Pinterest Direct Links Expand to More Ad Formats, Driving Direct to Site Traffic

Pinterest is expanding its direct linking options, offering brands more opportunities to drive focused, direct traffic from their Pins and Pin ads. The platform first introduced deeplinking in July and enhanced direct links in September, allowing brands to guide users to specific pages in their mobile apps or URLs for a more direct connection.

Pinterest aims to streamline the customer journey by reducing the number of clicks required for users to navigate off the platform. With direct links, there’s only one click that leads users directly to the advertiser’s site, supporting lower funnel goals at lower costs.

Now, Pinterest is extending direct linking to more campaign types, including both consideration and conversion campaigns, and supporting image and video formats. This enhancement provides brands with the capacity to guide pin traffic to specific pages and processes, leading to more responsive results and conversions.

In Pinterest’s Q3 earnings report, it highlighted the success of deeplinks, reporting 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. Brands using direct links for consideration campaigns also experienced a 96% increase in clicks to the site compared to their previous Pinterest campaigns.

For consideration campaigns, direct links are automatically enabled, while for conversion and shopping campaigns, advertisers can activate this feature in Ads Manager. This expanded direct linking option could be a valuable strategy to establish a more direct connection from Pins, especially for driving users with high shopping intent to your offers.