Pinterest’s Deep Dive into Deeplinking
Pinterest first unveiled its deeplinking feature in July and further enhanced it in September. This feature has been a boon for brands, enabling them to guide users seamlessly to specific pages within their mobile app or directly to a URL. This direct connection facility streamlines the customer journey from discovery to action.
Direct Linking: A One-Click Wonder
According to Pinterest, the traditional ad journey on the platform involved two clicks: one for a close-up view of the ad and another to navigate off Pinterest to the advertiser’s website. However, with direct links, this path is significantly shortened to just one click, leading straight to the advertiser’s site. This one-click journey is not just about simplicity; it’s designed to support lower funnel goals at reduced costs. It’s a direct route to heightened user engagement and conversion.
Expanding Horizons: More Campaigns, More Impact
The latest update from Pinterest is the expansion of direct linking to more campaign types. Now, direct links are not just limited to certain campaigns but are extended to include both consideration and conversion campaigns across image and video formats. This expansion means brands now have a wider canvas to guide Pin traffic precisely to targeted pages and processes, enhancing the likelihood of responsive results and conversions.
The Data Speaks: Impressive Outcomes
Pinterest’s Q3 earnings report sheds light on the significant impact of deeplinks, showing an 88% higher outbound click-through rate and a 39% decrease in cost per outbound click for CPC objectives among early adopters of Direct Links. This data underscores the effectiveness of this feature in boosting referral traffic while optimizing costs.
A Boost for Consideration Campaigns
For brands that have utilized direct links in consideration campaigns, the results are striking. There’s an average increase of 96% more clicks to site with the links enabled, compared to previous campaigns on Pinterest. Moreover, this also includes a substantial 38% decrease in cost per outbound click, making it not just a strategy for increased engagement but also for cost-efficiency.
Activating Direct Links: How-To
For those eager to implement this feature, Pinterest has made direct links automatically enabled for consideration campaigns. However, for conversion and shopping campaigns, advertisers need to manually switch this on in the Ads Manager. It’s a simple step that could lead to significant gains in terms of traffic and conversions.
The Takeaway: Enhanced Brand Presence and Conversion
This latest development from Pinterest is more than just a feature; it’s a strategic tool for brands to forge a more direct connection with their audience. With high shopping intent users being directed straight to offers, the potential for conversion and brand engagement is higher than ever. Pinterest’s direct linking is set to redefine how brands leverage the platform for marketing and sales.
In conclusion, Pinterest’s expansion of direct linking options presents an exciting opportunity for brands to enhance their digital marketing strategies. It’s a testament to the platform’s commitment to evolving in a way that benefits both users and advertisers. So, brands, get ready to pin your way to more focused traffic and increased conversions!
Stay tuned to Blazebridge Academy for more insights and updates from the dynamic world of digital marketing and social media. We’re here to keep you informed and ahead of the curve in this ever-evolving digital landscape. Happy pinning! 📍🌈💻