Pinterest revamps ad manager for SMEs

Nicola Riches
By Nicola Riches | 9 March 2016

Pinterest is opening up its refreshed ad management platform to small and medium sized enterprises (SMEs) in the US as of today.

The newly optimised system with allow SMEs to target against more than 420 interests as opposed to the former system which only allowed larger firms to hit 90 ‘passion points’.

The extended rundown will include a swathe of interests from healthy recipes to street style, baby gear and even sustainable architecture.

“These interests reflect what people want to explore now and engage with in the future - not something they happened to browse last month or a pastime they were interested in years ago,” the company says.

Pinterest is also offering SMEs refreshed keyword targeting and customer database targeting, as well as enhanced conversion tracking allowing users to enter ‘revenue goals’ upon which they can measure performance.

“First and foremost we want to build an ad platform that provides value to Pinners and is additive to the experience,” Pinterest monetization product manager Nipoon Malhotra says. “We wanted to maximize the value they’re returning to partners. There’s a few other things which come into that, we’re building this for small and medium sized businesses, wanted to make sure the platform is easy to use and is optimised for them. The results for them you see kind of speak for that.”

Malhotra also told reporters Pinterest’s revenue grew fivefold between 2014 and 2015.

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