PPC

Pinterest moves into paid search: What you need to know

Last Updated: November 6, 2017

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Pinterest has announced its long-awaited move into the self-serve paid search space, after a period of trial campaigns with select partners. With innovative visual search technology and an ambition to corner the ‘discovery’ phase of search, this could prove an enticing complement to AdWords for many brands. So, how does Pinterest PPC work, how does it differ from other paid search options, and how can advertisers get started? Pinterest Ads Manager is now open to all businesses who have opened an account and uploaded at least one Pin. In what is a fiercely competitive space, Pinterest is hoping that its offering can both provide something new and still deliver on the core performance metrics marketers have come to expect from Google AdWords. This announcement comes at the end of a lengthy campaign to get the product right, with early partners including eBay, Target, and bid management platform Kenshoo. The newly released self-serve paid search platform provides the same experience these early partners have enjoyed, without the need to go through Pinterest or a third party to get started. The Ads Manager allows brands to create and optimize their promoted Pins and will also track and report on campaign performance. Pinterest has been clear in its desire to monetize the discovery phase of search, when a user does not yet have a defined product in mind but is open to suggestions. The uniquely visual nature of this social network makes it ripe for this approach, but it brings with a host of accompanying challenges. As a result, Pinterest has invested heavily in image recognition and object detection technologies, culminating in the launch of the impressive Pinterest Lens visual search tool. Feedback on their advertising offering has been positive so far, but this will be put to a much more rigorous test now that advertisers can launch and optimize their own campaigns through the Ads Manager. Why should advertisers take notice of Pinterest PPC? Although some will be keen to trial Pinterest paid search in the hope of gaining the early adopter’s advantage, others may require some convincing before they view this social network as a genuine platform for selling their products. Nonetheless, Facebook faced the same resistance and ultimately, the numbers will do the talking. For now, Pinterest is understandably touting some statistics to try and get advertisers excited. We covered many of these benefits in our visual guide to Pinterest advertising, but some of the key points are: 97% of Pinterest searches are non-branded There are now over 200 million Pinterest users (up from 150 million in 2016) More than 2 billion searches take place on Pinterest each month 75% of all Pins saved by users come from businesses In an era of ad blockers and decreasing consumer…

Source: Pinterest moves into paid search: What you need to know

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About the author / 

S K Routray

S K Routray is a computer science graduate and Co founder at Gracioustech.com. He worked as a Online Marketing lead at many MNC Companies. He has passion for writing on SEO techniques, Social Media Marketing and digital marketing techniques. If he wasn’t an online marketer, he'd take his love for food and become a great chef cum hotel entrepreneur. Join NAS Writers team to write for NAS.

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