Audiencias en Pinterest (personalizadas, lista, web, actalikes)

How to create custom audiences on Pinterest?

Pinterest offers powerful tools to connect with your ideal audience, and the ability to create custom audiences is one of them. This allows you to target your campaigns to specific segments, increasing the effectiveness and reach of your ads. Custom audiences can be based on a variety of sources, such as interactions with your pins, web activity, customer lists, and more. Let's see how you can make the most of this functionality!

What are custom audiences on Pinterest?

Custom audiences are audience groups that you can define and use in your ad campaigns to target specific users who have demonstrated interest in your brand. Pinterest makes it easy to create these audiences based on:

• Pinterest interaction: includes those who commented, saved, or otherwise interacted with your pins.
• Web activity: Users who have visited your website, provided you have Pinteresttag implemented.
• Customer lists: Previously collected data, such as names and emails, uploaded in a .csv file.

How do I create interaction-based audiences?

Creating an interaction-based audience allows your campaigns to reach those who have already shown interest in your pins. Here's how to do it:

1. Log in to your Pinterest business account.
2. Go to "Ads" and select "Audiences."
3. Click the red "Create Audiences" button.
4. Select "Engagement" and decide if you want to include all actions or specific actions (it's recommended to start with all actions to get a wider audience).
5. Fill in the necessary details such as audience name and description (optional).
6. Enter the ID of the pin or campaign if relevant.

How to generate audiences based on web activity?

To create audiences based on web activity, it is essential to have Pinteresttag installed on your site. This code allows Pinterest to collect information about visits to your page.

• Implementing Pinterestestag and the API: These tools capture visitor data and allow you to create audiences based on behavior on your website. The API is ideal for more detailed information.

Steps to create these audiences:

1. Make sure you have Pinteresttag implemented.
2. Go to "Audiences" in your Pinterest account and select the option for website visitors.
3. Decide the range of days past that you want to base your audience on (it's best to choose a broad period to capture more users).
4. You can specify particular pages on your site, which is useful for targeting conversions on specific landing pages.

What are lookalike audiences and how are they set up?

Similar or "act-alike" audiences are groups of users that Pinterest identifies as similar to your existing custom audiences. This is based on:

• Pre-existing audiences: Customer lists, visitors to your website, or interactive audience.
• Geolocation: define the country where you want to search for this new audience.

To create similar audiences:

1. Upload your base audience first, such as a list of customers or visitors to your website.
2. Select the "act-alike" option and choose the target country.
3. Decide the percentage of the lookalike audience you want to create. Lower percentages result in more similar but smaller audiences. It is recommended to test with different numbers to identify the optimal one for your campaign.

Recommendations for implementing custom audiences

• Target retargeting and conversion campaigns: Take advantage of users who have already shown interest using retargeting campaigns.
• Experiment with different audiences: Create various combinations of audiences and settings to identify what connects best with your desired audience.
• Document and analyze results: Monitor results to continually adjust and optimize your advertising strategies.

Take full advantage of the custom audience tools on Pinterest to power your campaigns, targeting them more effectively and achieving greater impact - keep experimenting and don't hold back on learning and mastering these capabilities to get the best results possible!