Pinterest Adds Do-It-Yourself Advertising to Promoted Pins

Brands test new tools

Pinterest is adding do-it-yourself advertising to its Promoted Pins program that's still in its very early days as brands buy ads on the site using the new self-serve tools.

"We've added a do-it-yourself Promoted Pins tool so businesses of any size can promote their Pins to reach more people and get visits back to their website," said Pinterest product manager Jason Costa. "These Promoted Pins will be available on a cost-per-click basis."

Vineyard Vines, Nicole Miller and Shutterfly are early testers of the do-it-yourself ads, according to Pinterest. Also, last month, Pinterest said Kraft, Ziploc, Target and Banana Republic, among others, had started to try Promoted Pins.

Pinterest is just launching its ad business, which could compete with Google for search dollars. Some marketers think Pinterest understands consumers who share their interests and tastes by curating pages with their favorite products.

Advertisers bid to appear alongside search results and within feeds dedicated to specific categories. Also, Pinterest said it will deliver more data to brands about the posts that they share.

"We'll tell you which of your Pins and boards are driving the most impressions, clicks and repins," Costa said. "We'll also clue you into Pins that drive engagement and Pins with high search quality rankings."