On Wednesday 18th October 2017, Pinterest introduced a brand new service targeted at advertisers – Search Advertising.
Bringing to the public eye a self-service suite of tools that advertisers can find in Pinterest Ads Manager, the company has also been testing a new feature – believed to be called ‘auto-targeting‘ – in a bid to extend the keyword campaigns into more relevant searches. This is done by automatically targeting the right ads to to the right people through search advertising. For example, businesses will be able to place an add for a product when someone signals an interest in an idea or product.
In September of this year, Pinterest also gave businesses the ability to auto-target relevant searches based on its ‘Taste Graph‘, which includes over 5,000 interests.
Pinterest wants to close the ‘funnel’ by offering different types of advertising tools not seen elsewhere. It wants to offer advertisers a product that sweeps the whole span of a customers’ digital journey.
We can target audiences by adding exact keywords, phrases and broader match targeting, but also exclude them.
By excluding terms and keywords, we are able to maintain costs and drive traffic we want to our sites. This is hugely beneficial for small businesses who may not have much experience in running ad campaigns.
Pinterest’s ‘auto-targeting’ feature will make for smoother and simpler launch search campaigns.
Performing differently to Google AdWords and Bing Ads, Pinterest shows people results from searching for an idea, not information.
97% of the 2 billion searches carried out monthly on Pinterest remain unbranded, according to a Pinterest source.