Source: Twitter Ads Blog
Twitter Ads recently updated its campaign objective types, separating Website Clicks and Website Conversions. Behind the scenes, the Website Clicks objective is simply a new name for the former “Website Clicks or Conversions” objective.
Using data from Twitter website tags and interest and intent signals, Twitter’s targeting algorithm will concentrate impressions on the ads with a higher probability to convert for the campaigns with the Website Conversions objective. If you haven’t seen it, check the drop down menu on the top right, titled Create new campaign.
In this blog post, we'll cover how to take advantage of Twitter's new ad Website Clicks and Website Conversions objectives to drive cost-efficient conversions at scale.
Use Cases for Website Clicks
The technology behind this campaign objective is the same as the former “Website Clicks or Conversions” ad objective. However, instead of coupling the two objectives together, you can use the Website Clicks objective strictly for driving traffic to your website. Since Twitter is more frequently used as a news app, a great use case for this type of campaign would be to syndicate news.
For example, if you’re a B2B company, you can syndicate content or news from your blog using this campaign objective. The purpose is to drive readers to your content, but not necessarily drive immediate conversions if you have a longer sales cycle. This is a top of funnel marketing strategy that is low touch and drives quality traffic back to your blog.
Here’s an example:
For B2C companies that have offline conversions, you can use this campaign objective to alert people of a promotion you’re running or generate buzz around a new product.
Below is an example of a B2C ad. If you notice this ad doesn’t feature a call to action in the ad copy, but instead sparks interest to drive traffic back to the website.
Lastly, media outlets that wish to promote news on Twitter can use the Website Clicks objective to sponsor content and drive visitors to its website. The main caveat here is to make sure that the cost per click does not exceed the ad revenue generated from the website, as this would be detrimental to the overall business model.
Understanding Website Conversions
Website Conversions is the new campaign objective that comes with this update. It is important to note that ads using this objective are placed across the entire Twitter Audience Platform, a potential audience of over 800 million on Twitter and thousands of apps and sites on the Twitter Audience Platform. This is best for direct response advertisers that want people to perform specific actions on their sites. To successfully use the Website Conversions campaign, there are a few prerequisites you need to implement.
1. You have to specify the conversion event you wish to advertise for and how much you’re willing to pay for a conversion. These are both required fields in Step 1 of the campaign creation process.
2. You must place Twitter’s website tag on its site and connect this behavior to the Twitter audience profiles in the campaign creation settings. This is a new requirement, and if you’re already using the Twitter website tag, your website lists will automatically populate.
After completing these steps, Twitter analyzes the people and data from your website tags and decides who are most likely to convert. Using this information, Twitter can show ads to the most relevant people across the Twitter Audience Platform. Now you can reach logged out users and people who don't have a Twitter account, but use apps connected to Twitter Ads. In cases where an advertiser’s visitor doesn’t use Twitter, their information is stored in the website tag, and they are retargeted on other sites or apps.
Pricing on Website Conversions
The pricing is still a CPC-based model, so whether the visitor converts or not, you’ll still have to pay for the click. Ideally though, Twitter will now narrow the targeting of the ads to people who are most likely to convert. A recent statement from Twitter claims that advertisers that used this objective type drove 2.5x more conversions from their ads when comparing to the previous Website Clicks or Conversions objective type.
However, because Website Conversions is still in beta and you’re required to pay on a CPC basis, it is important to cross-reference your target CPA against actual performance (conversions) to assess if Twitter’s Website Conversions objective is working for you.
Have you tried this new campaign objective type? What has the performance been like for you? Tell us in the comments below!