Pinterest announced the addition of ad groups to its campaign structure. Dan Marantz, who is working on product management for social media, introduced the changes in a blog that starting this month, they are going to introduce the new update to the way that Pinterest ad campaign are structured.
On the previous structure, Pinterest ad campaign had two elements: the campaign itself and the Promoted Pin.
Dan Marantz stated on his blog that they will upgrade the structure to include ad groups. An ad group works as a container for the Promoted Pins. Targeting, budget, start & end dates, and bids are set for each ad group, so users have more flexibility and control over how they run on their campaign.
“You’ll see notifications in Ads Manager and receive an email when ad groups are available. Then you’ll need to review campaigns with more than one Pin in Ads Manager and choose how you want distribute your existing campaign budget across the ad groups.”
With ad groups users can test performance against various targets and objectives without the need to create multiple campaigns.
The incorporation of ad groups into the campaign structure allows advertiser to:
- Assign budget and targeting to ad groups: Since each ad group can contain multiple Pins, this allows for better control when testing the performance against various targets and objectives.
- Align campaign budgets with marketing initiatives: Want to set a budget for certain geographic region, product line or audience target? Ad groups make it easier to manage specific budgets within a single campaign, while still maintaining lifetime spends caps at the campaign level.
- Streamline the campaigns across platforms: By using something like ad group on other platforms, it may be easier to plan and manage all campaigns in a familiar way.
Pinterest Promoted Pins are similar to organic pins, with the exception that retailers must pay to have them seen by more Pinterest users. Typically, these ad units perform just as well, if not even better than organic pins, expanding visibility to relevant search results, category feeds and the home feed.
You can read the full blog here.