Pinterest views Google as its primary competitor because the Search Engine has become the core part of its mission. Instead of it orginally positioning itself as a social network like Facebook, Instagram and Twitter, it now welcomes a search engine that uses photos to find what the consumer is looking for. This new introduction of a photographer search is called Lens, and puts pinterest on the board to compete with Google because the user doesn't have to enter a phrase in order to search, they can upload a photo and the search engine will analyze and be able to find similar if not the exact items. Pinterest introduced a search engine called Guided Search, which suggests related terms to refine a search. Therefore, it is based on what the user would normally click on based on their gender, board titles, captions, and or comments related to what they have pinned to their profile. Pinterest has also introduced Seach Ads, which we know Google has made revenue off of Advertising revenue as well. The CASE STUDY states "Pinterest believes search advertising revenue will drive the company to profitability and that it can challenge Google in the mobile search arena, not by outperforming Google in traditional search, but rather by outperforming it in visual search."

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