Last November, Pinterest announced a new ad format. In addition to promoted pins, promoted video pins and promoted app pins, promoted carousel pins were made available in limited markets but are now available to all business accounts in all available markets.
Why Use Promoted Carousel Pins?
Carousel Pins are a great way to showcase more of your brand, a specific product or group of products. There are countless ways you can use them to demonstrate particulars of one product, such as the products features or numerous uses. Maybe you want to show a line of products so the viewer could see multiple options that are available. You could also show a variety of products for your brand to try to increase cross-line purchases. Some brands use them to tell a story about their products or brand.
What Do Promoted Carousel Pins Look Like?
At first glance, the carousel pins look like any other promoted pin. However, when you hover over one, you’ll see the option to scroll to reveal more images.
From here, users can either tap the arrow to see the additional images or tap the pin itself to go to the ad’s landing page.
How Are Carousel Pins Created?
Before you can promote your carousel pin, you have to create the carousel pin. There are two ways you can create the Carousel pins themselves.
1. Click the Create button in Pinterest and select “Create carousel”.
Follow the steps from there to add your images, title, description and landing page.
2. Create the ad in a carousel campaign by following the steps outlined here, making sure you select the toggle for a carousel ad in your campaign settings.
A Few Items to Note:
- Only the original account owner can only create pins. If you have access as an ad agency, you cannot create them and will need your client to do so. To learn more, read our post about getting access to Pinterest as an agency.
- Carousel pins can only be used with the Traffic or Awareness campaign settings.
- You can have 2 cards at a minimum and 5 cards at a maximum.
- Images must be 1:1 (square) or 2:3 (vertical).
- You can create different titles, descriptions and/or landing pages for each card in your carousel.
- Descriptions only appear for organic carousel pins and not promoted ones.
- The maximum number of characters available for your title is 100.
Promoted Carousel Pin Results
Pinterest reports that many brands have seen lifts in brand awareness, ad awareness, ad performance, and message association.
Below are the results from one of my clients whose primary focus on Pinterest recently was to increase brand awareness. These results are across Awareness, Video and Traffic campaign types so you can see the entire roll-up of performance by ad type.
The engagement rates and cost per engagement stats significantly outshine the other ad formats for this client. While carousel CPCs were higher than regular pins ($1.98 vs $1.59), the client wasn’t upset about this difference since traffic was considered a bonus.
Let’s look at the results by campaign and ad type.
We see the vast difference in engagement rates and cost per engagement for carousels. Unfortunately, we only have this front end data to go by for this client, but the results clearly show that promoted carousel pins did a great job for them, achieving much more engagement at a relatively minimal increased cost per click.
While you have to evaluate how each pin type fits into your overall strategy, it’s worth testing promoted carousel pins to determine if they can advance your overall Pinterest Ads strategy.
Have you tested promoted carousel pins yet? How have they performed for you? Comment below to let us know!