Pinterest search ads are coming to the image-centric network, almost seven years after the social platform launched, available to more product advertisers…
Pinterest search ads are launching, in a move to take market share and expand advertising revenue for the photo sharing site. Like competitors Facebook and microblog Twitter, image dominate site Pinterest will offer objective-based pricing so advertisers may choose to buy impressions, pin clicks, and user engagement.
Pinterest Search Ads Debuting
Jon Kaplan announced Pinterest is, “…excited to introduce Search Ads on Pinterest: a new way to connect with people searching for your products and services. We’re rolling out a full suite of features, including Keyword and Shopping Campaigns that are shown in search results, along with powerful new targeting and reporting options. And we’re continuing with our ongoing commitment to promote relevant content that makes Pinterest better for everyone.”
Kaplan discloses Pinterest handles 2 billion search monthly from its 150 million active users. The majority of those queries are for products and services users wish to buy. But, a full 97 percent of the social site’s top searches last year were non-branded. So, its making this treasure trove available to companies who can benefit from targeting its active user base.
To obtain more brand advertising, Pinterest is working with Kenshoo, a marketing software provider. It’s expected the digital pinboard site will partner with additional companies this year. The company began testing search ads last summer with Barilla, eBay, Garnier, Target, The Home Depot, and Walgreens.
In September of last year, Pinterest advertiser targeting received improvements. Then, in October 2016, the image-sharing platform introduced retargeting options for advertisers promoting products on its site.
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