Importance: [rating=4]
Recommended link: Twitter announcement on objective-based campaigns
You may remember when Twitter started to monetise through offering ads to advertisers, the model was to use paid Promoted Tweets to encourage more followers, but it was lacking a way to directly prompt leads and sales. Then, in 2013 they launched Lead Generation cards that were particularly useful for business-to-business marketing.
Now, in a similar move to Facebook's new Call-to-action buttons, Twitter is making it easier to create ads that enable direct clickthrough to a website to meet objectives for leads and sales. The option is not entirely new since this was originally available in a US beta from August last year, but from 21 May 2015 all advertisers worldwide can use this new feature. For example, a retailer can now setup ads to encourage clickthrough to sale using this approach.
When you create a new ad campaign on Twitter you will be able to select a campaign objective such as website clicks or conversions in addition to the traditional Promoted Tweets to gain followers. Other options are also available for lead cards on Twitter or app installs.
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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