Pinterest Debuts Engagement Retargeting, Enhances Visitor Retargeting

Pinterest followed the ad-targeting features it introduced in June with new retargeting additions and improvements, announced Wednesday.

Pinterest followed the ad-targeting features it introduced in June with new retargeting additions and improvements, announced Wednesday.

The social network announced the debut of engagement retargeting, improvements to visitor retargeting and the renaming of lookalikes to actalikes.

Product manager Frank Fumarola announced in a blog post that all of the new features are available via Ads Manager, and they will roll out “soon” across all Pinterest Marketing Developer Partners, adding that visitor retargeting will be updated “in the coming weeks.”

Pinterest said in an email to SocialTimes that engagement retargeting will allow brands to target users who have shown interest in their pins by saving, clicking or tapping them, and Fumarola added in the blog post:

For example, if someone saved your after-school snack ideas, you can retarget them in the future with birthday party treats.

We know that this type of targeting is impactful because pinners don’t just browse, they actually spend—87 percent have made a purchase after finding a product they liked on the platform. When someone engages with a pin, they are demonstrating an intent to spend in the future, and they are 2.2 times more likely to make a purchase in the next 30 days than those who don’t engage.

Visitor retargeting will be updated to support new events and event data that are passed through the Pinterest tag, which identifies nine events, including search, adding products to check-out and making purchases. Fumarola wrote:

For example, you can find people who purchased running shoes from your site and offer them new exercise gear, or you can give someone that extra nudge to buy the sweater they added to their cart before the weather turns chilly.

Finally, Pinterest said the reason for renaming lookalikes to actalikes is that its audiences don’t just look similar—they act similar, too. Fumarola elaborated:

Unlike other platforms, Pinterest is where people come to create wish lists, plan vacations and find favorite new recipes. Actions like these express someone’s intent to try or do and ultimately buy something, and some of the most useful information on Pinterest comes from engagements like these.

And as impactful as each of these engagement offerings are on their own, they work even better together. With actalikes, you can scale your campaigns, while retargeting can help you drive performance.

Readers: What are your thoughts on the new ad-targeting features introduced by Pinterest Wednesday? David Cohen is editor of Adweek's Social Pro Daily.