Pinterest Expands Ad-Targeting Options

Pinterest rolled out three new targeting options for advertisers on its platform Tuesday: customer list targeting, visitor targeting and lookalike targeting.

Pinterest rolled out three new targeting options for advertisers on its platform Tuesday: customer list targeting, visitor targeting and lookalike targeting.

The social network provided details on the three new targeting options in an email to SocialTimes:

  • Customer list targeting: Enables partners to reach their existing customers across Pinterest in a consideration mindset. By matching a partner’s’ customer list (hashed email addresses or mobile ad IDs) with our own user database, we can create a targetable audience for them to reach their customers on Pinterest. (Previously available through Marketing Developer Partners; now also available in Ads Manager.)
  • Visitor targeting: Allows partners to reach people who have already demonstrated an affinity for the brand by retargeting pinners based on their interactions on the partner’s website. By implementing the Pinterest conversion tag across their site, partners can specify which tag ID they want to target or exclude. For example, the partner can choose to target people who have landed on their homepage (page visit tag), signed up (signup tag) and/or added an item to the cart (custom tag), and exclude people who have already checked out (checkout tag). (Available in Ads Manager, and will be available through MDPs by the end of the second quarter.)
  • Lookalike targeting: Helps increase the potential audience size for a partner by targeting pinners that are similar to a particular seed audience (visitor or customer list) specified by the partner. Pinterest creates lookalike audiences using data we know about our pinners and their behaviors across the platform. (Available in Ads Manager, and will be available through MDPs by the end of the second quarter.)

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And Pinterest product manager Frank Fumarola wrote in a blog post:

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.

Businesses who work with one of our Marketing Developer Partners will be able to target these audiences by the end of the month.

To make it easier for you to onboard your data, we’re also working with Epsilon and LiveRamp.

The businesses we’ve worked with to test these targeting options have already seen dramatic results. For some, visitor retargeting increased click-through rates by three times. For others, lookalike targeting increased CTRs as much as 63 percent and boosted reach up to 30 times.

Readers: What are your initial thoughts on Pinterest’s new ad-targeting options?