How to Target Shoppers on Pinterest
Pinterest introduced Promoted Pins as part of its advertising options in 2014. Initially Promoted Pins were only available to big-budget advertisers. Now Pinterest Promoted Pins are available to all business accounts. Pinterest business accounts are free and work just like personal accounts after the set-up is finished.
Promoted Pins now feature new targeting objectives and targeting options. Promoted Pins objectives include brand awareness, boosting pin engagement, and getting clicks to a website. Targeting options are part of the latest round of Pinterest updates. Businesses can now create custom audiences the same way advertisers can on Facebook,
Data shows that 87% of Pinterest users made a purchase after finding a product on the social media channel. So how do we do target more precisely with Pinterest? Pinterest also allows advertisers to choose behaviors to target. In the screenshot below, I have chosen a Brand Awareness campaign as an example. After setting a budget, I picked weddings then flowers as interests. After that, I added a keyword (phrase) of “buy flowers.” [Figure 1] By doing this, I am narrowing my target audience to include the intent to buy. Pinterest suggests keywords to include. I can accept or reject any of them. My Pinterest campaign should spend less money on those who have no intention to buy flowers. If I wanted to just target anyone who wants to buy flowers I would have to use only the keyword option to target the behavior and intention to buy.