Pinterest has launched a range of new ad targeting tools to help brands reach users across the web for the first time. The latest additions bring the social network in line with other digital platforms such as Facebook and Google, though the company claims that its slant towards a commerce-minded audience sets it apart from the rest.
The changes are set to roll out to everyone by the end of this month, so advertisers will soon be able to send targeted ads using the “customer list targeting” and “visitor targeting” options to engage with Pinterest users who are already affiliated with the advertised brand in some way. For example, they may have purchased a product, visited the brand site or shared their email address.
The launch of these tools means that brands will be able to deliver more relevant, targeted ads to potential customers by placing a Pinterest conversion tag across their sites. These tags can also be tailored for specific users so that only those who landed on a homepage can be targeted or for visitors who added a product or service to a shopping cart. There are also other options that leverage third-party data.
“In addition to targeting Promoted Pins based on pinners’ interests, search keywords, device, location and more, you can now also target promoted pins using your own business data,” Pinterest product manager Frank Fumarola said in a blog post. “This lets you combine what you know about your customers with what we know about people on Pinterest. So the next time the customer who bought your leather tote browses Pinterest, you can show them another bag from your latest product line.”
Fumarola claims that enterprises already using the range of new options have experienced “dramatic results,” with click-through rates increasing by 300 per cent for those using visitor retargeting. Brands using the “lookalike targeting,” which aims to increase the potential audience size, have also reported a 63 per cent rise in CTRs and a hugely positive impact on their ability to reach a target audience.
The ad overhaul could make Pinterest a more lucrative outlet for marketers and publishers, as they should now be able to match better content with a user base while boosting engagement with those using all modes of browsing on the Internet.