Pinterest is making a play to cut into Google’s dominance over the search
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
"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
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.