Twitter is launching three new advertising options designed to get people to visit and take action on companies’ websites.
Twitter’s new advertising products include:
Website Conversion Optimization
Dynamic product ads
Collection ads.
Twitter said in a blog post that its new ad units “will provide middle and bottom funnel results for advertisers and increase relevance to people on Twitter.”
Here’s how the new ad options can increase website visits and conversions this holiday season and beyond.
1.Website conversion optimization
Twitter describes the Website Conversion Optimization (WCO) advertising option as a “major overhaul” of the conversion goal.
WCO improves website conversion at the bottom of the funnel, such as adding an item to a cart or completing a purchase.
Conversion at the bottom of the funnel refers to anything beyond the first click on an ad. Twitter’s new ads will be optimized for these conversions using algorithms that target users with more relevance.
In initial tests, Twitter has found that WCOs can achieve more goals while reducing the price per conversion by an average of 25%.
2.Dynamic product advertising
Dynamic product advertising is designed to show relevant products to Twitter users at a time when they are most likely to make a purchase.
Twitter says it works in three ways:
Retargeting : shows ads for products that the user has previously interacted with.
Prospecting : show relevant product ads to people who have not yet visited your website.
Integration : post your product catalog on Twitter thanks to Twitter Marketing Partners integration.
In initial tests, Twitter found that dynamic product advertising can increase purchase prices by 30-88%.
3.Collection ads.
Collection ads allow advertisers to show multiple product images using the main main main image and thumbnails below it.
This ad unit is a hybrid of a static image and a carousel. Users can scroll through the smaller images below while the main image remains in place.
In testing, Twitter reported that the ad-collection can increase click-through rates by an average of 42% and increase conversion rates by an average of 54% on impressions.
Accessibility
Twitter’s new ad units are now available to all advertisers.
Twitter Pixel or Conversion API is required for behavior-based optimization on your site, WCO and dynamic product ads.
