Pinterest platform opens up to search advertising

20/10/2017

Pinterest has launched a self-service tools to let marketers place search ads on its platform without intervention from a live salesperson or help desk.

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The self-service tools are found in the Pinterest Ads Manager, the company’s browser-based dashboard for marketers and media buyers.

The image-sharing social network currently has 200 million users, and is looking at new ways of monetising its popularity.

With the addition of Search Ads to the Ads Manager, businesses will be able to target customers searching for products on Pinterest with an ad related to their search query.

Through Search Ads, businesses can target using broad, phrase and exact match keywords, depending on how wide of an audience they intend to reach. In addition, they can exclude terms to increase relevance.

“Over 2bn searches happen on Pinterest every month. And 97 per cent of those searches are unbranded, which is why Pinterest is such an effective place to reach people while they’re still considering their next buying decision. Plus, everything on Pinterest is visual, so it’s easy for people to spot ideas that inspire them to try something new,” said Umesh Unnikrishnan, head of product for Search Ads at Pinterest, in a blog post.

Pinterest is also using its Taste Graph to test an autotargeting feature. The feature automatically targets people searching for relevant ideas through the Taste Graphs insights into users.
The company also began testing an autotargeting feature to extend keyword campaigns into more searches.

Autotargeting is an opt-in feature available to all advertisers using Pinterest Ads Manager. Marketers can use the service to supplement ad placements based on consumer keyword searches.

Advertisers like Stainmaster are reaching customers at a lower cost, Pinterest said. The brand of carpet and vinyl flowing saw a 90% boost in traffic from new customers, driving incremental awareness at a 90% lower CPC than traditional search in the carpet care category.

Read the blog post here


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