Great news for social advertisers: Pinterest officially debuts search ads for keyword targeting and shopping campaigns. The advertising option is currently available to Pinterest ad partners and with any company that advertises through the Kenshoo marketing platform.
Pinterest has been looking to beef up its ad offerings for a while now, and this is a HUGE step in that direction. The social media platform has been building more products to capture every aspect of a consumer’s buying behavior. Pinterest has always done well pitching marketers on their ads, since their users often come to discover new products to buy anyway. But with this introduction of search ads, it has potential to become the go-to ad platform for ecommerce-related social ads.
Adding search ads gives Pinterest the ability to tap into another part of that buying behavior — searching with the intent of a purchase (whether the consumer realizes it or not). This also opens the door for search volume. If Pinterest releases search volume data to advertisers, it would be absolutely fantastic.
Related: Read about Pinterest’s new “Lens” feature.
Google obviously currently dominates the search landscape. But Pinterest sees around 2 billion searches a month from its 150 million active users. Search ads are ripe for disruption, and it’ll be very interesting to see how this evolves over time. When Pinterest is compared to Google Images, Pinterest outperforms it handily.
As our society continues to evolve from a technological standpoint, and our interaction with images/video/augmented reality continues to increase, Pinterest is becoming a greater threat to Google.
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