The Easy Way to Retarget Leads Using Pinterest Ads

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Are you new to Pinterest ads? In today’s lesson, you’re going to learn exactly how to using audience targeting to remarket on Pinterest. But first, you must follow these 8 simple steps for preparing your website for Pinterest ads.

Pinterest allows you to set up custom audiences to target for your campaigns. I recommend setting up your audiences in the Pinterest ads dashboard prior to setting up your Pinterest ad campaigns.

Pinterest Custom Audiences for Retargeting

For Pinterest ads, a custom audience is created in the ad dashboard and is one of the following…

Past website visitors
Email subscribers (or another data list you may have of customers such as a point of sale customer list from a craft show)
Engagement audience on Pinterest — people who have previously interacted with one of your pins (clicked, saved, opened, commented)
Pinterest actalike audience — based on your past website visitors, email subscribers, or engagement audience, you can create an “actalike” audience that shares similar characteristics

In the online ad marketing world, you’ll often hear people refer to warm and cold audiences for targeting. This is true for promoted pins as well.

Let’s talk about the difference between warm and cold audiences.

Pinterest Ad Targeting: Cold Audiences vs. Warm Audiences

What is a Cold Audience on Pinterest?

A cold audience sounds just like it is — an audience that is not familiar with your content or brand. A cold audience has more than likely never interacted with you before. You are introducing yourself to them for the first time.

An actalike audience would be considered a cold audience.

What is a Warm Audience on Pinterest?

A warm audience is made up of people who have had a previous interaction with you. There are three main ways to target a warm audience on Pinterest…

Past website visitors (using your Pinterest Tag)
Email subscribers
Engagement with your pins (clicked, saved, opened, commented on your pins)

Set Up Your Pinterest Retargeting Audiences

Retargeting audiences on Pinterest is a great way to take a lead and turn it into a sale. People who have already interacted with you are more likely to make a purchase from you. Retargeting your different audiences on Pinterest will help you grow your sales and build loyalty with your customers. After creating your retargeting audience, you’ll want to explore the best types of Pinterest ads for driving sales.

A retargeting audience made up of past website visitors is tracked through your Pinterest tag,

I suggest giving your Pinterest Tag a full 30 days before creating a custom audience to retarget for your ads.

How to Set Up Your Retargeting Audience of Past Website Visitors

Navigate to Ads (top left corner)→ Audiences → Select “create audience” → Select “visitors”

Step 1: Give your audience a name and description
Step 2: Select your conversion tag — make sure your Pinterest tag has been installed for at least 30 days (15 days minimum, in my opinion, if you get good traffic)
Step 3: Select a date range
- Includes “past traffic” selected
Step 4: Filter by URL (optional)
Step 5: Filter by Event Code (optional)

Save your new audience. It can take 3-24 hours for your new audience to generate.

How to Set Up Your Retargeting Audience of Email Subscribers

Navigate to Ads (top left corner) → Audiences → Select “create audience” → Select “list of customers”

Step 1: Download your email list from your email service provider
Step 2: Name your audience
Step 3: Upload your email list in a .csv file to Pinterest

Save your new audience. It can take 3-24 hours for the audience to generate.

How to Set Up Your Retargeting Audience of Engaged Users

Navigate to Ads (top left corner) → Audiences → Select “create audience” → Select “engagement audience”

Step 1: Give your audience a name and description
Step 2: Select your confirmed domain on your Pinterest business account
Step 3: Select a date range
- Includes “past traffic” selected
Step 4: Filter by URL (optional)
Step 5: Filter by action type ← most popular option for an engagement audience (optional)
Step 6: Filter by a specific pin (optional)
Step 7: Filter by video views (optional)
Step 8: Filter by pin category (optional)

Save your new audience. It can take 3-24 hours for the audience to generate.

How to Set Up Your Custom Actalike Audience

Navigate to Ads (top left corner) → Audiences → Select “create audience” → Select “actalike audience”

Step 1: Give your audience a name and description
Step 2: Choose which custom audience you want to create an actalike audience for
Step 3: Select which country you want the actalike audience to reside in
Step 4: Select 1% for target size

Save your new audience. It can take 3-24 hours for the audience to generate.

https://youtu.be/pSNozO6PriA

Learn more about the best Pinterest ads course available, Pin Practical Promotions.

You’ve now set up four custom Pinterest audiences you can use for your Pinterest ad campaigns!

Your Step-By-Step Guide for Running Successful Pinterest Ads Series

Pin Practical Ads — a free training how to create the perfect low-cost Pinterest ad campaign

Pin Practical Promotions — an advanced-level Pinterest ads course on how to strategize, implement, analyze, and refine low-cost promoted pin campaigns

8 Quick Steps To Prepping Your Website for Pinterest Ads

The Easy Way to Retarget Leads Using Pinterest Ads <– this post!

The Best Types of Pinterest Ads For Driving Sales