Marketers turn to Twitter to drive tangible business goals like sales, leads and website traffic. Over the last year, we’ve enhanced our ads platform with new targeting options, creative ad units, and measurement tools to help our clients better achieve their direct response marketing goals. We’ve launched targeting options like tailored audiences and keyword targeting, creative ad units like Lead Generation Cards, and measurement tools like conversion tracking - all of which are delivering strong ROI to our advertisers.
Today, we’re introducing a powerful creative ad unit called the Website Card — 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 Website Card will start rolling out to all advertisers on both mobile and desktop to all advertisers globally beginning today.
This card allows users to easily discover interesting content while giving advertisers the ability to drive a higher volume of URL clicks since users are able to preview an image, related context and a clear call to action in their timeline before tapping.
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. 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.
We’ve tested the Website Card with a handful of brands like Citrix and Betabrand, whose campaigns saw significant decreases in cost-per-click (CPC) compared to campaigns that used an image and URL to drive website traffic. Betabrand’s CPCs were reduced by up to 85%, and Citrix saw a 92% decrease in CPC. In addition, UK-based mobile company Three saw a 26% higher Engagement Rate as well as a 64% increase in URL clicks when utilizing Website Cards.
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