Pinterest is rolling out engagement retargeting to help you target users who have interacted with your pins, along with a new tag for more precise retargeting.
Here are the three major updates to Pinterest advertising that have been announced:
1. Engagement Retargeting
People familiar with and fond of your brand are more inclined to purchase from you. This is why remarketing is so effective on ad platforms like AdWords and Facebook—it biases companies in your favor.
Building on this concept, Pinterest has introduced Engagement Retargeting. This feature allows you to target users who have engaged with your pins, such as saving or clicking on them.
“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,” Pinterest noted. For example, if someone saved your after-school snack ideas, you could retarget them later with birthday party treat suggestions.
2. New Pinterest Tag
Want to monitor how many people signed up for your newsletter or made a purchase? Pinterest’s new tag provides conversion reporting on nine different types of user activities.
For instance, if someone adds an item to their cart but leaves before purchasing, you can retarget them on Pinterest to encourage them to complete the purchase. Similarly, you could target someone who has bought from you with related items.
The events you can track with Pinterest’s new tag include:
- Page Visits: People who have visited one of your primary pages like a product page or article.
- View Category: People who have browsed your category pages.
- Search: People who have searched on your website for products or store locations.
- Add to Cart: People who have added items to their shopping cart.
- Checkout: People who have completed a purchase.
- Watch Video: People who have watched your videos.
- Signup: People who have signed up for your product or service.
- Lead: People who have shown interest in your product or service.
- Custom: A special event you want to include in your conversion reporting.
Additionally, Pinterest allows you to create a Partner-defined Event, which is a custom event set up specifically for audience targeting, although this won’t appear in your conversion reporting.
While the new events for visitor retargeting aren’t currently available, you can implement the tag now to be prepared when it becomes available in the next few weeks.
3. Lookalike Audiences Are Now Actalike Audiences
Actalike Audiences are the new Lookalike Audiences. The name change reflects the idea that, as Pinterest puts it, “the audiences you target on Pinterest don’t just look similar, they act similar too.”
Because users are showing intent to buy, Actalike Audiences provide a way for advertisers to reach specific types of audiences. When Pinterest initially launched Lookalike Audiences in June, it reported increases in click-through rates by up to 63 percent and expanded reach by up to 30 times.
Image Credit: Depositphotos; mashup via author
