Performance-boosting solutions to brighten your results this festive season

All signs point to a jolly festive season. And on Pinterest, festive shopping is already in full swing. 

On average, monthly Pinners spend 19% more on festive purchases than people using other platforms.¹ They’ve also told us that Pinterest is the most helpful platform for festive planning.² So you’ve got an eager audience, ready to shop—and now’s the time to get your campaigns lower-funnel ready. 

Try these three lower-funnel solutions to make your campaigns really dazzle:

Highlight promotions and discounts  

58% of weekly Pinterest users said that finding sale and promotional items influences their shopping decisions.³ Just in time for the festive season, we introduced more ways to showcase timely offers when it matters most. 

Now, you can add special offers to your Pinterest ads using Promotions.⁴ Highlight a discount, free delivery or other offers by choosing from more than 20 different promotional templates. Your promotion will automatically display as a new visual element on your standard, video and shopping ads, making it easy for shoppers to spot the savings. 

Brands using promotions are seeing extra sparkle for their shopping goals. In a study with alpha testers, ads featuring promotions drove 12.7% more conversions than the same ad creative without the promotions callouts.⁵

Plus, when you activate promotions, you can increase your ad’s visibility. With our new Deals ad module, people can scroll shoppable carousels to find deals and discounts that are most relevant to them. Create some festive magic by displaying a relevant product to a shopper, at the right time.

Streamline and optimise with Performance+

The festive season is stressful enough. Why not use tools that help to save time—and optimise results? That’s where Performance+ comes in. It uses AI and automation to help scale campaigns faster, then boost results over time. 

Take launching a new campaign. Just toggle on ‘Performance+’ when you start, and you’ll immediately enter a streamlined set-up mode. Performance+ automatically applies best practices for decisions such as targeting, budgeting and bidding— eliminating 50% of the usual set-up fields. Then, it helps to optimise results over time. In a recent study, brands using Performance+ catalogue campaigns saw at least 20% lower costs per action (CPA), compared to standard campaigns.⁶

You can also opt in to specific Performance+ products as you go through regular campaign set-up. For example, you can toggle on Performance+ settings for things such as bidding, targeting or budgeting. You can also apply AI to ad creative. Generate backgrounds to add lifestyle imagery to otherwise plain product Pins, or build fast campaigns right from your catalogue. These creative solutions bring big impact, with brands seeing a 19% increase on average in checkout revenue.⁷ 

Gift yourself better insights with the Conversions API

Understanding the festive shopper’s journey has never been trickier. Browser cookies are becoming less reliable, while marketing touchpoints are becoming even more complex. Lean on Pinterest’s Conversion API (CAPI) to track how that first twinkle of interest leads to the final purchase. 

In short, CAPI provides better visibility into how your ads perform across channels—both online and offline. When you combine CAPI with the Pinterest tag, you’ll get even more real-time data and insights that can help to optimise campaigns over time. And here’s something to toast: brands using CAPI and the tag together saw a 24% increase in attributed conversions and a 9% reduction in CPA, compared to brands only using the tag.⁸

Wrap up the year with strong results

It’s never been easier to get your festive products in front of Pinterest’s high-action shoppers. But for even better results this festive season, try phasing campaigns to different goals over time. To learn more about our festive season audience and explore other solutions, visit our 2024 festive season hub.