Pinterest announced the addition of ad groups to its campaign structure.
Dan Marantz, who works on product management for the social network, introduced the change in a blog post:
Starting this month, we’re rolling out an update to the way your Pinterest ad campaigns are structured. Previously, Pinterest ad campaigns had two elements: the campaign itself and the Promoted Pins within it. We’re upgrading this structure to include ad groups. An ad group works as a container for your Promoted Pins and gives you more control over how you budget for, target and run your campaigns.
You’ll see notifications in Ads Manager and receive an email when ad groups are available. Then you’ll need to review campaigns with more than one Pin in Ads Manager and choose how you want to distribute your existing campaign budget across the ad groups. Campaigns with just one Pin will have only one ad group, so those budgets migrate automatically.
Marantz added that the incorporation of ad groups into the campaign structure allows advertisers to:
Assign budgets and targeting to ad groups: Since each ad group can contain multiple Pins, this allows for better control when testing your performance against various targets and objectives.
Align campaign budgets with marketing initiatives: Want to set a budget for a certain geographic region, product line or audience target? Ad groups make it easier to manage specific budgets within a single campaign, while still maintaining lifetime spend caps at the campaign level.
Streamline your campaigns across platforms: You may already be using something like ad groups on other platforms, so it may be easier for you to plan and manage all your campaigns in a familiar way.
Pinterest advertisers: What are your thoughts on the introduction of ad groups?