Pinterest has just announced a new suite of targeting tools:
Targeting your ads is important—it’s how you can effectively get your leather tote noticed by a new grad searching for a work-ready bag, or how you get an aspiring home chef to try your dumpling recipe. And starting today, targeting on Pinterest is even more powerful.
In addition to targeting Promoted Pins based on Pinners’ interests, search keywords, device, location and more, you can now also target Promoted Pins using your own business data. This lets you combine what you know about your customers with what we know about people on Pinterest. So the next time the customer who bought your leather tote browses Pinterest, you can show them another bag from your latest product line.
If you use the Pinterest Ads Manager, you’ll now be able to create and target in 3 new ways:
- Customer list targeting: Target existing customers using emails or mobile ad IDs
- Visitor retargeting: Reach people who’ve visited your site
- Lookalike targeting: Reach a larger group of people who look and act similar to your audience
The businesses Pinterest has worked with to test these targeting options have already seen dramatic results. For some, visitor retargeting increased clickthrough rates by 3x. For others, lookalike targeting increased clickthrough rates as much as 63% and boosted reach up to 30x.
If the concept sounds familiar, it’s because Pinterest is taking its inspiration from Facebook and Google, who both offer similar First Party Data services, matching your customers with their information for more targeted marketing.
For a full rundown of this new Pinterest offering, check out our Social Media Refresher 2016 online training course, available now.