The social media platform is opening up its self-serve advertising platform, called the Promote Pins Ad Manager, to small and mid-size businesses.
That means even the mom-and-pop shops can now reach the more than 100 million users on Pinterest. The company will also boost the number of targeting options from 30 to 420 by adding in subcategories among the possible user interests.
Marketing Landfurther explained:
At the same time as it adds more interests to target, Pinterest is introducing a new way to use those interests. Previously the ads appearing in content feeds like the Pinterest home page could be targeted by interest but not by keyword, and the ads appearing in search results could be targeted by keyword but not by interest. No longer. Advertisers can now use interest targeting and keyword targeting simultaneously.
The company thinks that the ability to target those interests will be a key differentiator between it and competitor platforms like Facebook and Twitter.