Twitter has announced that it is rolling out the ability for marketers to create campaigns around objectives, and only pay for the actions that meet their goals. While marketers might prefer objectives based on their business results, such as goals on their websites, these are at least one step closer than simple exposures and interactions. The interaction types that are enabled:
- Followers: if you need to increase the reach of your organic content.
- Website clicks or conversions: to get users onto your website. We don’t think this will go as far as actual goals on the target website, but it’s one step closer.
- Tweet engagements: if you want to get more users interacting with your tweets, probably includes all the current Twitter engagements of: retweet, reply, follow, expand, or clicks.
- App installs or engagements: focused on mobile app marketing and targets based on deep links to the install page that start the process.
- Email leads: gets users into your CRM campaign.
Objective-based campaigns are designed to help you drive the highest possible ROI from your ads. Now, you’ll only pay when a user takes an action aligned with your campaign objective. For example, if your goal is to drive leads on Twitter, you’ll only pay when users submit their information via a Lead Generation Card in your Promoted Tweet. By the same token, an app install or app engagement campaign will be charged on a cost-per-app-click (CPAC) model. Objective-based pricing ensures that you only pay for the results that impact your marketing goals.
This program will take a while to roll out to all advertisers, it is in beta currently, but our recommendation to try Twitter advertising remains. Try it now so you’re ready when these options hit the mainstream.
In other Twitter news, the service is preparing to significantly upgrade its direct-message (DM) functionality. Last year the service removed the ability for most links in DMs (services such as LinkedIn still worked) which was difficult for healthcare brands who need that capability to adhere to the FDA’s off-label guidance.
Source: Twitter Blog