Pinterest is expanding its direct linking options to more
objectives and campaign formats. As a result, brands will be able to use direct
links for both consideration and conversion campaigns, across image and video
formats. This will ultimately help in driving Pin traffic to specific
pages, hence more efficient conversions.
Direct links, according to LinkedIn, help businesses convert more of the Pinterest users shopping on the platform into active customers on their sites / stores. Ads that use direct links take the users directly to the advertiser’s site with just one click. Regular ads, on the other hand, require two clicks for a user to navigate off Pinterest to the advertiser’s website.
LinkedIn’s insights confirm that direct links for
consideration campaigns have accounted for an average of 96% more clicks to brands’
sites with the links enabled, compared to their previous campaigns on
Pinterest.
Direct links on Pinterest are automatically enabled for
consideration campaigns. For conversion and shopping campaigns, however, they
need to be turned on in Ads Manager, within the Pin review screen for a
specific campaign.
