An advertiser recently launched a website for handmade soaps. Its Pinterest campaign aims to target people who visited its website, but didn’t make a purchase, and those similar to its current customers. Which audience targeting approach should be used?

The correct approach is to retarget website non-purchasers and use an actalike audience of current customers. Retargeting website non-purchasers directly addresses the goal of reaching people who visited the website but didn't buy. An actalike audience (also known as lookalike audience) of current customers leverages Pinterest's algorithms to find new users who share similar characteristics and behaviors with the advertiser's best customers, effectively expanding reach to a relevant audience. Keyword targeting for "handmade soaps" is too broad and doesn't specifically address the two stated goals. An actalike audience of existing customers, excluding website visitors, would prevent reaching the non-purchasers, which is a key objective. Targeting users of DIY and craft boards is also too broad and doesn't directly target past website visitors or those similar to existing customers.