Focused on helping more small businesses utilize
Pinterest as a shopping destination, the visual discovery platform is expanding the functionality of its AI-powered Performance+ suite and its Shopify integration.
Its new Performance+ customer acquisition (NCA) feature is designed to help SMBs acquire new customers at a faster
rate.
Advertisers are invited to upload or define their existing customer base as a customer segment in a Performance+ campaign. Pinterest’s AI systems will then categorize these
customers as essential to the brand’s business and automatically prioritize bids and delivery toward users whose on-platform actions align most with these customers.
SMBs can also assign a higher value to new customers through value rules as a way to focus their promotions on new
buyers.
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According to Pinterest, early testing of the NCA feature delivered advertisers a 64% increase in
new-customer conversions on average by focusing on high-intent shoppers.
Pinterest is also inviting eligible
Shopify merchants to launch a Performance+ shopping campaign directly from the platform’s established Shopify integration, “with best practices enabled by default and ready to launch in a
single click,” the company explained in its announcement.
To capitalize its active shopping-minded audience, Pinterest has invested heavily in its AI-powered Performance+
ad suite, which has helped attract advertisers to the platform while driving user engagement and bringing in more revenue.
Last week, Pinterest also began allowing creators and merchants to connect their Amazon Storefronts directly to their
Pinterest accounts, inviting smaller brands to monetize from revenue sharing on the social discovery platform.
