ter launched three new options for ad targeting //
Twitter just launched new targeting options for ad targeting, including a new conversions objective that they first revealed in August.
The new objective ‘Conversions’. Advertisers can now target specific users in their ads.
Twitter advertisers used to be able to optimize their campaigns for clicks, site visits, conversions and other metrics. You can now optimize for page views and content views, add to-carts, and purchases.
The updates were announced in August, but they were released shortly before Thanksgiving.
What Twitter has to say. Twitter: “Website conversions optimization (WCO), is a major rebuilding of our conversion goal. This will improve how advertisers reach customers who most likely to convert on a low-funnel action (e.g. add-to-cart, purchase).”
Instead of focusing on people who will tap on your ads, you can broaden that focus to reach people more likely to take the next-step actions, such as:
- Add-to-cart
- Purchase
- Register your contact information
- Register
“Our user-level algorithms will target more relevantly, reaching people most likely meet your goal – at 25% less cost-per-conversion average for initial testing.”
Dynamic product ads. Dynamic product ads were launched in 2016, at the latest. This update incorporates a privacy-focused approach to optimize ad performance, possibly with fewer signals.
Collection ads. Advertisers can share a primary hero image and smaller thumbnail images below.
Twitter states that the primary image is static, but people can scroll horizontally through thumbnails. Each image can be tapped to drive customers to a different landing site.
Dig deeper. The full article is available on the Twitter blog.
Why do we care? Twitter continues to release new ads updates despite having cut most of its staff. These updates had been in the works for several months and were likely to be almost finished when Musk took control.
Advertisers on Twitter who aren’t yet on the platform should try out the new advertising options and features to see if they’re worthwhile.
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