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\nPinterest users typically interact with the platform differently than other social media giants like Facebook and Twitter, given Pinterest\u2019s visual nature. Pinterest\u2019s Head of Global Sales, Jon Kaplan, stated, \u201cthey had never cordoned off the search inventory as buyable inventory before. They also had never talked to a search engine marketing agency or search engine marketers as clients,\u201d but now they have decided to do so.<\/p>\n
Pinterest users perform over 2 billion searches a month, so the opportunity to build and target these searches certainly exists.<\/p><\/blockquote>\n
What it means for you<\/h2>\n
What does this mean for real estate professionals? I\u2019ll use the example eMarketer<\/a> uses: Imagine you are State Farm and you had a current auto insurance customer, and you wanted to cross-sell them homeowners insurance. You could target your existing auto insurance customers anytime they search for homeowners insurance.<\/p>\n
Translating this into real estate, imagine you\u2019ve recently sold someone their first home and you want to target your Pinterest followers any time they search for \u201chomes + zip code,\u201d \u201cnew home,\u201d \u201cproperty,\u201d etc. By using Pinterest\u2019s proposed targeted searches, you could target, and re-target your existing (and new) followers by using a series of keywords to ensure your information (such as available listings, location, and credentials) pops up when the users need it most.<\/p>\n
What it does<\/h2>\n
Instead of the basic targeting options like device, gender, and location, Pinterest is giving users three ways to target their user: customer list targeting, visitor retargeting, and lookalike targeting.<\/p>\n
These options are all available through the Pinterest Ads Manager. Customer list targeting is a lot like Facebook\u2019s custom lists: you target existing customers using emails or mobile ad IDs. Visitor retargeting lets you reach people who\u2019ve visited your site. And finally, lookalike targeting allows you to reach a larger group of people who look and act similar to your audience (again, just like Facebook).<\/p>\n
The Pinterest blog<\/a> states, \u201cBusinesses who work with one of our Marketing Developer Partners<\/a> will be able to target these audiences by the end of the month.\u00a0To make it easier for you to onboard your data, we\u2019re also working with Epsilon<\/a> and LiveRamp<\/a>.\u201d<\/p>\n
How you can set it up for yourself<\/h2>\n
The businesses Pinterest enlisted to test these targeting options have already seen dramatic results.<\/p>\n
For some, visitor retargeting increased clickthrough rates by three times normal rates<\/strong>.<\/p><\/blockquote>\n
For others, lookalike targeting increased clickthrough rates as much as 63%<\/strong>\u00a0and boosted reach up to 30x<\/strong>. It\u2019s time to get a bit more familiar with these features as they could drastically increase the amount of clicks, leads, and follow-throughs your Pinterest page sees. If you haven\u2019t already done so, you can learn how to set up audiences at the Pinterest Help Center<\/a>\u00a0or get started<\/a> today.<\/p>\n
#PinterestKeywords<\/h3>\n","protected":false},"excerpt":{"rendered":"
(MARKETING NEWS) Pinterest is looking to gain a better hold in the social media marketing realm and aims to boost those “promoted pins” with something new and you’ll likely want to get on-board.<\/p>\n","protected":false},"author":335817,"featured_media":8417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":0,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[95],"tags":[1124,1122,1123,487],"class_list":["post-8392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-real-estate-marketing","tag-keywords","tag-pinterest","tag-seo","tag-social-media-marketing"],"jetpack_featured_media_url":"https:\/\/theamericangenius.com\/housing\/wp-content\/uploads\/sites\/2\/2016\/07\/pinterest.jpg","jetpack_sharing_enabled":true,"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8392","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/users\/335817"}],"replies":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/comments?post=8392"}],"version-history":[{"count":13,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8392\/revisions"}],"predecessor-version":[{"id":8444,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/posts\/8392\/revisions\/8444"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media\/8417"}],"wp:attachment":[{"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/media?parent=8392"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/categories?post=8392"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/theamericangenius.com\/housing\/wp-json\/wp\/v2\/tags?post=8392"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}