About a month ago, we launched audiences, which let businesses bring their own data to Pinterest to better reach the people they care about. Audiences can help drive both reach—we saw 10-30x increases in impressions in early lookalike targeting tests—and performance—we saw 3x increases in clickthroughs in early visitor retargeting tests. Here are some tips to help you see similar results for your business.
Know how targeting affects placement
Depending on how you target your campaigns, your Promoted Pins will appear in different locations across Pinterest. If you target audiences only, your Pins will serve in home feed and two categories: everything and popular. You can also layer interests, keywords, devices, genders and locations on top of audiences to target specific opportunities in search and categories.
Segment your audiences to drive performance with lookalike targeting
Lookalike targeting lets you reach a larger audience that's similar to your current customers. This can help you expand existing campaigns to find people more likely to respond to your Promoted Pins.
Like people on Pinterest, your customers have widely different interests. Instead of creating a single segment of all your customers, it's beneficial to create separate segments of customers that have similar attributes. This makes it easier to identify what they like and respond to most on Pinterest, which will create a more valuable lookalike audience.
When you create different sized lookalikes from the same source audience a natural overlap of users occurs. For example, if you create a 1% and a 5% lookalike, users in the 1% audience will also be in the 5% audience. To prevent this overlap in a campaign, simply include the 5% and exclude the 1% audience. Then include that 1% in another campaign. This way you can have two campaigns with different sized lookalikes running at the same time without any overlap. Keep in mind that your source audience is automatically excluded from any lookalike audience that you create.
Hit the ground running
Over the next few weeks, we'll continue sharing ways you can optimize your campaigns with audiences. The best way to understand what performs best for your business is to keep testing! To see the benefits of audiences yourself, head to Audiences Manager and create your first audience.
–Lauren Frederick, currently saving ideas to LA Dreaming