twitter-logoAre you an advertiser wanting to run adds on Twitter so you can get people to do something specific on your site, such as buying a product, but you just don’t want to pay for people that will just leave your site without doing a thing?  Well now you can!

Twitter is giving advertisers the ability to decide if they want their as to simply get people to visit their sites or to specifically visit their sites an perform a certain action.  Basically, Twitter is now separating its two-year-old Website Clicks or Conversions ad objective into two different objectives.  These two objects are known as Website Clicks an Website Conversions.

If your a brand that wants only to obtain site visitors, nothing has changed other than the name of the objective you select when setting up your ad campaign.  If you’re a brand or advertiser who wants people to preform specific actions on their sites,Twitter has improved its ability to find those people and show them their ads.

The first thing an advertiser has to do is place Twitter’s website tag on its site, which is used to track what people do on that site, and connect that behavior to their Twitter profiles.  If you’re wanting to use Website Conversions, this is now a requirement, according to a Twitter spokesperson.  The advertisers has to then specify the conversion event that they want to advertise against.  An example would be product purchases by specifying the conversion event as people hitting the checkout URL, and how much they’re willing to pay Twitter if someone to convert.

Once these steps have been completed, Twitter will then use the website tags and the data it collects about the people who visit its site or app and pic which ones are the most likely to visit the brand’s site and convert.  Twitter will use the information its given to show the brand’s ad to the relevant people who are on Twitter, regardless of if they’re logged in or not, as well as for the folks who use one of the mobile apps in its Twitter Audience Platform ad network.  If the potential person isn’t a Twitter user, the network will use information that its tag on the advertiser’s site collects to retarget those non-users, again according to the spokesperson.

In the end, advertisers are still going to be charged when a person clicks on the ad to visit their site, even if a conversion doesn’t happen.  But, the idea is that Twitter will aim the ads more narrowly towards the people that are more likely to convert.  In order to figure out if an advertiser paid as much or less per conversion than what it told Twitter it was willing to pay, their brand will be able to cross-reference the campaign’s pricing and performance measurements.  This includes the number of conversions the ad drove and can be viewed over different time periods.


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