Twitter Realigns Its Ad Product To Meet Advertiser Goals With Objective-Based Campaigns

Copyright Aaron Durand (@everydaydude) for Twitter, Inc.

Now, Twitter advertisers can organize their campaigns around specific marketing objectives and pay only when specific actions are taken. Today, Twitter announced the beta release of objective-based campaigns, reports and pricing.

Advertisers are now presented with a list of campaign objectives — driving Tweet engagements, website clicks or conversions, app installs or engagements, followers, or leads — to choose from when setting up a campaign.

The ad format follows from the objective that selected. For example, the creative set-up for a “Leads on Twitter” campaign objective includes a lead generation card. Advertisers who choose to drive leads will then only pay when users complete and submit a lead generation card. Likewise, app install and app engagement campaigns are only charged on a cost-per-app-click basis.

Reporting is also tailored to each objective to make it easier to monitor the metrics that matter most for the campaign goals.

Objective-based campaigns are available globally to API partners and small business advertisers.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About The Author

Ginny Marvin

Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.