Pinterest is adding new targeting options, ‘remarketing’, ‘look-alike’ and ‘ad-interaction targeting’, to help brands serve more relevant ads to the social scrapbooking site.
With visitor retargeting, advertisers can place a Pinterest conversion tag across their sites, which will help it follow users onto Pinterest and better target their ads.
Partners can specify which tag they want to target or exclude with the new tool, which will be available through marketing developer partners by the end of the second quarter.
Meanwhile, “lookalike targeting,” helps advertisers reach users that look and behave similar to their existing audiences.
In addition, marketers are getting a new tool that helps compare their existing customer lists to new potential users on Pinterest.
Businesses who work with Pinterest Marketing Developer Partners will be able to target these audiences by the end of the month.
Pinterest claims that trials have already seen dramatic results. For some, visitor retargeting increased clickthrough rates by three times. For others, lookalike targeting increased clickthrough rates as much as 63% and boosted reach up to 30x.
“We’re going to support all of the ones that you’ve grown used to, tracking things like sign-ups and page visits and checkouts and things like that. I don’t think that’s going to be really that new. But I think when you get into our platform and you can use that audience, the ways in which you can use that audience will be new,” said Pinterest Product Manager Frank Fumarola.