7/14/2023 0 Comments Pinterest ad typesWith phrase match, you capture people when they’re searching and allow for a bit more flexibility in the terms used, increasing your potential impressions. with slightly more broad variations (plurals, misspellings).Those ads show when someone searches your term: with only slight variations (plurals, for example)Īs you can imagine, this will limit the number of impressions your ad receives.If you use exact match keywords, your Pin will be shown only when someone searches your term: So, by all means, give exact and phrase match types a try! Should I Use Phrase Match or Exact Match Targeting? Also intuitive, as the people seeing it are indeed interested in the subject and may save it for later. In a large test I ran comparing two identical sets of 74 ad groups – where one appeared in search results only and one appeared in the home feed, the ads that appeared in search converted to sales at a rate 60% higher rate than do keyword-targeted ads which makes sense – they’re shown when someone is looking for them! On the other hand, broad match targeting results in substantially higher Repin rates. So, if I’m searching for “cute bracelets” I might see your Pin in my search results – as opposed to seeing your Pin in my home feed simply because I have a board by that name. If you use only phrase or exact match targeting, you ad will appear only when a Pinner actually searches one of the keywords or phrases you’re targeting. This is unlike broad-match keyword targeting on other ad platforms, which understandably caused some confusion for some Pinterest advertisers! Not to worry though – we now have another option – phrase and exact match! How Phrase and Exact Match Keyword Targeting Works on Pinterest So, a person who has a Pinterest board for “silver bracelets” might see your “cute bracelets” Promoted Pin – whether or not they are actively searching for that content in the moment. But, that was not the case! How Broad Match Keyword Targeting Works on Pinterestīroad match, keyword-targeted ads are shown to Pinners based on a number of factors such as similarity to Pins they’ve saved, clicked on, or commented on. Many of us (including me), assumed that using keywords would cause our ads to be displayed when someone searched for something pretty close to the terms we chose. ![]() For a long time, we could only target Pinterest ads with keywords using broad match.
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