Pinterest expands ‘search advertising’

Pinterest is taking its search program to the next level.



The social media site now offers Search Ads, a feature that enables retailers to run ads as “pinners” type keywords into the search bar. The program, which started as a limited test, is now comprised of a full suite of features, including keyword and shopping campaigns that are shown in search results, as well as new targeting and reporting options, Pinterest’s head of global sales, Jon Kaplan, said in the company’s blog.



Pinterest is rolling out Search Ads with the help of partner Kenshoo, a provider of a Web-based solution that manages, automates and optimizes search engine marketing campaigns in real-time. The technology will ensure that Pinterest ads are relevant and visual, so they’re easy to browse even when used during mobile discovery.



“Kenshoo’s ability to scale and optimize will speed execution and help marketers get the most out of their Pinterest advertising investment,” said Michael Akkerman, head of marketing partners, Pinterest.



Among the brands currently participating in the search advertising program are Barilla, eBay, Garnier, Target, The Home Depot and Walgreens. More companies will be added in the coming months, Kaplan said.



The new search solution will help these companies connect with more than 150 million people who use Pinterest monthly. These same subscribers conduct two billion searches on Pinterest a month, Kaplan added.