Pinterest很受欢迎社交媒体平台结束3.35亿active monthly users.
这是一个视觉平台，开始于人们可以共享图片并形成图片集的地方。但是，它已经从中发展出来，现在正在用于各种营销和业务目的。人们将其用于产品发现，研究，甚至用于销售和购买产品。
According to Pinterest,77％Pinterest用户在某个时候或另一个时候在平台上发现了一个新品牌或产品。这个Pinterest statistic清楚地表明，许多用户在平台上寻找新产品。对于营销人员来说，这是一个很大的机会，也是您应该考虑在平台上进行广告的主要原因。
要从Pinterest广告中获取最佳ROI，您需要通过向所有人和所有人展示广告来确保您不会耗尽预算。这就是不同的Pinterest广告定位选项和过滤器可以为您提供帮助的地方。Let’s take a closer look at these targeting options.
您关于Pinterest广告定位的最终指南:
Types of Pinterest Ad Targeting Options
Pinterest provides numerous targeting options for ads to ensure that you don’t waste your money on irrelevant people. Ideally, you should use a mix of these targeting options to finetune and optimise your audience lists.
Here are the main Pinterest ad targeting options for you to choose from.
人口统计目标
此功能使您可以按年龄，性别，位置，语言和其他人口统计学来过滤目标受众。这是Pinterest提供的最基本的目标选项类型。
如果您已经对目标受众是谁进行过研究，并且已经成为客户角色，那么您可以轻松填写这些详细信息。您创建的每个广告都应针对特定的目标客户段。如果您有多个具有不同人口统计资料的目标段，则需要为每个人创建不同的广告。
兴趣定位
此选项使您可以针对具有特定兴趣的人。这比人口统计目标更好，因为它的水平超出了水平。这是因为并非所有特定人群中的人都有相同的兴趣。
基于兴趣的人的目标确保您的广告仅向可能对您的品牌或产品感兴趣的人展示。
Here are some of the interest categories offered by Pinterest to target the right audience for your ads:
The interest categories provided as filters on Pinterest are broad and do not cover each niche separately. Though some of the categories are divided into multiple sub-categories, it still isn’t very granular.
但是，结合人口统计和其他过滤器，它可以帮助您针对合适的人。此外，您不想将广告的范围限制在利基市场中的人们。针对更广泛的类别的人，您有机会赢得新客户，如果您的产品显示出有吸引力的广告，他们可能会对您的产品感兴趣。
Keyword Targeting
这个essentially means targeting people who search for certain keywords. This is one of the most effective forms of targeting because people who actively search for something are definitely interested in it.
Keywords can help you target high-purchase-intent consumers who can be easily converted into customers by showing the right ads at the right times.
这种工作的工作方式是，当人们使用您要定位的关键字在Pinterest上搜索某些东西时，可能会向您展示您的广告作为促销PIN。
Now, coming to the technical aspect of keyword targeting, there are five keyword match types that you can choose from. These include an exact match, broad match, phrase match, negative phrase match, and negative exact match.
如果您曾经使用过Google AdWords搜索广告，那么您已经知道这些术语的含义。但是，如果您还没有，我们将准确解释每个术语的含义。
完全符合
这意味着您的广告只有在搜索您要定位的关键字时才显示给人们，但不会显示任何关键字变化。让我们以示例来理解这一点。
Let’s say your target keyword is “blue shoes”. If a person searches for “blue shoes” on Pinterest, then your ad will be eligible to be shown to that person. However, if the person types anything else, like “blue converse shoes” or “cheap blue shoes”, then they won’t see your ads.
Phrase Match
如果您选择短语匹配项，则您的广告有资格向在搜索查询中使用该短语的人显示。这还包括搜索可能在搜索查询中与短语一起使用的搜索。这就是使这与确切匹配类型不同的原因。
对于“蓝色鞋子”的同一示例，一台短语匹配也将向您的广告展示输入“廉价蓝色鞋子”或“蓝色鞋子”的人。但是，它将没有资格进行不包含短语的搜索查询，例如“蓝色匡威鞋”。
广泛的比赛
这个is the most lenient of all match types and lets you target more people, even if their search query does not exactly match your keyword. With broad match, your ads can be shown to people with related or similar search queries ad your target keyword.
在上面的示例中，“蓝色鞋子”是目标关键字，广泛的比赛还将显示您的“蓝色匡威鞋”，“廉价蓝色鞋子”和“蓝色鞋子”的广告。实际上，它将显示包含“蓝色”或“鞋子”一词的查询广告。
负面匹配
Negative keywords are the opposite of regular keywords. This means that if you select a negative keyword, then for any search queries using that keyword, your ads will not be shown.
Other than that, the exact match works just like it is explained above.
Negative Phrase Match
这与短语匹配相同，但对于负关键字。这意味着您的广告将不会显示包含您选择为负关键字的短语的查询。
受众定位
这是一个独特的目标选择，使您可以针对与您的品牌或类似于您当前受众的人进行互动的人。您可以针对使用此操作的四类人：
Existing Customers
With this option, you can upload a CSV file with contact details of your existing customers or a customer list of sorts. You can target your ads to these people with a message that is tailored to their needs and preferences.
由于您已经知道您的客户并获得了一些有关他们的信息，因此更容易赢得他们并重复购买。
Website Visitors
这就像一个重新定位的活动，您尝试使用广告转换已经对您的品牌表现出兴趣的人。
To get a list of your website visitors, you can create aPinterest tag. It is a JavaScript code that you put on your website to track visitors. It will help you form a visitors list that you can upload to the Pinterest Ad Manager.
除了基本代码外，还有一个事件代码可以帮助您跟踪采取特定行动的人。这些操作可能是订阅新闻通讯或单击内部链接以读取更多内容的类似。
这个helps you filter out people who stumbled upon your website but left because they did not find it relevant. This way, you can only target high-intent website visitors who could be converted into customers.
People Who Engaged with Your Pins
这再次类似于重新定位广告但适用于与您的别针互动的人。可以轻松地从Pinterest本身获得此信息。实际上，它还提供了过滤器，可以根据参与度和其他因素的类型来缩小Pinterest受众列表。
Create a customised list and target your ads to the people on that list. They already showed interest in your brand and are active on Pinterest, so chances of success are high.
People Who Are Similar to Your Current Audience
这个one is actually similar to Facebook lookalike audiences feature and works in a similar manner. You can use your existing customer list to create an act-alike audience, that is, people who behave similarly on Pinterest or have similar interests.
这个will expand your ads’ visibility and reach and will get you new leads.
Placement Targeting
这基本上意味着选择要在Pinterest上显示广告的位置。新闻提要或搜索结果中的两个主要选项。对于前者，您需要选择“浏览”选项，而对于后者，则应选择“搜索”选项。
You can create multiple ads and have different placements for each to get the best results.
Expanded Targeting
这个is an advanced ad-group level targeting option that enables your ads to be automatically shown for relevant searches. Apart from the setting that you have chosen at a campaign level, it is an automated targeting option that further expands your ads’ visibility and reach.
准备开始使用Pinterest广告了吗？
如果您以正确的消息为目标，请在Pinterest上进行广告对您来说是非常富有成效的。Pinterest提供的众多目标选项可以帮助您解决前者。
Use a mix of these targeting options to finetune your audience lists and target the most relevant people with your ads.
