Pinterest Tests New Ads to Target High-Intent Shoppers
▼ Summary
– Pinterest’s new Top of Search ads place brands in the first 10 search results and Related Pins, where nearly half of user clicks happen.
– With 96% of searches on Pinterest being unbranded, these ads help brands reach consumers who are open to discovering new products.
– Early testing shows these ads drive a 29% higher average CTR and are 32% more likely to attract new clickers compared to standard campaigns.
– The ad format includes a brand-exclusive unit that highlights an advertiser’s catalog, giving products prominent placement over competitors.
– These ads intercept shoppers early in their journey, turning Pinterest’s visual search into a performance channel for driving visibility and conversions.
Pinterest is introducing a fresh advertising option called Top of Search ads, designed to connect brands with consumers actively exploring ideas. This format positions sponsored content within the first ten results of a search, as well as in the Related Pins section, areas responsible for close to half of all user clicks. Because the platform is so visually oriented, and an overwhelming 96% of searches are not for specific brand names, these prime placements become ideal for discovery. They allow businesses to engage potential buyers who haven’t yet settled on a particular product.
The strategic advantage of this new ad type lies in its timing. Top of Search ads put your products in front of shoppers at the most valuable moment, precisely when they are browsing with intent but remain open to different options. With nearly all searches being unbranded, advertisers have a strong opportunity to attract new customers and gain an edge over competitors. Early tests indicate notable performance improvements, suggesting this format can deliver strong returns for brands focused on boosting both visibility and actual sales.
Functionally, these ads guarantee that a brand’s items appear where many shopping journeys start. Pinterest also provides a brand-exclusive unit that showcases an advertiser’s full catalog, giving products more prominent positioning compared to rival offerings.
Initial performance data shared by Pinterest shows promising outcomes. Top of Search ads have driven a 29% higher average CTR compared to standard campaigns. They are also 32% more likely to attract users who haven’t clicked on the brand’s ads before. Early adopter Wayfair reported especially strong results, observing a 237% increase in click-through rates over a two-week period when measured against their usual campaign performance.
For marketers, the underlying value is clear: Top of Search ads offer a way to intercept undecided shoppers earlier in their journey. This turns Pinterest’s visually driven search environment into a powerful performance marketing channel, capturing consumer interest at a critical decision-making stage.
(Source: Search Engine Land)
