Twitter is launching three new advertising options designed to get people to visit and take action on businesses’ websites.
Twitter’s new ways to advertise include:
- Website Conversions Optimization
- Dynamic Product Ads
- Collection Ads
In a blog post, Twitter says its new ad units “will drive mid-to lower-funnel results for advertisers and improved relevance for people on Twitter.”
Let’s explore each ad product in detail to understand the twitter’s strategy:
Website Conversions Optimization
Twitter will now optimize ad delivery to get more people to take the desired action on an advertiser’s website, whether it’s making a purchase, signing up for a newsletter, or something else.
Dynamic Product Ads
Twitter will now show ads featuring specific products from an advertiser’s website to people who have interacted with that business on Twitter or on the advertiser’s website.
How does this work?
- DPA Retargeting – You can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased.
- DPA Prospecting – You can acquire new customers who haven’t visited your website via ads featuring specific products that are most relevant to them.
- Integration – Advertisers that use a feed management platform for their product catalog can simply extend product strategies onto Twitter with integrated Twitter Marketing Partners.
In initial tests, Twitter finds dynamic product ads can improve cost-per-acquisition by 30-88%.
Twitter will now let advertisers showcase a group of products in a single ad, with the primary hero image and smaller thumbnail images below it.
Twitter’s new ad units are available now to all advertisers.
To optimize with behavior from your site, WCO and dynamic product ads require Twitter Pixel or the Conversion API.