How to Think About Targeting on Pinterest

How to Think About Targeting on Pinterest

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Targeting can make or break your campaign, so you want to get it right. Use this primer to decide on the right targeting strategy for your next Pinterest campaign.

Audience targeting.

We offer a few types of audience targeting on Pinterest. You can upload a customer list, reach people who’ve engaged with your brand on Pinterest or find people who act like your current customers. These options let you layer existing customer data with behavior seen on our platform.

Customer lists

This targeting type helps you reach people who are already familiar with your brand or content. You can upload your CRM lists to reach people who have visited your site in the past, or interacted with your brand on other channels.

Best for: Re-engaging past customers, driving repeat purchases

Engagement targeting

Find people who have already engaged with Pins from your site to bridge the gap between awareness, and taking action. You can get set detailed targeting rules, like reaching people who watched your videos or saved your Pins.

Best for: Increasing site traffic, driving sales

Actalike targeting

This helps you reach new audiences who act like your current customers. Once you upload a CRM list, our tools will find other people on Pinterest who are likely to behave similarly.

Best for: Increasing site traffic, driving sales, new customer growth.

Interest targeting.

Use interest targeting to reach people who have browsed categories relevant to your product or service on Pinterest. For example, a furniture company might pick “home decor” and “home office” interests.

Best for: Increasing brand awareness.

Keyword targeting.

Reach people who are ready to make a purchase by targeting specific search keywords. It’s good to keep in mind that 97% of searches1 on Pinterest are unbranded, so your audience is probably searching for upper-funnel search terms. Think “spring style” or “pink jeans” rather than a certain brand or product name.

Best for: Driving sales and other online actions.

Pinterest recommends that you test different targeting tactics to see what works best for your business. It can take some experimenting to find the right mix.


*This post was originally posted on the pinterest blog.

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