Pinterest promotes a very precise targeting tool. This offers many options to draw users’ and potential buyers’ attention to the ads. Above all, automatic targeting based on the created ad is employed. Furthermore, the ad can then be refined based on demographic characteristics, such as specifying an age group, gender, a particular location or a language. Interests can also be used as a basis: shops selling furniture should, for example, definitely select users who are interested in interior design.
As with Microsoft Advertising (formerly Bing Ads) or Google Ads, keywords are an important aspect of targeting. A special feature of Pinterest advertising is the use of customer lists: if you upload a list of existing customers, users who have already interacted with the website, shop or Pinterest profile can be re-engaged. This is a simplified version of retargeting. Lastly, Pinterest works with “ActAlikes”: users who show similar interests or behaviours to existing customers are targeted as well. It is therefore advantageous to upload a customer list in order to use automatic Pinterest Ads targeting.
