Earlier in the 2017 year Pinterest announced that they would be adding search ads for keywords and shopping campaigns.
As a company in the search engine universe, Pinterest is considered “tiny” – even though 2 BILLION (yes billion) searches a month isn’t really.. that “tiny” but that’s an argument for another day. In the past Pinterest has been a stronger platform for brand awareness only, the addition of keywords earlier this year exposed a rather unique element where search ads went beyond just brand awareness but actually to some of it’s partners [Pinterest partners] seeing sales.
The advertising aspect is being offered through the Kenshoo marketing suite. When interviewed earlier this year, global head of partnerships Jon Kaplan said “We think search ads in a search environment is the right experience that’s gonna lead to a really big business for us and the right results for advertisers. We’re seeing search is gonna be a bigger part of their buying process, and we want to make sure we’re thinking ahead.” – It looks like Kaplan was on point with this quote.
Techcrunch recently reported today October 18, 2017 the company is adding search Ads manager today, letting businesses target consumers searching for potential products after they have showed interest or intent on a said thing. Now Pinterest believes it can hang in the same ranks as Facebook and Google when it comes to someone saying “Hey, I like this. I’m probably going to buy this.” aka awareness, intent and then sale all in one swoop.
With 200 million active users, this is a great opportunity for Pinterest to prove itself as a viable option to marketers along side Facebook and Google. Do you think they’ll be able to compete?