Pinterest is introducing engagement retargeting to let you target users who have engaged with your pins, and adding a new tag for better retargeting.
Here are the three big changes to Pinterest advertising the company has announced.
1. Engagement Retargeting
People who know and like your brand are more likely to buy from you. That’s why remarketing it so powerful on ad platforms like AdWords and Facebook – you’re biasing companies in your favor.
Taking that same idea, Pinterest has introduced Engagement Retargeting, which lets you target people who have engaged with your pins (e.g., saving or clicking on it).
“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,” Pinterest noted. “For example, if someone saved your after school snack ideas, you can retarget them in the future with birthday party treats.”
2. New Pinterest Tag
Want to track how many people signed up for your newsletter or bought from you? Pinterest’s new tag will provide you with conversion reporting on nine types of activities users take.
For example, if someone adds an item to a cart, but leaves before purchasing, you can retarget them on Pinterest to try and convince them to buy that item from you. Or you could target someone who has bought from you with related items.
Here are all the events you can track with Pinterest’s new tag:
- Page Visits: People who have visited one of your primary pages (e.g., a product page or article).
- View Category: People who have visited 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 your 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.
In addition, Pinterest lets you create a Partner-defined Event, which is a special event you can design for the purpose of audience targeting. However, this won’t appear in your conversion reporting.
Although the new events for visitor retargeting aren’t available right now, you can implement the tag today so you’ll be ready when it does become available in the next few weeks.
You can find out how to implement the tag here.
3. Lookalike Audiences Are Now Actalike Audiences
Actalike Audiences are the new Lookalike Audiences. The change happened because, as Pinterest put it: “the audiences you target on Pinterest don’t just look similar, they act similar too.”
Because people are showing intent to buy, Actalike Audiences are a way for advertisers to reach specific types of audiences. When Pinterest launched Lookalike Audiences in June, the company reported that CTR increased by as much as 63 percent and boosted reach by as much as 30x.
Image Credit: Depositphotos; mashup via author
