Pinterest is often perceived as a simple inspiration tool, but it’s actually a powerful lever for increasing brand awareness. Unlike platforms focused on immediate conversion, it reaches an audience in the early stages of discovery, broadening the audience beyond the one already present on visual platforms such as Meta or Performance Max. Even if certain themes dominate the platform – such as decoration, DIY, cooking or fashion – companies operating outside these popular categories are well advised to consider Pinterest in their strategy. It’s also important to know that its affordability is a major advantage: with costs per click (CPC) and per thousand impressions (CPM) generally lower than on other platforms, Pinterest Ads offers an interesting opportunity for advertisers wishing to increase their visibility without engaging in high expenses.
Building Engaged Audiences
To build engaged audiences on Pinterest, several techniques can be implemented. A first approach is to test different types of audiences to determine which generates the best performance.
Audience of interests
Pinterest offers an exhaustive list of pre-established interests, from marathon runners to bird items, allowing you to precisely target users according to their passions or needs. The aim here is to select all the interests that match the products or services you want to promote, in order to reach an audience that shares affinities with your offering.
Keyword audience
Another technique for creating engaged audiences is the use of keywords. You can add keywords that you’d like to associate with your ads. Pinterest also lets you see the estimated number of monthly searches for each keyword, which helps you choose the most relevant ones to reach your target audience.
Actalike audience
An Actalike audience on Pinterest includes users with similar behaviors to your current audience. Pinterest uses data from your visitors, engaged users or customers to find new people interested in your brand. To create an Actalike audience, start by defining a remarketing audience, then use Pinterest’s tool to generate the Actalike audience from it.
Geographic audience
Geographic audience allows you to target a specific territory without focusing on overly precise audience characteristics. You can simply choose a region to target. It’s a good idea to add a few demographic criteria, such as age or gender, to refine your targeting and reach a more relevant audience.
If the objective is to focus on conversion by retargeting existing audiences, several options are possible:
- Website remarketing: targeting users who have already visited your site.
- Pins interaction remarketing: target people who have interacted with your Pins (saved, clicked, etc.).
- Customer lists: import a list of existing customers and target them with personalized ads.
These options can be used to reach users who are already engaged and encourage them to take action.
Resources and Tools to Optimize your Pinterest Campaigns
Automatic bidding: automatically adjust your bidding in real time to obtain the best results at the lowest possible cost.
Performance+ Targeting: Let Pinterest automatically expand your audience based on real-time signals, to display your ads to the people most likely to convert (purchase, sign-up, clicks, etc.).
Budget Performance+: Allow Pinterest to adjust spending on some days and save on others, while maintaining an average daily budget to maximize opportunities.
Different formats: To better understand what resonates with your audience, diversify your ads. Pinterest offers various formats, such as static ads, video, collection, carousel, shopping, and much more.
Pinterest Trends: The Pinterest Trends tool helps advertisers spot popular and emerging trends on the platform. It provides insights into trending topics, seasonal interests and user behavior by region, age and gender. This enables them to create relevant content, optimize ad targeting and stay ahead of the competition, improving engagement and ROI.
In Conclusion
Pinterest is a fast-growing, powerful tool for increasing brand awareness and reaching new audiences at lower cost. If you’d like to explore its potential, contact us to set up a personalized strategy.
