One of the best ways to do so is by pulling people who have searched for something related to your business's products or services to your site and sending your user segment data to your social channels to create custom or lookalike audiences. With social media advertisements, you are targeting users who have shown previous interest, which is also great for conversions, however, where can you find those users who have shown previous intent? The reason being that, with Google, you want to ensure that you are only paying for ads that convert sales. While these two categories do cover all searches, there is a middle ground that includes the intent to find their way to a website or brand, and we can't rule out that factor when doing keyword research.
When someone enters a keyword on Google, they are going to have one of two goals (as far as marketers are concerned): This is pretty important for any marketing strategy, so let's break this down a bit more. Search intent is something that only platforms that get high use out of their search bars can offer marketers as a targeting parameter, and this is something that can either help you source quality leads or target people with the intent to purchase. Perhaps my use of bolding was a bit deceptive here, but if we look at what was just explained, there is a link between the two sites: the use of the search bar.īoth of these platforms are search engines! Obviously, there are quite a few more noticeable differences here than similarities, but the fact that they are both raking in data on user searches that show some sort of search intent should bring about some serious curiosity. On Pinterest, you type whatever you are interested in at the time into the search bar and you are immediately shown a collage of related linked images. With Google, you type your keyword into a search bar and a page full of links to related websites pops up. When you compare both sites, at first glance, Pinterest and Google aren't anything alike. Let me explain myself a little better by potentially bridging the gap between Pinterest and Google, and their ad platforms. Or are they? The Common Denominator - Search Intent So how does Pinterest fall into the mix? You might be thinking that I have a profound level of audacity for even considering the comparison of Pinterest Ads vs Google Ads: they are playing entirely different games!
Then you might think of TikTok, Twitter, YouTube, and even Snapchat (especially if the US is a major market for you). When it comes to the world of online advertising, everyone almost immediately thinks of Meta and Google.
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