The social network rolled out a suite of targeting features based on keywords for a select group of partners earlier this year, but now all businesses can deploy the ad-targeting tool.
Announcing the development in a blog post, Umesh Unnikrishnan, Pinterest’s Head of Product, Search Ads, explained that the new feature, which is powered by Pinterest Taste Graph, “supplements your keyword strategy by automatically targeting relevant searches”.
By using Pinterest Ads Manager or its updated Bulk editor, he said brands can now fine-tune their targeting by using exact match keywords or phrases to focus on specific searches made by users. Alternatively, they can use “broad match” to reach a wider audience.
In addition to search term reports that are designed to help optimise their search strategies, brands can exclude terms that their ads might show up against.
For example, Unnikrishnan explained, an ad for “coffee tables” won’t show up when a user was really searching for a new coffee brew.
He went on to announce that Pinterest has started to test auto-targeting, also powered by Taste Graph, as a way of extending keyword campaigns into more searches.
“It helps you automatically target your ads to people searching for relevant ideas, and easily launch effective campaigns,” he said. “Thanks to the Taste Graph, we have insight into what people are looking for on Pinterest and why.”
According to a company spokesperson who spoke to Search Marketing Daily, Pinterest performs differently from Google AdWords and Bing Ads because users don’t search just for information, but for ideas.
Furthermore, the company claims that more than two billion searches take place on Pinterest every month with 97% of them unbranded. Unnikrishnan said that is why Pinterest is “such an effective place to reach people while they’re still considering their next buying decision”.
Sourced from Pinterest, Search Marketing Daily; additional content by WARC staff