Recently, Pinterest announced they are rolling out Pinterest Search Ads which many brands and marketers have been eager to see. This new feature will have keyword and shopping campaigns on their platform. Pinterest has had promoted pins, which are a great way to increase brand awareness and lift in re-pinning, however now businesses will have a more powerful ad unit to target their potential audiences.
Pinterest over the years have seen substantial adoption by many consumers looking for products and services. The vast majority of searches on Pinterest are non-branded per their Search Ads white paper, which make Pinterest Search Ads a fantastic opportunity for businesses to get in front of new consumers. Due to the visual nature of Pinterest, it is a great way to get products and services found by consumers. Per Pinterest, most users research three months ahead of making any big purchase, thus if businesses can get in front of these consumers at the right time, the more likely they will pin their content and potentially follow up to purchase down the road.
Since this feature just came out of early testing, it is no surprise that Pinterest has partnered with Kenshoo to expedite a roll out. Unfortunately, there doesn’t appear to be any documentation on Pinterest’s website yet regarding how to get started with Search Ads within their Pinterest Ads Manager platform, but businesses are advised to reach out to their Pinterest rep or Kenshoo account manager for details.