Learn
Learn
Close

What is 'They Ask, You Answer'?

A revolutionary approach to driving more sales from your inbound marketing.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Certified Coach
Become a Certified Coach
Close

New Pinterest weighted ads have better CX customization

New Pinterest weighted ads have better CX customization Blog Feature

Allison Melnik

Account Manager, 5+ Years of Strategic Digital Marketing Consulting

December 8th, 2020 min read

Over the last decade, Pinterest has been used by millions (320 million monthly users to be exact) to garner creativity and inspiration. Whether it be aesthetic home decor, the latest hair trends, or a fun holiday craft to entertain your children, Pinterest has a variety of categories to meet any consumer’s needs.

In more recent years, the social media platform has evolved into a way for businesses to better connect with their ideal customers by creating captivating paid advertisements for their audiences. Now, roughly 48% of U.S. Pinterest users are looking to actually shop for products and services, rather than simply browse for inspiration.

🔎 Related: Pinterest launches 'Pinterest Academy' for marketers and brands

So, how can businesses ensure they are creating ads that are truly appealing to their audiences? Pinterest recently announced that it’s in the process of developing a new way to enable more accurate advertising. This updated way of tracking will enable businesses to gain insight to a variety of metrics, such as click-through-rate (CTR), placement, and engagement, all in one.

Here’s how brands can benefit from this update to help cultivate the ultimate customer experience.

Why click-through rate is a flawed metric on Pinterest

When creating an ad on Pinterest, there are a variety of factors to consider such as color, text, images, placement, and the overall message. But, which of these play the biggest impact on your ability to reach your audience, and how can you properly track once your ad is clicked? Historically, the answer hasn’t been so simple.

CTR is a metric that helps businesses ensure they are targeting the right people, in the right location, while serving up the right content or offer. While CTR can help gain greater insight to user trends, there are still many missing pieces to the puzzle that need to be baked into the equation.

🔎 Related: Pinterest moves to support SMBs impacted by COVID-19

The assumption would be that if a consumer clicks an ad it’s successful, but just because a consumer clicks on an ad doesn’t mean it’s automatically of interest to them. Ads can often be positioned as “clickbait,” tricking the user to click the ad and then providing little value once they are actually there. Examples like this are a prime reason there is a need for extended metrics to truly understand the impact a Pinterest ad is having on the pinner.

According to Pinterest, CTR is often a flawed metric due to the inability to consider factors such as where an ad is placed on the page. Pinterest states:

Users have a number of ways they can engage with content on Pinterest besides clicking.  They can Save the content to one of their boards for future inspiration or Hide it to indicate they don’t want to see this sort of thing. These are rarer events than clicks, but they give strong signals of user interest in or dislike of an ad.

This poses an interesting quandary of how businesses have historically tracked ad metrics for not only Pinterest, but other ads as well.

Pinterest brings up a valuable point of how tracking an ad is not so black and white and there needs to be a deeper understanding of how ads are performing to truly gauge what is working and what isn’t. Without this type of context, businesses face the threat of continuing to produce the wrong ads, for the wrong audience, and possibly even on the wrong platform.

How weighted ads will make an impact

With the above factors in mind, how can brands ensure they are getting the most accurate user information from their ads?

Pinterest has developed a new formula that will take into consideration a variety of factors, such as positive and negative engagements and placement on the page. To break it down, Pinterest explains that there is a magical equation that defines its user metric: weighted engagement ads / weighted engagement on neighboring content.

To put this simply, this equation takes into consideration positive engagements (Saves), negative engagements (Hides), and clicks — and compares performance to similarly placed organic content, also known as non-ads. By taking the average of engagements and comparing it to placement in a non-biased way, businesses will have a better understanding as to what their consumers actually want to see, allowing them to better tailor ad content.

At the end of the day, brands will have an opportunity to create a better customer experience, and in turn boost sales and overall engagement. More customized metrics result in more customized ads!

How to better optimize Pinterest ads

Now that you know how Pinterest has updated its ad metrics, how can you ensure you are fully optimizing this new equation? When creating ads for Pinterest, ask yourself the following questions:

  • Where will the ad be placed on the page?
  • What ads are consumers saving?
  • What ads are consumers hiding?
  • What other content is surrounding the ad?
  • How often are consumers clicking on a specific ad?

Based on the above questions, you should be able to better dictate whether you are reaching the right audience and creating the best possible ad content. As you answer these questions you will also be able to dig deeper into ad performance to evaluate your Pinterest ad strategy to set yourself up for success now and in the future.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
The tools, education, and community you
need to master They Ask, You Answer.
Check it out
The tools, education, and community you need to master They Ask, You Answer.