Changes to Twitter campaign options for direct response advertisers in the US including a new campaign objective in beta, called "Website Conversions" is announced.
"Website Conversions objective, help advertisers drive cost-efficient conversions at scale." In other news, to better reflect the actions the objective drives, twitter is renaming existing "Website Clicks or Conversions objective" as "Website Visits objective."
Twitter's "Website Conversions Objective" is built with performance-focused marketers in mind and offers better performance and greater scale in ad campaigns.
Twitter explains, advertisers who want to retarget their website visitors on mobile and desktop to drive more conversions gets benefit using this objective. Adding, they said, such advertisers on average receive, "2.5X the volume of conversions versus similar campaigns using the Website Clicks or Conversions objective".
The new objective in beta is available to advertisers in the US. And, further enhancements will be made to this objective, twitter said, adding. "they will expand the availability to advertisers in additional regions as well."
How it works? Website Conversions campaigns "use data from Twitter "website tags" and "Twitter's interest" and "intent signals" to optimize campaign to deliver more conversions while meeting your cost-per-conversion goal," explained twitter. "You'll reach your audience on Twitter and extend your campaign to thousands of apps and websites so you can drive conversions across devices and environments."
Further twiiter note, they made enhancements to "website tag, now helping in more effectively targetting audience and measure conversions" and "Audience Platform, now helps in reaching audience wherever they are [even if they're not logged in on Twitter]", company explained.
In addition, twitter is also leveraging TellApart's predictive shopping and bidding "to help you reach the right audience to maximize conversions on your site."
To get started with the Website Conversions objective, visit ads.twitter.com/getstarted.