An Insight Into Pinterest’s Paid Search Opportunities

Pinterest has focused exclusively on coming up with a intelligent and better search platform in the recent years. As a result, it has given exposure to marketers to transform inspiration, top funnel and really beneficial users into loyal customers. Talking from the perspective of an end user, Pinterest has developed the search and discovery experience through gender-customized results, image recognition and guided search. Recently, it has launched Lens which is a virtual search tool. Moreover, it has streamlined the shopping process via formats like Rich and Buyable pins. However, the challenge for the E-commerce retailers revolves around capturing Pinterest’s high-intent users with the right balance of search and social tactics.

The latest expansion of Pinterest search ads is aimed at changing the whole scenario. It has been observed that the company had opened its ad format to a particular group of advertisers last year. However, the ad replacements were not linked as per the actual search engines. With increased searches and more Pinners going to the platform rather than search engines, the overall release of search ads is quite beneficial.

Check Out Some New Products Released By Pinterest

Keyword campaigns: It aims at particular target searches via useful keywords where each keyword has a pin. Here, the entire focus is on actual queries vs. topics and ideas.

Shopping campaigns: It is all about using a product feed in order to create products pins. Though now it is accepting only Google feeds, it will build up specifications for a unique in the coming time. Possibilities here are:

·         Google shopping campaign structure will be leveraged.

·         Pins do not consist of standard product shots.

·         Advertiser can map pins to the feed or campaign.

User Behavior & Intent

People with zeal to get inspired and want to collect useful information are found on Pinterest. Moreover, they engage with brands and its influencers. It has been noticed that a number of people have an idea about what they want but don’t know what they are actually looking for. With this inspiration piece, marketers need to consider the right tactics to attract users.

New Keywords

The first step of advertisers is understanding the volume and behavior that is associated with the present search engine keyword campaigns. However, these keywords don’t bring expected results alone. It has been observed that queries for branded stuff it quite low. Hence, focusing on non-brand terms is more worthwhile to explore.

Tracking & Performance Metrics

Third party redirects are not allowed on Pinterest; however, tracking parameters to the landing URL is allowed. By applying a hardcoded append, advertisers can view click and conversion activity in the analytics platform of the site. Current metrics for the ads are:

·         =>Clicks

·         =>Conversions

·         =>Close-ups

·         =>Views

·         =>Saves

There’s A Lot More To Know About

Pinterest search ads. Further, there is a need to test it and gain deeper insights on user behavior. It is also important to integrate search as well as social tactics to get the best opportunities of the platform.