Pinterest ads now joins the ranks of PPC offerings from social media ads networks across the board. Facebook seems to lead the way in this realm, but they really set the standard for the other networks to follow suit. Pinterest has been a strong player from the start, and now they are offering even more social media ad benefits by targeting customer databases.
What Does It Mean?
If you’re new to the concept, then imagine this: what if you could upload your email list to your favorite PPC network and have them take care of your brand ad targeting automatically? That’s pretty powerful, right? That is basically what you are able to do with this new feature in Pinterest ads. Here’s the really cool thing, Pinterest for business is just the latest social network to adopt this benefit. Facebook, Google, Twitter, and LinkedIn already implemented targeting customer databases, so you can diversify your PPC across several networks and test to your heart’s desire.
How Does it Work?
First, you need to get started with Pinterest ads. This is a super simple, 3-step process:
- Set up a new or convert to a Pinterest for business account. Visit this link to get started – https://pinterest.com/business/convert/
- Add some Pins pertaining to your campaign. Currently you can only promote Pins on Pinterest, so you must have some!
- Access the Ads Manager – https://ads.pinterest.com/
Here’s where it gets tricky. The targeting customer databases feature is actually only available through certain ad tech firms who are members of Pinterest’s Marketing Developer Partners program. This feature will be rolling out to small businesses and brands later this year.
Once that happens, you will be able to upload an email list of your customers. Pinterest will then compare your list of emails against their user accounts and target ads accordingly. The targeting customer databases option will be alongside other targeting options in the Pinterest Ad Manager. Pinterest ad benefits are going to be a force to be reckoned with, mark my words.
Social Media Ad Benefits of Pinterest Ads
Business and Customer Insights
Pinterest for business is an amazing one-of-a-kind marketing tool. The virtual bulletin board really has the potential to add immense dimension to customer insight into your business. Imagine it just like a physical bulletin board where you have a separate board for each aspect of your business displayed front and center before your customers. The content pinned to the board can be images, text, videos, and any combination thereof. This allows your customers to see your business as you see it. Did you know that you can also create collaborative boards? A customer board would be a never-done-before way to know more about your target audience.
There’s more to it than just the uniqueness of Pinterest’s interface. Pinterest has seriously beefed up the Ad Manager by adding:
- 1300% increase from 30 to 420 interests for targeting
- Adding tracking pixel technology for better analytics
- Conversion and audience tracking currently under rapid development
Pinterest for business and this new targeting customer databases feature allow small businesses to tailor their brand awareness. You are able to create media-rich content that portrays your brand the way you want it to be seen. It’s difficult to say that about any other social media ads network. With Pinterest, the customer is brought into your world and given a digital representation created by you for your business.
Pinterest is a great traffic source even without Pinterest ads. Who wouldn’t want a piece of the 53 million unique users per month pie? While usership is not astronomical when you examine the demographics, it is consistent across the board, and 100 million active users is nothing to sneer at.
Think of Pinterest as a major player rather than a leader. It’s a great way to diversify your social media ads portfolio and it brings some strong tools to the table. I’d love to hear from you in the comments if you’ve tested Pinterest ads or the new targeting customer databases feature in your business.