Pinterest has announced that ad targeting and retargeting will be available for Pinterest ads by the end of June. In sharp contrast to other major social networks, Pinterest has thus far only offered email-based ad targeting. The company is building excitement about its newest offerings as they highlight the serious potential for increased profits for advertisers because of the platform’s reputation as a place where users go to research future purchases and shop.
Targeting and Retargeting on Pinterest
Marketers will soon have the ability to target Pinterest users who have visited their website, used their app, purchased from their websites or apps, users who shared their email addresses with them before. It will also be possible to target users with similar behaviors and traits via so-called “lookalike targeting”. A Pinterest conversion tag will track the online movements of users for the purpose of assisting advertisers to create even more precise, relevantly targeted ads for future campaigns. Additionally, marketers will have the opportunity to target ads along with data from LiveRamp and Epsilon.
The Growth of the Social Platform
Pinterest has truly come a long way. Once a platform thought to be reserved for recipes and DIY, Pinterest is making solid profits from ad sales and marketers are pleased. Pinterest is a strong contender in social media marketing and they stand alone with a unique platform, singular features and quick and quiet growth. The numbers are staggering… over 2 billion searches per month, over 100 million users worldwide and 75 billion ideas and inspirations.
In addition to advertising, there are a number of other ways to market using Pinterest. Here are a few tips…
Make the pages of your company website “pinnable” so that visitors may pin images and other content from your site which will lead to additional organic reach for your brand.
Hashtag keywords in your pins.
Don’t fall into the trap of only pinning your products and services. Be sure that all of your pins are brand-appropriate but keep things interesting with varied content, content from other sources, etc.
Invite guests to contribute to specific boards. This works similarly to a guest blogger relationship.
Publish pins on your website or blog posts to drive traffic to Pinterest and to grow your following on the social platform.
Engage with your followers, influencers and other users on the platform. Many marketers ignore the possibility to engage via comments but engagement on Pinterest is just as important as on any other social networking tool.
What success have you achieved with Pinterest in the past?
