Pinterest announced an expansion of its direct linking options, which gives more opportunities for brands to tap into even more targeted, direct traffic from their Pins and Pin ads.
Pinterest debuted deeplinking in July, took the enhancement of direct links in September and thereafter furnished even more ways for brands to send users to a specific page within their own mobile app or to a URL to facilitate direct connection.

With other Pinterest ads, it takes two clicks to allow someone to navigate off Pinterest. First, they see a close-up view of the ad, and then a second tap takes them off Pinterest to the advertiser's website. With ads using direct links, there's just one click, and it goes directly to the advertiser's site. This streamlined customer journey is designed to support your lower funnel goals, at lower costs.

Pinterest is now making direct links available to more campaign types.

As explained by Pinterest:

"Now we've rolled out [direct links] to include more campaign types. You can now use direct links for both consideration and conversion campaigns, across image and video formats."

This should result in more capacity to divert Pin traffic to targeted pages and processes, which may accordingly lead to more responsive results and conversion, according to Pinterest statistics.

As a matter of fact, Pinterest revealed its Q3 earnings last week in the third quarter and reported in that announcement that adding deeplinks strongly expanded referral traffic.

According to the statement made by Pinterest, "We saw 88% higher outbound click-through rates and a 39% decrease in cost per outbound click for CPC objectives from early Direct Links adopters."

Among its many statements is that brands that have employed the direct links for consideration campaigns have already seen 96% more clicks to site when the links are enabled compared to previous campaigns on Pinterest. "Even that includes cost savings, with a whopping 38% decrease in cost per outbound click," it adds.

It could be a great consideration that sends users with high shopping intent directly to your offers and provides more direct connection from your pins.

According to Pinterest, direct links are enabled by default on consideration campaigns, but for conversion and shopping campaigns, the advertisers will have to turn it on in Ads Manager.