How Can Pinterest’s New Ad Format Increase Your CTR?

Pinterest’s Top of Search ads boost visibility by showcasing ads in the top 10 search results and Related Pins. This high placement helps your brand stay ahead of the competition, since it ensures that high-intent shoppers see your products first when they’re more likely to make a purchase. Additionally, brands will be able to advertise entire catalog through a brand-exclusive ad unit.

Pinterest’s Top of Search ads could boost your brand’s visibility and increase clicks to your products. Below, I’ve shared data from Pinterest that supports these benefits for your online store. Here are the most notable stats:

• Wayfair, one of the brands that tested this ad slot, increased its click-through rate by 237% over a 2-week period
• Top of Search ads led to a 32% higher likelihood of attracting new clickers
• Click-through rate for Top of Search ads were 29% higher than standard ads

As seen by the statistics above, these Top of Search ads could provide your brand with boosted visibility and reach, alongside increased online sales.

Because the ad format is still in beta testing, you might not be able to access this feature yet. I’ll update this page once Pinterest has officially launched Top of Search ads across all its monetized markets.

Though Pinterest’s ad format expansion is exciting news for businesses, your branded pins also need to contain high-quality imagery and copy for optimal performance. If you’re ready to sell on Pinterest and run your own ads, keep these tips in mind:

• Inject your brand identity: To help audiences recall your brand, add your logo to each ad, insert recurring motifs that reflect your branding, and create a consistent color palette.
• Perfect your product photo setup: Your product images need to impress, so make sure that you have the right equipment. Check that you have a clear, uncluttered background and high-quality lighting. You could also experiment with lifestyle shots that help audiences imagine what it’s like to have your product in their day-to-day life.
• Keep all copy snappy: Though your images are key, your copy should be short, snappy, and accurately reflect what you’re trying to sell. Don’t forget to add keywords that your audience are searching for on Pinterest, too!
• Have a direct call to action: Your pin isn’t complete if you haven’t written a call to action that inspires shoppers to take the next step. Use clear, action-oriented words that encourage your customers to convert. For example, “buy now” is a simple but effective phrase to trigger purchases.

If you’re unsure about Pinterest’s ads and their suitability for your business, I recommend running a test campaign. You could experiment with different ad types and see which format drives the best results. Since Pinterest is always updating its business tools, as we’ve seen with Top of Search ads, this ad opportunity might be what you need to reach a wider audience online.