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Starting this month, we’re rolling out an update to the way your Pinterest ad campaigns are structured. Previously, Pinterest ad campaigns had two elements: the campaign itself and the Promoted Pins within it. We’re upgrading this structure to include ad groups. An ad group works as a container for your Promoted Pins and gives you more control over how you budget for, target and run your campaigns.

With the addition of ad groups, now you can:

Assign budgets and targeting to ad groups

Since each ad group can contain multiple Pins, this allows for better control when testing your performance against various targets and objectives.

Align campaign budgets with marketing initiatives

Want to set a budget for a certain geographic region, product line or audience target? Ad groups make it easier to manage specific budgets within a single campaign, while still...

Last week’s Consumer Electronics Show gave us a look at the technologies that will shape 2017. Since CES is the first conference of the year, it’s a natural time for marketers to come together and reflect on what’s happening in the industry. Throughout CES, I met with marketers to talk about key challenges from 2016, and what’s top of mind for the year to come.

It’s clear we’re hitting a critical turning point for digital marketing. As an industry, we’ve learned a lot about what works–and where the challenges fall. Now it’s time to fix what isn’t working and empower people to build stronger, more creative marketing programs.

As I plan for 2017 with my Pinterest colleagues and our partners, I keep coming back to a few key trends. I believe these topics will define marketers’ agendas for 2017, impacting everything from how brands think about marketing, to how they measure success.

This winter, Pinterest sat down with leading retail marketers like eBay and Blackbird Garage to learn more about their approach to the holiday season and how they use Pinterest to advance their business. Land of Nod's Director of Marketing Joe Orlando shared how Pinterest works with their objectives in the third installment of our retail holiday Q&A series.

Orlando's goal is to maximize the reach of Land of Nod’s exclusive assortment of toys that run on pure imagination, no batteries required. He does it by focusing on all areas of the funnel, from awareness to acquisition and customer retention. "I believe everyone should buy gifts for kids during the holidays," he noted, "whether their own, nieces/nephews, friends kids or even donating toys to local charities."

At Land of Nod, do you think of the traditional marketing funnel when creating your campaign strategies this holiday?

We do think of the traditional funnel when identifying our...

Recently, Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.

Blackbird Garage is a digital growth agency that specializes in profitable customer acquisition for brands, e-commerce and CPG. www.BlackbirdGarage.com

At Blackbird Garage, did you think of the traditional marketing funnel when creating your strategies this holiday?

We’re very focused on return on ad spend (ROAS) as our primary KPI. When optimizing Promoted Pin campaigns, we use all the tools Pinterest has available to take a full funnel approach. At the top of the funnel, we work on generating qualified traffic with actalike audiences and interests. In the mid-funnel we use higher intent targeting, like keyword search and retargeting. To win back and activate lapsed customers, we use CRM targeting.

By taking a full funnel approach on Pinterest we’re...

Pinterest sat down with leading retail marketers to learn more about their approach to the 2017 holiday season and how they use Pinterest to advance their business.

As Global Director of Social & Content at eBay, Llibert Argerich manages content for 8 countries and multi-million dollar budgets. Argerich is responsible for leading a marketing team that drives significant, sustainable traffic to eBay’s marketplace using a mix of emerging and traditional social channels along with shareable, shoppable content.

At eBay, how did you think about the traditional marketing funnel when you were crafting your digital strategies for the holidays?

In this era of social media and digital marketing, the traditional funnel feels a little less applicable. While there are very real elements of awareness, consideration and purchasing in all our holiday campaigns, today’s digital world allows us to engage with consumers across the entire customer journey at the same time....