Amid acquisition rumors, Twitter continues to introduce new ad products.
The social media company announced a new option for advertisers aimed at optimizing conversion.
If you’re just looking to get people to visit your website, nothing has changed from your standard objective-based ad buy. The rollout is geared toward advertisers seeking conversions—people who will visit and then purchase from their site.
Here’s how it works: The vendor puts a Twitter tag on its website and chooses how much they’re willing to pay for this conversion. Then, Twitter tracks the user journey all the way up to the conversion.
It gets a little tricky from there. From MarketingLand:
Twitter will use the website tags and the data it collects about the people who visit its own site or app and pick out which ones are most likely to visit the brand’s site and convert. It will use this information to show the brand’s ad to the relevant people who are on Twitter, whether they’re logged in or not, as well as for people who use one of the mobile apps in its Twitter Audience Platform ad network. If someone isn’t a Twitter user, Twitter will use information that its tag on the advertiser’s site collects to retarget those non-users, the spokesperson said.
Advertisers still have to pay when someone visits their site and doesn’t convert, but the idea is that they’ll be getting more promising leads because the ads will be targeted at people more likely to buy.
Twitter is reporting a 2.5-times higher conversion rate for advertisers using this feature.
WORKSHOP: Use Facebook, LinkedIn, Twitter, Snapchat and Instagram to get huge results.
Twitter execs are expanding the platform’s Periscope offering with a VIP program.
Super-users—deemed VIPs—will receive a badge and benefits that could include collaborating directly with the Periscope team.
The program rewards users at three levels: those with 10,000 (bronze), 30,000 (silver) and 100,000 (gold) followers.
VIP benefits are listed here.
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