Twitter Launches New Ad Unit To Drive Traffic To Websites

Chris CrumMarketing & Advertising

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Twitter just announced a new ad unit called the Website card, which it says will increase your website traffic and conversions. The company describes it as "a new way for advertisers to easily surface website content within a Tweet and drive relevant traffic to any page of their site, such as their home page, product page, or an important blog post."

The ideas is that Twitter users will be able to find interesting articles while advertisers drive more clicks. It comes with a "read more" call to action. Here's what it looks like:

"By leveraging our robust set of targeting options based on signals like interest, keywords, or tailored audiences segments, marketers can use the Website Card to drive qualified traffic from the right audience at precisely the right time," says product manager Derek Dukes. "The card can also be used in conjunction with conversion tracking to measure the end-to-end conversion from a Tweet engagement or impression to a lower-funnel action, like a signup or purchase."

Citrix and Betabrand were early testers for the ad unit, and Twitter says they big decreases in CPC compared to campaigns that used an image and URL. The latter's were reduced by up to 85%, and the former's 92%.

The Website Card ad unit will roll out to all advertisers on mobile and desktop starting today. You'll find the option in the Cards Manager section of your Twitter Ads account.

Image via Twitter

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.