Twitter announced a new way to optimize Twitter Ad campaign performance with objective-based campaigns, reports, and pricing. Advertisers will be able to create and optimize successful campaigns, while only paying for the actions that are "aligned with" their marketing objectives.
These campaigns and pricing are available in beta to SMBs and API partners around the world, and will be rolling out to managed clients on an invitation basis over the coming months.
"Since we launched Twitter Ads in 2010, advertisers have used Promoted Tweets and Promoted Accounts to connect with an engaged audience at precisely the right moment," says Twitter senior product manager Christina Lee. "Over the last four years, we’ve analyzed thousands of Twitter Ads campaigns and identified best practices to help advertisers effectively achieve their marketing goals."
"With objective-based campaigns, we’ll provide a custom workflow aligned to your campaign goals," she says. "You can select from a range of key objectives, including driving Tweet engagements, website clicks or conversions, app installs or engagements, followers, or leads."
The workflow recommends the best ad format to use, and includes tools like an image cropper and drag-and-drop feature to make ad creation easier. You can create a website clicks or conversions campaign, and promote a tweet with a ink or a Website Card.
Reports for the campaign will display metrics deemed most relevant to your campaign's goals.
Image via Twitter