Pinterest, which has more than half a billion users, has a massive reach. Not as big as Meta, to be sure, but big nonetheless.
Plus, Pinterest, unlike Facebook, works well specifically with visual selling. Pinterest does a good job of promoting products through visuals, and can even be used to advertise content.
But what about for eCommerce merchants? Well, while other platforms may be more popular, Pinterest can still represent a viable avenue for growing business.
But before you go and pay a digital marketing agency for Pinterest advertising services, here’s what you need to know about targeting options through the platform and how they relate to social media marketing strategies and ads management.
- Audiences: Audience targeting enables you to create audiences from your customer list, usually either Pinterest users that have already visited your eCommerce website or which have interacted with your Pinterest account in some way or other.
- Actalike audiences: Actalike audiences are composed of users that are similar to users in another audience for which you’ve set criteria, but which are not in the original audience. This type of targeting enables marketers to reach new users that are very like existing audiences in one way or another and helps build awareness.
- Interests: Interest targeting enables you to define audiences on the basis of interests, such as based on what other content the group has interacted with in the past. It also enables you to target audiences that are interested in businesses, or products or services, that are similar to yours.
- Keywords: Keyword targeting hinges on the functionality of the Pinterest search function. This type of targeting enables you to target based on keywords, and to exclude certain keywords, to promote a sponsored Pin based on search keyword criteria.
- Demographics: Just what it sounds like, demographic targeting enables you to target an audience based on demographics such as age, gender, language, location or device.
- Placement: Pinterest also lets you target audiences by deciding where you want your Pinterest ads to appear, either in the Pinterest Home feed, in the search results, or among related pins.
- Performance+: Performance+ targeting enables you to reach users by targeting them based on what they’ve searched for or interacted with. This targeting option enables you to display your ad to users who are interested in topics that are related to what you’re currently targeting but may have overlooked.
One of the great things about advertising on Pinterest is that you can use advanced targeting criteria as illustrated here to ensure that your sponsored Pins only display before users that are likely to convert – whether you want to amass a following or close sales.
By refining your targeting, you can control your ad budget and drive a higher return by allocating spend only to ad campaigns and targets that have proven their performance through conversion value .
Hiring a Specialist for Pinterest Advertising Services
Thinking this sounds like too much for you to take on, accounting for all of the other responsibilities you have with managing your online store?
That’s reasonable. It’s also why so many eCommerce merchants that decide advertising on Pinterest is worth it for them end up working with an agency partner for Pinterest marketing services.
Agencies that offer these services are not only versed in the Pinterest platform (and targeting options) but how to create assets that resonate with those target audiences, as well as how to perform ongoing optimizations that will boost overall ROI.
Get in touch with a Pinterest advertising services provider for more information about how the campaigns are structured and how your business stands to benefit.
