Pinterest recently hit 175 million monthly active users, a year-over-year increase of more than 50 percent. Data from Mary Meeker, general partner at Kleiner Perkins Caufield & Byers, reveals that 55 percent of Pinterest users say it’s for shopping, compared with 12 percent of those on other social networks.
Three-quarters of saved content on Pinterest is from businesses, making advertising a natural, instead of disruptive, component of the platform.
Since users turn to Pinterest for inspiration and to plan for the future—from meals and outfits to home-improvement projects and holiday destinations—brands can win over Pinners who are interested in products.
Pinterest’s actalike targeting is one way for advertisers to reach people who resemble valuable customers—they not only look similarly, but also act similarly. The capability grows a brand’s share of voice amongst Pinners who are:
- Interested in similar brands.
- Engaging with your, or similar companies’, content.
- Searching for related products on your site or the platform.
- Behaving like your customers online or offline.
The impact of actalike targeting
Actalikes can ultimately drive net new website traffic and sales at scale. Since they are built off of highly qualified audiences, you’re able to increase site visits amongst very specific groups. With scale, you avoid narrow audiences and cost inefficiencies.
Actalike targeting allows you to focus on achieving lower-funnel, direct-response objectives or driving more returns. You can capture the highest-intent, ready-to-buy users by layering interest and/or search keyword targeting over actalikes. And you can exclude customer-relationship management or retargeting audiences that have already converted to avoid wasting ad spend.
Retail success story
Actalike targeting has enabled one Adaptly client, an athletic apparel and accessories retailer, to scale audiences while optimizing toward conversions. The seed audience has been based on the retailer’s CRM list and purchasers based on Pinterest’s pixel, with actalikes that behave like the top 10 percent of shoppers performing the best.
The retail brand has driven returns on ad spend ranging from $5 to $6 and surpassed expectations by leveraging actalike targeting: ROAS for its holiday campaign was 55 percent greater than goal and 15 percent greater than during a test in the fall.
Driving to a product category versus a product-specific page delivered the greatest returns. Given the strong performance, actalike targeting has become a key tactic in driving the retailer’s customer acquisition marketing objectives.
Melanie Kaufman is an account director at social media advertising agency Adaptly.