Pinterest’s Top of Search Ads Test: What Advertisers Should Know

Pinterest’s Top of Search Ads Test: What Advertisers Should Know

Pinterest has introduced a new advertising feature called Top of Search ads, which places ads at the very top of search results. This format targets users at the moment they are actively searching for ideas and inspiration, increasing the chances of engagement. According to Pinterest, these ads help brands reach people when they are most open to discovering new products, reflecting a shift toward more intent-driven ad placements.

By positioning ads prominently, brands may see higher engagement and improved conversion rates, as users are more likely to interact with content that appears immediately after initiating a search. This test highlights Pinterest’s effort to enhance its advertising options, offering marketers new ways to stand out and connect with audiences effectively.

How Top of Search Ads Influence Advertising Strategies

Top of Search ads place promotional content at the forefront of user search results, targeting users when they are receptive to discovering new products or ideas. This placement drives greater engagement compared to ads appearing lower on the page or in less visible areas.

The alignment between user search queries and ad content increases the likelihood of interaction, presenting relevant options at a natural moment. For advertisers, this means capturing attention in a timely, non-intrusive way. This approach leverages search intent to improve ad effectiveness and conversion rates.

Pinterest emphasizes that these ads help brands reach users at moments of high openness to new products, encouraging advertisers to focus on keyword targeting and creative assets that resonate with search intent. Monitoring performance will be essential to compare these ads with other formats and optimize budget allocation.

New Opportunities with Top of Search Ads

Top of Search ads appear within the first ten slots of search results and Related Pins, capturing nearly half of all user clicks. Since about 96% of Pinterest searches are unbranded, this placement offers brands a chance to engage consumers exploring options without fixed preferences, influencing purchase decisions early.

Initial data shows a 29% increase in average click-through rates and a 32% higher chance of attracting new clickers compared to standard campaigns. For example, Wayfair reported a 237% lift in click-through rates during early testing. These results demonstrate the potential for brands to increase visibility and conversions through this premium placement.

This format aligns with Pinterest’s mission to inspire consumer decisions by meeting users when they are most receptive. Advertisers should target relevant keywords and create content that matches search intent to maximize impact. Understanding how to optimize for early-stage discovery will be key to leveraging this opportunity.

Frequently Asked Questions About Top of Search Ads

How do Top of Search ads differ from other Pinterest ad formats?
They appear at the very top of search results, capturing attention when users actively seek ideas or products. Unlike promoted pins in feeds or lower search positions, these ads align closely with search intent, leading to higher engagement.

Which businesses benefit most from this format?
Brands introducing products to new audiences benefit most, especially in categories like home goods, fashion, and lifestyle, where discovery is important. The format suits campaigns targeting users early in their exploration without established brand preferences.

What are best practices for optimizing these ads?
Success depends on precise keyword targeting and compelling creative that matches user intent. High-quality visuals and clear calls to action are crucial due to the ads’ prominent placement. Tracking click-through rates and new user engagement helps refine campaigns.

How might this test affect broader advertising strategies?
If successful, Top of Search ads could become a key format for capturing early-stage interest. This may shift strategies toward more intent-driven campaigns focused on discovery and relevance rather than broad targeting. Staying updated on performance insights will be important.

Maximizing Results with Top of Search Ads

Top of Search ads offer a way to connect with users at a critical moment of discovery, combining high visibility with strong relevance to search intent. Early results show significant boosts in engagement and new audience attraction, especially for brands aiming to influence consumers before brand loyalty forms. By focusing on relevant keywords and engaging creative, advertisers can enhance brand awareness and drive conversions. Ongoing attention to performance data will help unlock the full potential of this advertising format.

As noted in the original Search Engine Land article, Pinterest’s new ad format is a promising development for marketers looking to capitalize on visual search trends. A Pinterest spokesperson shared, “Our testing shows an average click-through rate 29% higher for Top of Search ads compared to standard campaigns, and a 32% higher likelihood of attracting new clickers,” highlighting the effectiveness of this approach.