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Twitter launches objectives-based campaigns

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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:

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.

Direct Messages

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

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