The social network introduced search targeting via keyword campaigns and shopping campaigns for select brands in January.
Umesh Unnikrishnan, head of product, search ads at Pinterest, said in a blog post that more than 2 billion searches occur on its network monthly, and 97 percent of those are unbranded, adding that with today’s update, “businesses of all sizes can reach audiences with more precision and control using our enhanced keyword features.”
The recently introduced Taste Graph targeting functionality is the engine behind the Search Ads that are now available to all brands, with Pinterest saying that advertisers can now:
- Search keywords by broad matches, phrases and exact matches, giving brands control over which searches their ads will appear in.
- Exclude terms by negative keywords, with Pinterest citing as an example, “a marketer’s ad for ‘coffee tables’ won’t show up when someone’s really searching for a new coffee brew.”
- Search term reports in order to optimize their search strategies.
The social network added that it has begun testing auto-targeting, also powered by its Taste Graph, enabling advertisers to automatically target their ads to users searching for ideas that are relevant to the products being highlighted.
Unnikrishnan also provided updates on three early adopters of Search Ads, saying that:
- Stainmaster has seen 90 percent more traffic from new customers, driving incremental awareness at a 90 percent lower cost per click (CPC) than traditional search ads in its category, carpet care.
- Carnival Cruise Line saw its CPC for Pinterest Search Ads come in at nearly 71 percent lower than similar campaigns on other platforms.
- Wayfair said it has been able to add new potential customers, boost traffic to its site and increase revenue.