Twitter recently launched three new advertising options intended to encourage visitors to go to and take action on business websites.
The social media giant (now owned by Elon Musk) has also rolled out new ad controls to enhance businesses advertising experiences on the platform.
Stick around and we’ll outline all you need to know about the three new advertising methods on Twitter.
Twitter Introduces 3 New Ad Options
On Twitter, users and businesses can create promoted, paid content in campaigns that show up as Promoted Ads or Follower Ads on the Twitter feed. These ads are exposed to a wide audience of your choice for increased visibility and exposure.
Twitter has launched three new ad options which include the following:
- Collection Ads
- Dynamic Product Ads
- Website Conversions Optimization
If you effectively research your target audience, these options will come in very handy. We’ll explore each of these new advertising options in more detail so that you have a better idea of how each of them works.
1. Website Conversions Optimization
This new option falls within Twitter’s ‘Conversions’ objective. Website Conversions Optimization (WCO) allows advertisers to target and focus their ad promotions on Twitter users that are more likely to take certain actions to their ads. In Twitter’s words, it will “improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action”.
Before this, businesses could target clicks, site visits, and conversions when optimizing their ads. However, you can now further optimize for add-to-cart, page views, content views, and transactions, thanks to the WCO update.
Therefore, advertisers and businesses can now broaden their focus to target individuals who have more potential to take next-step actions beyond simply tapping on your ad, as opposed to merely seeking to reach those who are inclined to do that.
2. Collection Ads
Advertisers can display a variety of product pictures in collection ads by using a large hero image and many smaller thumbnail photos underneath it. This advertisement is a cross between a carousel post and a static picture ad. The hero image remains in place while users can swipe through the smaller photos at the bottom.
According to tests carried out by Twitter, collection ads can boost conversions from impressions by an average of 54% and the click-through rate by an average of 42%. So it is clear that this new update can be very beneficial for advertisers that decide to take advantage of it.
3. Dynamic Product Ads
Finally, the third new way you can advertise on Twitter is through dynamic product ads. Although Dynamic Product Ads were first introduced in 2016, this latest version incorporates a more privacy-focused strategy to improve ad effectiveness.
Twitter users will see more relevant products when they are most likely to make a purchase thanks to dynamic product ads. According to Twitter, this works in three ways: retargeting, integration and prospecting.
Twitter’s preliminary tests reveal that dynamic product ads can reduce cost-per-acquisition by 30 to 88% – a striking figure for advertisers and businesses looking to advertise on the platform.
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Author: Edwin Owusu Peprah