A vegan leather company is running an awareness campaign to promote its new line of eco-friendly products to a vegan audience. It's targeting interests and keywords like "vegan leather", "sustainable fashion," and "eco-friendly accessories" but now wants to look for new high-quality customers that are likely to convert. What targeting option should the media planner recommend?
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Correct answer: Create an actalike audience of the brand's customers who have added a product to cart..
Why this is the answer
To find new, high-quality customers that are "likely to convert," a media planner should move from interest-based targeting to Actalike audiences. While interests and keywords help reach people in the discovery phase, Actalikes leverage the power of Pinterest's algorithm to find users who mirror the specific behaviors of your most valuable shoppers.
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