Direct links are here for your festive campaigns
21 November 2023 — Jet Cessant
As we get into the busy festive season, it’s more important than ever to put your resources where the results are. With direct links, you can drive traffic and conversions more efficiently than ever before on Pinterest. Skip to the good stuff—and get more people from Pinterest directly to your site or store.
This time of year gets busy for everyone. From festive campaigns to 2024 planning, the pressure is on. Well, we have some news that should help. We’ve expanded our new direct links feature to even more objectives and formats, giving you a fast track to better campaign results. As your audience ticks items off their never-ending present list, you can meet them where they are. And that’s on Pinterest.
Your fast pass to performance
The top reason people use Pinterest is to find information about products and brands.1 Direct links help you convert more of the people shopping on Pinterest into active customers on your site or store.
With other Pinterest ads, it takes two clicks for someone to navigate off Pinterest. First, people see a close-up view of the ad, and then a second tap takes them off Pinterest to the advertiser’s website. For ads using direct links there’s just one click, and it goes directly to the advertiser’s site. This streamlined customer journey is designed to support your lower funnel goals, at lower costs.
We first announced direct links at our advertiser summit back in September. Now we’ve extended the feature to include more campaign types. You can now use direct links for both consideration and conversion campaigns, across image and video formats.
The proof is in the performance
Don’t just take our word for it: the data speaks volumes. We’re seeing great results across objectives, for different kinds of lower funnel goals.
Brands who started using direct links for consideration campaigns have seen an average of 96% more clicks to site with the links enabled, compared to their previous campaigns on Pinterest.2 That even includes cost savings, with a whopping 38% decrease in cost per outbound click.2
Conversion campaigns are also outperforming previous benchmarks. Brands running catalogue sales campaigns have seen an average of 68% more clicks to site and 26% increase in click-based conversions.3
Put your best Pin forward
Want better results this festive season? Move more of your marketing budget to Pinterest ads with direct links. The more you invest, the more benefits you can see.
Direct links have already been automatically enabled for consideration campaigns. For conversion and shopping campaigns, you’ll want to triple check you have the new feature turned on. You can do this in Ads Manager, within the Pin review screen for a specific campaign. For detailed instructions, please visit our Help Centre.
New season, new opportunities
Direct links join a growing suite of performance solutions on Pinterest. If you’re already working with a Pinterest team, reach out today to discuss lower funnel opportunities. If you haven't got a rep yet, you can apply for our new advertiser support programme.
