Pinterest is a highly visual platform, one that Gen Z loves to use for shopping. In fact, almost 40% of Gen Z participants surveyed say they prefer to start searches on Pinterest.
Back in March, we talked about Pinterest’s wide variety of visual ad types, and how you can use the platform to showcase creative products and boost sales.
Now, Pinterest has announced new advertising solutions for marketers at its annual global advertiser summit. The company says it seeks to help brands further capture the interest of users in a “visual-first world”, revealing new advertising options that will help shoppers find what they need and encourage users to take action.
Here’s what’s new.
According to Pinterest, the vast majority of top searches are unbranded, indicating an openness to discovering new brands. Pinterest’s newest ad placement – Top of Search – is meant to capture those shoppers on Pinterest who are conducting a “visual search” for different types of products.
Now in beta, Top of Search ads show up in the top ten search results (where 45% of clicks occur), giving your ad a better chance of being seen and interacted with. They also appear in the Related Pins tab, providing an extra opportunity for a brand to be seen by interested shoppers.
While Search Ads have existed on Pinterest since 2017, this particular variety of Search ad will ensure that your ad is more prominent on the results page.
As local inventory ads become generally available on Pinterest, merchants can display real-time prices for in-stock items on Pinterest, which can be crucial for shoppers in the consideration phase of their journey.
Retailers simply need to integrate their local inventory with Pinterest, and then they can run a variety of shopping ads that will show in-store products to nearby users within a certain radius. Shoppers will be able to see real-time pricing for items, and will have the option to “Order local delivery” or “Pick up in store”, depending on the CTA chosen by the advertiser.
Pinterest has introduced a new tool within its Ads Manager that will allow media networks to share their first-party data with advertising partners.
With Pinterest Media Network Connect, information like audiences, product catalogs, and conversion data will be sharable across partners, allowing advertisers to have more control over their campaigns and take full advantage of Pinterest’s advertising solutions.
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Our team at Relevance Advisors wants to help your business succeed. Interested in learning more about Pinterest Ads? Contact us today for a free consultation, or sign up for our newsletter to receive marketing tips and tricks about Pinterest and other advertising platforms.
