Pinterest Performance+ Guide: Complete Campaign Breakdown

Executive Summary

Pinterest Performance+ campaigns represent the platform’s latest venture into automated advertising. This comprehensive guide will cover:

• How Performance+ compares to traditional Pinterest campaigns
• When to implement (or avoid) Performance+ campaigns
• Best practices and optimization strategies
• Real-world performance benchmarks and case studies

The Evolution of Automated Campaigns

Digital advertising has undergone a significant transformation through automated campaign management over the past five years. Google led this revolution with Performance Max in 2019, followed by Meta’s Advantage+ in 2022. Now, Pinterest enters the automation arena with Performance+ – but is it the right choice for your business?

Small businesses might find it a valuable time-saver for campaign management, while larger organizations could struggle with its limited control features. Before diving into Performance+, let’s explore the fundamentals of Pinterest Ads.

Understanding Pinterest Ad Targeting

Pinterest Ads can be targeted to two audience types: Interests & Keywords. For a complete list, Pinterest provides a handy chart.

1. Interest-Based Targeting

Example primary categories include:

These break down into subcategories like:

Women’s Fashion

Dress

Art

Contemporary Art

Home Decor

Furniture

Pro Tip: Test niche interest segments first to gauge performance of broader segment.

2. Keyword Targeting

Available match types:

• Exact: [wedding dress] -> wedding dress
• Phrase: “wedding dress” -> blue wedding dresses
• Broad: wedding dress -> outfit for wedding

Pro Tip: Implement keyword targeting within Consideration campaigns for efficient audience targeting.

Ad Placement Options

Search Placements

• Location: User search results
• Perfect for: Prospecting and direct response
• Key benefit: High visibility in results
• Average CPM: $3.50

Browse Placements

• Location: Home feed and “For You” recommendations
• Perfect for: Retargeting and reach extension
• Key benefit: Matches user browsing patterns
• Average CPM: $5.25

Pro Tip: Maintain separate campaigns for browse and search placements for optimal performance.

Pinterest Performance+ Features Deep Dive

1. Performance+ Targeting

Key Features:

• AI-driven audience selection
• Limited exclusion capabilities (customer lists only)

Drawbacks

• Limited audience insights
• No control over placement targeting
• Over-reliance on retargeting (see Why Google’s Performance Max is Secretly A Retargeting Engine)

Performance Comparison:

• Traditional Campaign: $2.50 per new visitor
• Performance+ Campaign: $3.75 per new visitor
• Result: 50% higher acquisition costs due to automatic retargeting

2. Performance+ Bidding

Sample Budget Scenario ($100/day):

• Monday: $100 (baseline)
• Tuesday: $120 (+20% engagement spike)
• Wednesday: $80 (algorithmic adjustment)

The total spend will not exceed the daily budget over a specific period.

Real-World Example: Demand fluctuations cause spend to increase and decrease.

3. Performance+ Creative Optimization

Pro Tip: Create separate ad groups for each format to maintain visibility while testing.

When to Use Pinterest Performance+

Troubleshooting Common Problems

Looking Ahead

Pinterest has shared some info on upcoming features including:

• Prospecting/retargeting controls
• Enhanced performance metrics
• Creative format control

Final Thoughts

While Performance+ shows promise, consider running it alongside traditional campaigns until more features are released. This hybrid approach allows you to leverage automation while maintaining essential control over your advertising strategy.