How to Retarget Audience Using Pinterest Ad Strategy
By: Patrick P. | December 22, 2016
If you’re interested in reaching a B2C audience that makes purchases like an everyday ritual, then try marketing at Pinterest. After all, that’s the favorite social media platform of around 55% of online shoppers. That figure alone shows a majority of online buyers are looking at Pinterest to shop for certain products. And not only that, but research also shows that that number of Pinterest users also tend to spend twice more than what a regular internet user based in the US spends on average. Given those figures, it is no wonder that Pinterest created new advertising options to make it easier for businesses to reach the huge B2C market.
To boost your ROI, let’s take a look at some of the more technical ad features of the social media channel as well as the strategies they provide users of that platform. Knowing which strategies work will also help you find out who is the best at google maps marketing and other campaigns. Under the Pinterest Ads Manager, you can create and target audiences in three ways. You can either do a customer list targeting, visitor retargeting, or a lookalike targeting. The customer list targeting option helps businesses target their existing customers through emails or the mobile ad IDs. Visitor retargeting is about reaching people who have already visited your site. And lookalike targeting is for reaching a larger group of prospective customers who look and behave in a way that’s similar to your niche audience.
For this article, we’ll focus on visitor retargeting and how to go about your marketing campaign using that option.
Visitor retargeting campaigns
Pinterest has an advanced feature that businesses might find interesting and useful. Aside from making your business easier to find with Google Maps marketing, visitor retargeting lets you reach people who happened to visit your site in the past. Retargeting is a powerful tool since it allows you to advertise to people and prospective customers who are already familiar with your brand and what you have to offer. And so, marketing to a retargeted audience will likely generate higher conversion rates of visitors to customers.
There is also research to back a 70% figure of retargeted users who are said to be more than likely to convert. Now, there are plenty of creative uses for the innovative retargeting feature of Pinterest. You wouldn’t even need to use the strategy just to convince people to finally buy the product they didn’t go home with the first time around. After all, marketers are creative people and surely there are other uses for the retargeting option.
You also have to remember that when you are retargeting, you are showing ads to users who previously took some actions in the past. You already get a picture of their purchasing decisions, and you have information on what steps they took when they visited your site. And so, you have to pattern marketing campaigns that will complement the actions they took. For example, your business is about selling trekking gears. You can then build a list of people and consumers who already bought trekking equipment from you or those who browsed through similar items. After that, create a campaign similar to local maps marketing, to retarget those users and redirect them toward your business. You already know they have interests in hiking and buying suitable gears. As a result, you can advertise other related products to them that might also pique their interest.
But if you are trying to keep things simple and are avoiding a hard sell, you can use the retargeting option to display ads and remind people to browse through items they didn’t purchase before. In any case, here are the simple steps to achieving the number of visits you want through a retargeted campaign you can run on Pinterest.
How to retarget your audience
Install Pinterest Tag
You first need to install on your site what we call a conversion tag, also known as a Pinterest Tag. To do this, you have to log into the platform’s Business Manager section. Hover your cursor over their Ads option, then click the Conversion Tracking option. After doing so, you will see a screen where you can click on a Create Tag option. Provide a name for your tag and click Generate Code. After you’re given a Pinterest Tag code, install it within the head section of your webpage. You also need to use some codes to track specific and needed conversion events so you can assess your retargeting efforts.
Unfortunately, installing the codes can be a bit more complicated to explain in a single article. So, you might want to check a rather detailed instruction manual for the installation of these tracking codes.
After setting up and installing your tag, you will have to wait for a while before it becomes active. Try visiting the Conversion Tracking section once more to see your tag there. If you set up the tag correctly, you will notice that the tag has been verified and that it is already tracking events on the platform.
After tracking, you should then create your actual retargeting ad.
Create the retargeting ad
To create your actual ad for the retargeting campaign, go to the Ads Dashboard and choose the kind of campaign you would want to run. Under the dashboard, Pinterest has three campaign types you can choose from for your ad. These are the awareness, engagement, and traffic campaigns.
When you are retargeting an audience, the objective behind that is usually about driving sales. Similar to maps marketing, to generate your needed sales, customers should be visiting your business or your site. And since you want to generate more sales through a greater number of site visits, it could be a good idea to select the Traffic Campaigns option for your retargeting ad.
After clicking on the Promote button found next to the Traffic Campaigns section, you can then select a similar option, which is Get Traffic to your Website. Just rename the campaign and specify the budget you have allotted for the campaign. You can even choose between a daily or lifetime budget. After choosing the budget, you’ll also need to decide when to start running the campaign and when you’re planning to end the project.
Once you’ve completed the section, just Pick a Pin and remember to use a great ad that can showcase what more your brand has for consumers. And above everything else, try creating custom pins that can keep a particular audience up on their toes. The custom pins will provide them product suggestions and what they can do as customers. When you create a custom pin, remember that you can only promote it when it’s on your Public Board. And so, make sure your visitors can see that pin by checking the upper right-hand section and selecting the Upload a Pin option.
Organize an audience
After creating your pins and selecting the type of campaign you want for your ads, you must also select your audience. You’re doing a retargeting campaign, after all, and so it’s important that you carefully choose your niche market based on your Conversion Tags. Just click on the Create Audience before selecting the Visitors who Went to your Site option. After that, provide a name and description for your visitor audience.
Pinterest is, no doubt, one the most efficient platforms for businesses to advertise their products and services. If you primarily have a B2C audience, it’s best to give marketing at Pinterest a try. The social media platform has some advanced features to boost your campaigns, on top of your Google map marketing efforts. You can retarget visitors through the platform to reconnect with prospective consumers who are likely interested in your brand. With a bit of streamlining, you can run the perfect campaign you need.
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