Pinterest is building out a better advertising product. Recently announced, Pinterest is giving advertisers more control over their ad campaigns with ad groups. Before this roll-out, Pinterest’s ad campaigns only allows for a campaign and promoted pins. Ad groups introduce an element of structure, enabling advertisers and campaign managers to control individual groups for budgeting and targeting purposes, which shows that the platform is in it to win it by creating a serious advertising product.
This logical step allows campaign managers to do the following:
- Assign budgets toward specific ad groups, which allows for testing performance against different campaign objectives
- Align budgets toward specific audience segments, such as demographics and geographies
- Streamline campaigns across platforms, since this campaign structure mimics that of other services
If you don’t have this functionality yet, don’t fret. It’s rolling out this month. If you have a Pinterest business account, a notification will appear in the ads manager but an email will be sent as well.