Pinterest, top world’s content sharing service, decided to implement new advertising strategies to expand its keyword search and create audience based buying. Let’s discuss how they have done it and what exactly the new strategy will bring about.


What’s so cool about Pinterest?

Launched in March of 2010, Pinterest won the hearts of million by letting people “pin” their favorite images, videos, and ideas to their pinboard. Recent policies opened up many new great opportunities for the Pinterest not only in the US, but also in many other countries and let many brands create promoted pins.


Pinterest Ads Strategy


Speaking generally, Pinterest, which began as a small startup, have more than 100 million active users right now, and the number keeps growing up and up. The value of the company is worth $11 billion, and that’s why many brands and businesses are so excited to take part in the ads campaigns connected to the Pinterest. Also, the reports say that 80% of millennials say that Pinterest help them find stuff to buy, and 55% of people use Pinterest to buy something.

Some other resources also state that in some aspects Pinterest outperforms Facebook. What does it mean? Well, we all have heard how infographics can really boost people’s engagements, and those work much better on Pinterest than on Facebook. Moreover, Pinterest really drives sales: 21% of people have purchased a product after seeing it on Pinterest.

That’s all is great to know, but we are here to talk about new Pinterest strategy that can change lives of many-many advertisers and significantly help their business.


The new magical ads strategy: What’s that?

Pinterest decided to slightly follow Google’s path expanding its keyword search that is so familiar to many marketers. What’s happening exactly is that Pinterest will offer separate search inventory to the marketers.

Jon Kaplan, head of global sales on Pinterest, says that before that Pinterest has never talked to search engine agencies despite the fact that Pinterest has more than 2 billion searches each month.

According to the Interactive Advertising Bureau, in 2015 search contributed to the generation of about $30 billion in ads revenue. Also, 75% of content on Pinterest comes from brands and businesses thriving to promote their products.

Kaplan states that visual nature of Pinterest makes this platform so unique to the search experience.


What companies are super-duper excited about this?

Brent Rosso, VP-digital media at Target, says that this a new great opportunity for Target to reach out to its audience and attract more people. He says that Target has been advertising on Pinterest for many years, and there is a huge gap between how customers use their official website and how customers discover news Target products on Pinterest. New products will have an opportunity to be connected to the audience in a new unique way.

Besides that, Pinterest partnered with Acxiom and Epsilon to target the audience’s interest how they do it on other social platforms such as Facebook. Kaplan said that the advertisers will be able to enjoy 400 various Pinterest signals that will indicate specific user’s interests.

According to Helen Lin, US Partnership Lead at Publicis Media, before that, advertisers could not create their ads based on information they knew about users. She also said that Pinterest platform offers a lot of ads opportunities dues to its “heavily unbranded” content, since users are mainly concerned about new great ideas and don’t specifically know what they want to buy.

Therefore, Pinterest new advertising strategy that consists of expanding its keyword search and audience based buying offerings can do a great favor to many brands, businesses, and startups letting them promote their products. Besides buying search, companies will be able to take advantage of users’ interests.

Subscribe to WM Daily. Be In Touch With Rebellious Voices