The social platform is partnering with brands like Home Depot, Target, Garnier, eBay and Barilla to introduce its first search ad product tied to keywords and brand campaigns. It’s a natural progression for Pinterest, which has evolved into an important search tool for consumers seeking ideas on anything from what to have for dinner to which sofa to purchase.
Pinterest gets a reported two billion search queries per month, which makes one wonder why it hasn’t introduced search ads before.
"People don't know exactly what they want, but there is high commercial intent in our search queries," Jon Kaplan, global head of partnerships at Pinterest, told AdAge. "Search ads on Pinterest will enable our marketing partners to reach those customers when they are in discovery mode."
Meanwhile, Kaplan told TechCrunch that the search ads have been effective in driving in-store sales.
Pinterest’s ad product, like Google’s, will be determined by a bidding process. But Pinterest is known as being a visual medium, so creative will be important.
Although Pinterest has no immediate plans to open the search ad product to all advertisers at this time, officials have made it clear that all advertisers will eventually be able to use it.
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