The social media network first launched search ads earlier this year. Up until now, however, only a small number of advertisers have been able to use this feature. It appears the testing phase is now over, however, as Pinterest’s search ads can be found under the Ads Manager. To learn more about this advertising feature and how it works, keep reading.
Overview of Pinterest Search Ads
Pinterest’s search ads follow a similar format as other online search ads. Advertisers set up campaigns from the Ads Manager while choosing broad, phrase or exact match keywords. Like Google AdWords, these keywords will trigger ad impressions. Broad match keywords will deliver the most ad impressions by covering a wide range of variations and synonyms. Phrase match keywords are more targeted, resulting in fewer impressions. And exact match keywords only trigger ad impressions when a user searches for that keyword in its entirety. So, while exact match keywords may yield the fewest impressions, advertisers can expect it to deliver the highest conversion rate and return on investment (ROI).
In addition to broad, phrase and exact match keywords, advertisers can also use negative keywords. As the name suggests, negative keywords prevent your ads from showing. If a user searches for a phrase containing your negative keyword, your ad won’t be displayed.
“Today, we’re excited to announce that these impactful search solutions are available through the Pinterest Ads Manager. Now, businesses of all sizes can reach audiences with more precision and control using our enhanced keyword features,” explained Pinteres.
The social media giant has also released a new autotargeting feature. Instead of relying strictly on keywords to trigger ad impressions, you can choose to have Pinterest automatically target relevant searches. Known as autotargeting, this feature is designed to maximize the value of its advertising platform for businesses. Autotargeting works by pulling data from the network’s Taste Graph, which consists of more than 100 billion pins and metadata.
Why should you use autotargeting? Well, statistics show that 97% of searches performed on the network do not include a brand name. Therefore, relying strictly on keywords to trigger ad impressions may miss a substantial number of prospects. By using autotargeting, you’ll capture more users while displaying your product or service to a larger audience. Of course, the downside to autotargeting is that it’s less targeted than traditional phrase or exact match keywords.
You can learn more about Pinterest’s search ads by visiting the company’s official blog here.