Last summer, Twitter unveiled its objective-based campaigns, reports, and pricing, which it described as a new way to optimize ad campaign performance. They enable advertisers to only pay for actions that are "aligned with" their marketing objectives. Until now, these have been in beta, but the company announced on Wednesday that they're now available globally to all advertisers.
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.
"It’s now simpler and easier to succeed with Twitter Ads," says senior product manager Christine Lee. "When creating a new campaign, you can select from one of six objectives — and our customized workflow will help you choose the best ad format for your goals. For example, if you want to drive traffic to your brand’s website, you can select a website clicks or conversions campaign, which is designed to drive a higher volume of relevant URL clicks. You’ll only be charged when a user clicks on a link to your website — all other engagements, like a favorite or a Retweet, are free."
"You’ll never pay for actions that aren’t relevant to your goal, ensuring that you’re positioned to drive the highest possible ROI in each of your campaigns," she adds.
When you have a campaign running, the campaign dashboard will show your results in real time with metrics like link clicks, video views, or app installs, and the cost per result.
The company shares success stories from eBay, Gupta Media, Tableau, and Jaguar Land Rover here.
Image via Twitter