Why You Need to Use Pinterest Collections Pins

by | Jun 24, 2020 | Pinterest | 0 comments

If you haven’t considered Pinterest Ads, you should definitely re-evaluate the potential of this channel. If you consider Pinterest as part of your core social ads presence and you don’t use Collections Pins, then you should pay attention to this post.

What is a Pinterest Collections Pin?

A collections pin is a pin format that only appears on mobile devices. It has two components. The first is a large primary image, known as a hero image. The second consists of three supporting images called secondary images, which appear below the hero image. Dynamic remarketing, video and GIFs are not supported at this time.

Here is an example I found during a recent search:

When you tap on the pin (or ad), you’re taken to a full screen experience with hero image still leading at the top with up to 24 secondary images below:

How Do I Create Pinterest Collections Ads?

To create an ad, you must create the organic pin first. You can find the step by step directions on how to do that here.

To add the collection pin to an ad group, you can filter for collections to find it easily. In the ads section, just click on the filter icon on the right and deselect everything except for Collections.

Select the pin you want to add and hit “Save edits”. You then have to go back in to edit the pin if you want to add tracking parameters or if you want to change the URLs for any reason. Check the box next to your pin and click Edit (don’t forget that you might need to change the filter at the top to include the “Pending” ad status to see your pin).

From there, you can change the ad name, hero destination URL and the URLs for the secondary images. If you’d like the URL for the secondary images to be the same as what you have them already set in the pin itself, then you can use “{organic_url}” to tell Pinterest that’s what you want to track.

All Dynamic Parameters are the same overall as what you’d use for your single image or carousel pins.

One word of caution though – I learned that the platform would not accept “&utm_content={creative_name}” in any of my accounts. I had to manually enter in the name of the creative. Accordingly, one example for the secondary URL might be: {organic_url}?&utm_source=pinterest&utm_medium=cpc&utm_campaign={campaign_name}&utm_adgroupname={adgroupname}&utm_term={keyword}&utm_content=yourcreativenamehere

How Do Pinterest Collections Ads Perform?

We started tested these for two of our clients recently. Here are the results by creative type so you could see front-end performance. These are both from traffic campaigns for e-commerce clients that include remarketing, actalike and keyword campaigns. As you can see, the Collection ads have a higher CTR. For one client, they also had a lower CPC.

I can’t guarantee how they would perform for you, but overall, I can say that they are worth a test! I personally love how they look. They are very eye-catching and you can be very creative with how you tie your images together. They can help pull your entire brand or a segment of your brand or products together to help take pinners down a journey. Where are you going to take them next?

Have you tried Collections Pins yet? What results have you seen? Comment below to share!