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Pinterest To Introduce Search Advertising

Pinterest To Introduce Search Advertising

The lines between search and social continue to blur, as customers seek out relevant product information on every platform. Pinterest has been steadily carving out a dominant role in the bridal, home, and how to marketplace. Now they’ve announced a limited roll-out of search advertising opportunities.

Here’s how it works: If you’ve seen product listing ads on Google, you’ll know what to expect from the new Pinterest search ads. There is a small image and a very minimal amount of copy – generally only enough to include the name of the product and the price. The text is clickable and brings the viewer to a post where they can learn more and make a purchase.

Pinterest tends to roll out new advertising products by working with a limited number of top brands to begin with, and then, if the product proves successful, opening the platform to all businesses. That’s the trajectory we expect to see with the search ads. Initial brands signed up to make use of the new ads include Home Depot, Garnier, eBay, and Barilla.

Search ads are not necessarily tied to a product or brand name. Instead, they are keyed to phrases users are searching for on Pinterest. For example, Barilla, a pasta company, is focusing on “Quick and Easy Recipes” and “Pasta Dishes”.

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Understanding Where Pinterest Fits in the Purchase Process

It’s critical to understand how customers use Pinterest. Users spend hours browsing Pinterest, primarily in discovery mode. They may have a specific objective in mind – for example, an answer to the question “What am I going to make for dinner?” or “What should I get Mom for her birthday?”
This browsing takes place well in advance of any formal purchasing behavior. Researchers have found that Pinterest users were identifying and saving potential holiday gift ideas as early as August – four months in advance of prime time. With that in mind, you’ll want to plan to get your key holiday merchandise out on Pinterest early.

Creativity and visual appeal are key: think about how your customers will want to use the item and show that in numerous ways. Watch which posts have the most appeal and engagement, and have your creative team use that as guiding information for future content creation.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office