This website uses cookies to ensure you get the best possible experience. See our Cookies Policy.

PMG Digital Made for Humans

Pinterest Continues to Develop Traffic-Driving Initiatives

2 MINUTE READ | October 20, 2016

Pinterest Continues to Develop Traffic-Driving Initiatives

With the launch of promoted pins in 2014 and the CPC/CPE model for promoted pins in 2015, driving site traffic has long been a focus for Pinterest as advertisers look for more efficient ways to drive incremental traffic and revenue. Taking a cue from Facebook in many aspects with audience segmentation, targeting and shoppable video, the latest beta Pinterest is testing is “one tap” ads.

As seen in the screenshot below, the new ad unit looks like a regular promoted pin, except for the diagonal arrow in the bottom, left-hand corner of the promoted pin image. Once a user clicks on the image, they are connected directly to the site, whether that is a product page, editorial content, sign-up page, etc. The close-up view of the pin is essentially removed.

Insights meet inbox

Sign up for weekly articles & resources.

This feature is expected to fully roll out in early November, just in time for the holidays. Brands should consider user experience and create “one tap” ads designed to drive users to the experience that best meets their needs. For example, if a user is causally discovering on Pinterest, should an advertiser direct them to a high-price item product page right away, or an editorial page that describes the benefits of the high price item that the advertiser is trying to sell? Bounce rates will be a telling metric with this sort of traffic and it will be interesting to see how users respond and adapt.


Posted by Lauren-Ashton Shepheard

Related Content

thumbnail image

Get Insights

PMG Portfolio Trends: Brands Move to Diversify Social Investments

7 MINUTES READ | November 16, 2021

Get Informed

PMG and Beats by Dre Win Award for TikTok Campaign

2 MINUTES READ | October 29, 2021

Get Informed

Third Quarter Big Tech Earnings Shed Light on Privacy Impact

5 MINUTES READ | October 28, 2021

Get Informed

How Social Apps Are Evolving

6 MINUTES READ | September 9, 2021

Get Informed

Snap Bets Big on Commerce and Community

4 MINUTES READ | May 26, 2021

Get Informed

Introducing the Social Audio Wars

6 MINUTES READ | April 27, 2021

thumbnail image

Get Informed

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

Get Informed

Preparing for iOS 14 & the AppTrackingTransparency Framework

5 MINUTES READ | January 29, 2021

All POST