Pinterest has chosen to open up its search ads to all advertisers and broaden the aim of brand’s keyword-based campaigns to relevant queries that don’t contain specified terms or phrases.

When Pinterest rolled out search ads eight months ago, the ad placement is being made availabe to advertisers buying ads through its self-serve ad-buying tool, Pinterest Ad Managers, which was announced on Wednesday.

Advertisers who buy search ads through Pinterest’s self-serve interface will be able to set up those campaigns using the same options already available to brand buying the ads through Pinterest’s direct sales team or third-party tools.  A brand will be able to apply broad- or exact-match keyword targeting as well as phrase-match targeting.  They can even list negative keywords.

There is a new option also being introduced by Pinterest that allows brands to target their search ads beyond the traditional set of keywords.  Not only that, advertisers can opt to have Pinterest automatically target search queries that might not include the specified keywords but are still considered relevant according to the Pinterest Taste Graph.  That is the company’s index of over 100 billion pins and their corresponding metadata.

The new “autotargeting” option can be useful, especially when you consider that 97 percent of the 2 billion monthly search queries on Pinterest don’t include a brand by name.  This option mark the second option marks the second time this year the company applies its Taste Graph to advertising.  Last month, Pinterest debuted an expanded list of interest-based ad-targeting option that were supplied by Taste Graph.  Pinterest spent over a year working on it to make it more capable of parsing its pin data to identify people’s nuanced interests.

Autotargeting will be have an opt-in option, which is available to all brands buying ads through Pinterest Ads Manager or Pinterest’s direct sales team, or through its ad API partners.

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