Pinterest’s new Search Ad feature will enhance platform’s ad capabilities

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Pinterest’s new Search Ads feature will include keyword and shopping campaigns that are expected to make a vast volume of products available to its two billion-plus searches that the social media platform hosts monthly. The new feature has been tested on brands like Barilla, eBay, and Target for several months.

Typically, about 55 pins are seen on a search result page, according Search Engine Land. The vast majority (about 97 percent) of searches are for non-brands.

Advertisers will be able to organize their keyword search strategies more efficiently as they will be able to include themed ad groups within their ad campaign. With the visual aid included in ads that enhance the presentation of the product being searched, marketing professionals will be able to make more effective use of their keyword strategies and hopefully realize greater revenue effect.

Additionally, Pinterest’s ad data shows how users interact with the ads (pins saved, language used in saving, keyword searches made) and this data is available to advertisers for planning their ad campaigns. The media data in Pinterest Analytics shows how many times a pin is save and then re-pinned after promotions have completed.

Pinterest’s new feed-based Shopping campaigns will bring greater scale to advertisements. Advertisement feeds provide information for creative development of a campaign, and these can be updated per available product inventory whenever necessary. A product inventory can be transferred by a brand or their management services to Pinterest with little revision.

Third-party vendors will be hired as Pinterest launches these new features; included in the list of management platforms will be Kenshoo, Oracle Data cloud, and Millward Brown.

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