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Expanded targeting uses visual signals from your ad to broaden your targeting and reach additional people on Pinterest who may be interested in or searching for relevant ideas. Expanded Targeting is available for all campaign types and objectives and you may see improvements in reach, click-through rates and total spend.

For example, a snack company might target topics such as 'recipes' and 'snacks' but not think of targeting 'road trips'. Without the company selecting 'road trips', expanded targeting will put their ads in front of people interested in or searching for related ideas.

How expanded targeting may affect other targeting options

If you’re planning to use expanded targeting in addition to other types of targeting, you might want to consider how they’ll interact.

Your potential audience size is based on all of the targeting criteria you select and your total audience size will increase with expanded targeting turned on.

However, expanded targeting is related to interests and keyword targeting and will not affect your other targeting parameters such as location, gender, language, placement or age targeting. For example, if you are only targeting women in the United Kingdom, extended targeting will not expand beyond this audience.

Below are examples of how expanded targeting may affect your potential audience size.

Types of targeting Expected behaviour Reach impact
Expanded targeting only (no interests, keywords or audiences) Reach people using only visual and written signals from your ad. High potential reach – total MAU in the country selected.
Expanded targeting + some keywords and/or interests Reach people who are interested in, searching for or engaging with a topic. Expanded targeting adds visual signals from the ad in addition to the selected interests and keywords. Increases potential reach beyond input keywords + interests.
Expanded targeting + audiences Reach people within an audience (customer list, site visitor, engagement or actalike). Expanded targeting does not affect audience lists – turning it on will not expand the audience beyond the list.
No expanded targeting (also no interests, keywords or audiences) Reach any Pinner on the platform. High potential reach – total MAU in the country selected.
Edit the expanded targeting option in Ads Manager

Expanded targeting is switched on by default for new campaigns in Ads Manager, but you can switch it off at any time.

  • Log in to your Pinterest business account
  • Click on the collapsed menu icon in the top left-hand corner of your screen
  • Under Ads, click Create campaign
  • Click Manual campaign, then Get started
  • Click New ad group from the left-side navigation
  • Click Targeting from the left navigation
  • Make sure your Targeting strategy is set to Choose your own
  • Click on the Interests and Keywords section to open the options
  • Tick the box next to Enable expanded targeting to activate or deactivate the feature
  • Add expanded targeting in Bulk Editor
  • Log in to your Pinterest business account
  • Click on the collapsed menu icon in the top left-hand corner of your screen
  • Under Ads, click Bulk Editor
  • Click Download sample sheet to download a sample spreadsheet
  • Fill in the Expanded Targeting column
    • Enter YES to switch expanded targeting on
    • Enter NO to disable expanded targeting
  • Once complete, click Upload template to upload your Bulk Editor sheet
  • Click Upload
  • Learn how to edit your existing ads using the Bulk Editor.

    Identifying Expanded Targeting in reporting

    Metrics for expanded targeting are listed in the reporting table with your other campaign results. Results that use expanded targeting are labelled (Automatic) in the table.

    Explore targeting on Pinterest

    If you want to set up multiple different kinds of targeting on Pinterest or edit current campaign targeting, you can learn more in our targeting overview article.

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