New targeting tools make Pinterest ads even more effective

setting up audiences in Pinterest Ads Manager

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

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.

Targeting on Pinterest drives results

The businesses we’ve 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.

These early successes are a testament to Pinterest as a platform of intent, where people all over the world find ideas for things to buy and do. At the core, there’s a natural alignment between what people use Pinterest for and what marketers want to achieve—and that’s why advertising on Pinterest is so effective.

Want more proof? Mary Meeker’s latest internet trends report notes that 55% of people use Pinterest for shopping, and a new study from Oracle Data Cloud proves Promoted Pins drive in-store sales.

To learn the ins and outs of setting up audiences, head over to the Help Center or get started today.

—Frank Fumarola, currently saving ideas to Doggy Ideas