Tod Maffin (email • LinkedIn • social media)
Today's News
Pinterest Launches AI-Driven “Performance+” Ads
Meta has Advantage+. Google has Performance Max. Now Pinterest is joining the party with an ad product it calls Performance+.
All these are the so-called smarter campaigns which remove a lot of fine control from advertisers, and use machine learning to steer a campaign’s audience and placement.
Pinterest expects ad revenue to grow more than 17% this year — still, that will bring it to about $2.6 billion. [Q1 2024 results] Compare that to Google’s parent company which made $80 billion — just in Q1 of this year.
Performance expectations
Pinterest says its new format generated about a 10% improvement in cost per acquisition for conversion and catalog sales campaigns. And consideration campaigns got a little more than 10% improvement in cost per click.
And unlike many AI-based ad products at launch, you still get a decent amount of control over targets. You can specify age, country, and product interest. Performance+ will manage the placement — in other words, where the ad will appear.
It’s an AI world
To compensate for signal loss, platforms including Meta, TikTok, Google and most recently Yahoo have leaned into automation and machine learning to recommend and manage ad placements for advertisers. In return, these platforms promise better campaign performance.
While convenient, buyers are skeptical of some of these shiny AI tools for not offering details about where ads are ultimately placed.
Nearly one year after the launch of Meta’s Advantage+, some marketers have been underwhelmed, finding the results inconsistent.
What’s next
Pinterest also working on a couple of other formats including a new collage ad designed to make things more shoppable.
Which audience targeting option is unique to Pinterest Ads? |
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