In Google Ads, an auction is triggered when multiple advertisers are bidding on a keyword that is relevant to that query. Since ad buying on both platforms is auction-based, at the simplest level, it all starts with a query. Those familiar with the basic tenets of paid search should see some immediate parallels between the approach to PPC advertising and advertising on Pinterest. Where Are the Similarities Between PPC Advertising and Pinterest Advertising?
The taxonomy tree uses top-level concepts to categorize interests and varying levels of granularity. Here’s an example of the “Home Decor” interest vertical from Pinterest. Among other things, it informs ranking features and interest targeting for ads. Pins are further classified into a dynamic taxonomy by Pin2Interest, which provides easily-interpreted labels that map back to the larger taxonomy of interests. The Interest Taxonomy captures, classifies, and organizes content, including Pins and queries. That ease is due, in part, to the platform’s content classification process. These queries lead to product discovery which drives purchase at a rate that should be intriguing to social advertisers: 83% of weekly Pinners have made a purchase based on the content they saw from brands.Ĭonsidering it’s really easy to shop on Pinterest, this is no surprise. Users browse feeds looking for inspiration and search for topics of interest to them. Sure, you can share boards with other users, but it’s a search engine at its core. Pinterest is different from other social platforms in that it’s less…social.
How Does Pinterest Work?įirst, let’s look at how the platform operates. We’ll unpack the similarities between Pinterest ads and Google Ads and offer tips for transferring elements of your existing paid search strategy to Pinterest. For this reason, throwing your Facebook strategy at Pinterest and seeing what sticks may not be the most informed approach.Ī closer look reveals that buying ads on Pinterest more closely mirrors the process of another PPC giant: Google. Despite the data, some clients and advertisers alike are hesitant to funnel ad spend to Pinterest.Īdmittedly, Pinterest advertising can feel like foreign territory compared to Facebook or LinkedIn advertising. And with good reason: 66% of users buy something after seeing pins from a brand. Yet in 2018, they reported 1.5 million advertisers.Ĭlearly, it’s a good time for advertisers to get in on the action.
Since the platform’s launch in 2010, the social network/discovery tool has slowly grown to 300 million monthly active users. The platform rightfully reigns supreme in the paid social landscape, but as competition increases and ad costs rise, most social media marketers are looking for ways to diversify their advertising mix.Įnter: Pinterest. There are over 7 million active advertisers on Facebook.
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