Pinterest has announced a range of new ad options at its “Pinterest Presents” showcase event, including prime placement for Search Ads, an expansion of its Local Inventory markers, and expanded data ingestion for targeting.
And with Pinterest now up to 578 million users, who come to the platform with shopping intent, it could be worth considering the opportunities of Pins in your digital marketing approach.
First off, Pinterest is looking to update its Search Ads offering, with more prominent displays in user search results, in order to help reach people at the discovery stage.
As you can see in this example, Pinterest’s new Search Ads will ensure that your promotion is shown within the first ten results displayed.
As explained by Pinterest:
“To help brands win those high intent shoppers, we’re previewing Pinterest Top of Search ads, now in beta across all monetized markets. These ads appear directly within the top ten slots of search results and Related Pins, ensuring that a brand’s products are seen where shopping journeys most often begin, and ahead of competition.”
To be clear, Pinterest has offered Search Ads since 2017, but this new option will ensure that your Search Ads see more prominent placement within related queries.
Which, if you target the right keywords, could be a significant consideration, ensuring that your products are shown at the exact right time, and the right place.
In addition to this, Pinterest also says that advertiser catalogs will be highlighted in a new brand-exclusive ad unit.
Pinterest is also expanding access to its Local Inventory Ads, which provide additional notes on your Promoted Pins as to whether the item can be picked up nearby, or shipped to your address.
Local Inventory Ads also display real-time pricing for in-stock items, which can help to drive more purchases in the app. And with Pinterest also recently launching “where-to-buy links,” that could have a significant impact on driving shopping behavior.
Pinterest is also launching a new “Media Network Connect” option, which will enable media networks to securely share their first party audiences, product catalogs and/or conversion data with their advertising partners.
“The tool allows advertisers to build and manage campaigns in one place, maintaining control and transparency, while leveraging the breadth of Pinterest’s ad solutions, including Pinterest Performance+”
Performance+, Pinterest’s AI-powered ad option, is a big focus for the platform, using engagement and shopping data to help improve campaign performance. Network Connect will give Pin marketers even more data to go on, in order to ensure more relevant promotions are displayed to more users.
Pinterest says that it’s collaborating with Kroger Precision Marketing and Instacart Ads in the U.S. to help power the first stage of this new element.
In addition to ad updates, Pinterest has also noted that it’s working on improvements for boards, in order to align with evolving usage behaviors, while it’s also developing new predictive trend forecasts for Pinterest Trends.
Some noteworthy developments, which could factor into your Pin planning.
