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.