What, after laying off hundreds of employees, is Twitter still releasing ad updates?
Just before Thanksgiving, Twitter Launched New Ad Options that resemble its current ad objectives but vary in some fundamental ways.
The first change relates to its “Conversions” aim; marketers may now target their pitches to users who are more likely to respond by doing specific actions.
According to Twitter, “Website Conversions Optimization (WCO) is a significant overhaul of our conversion target that will enhance the way advertisers find consumers who are most likely to convert on a lower-funnel website activity (e.g., add-to-cart, buy).”
You may broaden your emphasis to include users who are more likely to take activities when they click on your ad rather to merely those who are inclined to do so, such as:
- Add-to-cart
- Purchase
- Input contact information
- Subscribe
According to preliminary testing, “Our user-level algorithms will target with higher relevance, targeting those most likely to fulfill your specified objective – at 25% reduced cost-per-conversion.”
In essence, the method uses pixel tracking (you must use the Twitter Pixel or Conversion API for this campaign type) to determine the kinds of individuals doing these activities on your website. It then uses that data to target various audiences for your advertisements, depending on each aspect.
How does it vary, then?
Twitter marketers have so far been able to tailor their ads to concentrate on the following:
- linking up
- A Site Visit
- Conversions
For certain website events, you may further optimize inside the “Conversions” objective:
- Viewing the page’s content
- Include in Cart Buying
Users who may subscribe or give their contact information are the only enhancements here, and these features are probably not the main focus of most Twitter advertising.
However, Twitter has improved the ease of access to these choices inside the Campaign Objectives box.
So it is a substantial change and simplifies things functionally. However, it would be best if you improve your possibilities for Twitter ad targeting.
The “Dynamic Product Ads” that Twitter introduced allow marketers to “showcase the most relevant product to the appropriate consumer at the right moment.”
With DPA Retargeting, you can show targeted customers advertisements for goods they have interacted with (by adding to their shopping cart, for example) but not yet bought on your website.
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This ad type has been available on Twitter since 2016. However, it was recently upgraded with a more privacy-focused targeting strategy to improve ad effectiveness with fewer signals.
Last but not least,
Twitter is also introducing its revised Collection Ads format, which lets marketers publish a large hero picture and many smaller thumbnail photos underneath it.
“While using the horizontal scroll, viewers may browse through the thumbnails while the main picture stays static. Each picture may direct users to a separate landing page when clicked.”
This choice was first teased on Twitter in March.
Essentially, they are not new services, but you may now have access to them, providing additional options for your Twitter advertising efforts.
If you’re wondering how Twitter introduced new ad products despite laying off 65% of its employees, know that they have been in development for months and that Twitter just recently decided to hit “launch” and make them available to all ad partners.
However, this does not decrease their potential worth, and you can leverage these possibilities in various ways to strengthen your Twitter campaigns.
In addition, Elon Musk has often stated his desire to increase the efficacy of Twitter’s ad targeting choices, which may ultimately increase the value of Twitter’s automated audience tools like Website Conversions Optimization.
