Twitter announced the launch of a new website tag for remarketing, which will enable advertisers to create tailored audiences from the Twitter Ads interface.
Twitter launched tailored audiences retargeting globally in December. This lets advertisers retarget ads to people who have visited their site or app. The new tag lets them do the same.
“Starting today, advertisers who have already created a snippet of code (a tag) for conversion tracking can use it for website remarketing,” said Twitter product manager Abhishek Shrivastava. “If you haven’t obtained this tag yet, it’s easy to generate one in your Twitter Ads UI and use it to target Promoted Tweets and Promoted Accounts to users who have already shown interest in your brand by visiting your website.”
“Suppose a surf shop wants to use Twitter Ads to grow its follower base and drive website traffic and conversions,” Shrivastava added. “The shop wants to show its ads to surfing enthusiasts who have recently visited its website. Once the shop places a website tag, Twitter can match users who visited that site to Twitter accounts using a browser cookie ID. This lets the shop show matched users Promoted Tweets and Promoted Accounts, resulting in a relevant, high-quality message to the user.”
Advertisers will still be able to create tailored audiences through Twitter’s marketing platform partners.
Twitter suggests you use tailored audiences in conjunction with its recently launched Website Card and conversion tracking.
Image via Twitter