Earlier this year, we introduced a suite of new solutions to help marketers reach people searching on Pinterest for new ideas to design their lives, and they’ve driven significant results.
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.
These updates will be made even more powerful with the addition of autotargeting for search. This new feature, powered by the Taste Graph, supplements your keyword strategy by automatically targeting relevant searches.
Over 2 billion searches happen on Pinterest every month.1 And 97% of those searches are unbranded, which is why Pinterest is such an effective place to reach people while they’re still considering their next buying decision.2 Plus, everything on Pinterest is visual, so it’s easy for people to spot ideas that inspire them to try something new.
You can take advantage of these unique search opportunities by launching your next search targeted campaign using the Pinterest Ads Manager or our updated Bulk editor. We’ve added all the tools you need to craft an effective campaign:
Fine tune your targeting with broad, phrase and exact match keywords. Get precise control over which searches your ad appears in by using phrase and exact matches to narrow in on specific searches, or use broad match to reach a wider audience.
Use negative keywords to exclude terms, so your ad for “coffee tables” won’t show up when someone’s really searching for a new coffee brew.
Plus, search term reports to help you optimize your search strategy.
“In a recent Pinterest search campaign targeting the carpet care category, 90% of traffic to our website came from new customers. We reached people who hadn’t visited STAINMASTER’s page in the past, driving incremental awareness. For the same campaign, we also saw a 90% lower cost per click than traditional search.”
We’ve also started testing autotargeting, powered by the Taste Graph, as a way to extend your keyword campaigns into more searches. It helps you automatically target your ads to people searching for relevant ideas, and easily launch effective campaigns.
Thanks to the Taste Graph, we have insight into what people are looking for on Pinterest and why. It’s informed by the style, textures and shapes that make something unique, the many ways people on Pinterest choose to categorize things, and so much more.
We're excited to start applying this powerful technology to your search campaigns!
“Our Pinterest shopping campaigns have reached new potential customers, increased traffic to our website, and boosted revenue, all while keeping costs under control. We were excited to try this search format because customers acquired on Pinterest have historically been high-value, and we see a lot of growth opportunity for this year and next.”
Lots of advertisers are already using Pinterest to reach their search customers, including Carnival Cruise Line, The Home Depot, STAINMASTER, Target, Walgreens and Wayfair. Don’t miss out on the many powerful ways to reach people as they search Pinterest for their next great idea. Try out our search offerings in Ads Manager today.
Several of our Pinterest Marketing Partners can also help you get started, including Adaptly, Kenshoo, Social Code, Sprinklr, and Unified.
— Umesh Unnikrishnan, currently saving ideas to Hong Kong
1 Pinterest internal data, 2017
2 Pinterest internal data, 2016
3 Pinterest internal data, 2017