What is your goal for the average order value (AOV) driven by Pinterest Ads?

The goal for Average Order Value (AOV) driven by Pinterest Ads typically varies depending on the business, campaign objectives, and industry. However, in general, AOV is a key metric that helps measure how effectively your Pinterest Ads drive sales and generate revenue. Here are some general strategies and goals businesses often aim for regarding AOV when using Pinterest Ads:

1. Increase AOV Over Time:
One of the primary goals for many advertisers is to increase the AOV by using Pinterest Ads strategically to target higher-value customers. This could be done by:

Promoting higher-priced products to increase the average sale amount.

Offering upsells and cross-sells in your ads, encouraging customers to add more items to their cart.

Featuring bundled offers or multi-item discounts in your Pinterest Ads to encourage larger purchases.

2. Targeting High-Intent Audiences:
The goal is to reach high-intent users—those who are actively searching or pinning products similar to what you offer. Pinterest users are often in a discovery phase, so engaging them with the right product recommendations at the right time can increase their spending per transaction. By targeting users who are more likely to convert, you can optimize for higher AOV.

3. Setting AOV as a KPI:
When setting up Pinterest Ads, you can focus on optimizing for higher AOV by tracking the performance of ads that encourage higher-value purchases. This involves experimenting with:

Targeting specific interests or keywords that attract customers likely to make larger purchases.

Promoting premium products or luxury items to increase overall order value.

4. Promoting Premium Products or Bundles:
Another common approach is using Pinterest Ads to promote premium products, limited-edition items, or bundled packages that have a higher price point than individual items. The goal here is to raise the AOV by appealing to customers who are willing to pay more for quality or value.

5. Utilizing Ads for Upselling and Cross-selling:
Upselling (encouraging customers to purchase a higher-end version of a product) and cross-selling (recommending complementary products) are strategies that can increase the AOV. Pinterest Ads can be a great platform to feature these strategies, whether in carousel ads showcasing related products or collection ads that promote multiple items.

6. Calculating and Tracking AOV Goals:
Tracking and optimizing AOV is crucial to understanding the effectiveness of your Pinterest Ads in generating revenue. You can calculate your AOV by dividing your total revenue by the number of orders.

For example, if your revenue from Pinterest Ads is $10,000 and you received 200 orders, your AOV would be $50.

Sample AOV Goals:
For E-commerce Stores: If you're selling fashion or home décor, you might aim to increase your AOV by 10–20% over a quarter by promoting higher-ticket items and showcasing product bundles or premium products.

For Subscription Services: If you're promoting a subscription box service, increasing your AOV could mean getting customers to upgrade to a higher tier of the subscription or encouraging longer subscription commitments.

For Luxury Brands: Luxury brands might set a higher target for AOV, aiming for large purchases on high-value products or limited-edition collections, leveraging Pinterest's highly visual platform.

Conclusion:
Your AOV goal with Pinterest Ads depends largely on the type of product or service you're offering and your broader marketing objectives. However, whether you are aiming to boost AOV, promote premium products, or upsell and cross-sell, Pinterest Ads provide a great platform for reaching users who are in the discovery phase and might be willing to make a larger purchase. By testing different ad formats, targeting strategies, and promotional tactics, you can optimize for a higher average order value.