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Pinterest Opens The Floodgates With Self-Serve Search Offering

Marketing

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Pinterest has opened up its search offering to advertisers of all sizes.

In early 2017, Pinterest debuted its first-ever search ad offering, allowing advertisers to get their brand in front of users proactively looking for content aligned with specific terms and queries. Similar to Google paid search, brands could place bids to align with topics relevant to their products. For example, Nordstrom might bid on the term for “fall dresses” ahead of the season.

As of this week, Pinterest is opening the floodgates with the announcement that search ads were coming to all advertisers via a self-serve model.

According to Pinterest, the platform sees 2 billion searches every month (for context, Google sees more than 100 billion/month)—and there’s a lot of whitespace for brands in that figure. The vast majority of these searches, 97 percent of them, are unbranded. Pinterest’s sell to brands: Capture user interest at the pivotal research and consideration phase within a flourishing, visual platform in which brands are welcome.

Early adopter brands include Wayfair, Carnival Cruise Line, and Stainmaster.

Self-serve clients can target via broad, phrase or exact-match keywords. Similar to Google search, brands can employ negative keywords to blacklist terms that they do not want to run against.

The platform is also using the power of its so-called “Taste Graph” to help advertisers identify opportunities for keyword targeting that they might not have considered. Auto-targeting will supplement campaigns by offering up smart recommendations based on the host of user trend data collected by Pinterest.

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