Targeting & Retargeting at Pinterest
Just a few months after introducing email-based ad targeting, Pinterest will soon enable advertisers to target ads to users who previously visited their website or used their mobile application.
Brands will also be able to bring in their own data (as well as data from Epsilon and LiveRamp) to do the audience retargeting, which can be combined with regular Pinterest ad-targeting (based on people’s interests, search keywords, the device they’re using and their location).
Pinterest indicated that they have been working with advertisers to test the new targeting options and the results, according to the company, are "dramatic". For some, visitor retargeting increased click-through rates by 3 times, and for others, lookalike targeting increased click-through rates as much as 63 percent and boosted reach up to 30 times.
"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," said Pinterest's Frank Fumarola. "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."