The campaign budget optimization feature gave the Origins team more time to get strategic and creative.
For Origins, time is everything. Making products that make skin look brighter over time. Taking the time and care to make 100% natural solutions.
They use that same philosophy internally, too, finding ways to save time and focus on creative strategy—a key ingredient of their clean-beauty ethos. They’d already had great success with “always on” Pinterest campaigns.
As an early tester of automatic bidding, Origins was eager to try other automated solutions. So when they wanted to launch their GinZing Into The Glow Brightening Serum, they turned to Pinterest. They were ready to make their campaigns even easier, and pump even more performance out of their marketing dollars—with an eye towards saving time.
lower cost-per-click on Pinterest with campaign budget optimization vs. without1
Efficiency is bliss
Origins launched static and video ads in partnership with their agency, Elevate, a division of UM. The ads highlighted the GinZing Serum product and its clean benefits. A clear call to action led skincare enthusiasts from Pinterest to the product page on Origins.com.
How did Origins know how to get the most efficient performance? Luckily, campaign budget optimization (CBO) did the heavy lifting for them.
Campaign budgets automatically fine-tune spend across multiple ad groups based on how they perform, so brands don’t have to manually review and adjust. Just input how much you’re willing to spend for your campaign, and Pinterest will allocate that budget to drive more results at an efficient price.
This approach let Origins test a bunch of different types of targeting, then identify which tactics worked best. This “set it and forget it” approach gave a lot of time back—and they used that time to work on new, exciting creative strategies.
Results and next steps
Campaign budget optimization brightened their results: Origins saw 32% lower cost-per-click compared to campaigns without it.
What’s next? Origins plans to continue their always-on consideration strategy, bringing more of their products to skincare-seeking audiences.
“
Campaign budget optimization saved us valuable time and drove strong performance, while minimizing the amount of time spent for the Origins team.”
Melody Rault
Director of Consumer Engagement, Origins
Tips for your next campaign
Try these Pinterest best practices to get more out of your budget optimization campaigns.
1. Include a variety of targeting.
Align each ad group to a different targeting strategy (ex: interests, keywords, audiences) so you can learn what works best.
2. Take your time.
Consider having an always-on campaign that shows efficiencies over time.