Twitter introduces 3 new advertising opportunities
Twitter is introducing three new advertising options designed to get people to visit and take action on company websites.
Twitter’s new ad products include:
- Website conversion optimization
- Dynamic Product Ads
- Collective ads
In a blog post, Twitter says its new ad units will “provide advertisers with medium to low-funnel results and improved relevance to Twitter users.”
Here’s how the new ad options can increase website visits and conversions this holiday season and beyond.
1. Website conversion optimization
Twitter describes the Website Conversions Optimization (WCO) advertising option as a “big rebuild” of the conversion goal.
WCO improves website conversions at the bottom of the funnel, e.g. B. Adding an item to a shopping cart or completing a purchase.
Bottom-funnel conversions refer to anything beyond the first click on an ad. Twitter’s new ads are optimized for these conversions using algorithms that target more relevant users.
In initial testing, Twitter found that WCO was able to achieve more goal conversions at an average 25% lower cost per conversion.
2. Dynamic Product Ads
Dynamic Product Ads aim to show Twitter users relevant products at a time when they are most likely to buy.
Twitter says this works in three ways:
- retargeting: Displays ads featuring products that a user has previously engaged with.
- prospecting: Shows relevant product ads to people who haven’t visited your website.
- integration: Bring your product catalog to Twitter by integrating with Twitter marketing partners.
In initial testing, Twitter found that dynamic product ads can improve cost-per-acquisition by 30-88%.
3. Collective Ads
Collection ads allow advertisers to feature multiple product images over a primary hero image and smaller thumbnail images below it.
This ad unit is a hybrid between a static image ad and a carousel. Users can swipe through the smaller images below while the hero image stays in place.
In tests, Twitter says collection ads can increase click-through rates by an average of 42% and conversions from impressions by an average of 54%.
Twitter’s new ad units are available now to all advertisers.
To optimize your website’s behavior, WCO and dynamic product ads require Twitter pixels or the Conversion API.
Featured image rafapress/Shutterstock