With 522 million monthly active users (source), it’s no surprise that Pinterest offers a lot of promise for advertisers looking to reach new and creative audiences across the social-verse! Over the years, the platform has continued to release compelling new features that cater to advertisers’ needs, following closely behind some of the advanced new options introduced on bigger advertising platforms like Meta.
One such feature on Pinterest is the “Ad only” toggle that ensures time-sensitive or promotional content will only show up as paid – and not organic – content. This feature has relieved advertisers of their all-too-understandable concerns over limited-time offers living on organically in Pinterest’s native features like saved pins and boards (ever had that heart-dropping moment when you see a sale ad still “live” when you swear you’ve paused it? I know I have!).
Another exciting new feature that Pinterest just started rolling out is Promotions – a setting that allows advertisers to schedule when promotional ad content is delivered. This feature can be leveraged with standard, video, and shopping ads within campaigns using the Conversions, Consideration, or Catalog Sales objectives. While it is slowly being released to certain countries, including the U.S., Canada, the U.K., and Australia, some advertisers may be eligible for early access via their advertising agency’s Pinterest Business Partner.
So, What Is Pinterest Promotions?
If you advertise on Meta, you may be familiar with its ad-level promo code features and ad scheduling abilities that have made pushing limited-time sales and offers a breeze. Pinterest’s new Promotions feature boasts similar capabilities but will take place on the ad group level instead. While this means that only one promotion can apply to all ads within a given ad group at a time, multiple promotions can be active simultaneously by implementing different ad groups for each.
To make this feature even more enticing, Pinterest offers the option to import existing promotions from the Shopify Merchant Center – a big win for many e-commerce advertisers! While you can choose to make promotions from scratch in the interface, this integration allows Shopify users to seamlessly transition their already-made Shopify promos directly into their Pinterest ad groups.
How to Set Up Promotions in Your Pinterest Ad Account
After hearing how easy it can be to integrate and apply promotions to your ads, you’re probably eager to hop over to your ad account and get the ball rolling! If you have access to this feature and are wondering how to set it up, here are two step-by-step guides:
Adding Promotions to your Pinterest Campaign’s Ad Group
- Click on the 3-bar menu on the top left of your Pinterest business account.
- Create a new campaign and ad group, or navigate to an existing ad group.
- Toggle to “Ad group details” and click “Create new promotion” or “Use existing promotion.”
- If you are creating a new promotion, add your promotional information, and click “Create” or “Apply” to apply it to your ad group.
- Click “Publish” or “Save Edits.”
Importing Promotions from Shopify
- Make sure you have the Pinterest for Shopify app installed on Shopify.
- From your Shopify admin page, toggle to “Discounts.”
- Click on the 3-dot menu in the top right corner of your screen.
- Click “Publish to sales channels.”
- Select Pinterest.
- Click “Publish.”
- In Pinterest Ads Manager, click “Create New Promotion” (following the steps outlined previously), and select the promotion you wish to use from the “External promotions” dropdown that appears.
Once your promotions are added to your ad group, the ads within it will display a banner with the promotional information below the creative – making it easy for viewers to see and take advantage of your limited-time offer.
Ready to start promoting limited-time offers on your promoted pins worry-free? Check out your Pinterest Ad Account to see if this feature is available to you, or get in touch with your Pinterest advertising agency about gaining early access!
