A retail client wants to use Pinterest to reach people who haven’t purchased from it before. Which targeting strategy should the media planner recommend?

To ensure a campaign focuses strictly on new customer acquisition, a media planner must use exclusion targeting. This prevents the "waste" of ad spend on users who have already converted or are already familiar with the brand. Audience Exclusions: Pinterest Ads Manager allows you to select specific audience lists to exclude from a campaign. By uploading a CRM list (emails of past purchasers) and a site visitor audience (tracked via the Pinterest Tag), you effectively filter out anyone who has already interacted with your business. Efficiency: This strategy ensures that every dollar of the budget is being used to reach "cold" prospects—people who have never bought from the brand before. Clean Data for Lift Studies: Excluding existing customers is also a prerequisite for accurately measuring Conversion Lift for new customer acquisition, as it removes the "noise" of repeat buyers from the test.