One of the knocks on Pinterest early on was that its ad product, Promoted Pins, lacked some of the bells and whistles offered by Facebook and Google. However, that gap has narrowed significantly thanks to the launch of other much-requested features that media buyers should love:
- Customer list targeting: Allows brands to serve Promoted Pins based on people who are in their databases—or exclude them in a campaign aimed at new customers
- Visitor retargeting: Reaches people who have expressed interest on your website or app, which drives a 3x improvement in click-through rate (CTR), according to Pinterest.
- Lookalike targeting: Serves Promoted Pins to people who look similar to your best customers, driving a 10x to 30x increase in reach and a 40% to 60% improvement in CTR