An advertiser is running two campaigns; one for Awareness and one for Consideration. The primary key performance indicator (KPI) for the Awareness campaign is reach, and it’s using interests and keywords. The primary KPI for the Consideration campaign is site traffic, which is using site re targeting audiences. The advertiser wants people who engaged with its awareness campaign to be subsequently targeted by the Consideration campaign. Which audience should the advertiser target to accomplish this goal?

To target people who have specifically interacted with your content on Pinterest—such as your Awareness campaign—you must create an Engagement audience. This type of audience allows you to capture users based on their "on-platform" behavior. Engagement Audience: This pulls in users who have taken an action on your Pins, such as clicking, saving (repinning), or even just viewing a video. By targeting this audience in your Consideration campaign, you are effectively "moving them down the funnel" from initial awareness to a deeper level of intent.