More than half of the people on Pinterest want to find or shop for products, making it an effective place to target new and existing customers. On Pinterest, not only can you reach people who have demonstrated interest in your brand and products, your ads also reach them when they’re actively looking and more likely to take action.
In June, we added new forms of targeting, making it possible to target ads using data from your own business. Since then, advertisers using audiences have seen an 80% increase in clickthrough rates to their websites. Today, we're introducing the ability to target people based on engagements on Pinterest and expanding how you can target people who visit your website.
There are people on Pinterest who are already excited about and interacting with your brand. Now, with engagement retargeting, you can use Pinterest to effectively target people who have shown interest in your brand by interacting with your Pins in a variety of ways. 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% 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 2.2x more likely to make a purchase in the next 30 days than those who don’t engage.
In addition to helping you find people excited about your brand on Pinterest, we’re also making it easier to reach the people engaging with your brand on your own website. With the new Pinterest tag, we’ve expanded the data you can use to retarget people who have visited your website.
The Pinterest tag identifies 9 events—including signups, add to carts and purchases—allowing you to target people in more creative and effective ways. 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. These ads are especially impactful because people use Pinterest to plan their purchases.
Once you’ve identified your most valuable customers, you can use actalike audiences to find and target others like them. We recently renamed lookalikes to actalikes because the audiences you target on Pinterest don’t just look similar, they act similar too.
Unlike other platforms, Pinterest is where people come to create wishlists, 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.
These new targeting features are available in Ads Manager today, and they are rolling out across all Marketing Developer Partners soon. In the coming weeks, we'll be updating visitor retargeting to support these new events. Add the Pinterest tag to your site today so you’ll be ready when it becomes available.
—Frank Fumarola, currently saving ideas to Hiking Gear