Pinterest is introducing a new feature that will help business owners better understand the performance of their ad campaigns in various countries. The company rolled out the “markets view” feature on its ads platform. It’s meant to give businesses a clearer way to see how one campaign performs across several regions at once.
The new feature targets businesses that sell their products overseas or are planning to start selling abroad. With the new feature, marketers get a more unified view of how their Pin campaigns are doing region by region.
What the New Markets View Actually Shows
The Markets view overview will showcase the performance of the Pin campaigns in every individual region targeted by businesses in terms of local currency information, impressions, and Pin clicks.
This kind of side by side comparison is something a lot of platforms have struggled to offer cleanly. Running the same campaign in the US, Canada, and the UK usually means that marketers have to compare individual numbers from multiple reports, and Pinterest seems to want to remove this manual process through this new element.
Adding New Markets Gets Simpler
Another helpful thing about the update is the way Pinterest is making it easy for businesses to enter into new destination markets. Through this element, businesses will now be able to add new countries directly without having to reconstruct the whole campaign for each destination market.
Alongside that, Pinterest is adding auto translation for titles and descriptions. This means that any campaign built in English will automatically be translated for other languages, thereby eliminating a problem that has long hindered many small business from expanding into other countries due to lack of funds to hire professional translation services.
Currency Conversion Built Right In
Another helpful feature for businesses is that marketers will now be able to switch on the currency conversion of prices in this new element. Businesses that sell physical products always find it important to ensure that the price is shown in the right currency.
A shopper in Mexico expects to see prices in pesos, not dollars, and getting that wrong can quietly kill conversions even if the rest of the campaign is solid. By offering currency conversion in the markets view, Pinterest is removing one more manual process that businesses used to do using third-party tools or creating campaigns for each currency zone.
Spotting Opportunities and Shifting Budget
The tracking tool isn’t just for reporting after the fact. According to Pinterest, it will enable businesses to identify opportunities within their campaigns. Once a business sees a campaign is overperforming in a particular country, it can increase its ad spend there based directly on the data.
Real-time decision-making in cases such as this one is always one of the key demands of marketers as they manage budgets of multiple countries, and waiting for monthly reports might mean missing the opportunity of capitalizing on certain region that is gaining momentum.
Downloadable Reports for Bigger Pictures
Pinterest is enabling marketers to download data of the report directly from listings within this new element. This is helpful for businesses that combine Pinterest’s numbers with numbers from other platforms to form a comprehensive picture of their campaigns’ performance.
Through the downloadable feature, the marketing teams are enabled to get the numbers in their spreadsheets and combine them with numbers from other ad platforms to form a more comprehensive report that explains the performance of their international campaigns.
Part of a Larger Push Into International Selling
This update didn’t come out of nowhere. Pinterest announced this update as part of a broader overview of its international selling strategy. Amongst other things, the company was also talking about country-specific catalog feeds and supplemental language and currency information that businesses can use to target specific markets.
Country-specific catalog feeds enable businesses to show different product information, depending on which country the shopper is browsing from. The combination of country-specific catalog feeds with the markets view gives the businesses an arsenal of tools with which to manage their products and ads in other countries.
Multi-Country Campaigns Already Exist
Pinterest already offers multi-country campaigns and ad groups that give marketers some options to scale their advertising in multiple countries quickly. This means that a business does not need to create a separate campaign for each market but to construct just one campaign structure that will run on multiple markets.
The new markets view is meant to complement these existing elements rather than replace them. Pinterest describes the markets view as complementary to multi-country campaigns in the sense that it enables businesses to get a simplified and easily scannable overview of the performance of each market.
Why This Matters for Smaller Businesses
Traditionally, international expansion is something that large companies were always able to do efficiently. Small businesses cannot afford to track their performance in multiple countries, handle the translation of ads, and manage currency conversion.
With this update, Pinterest is lowering that barrier. These pieces are increasingly becoming part of the platform itself, which could make international expansion a more realistic option for smaller businesses. Thus, smaller businesses might be tempted to expand their business into other countries because of the decreased barrier.
What Happens Next
Pinterest confirms that the new markets view listing is soon to be released to all ad partners. This means that this is not a test rolled out to just few advertisers. Once launched, businesses running international campaigns will be able to access the markets view in their ads platform.
For marketers, this update will mean that day to day management of their campaigns will be easier. They won’t have to piece together performance data of campaigns anymore but will get it from a single point.
Frequently Asked Questions
Q 1: What is Pinterest’s new markets view feature?
It is a new addition to Pinterest’s ads offering that allows businesses to see how their Pin campaigns perform in various markets in terms of local currency, impressions, and clicks.
Q 2: Does the markets view help businesses add new countries to their campaigns?
Yes. The markets’ view allows adding new destination markets without rebuilding the entire campaign.
Q 3: Can Pinterest automatically translate ad content for other markets?
Yes. Businesses can enable auto-translations for title and description to reach customers speaking a different language.
Q 4: Does the new tool handle currency conversion?
Yes. The tool will allow enabling currency conversion for the price field right from the markets view element.
Q 5: How does this help businesses decide where to spend more money?
The tool identifies good-performing regions, allowing marketers to invest in advertising in these markets using the results of the analysis.
Q 6: Can marketers download performance data from this feature?
Yes. They can download report data from the listings in order to form an idea about cross-border campaign performance.
Q 7: Is this related to Pinterest’s other international selling tools?
Yes. Pinterest launched the markets view alongside the other features, such as country-specific catalog feed and supplemental language and currency information as part of international selling overview.
Q 8: Does Pinterest already offer multi-country campaign options?
Yes. Pinterest already offers multi-country campaigns and ad groups that allow scaling to several markets, and this new tool will be complementary to these solutions.
Q 9: Who can access the new markets view feature?
According to Pinterest, the new markets view listing will come soon to all ad partners.
Q 10: Why does this update matter for smaller businesses?
It combines translation, currency conversion and performance tracking, which makes international expansion easier for companies that lack large marketing teams.
