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Pinterest Targeting Capabilities and Why Companies Need to Advertise There

Pinterest is quickly becoming the go to discovery tool for millennial women. Despite having an average age of 40-years-old, most active pinners are millennials. In fact, Pinterest reaches 52% of all millennials in the US.

For on and offline retailers, Pinterest is a vital part of your marketing plan.

For service companies and B2B companies, Pinterest is still an important platform to utilize for SEO. Why? Over 5% of all referral traffic to websites comes from Pinterest. Pinterest boasts a domain authority of 100 and a page authority of 97. That’s higher than LinkedIn, Instagram, Buzzfeed and even CNN.

Two-Thirds of the Pins on Pinterest represent brands and products. If you want your Pins to stand out from the crowd, you’ll need to use some form of paid advertising whether it’s influencer or promoted Pins.

In an effort to increase revenue Pinterest has greatly expanded its targeting capabilities. There are now six primary opportunities, most of which can be combined to create highly targeted audiences. Best of all, Pinterest’s minimum audience size among the lowest of any platform. Facebook requires 1,000, Google 1,500 and LinkedIn 300.

Audience Targeting

Interest

Promoted Pins using this targeting method appear in the user’s home feed and is based on what they have saved, liked, or followed.

This Promoted Pin, which is also a Buyable Pin, is an example of interest targeting. It would appear in the home feed of a pinner that has interacted with fitness related pins. While the Pin below is also an example of interest targeting, appearing in the home feed of pinners who have interacted with “gift idea” related Pins, its purpose is to increase traffic to, and engagement on, their website.

Keyword

Promoted Pins that use Keyword targeting appear in search results and as Related Pins. This is a great targeting method for B2B service providers.

These Promoted Pins appeared for the keyword “digital marketing”. The one of the left is an example of brand awareness and engagement because it contains valuable information within the Pin itself as opposed to the Pin on the left, which requires the user to visit the advertiser’s website in order to get the free template. Important note: while the Pin on the left does give the searcher useful information within the Pin, it is also an example of a One-Tap Pin. One-Tap Pins take people straight to the business’s site. They are currently in beta and only available to the highest-performing advertisers.

 

In addition to these targeting methods, Pinterest also offers six ad formats. The type of targeting and ad format you use will depend on what your overall objective is. If you’re interested in learning more about how Pinterest advertising fits into your overall marketing strategy, contact us today!

 

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