Pinterest has officially introduced a new advertising feature called Top of Search ads, now available in beta testing. This update allows brands to place their promotions at the very top of Pinterest search results, providing premium visibility to users actively seeking related content. With more than 500 million monthly active users worldwide, Pinterest’s decision to launch this feature signals an important step for advertisers looking to capture attention during moments of high intent.
This article explores how the feature works, why it matters, what opportunities it brings to marketers, and what the beta rollout could mean for the platform’s advertising future.
What Are Pinterest Top of Search Ads?
Pinterest Top of Search ads are placements that appear in the highest position of search results when users type queries into the Pinterest search bar. For example, if someone searches “summer outfits” or “home décor ideas,” advertisers running Top of Search campaigns can secure visibility in the first results that users see.
This format positions ads where intent is highest. People on Pinterest often use the platform as a discovery & shopping tool. Being at the top means brands can connect with audiences at the exact moment they’re looking for inspiration or planning a purchase.
How The Beta Program Works
- Eligibility: Currently, the feature is in beta and available to select advertisers working with Pinterest representatives.
- Placement: Ads will appear above organic pins within the search results page.
- Formats Supported: The beta supports standard Promoted Pins, with expectations for additional ad formats in the future.
- Measurement: Advertisers can track performance via Pinterest’s Ads Manager, including impressions, clicks, and conversions.
Why Pinterest Introduced Top of Search Ads
Pinterest has become increasingly popular among shoppers looking for product ideas. According to company data, over 80% of users make purchase decisions influenced by the platform. By offering premium search placement, Pinterest helps advertisers capture audiences when they are most ready to engage.
The launch also positions Pinterest as a stronger competitor to Google & Amazon, where top search ads have long been a core revenue driver. While Pinterest remains focused on inspiration & lifestyle content, integrating Top of Search ads signals its intent to grow as a serious e commerce advertising channel.
Benefits for Advertisers
Premium Visibility
Brands can ensure their content shows up before organic results, maximizing exposure in highly competitive search categories.
Higher Intent Targeting
Pinterest users searching specific terms are often closer to making purchase decisions. Top placement allows brands to connect directly at this stage.
Competitive Advantage
Advertisers securing early access in beta can test strategies ahead of competitors and refine campaigns before broader rollout.
Consistent Measurement
Since ads are tracked within Pinterest Ads Manager, brands can analyze performance alongside other campaigns for a unified view.
Enhanced Brand Recall
Being consistently visible at the top of search results strengthens brand recognition and improves chances of repeat engagement.
Challenges & Considerations
While Top of Search ads offer strong potential, some factors require attention:
- Cost Implications: Premium placements typically come at a higher cost per click, so advertisers must evaluate ROI carefully.
- User Experience Balance: Overcrowding search results with ads could risk negative user reactions if not managed properly.
- Limited Beta Access: Availability is currently restricted, meaning not all advertisers can participate right away.
- Competition Among Brands: High demand for top spots could increase bidding wars, raising costs further.
Industry Impact
The launch of Top of Search ads adds Pinterest to the growing list of platforms prioritizing intent based advertising. Google, Amazon, and TikTok already capitalize on search intent, and Pinterest now positions itself within this competitive group.
For e commerce brands, this creates another valuable channel to diversify ad spend. Since Pinterest users often move from inspiration to purchase within the same session, Top of Search ads could deliver meaningful conversions.
Publishers and marketers will be closely watching how the feature impacts organic pin visibility. With ads appearing above organic results, brands relying on organic reach may need to adjust strategies.
How Advertisers Can Prepare
- Evaluate Budget: Assess how premium placements fit into your overall ad spend strategy.
- Test Early: For those with beta access, experiment with different keywords & creative to identify what performs best.
- Track Metrics Closely: Focus on cost per click, conversion rates, and return on ad spend.
- Balance With Organic Efforts: Continue investing in organic pins for long term visibility, even while running paid campaigns.
- Plan For Competition: Expect bidding intensity once the feature becomes widely available.
What’s Next For Pinterest Ads?
The beta launch is just the beginning. Industry experts anticipate Pinterest will expand ad formats supported by Top of Search, such as video ads or shopping specific placements. Global rollout is expected once testing concludes successfully.
This move also signals Pinterest’s ongoing effort to grow its advertising revenue. With increased competition among digital platforms, Top of Search ads provide a new way for Pinterest to capture spend from brands seeking high intent audiences.
Conclusion
The Pinterest Top of Search ads beta marks a significant development in the platform’s advertising strategy. By offering premium visibility in high intent search placements, Pinterest is giving advertisers another tool to engage users effectively. While costs, competition, and user experience considerations remain, this feature could become an essential part of Pinterest advertising in 2025 and beyond.
