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Now globally available: objective-based campaigns, reports and pricing

By @chrstnelee
Wednesday, 20 May 2015

Last year, we launched an easier, more effective way for advertisers to create and optimize their ad campaigns, and only pay for the actions that are aligned with their marketing objectives. After seeing strong results in beta, we’re excited to offer objective-based campaigns, reports and pricing to all advertisers globally, starting today.

Here are a few highlights from our beta test:

eBay
eBay (@eBay) utilized objective-based campaigns to drive high-quality, affordable traffic at scale. By leveraging Website Cards featuring compelling images and clear calls to action, eBay was able to drive a 59% quarter-over-quarter decrease in average paid cost per link click.

Anything that is trending, trends on Twitter — it’s everyone’s go-to source for the latest information. As marketers, we have a massive opportunity to leverage that and get into conversations as they are happening on the platform. Early brand entrance into these conversations has a positive impact on our bottom line, and this campaign has opened our eyes in a data-based way to Twitter’s ability to drive traffic at scale.

Ninad WagleSocial Media Manager, eBay

Gupta Media
Gupta Media (@guptamedia), a digital media agency that represents hundreds of record labels, artists and event promoters across the music industry, has been using the website clicks or conversions campaign objective to turn real-time conversations into cost-efficient conversions. While running campaigns for artists across different genres, Gupta Media was able to deliver a 24% conversion rate on Twitter — double the average conversion rate compared to other advertising platforms. For artists like Taylor Swift, they were able to produce cost per link clicks as low as $0.11. 

Our main objective on Twitter is driving album and ticket sales on iTunes, Amazon and event ticketing sites. The truly unique advantage on Twitter is that we can target people at the precise moment they are becoming aware of a band or artist, say during a big televised event like The GRAMMYs. We can target that real-time conversation and search intent when people are most receptive and likely to take action.

Jason CarrascoVP of Digital Media at Gupta Media

Tableau
Data analytics company Tableau (@tableau) used the website clicks and conversions objective to connect with people who have similar interests to their existing followers, and who follow industry thought leaders such as @HansRosling.

Objective-based pricing reduced our cost per link click by over 40% quarter over quarter, making our ads more efficient, driving higher lead conversions.

James CarrollOnline Marketing Coordinator, Tableau

Jaguar Land Rover
Jaguar Land Rover (@LandRoverUSA) leveraged objective based campaigns and pricing to lower costs and improve campaign efficiency.

In adaptive marketing, it’s key to tailor messages to the users’ varying motivations by utilizing different media types that encourage them to take the next step in the funnel. With Twitter’s objective-based pricing, we only pay for actions that we care about. This has driven down costs and increased efficiencies, especially when driving shoppers to the website to take an action like filling out a request for quote form.

Raunak MunotDirector, Social Strategy at Mindshare (GroupM), the agency that managed Land Rover’s campaign.

Optimize and pay for your campaign objectives

It’s now simpler and easier to succeed with Twitter Ads. When creating a new campaign, you can select from one of six objectives — and our customized workflow will help you choose the best ad format for your goals. For example, if you want to drive traffic to your brand’s website, you can select a website clicks or conversions campaign, which is designed to drive a higher volume of relevant URL clicks. You’ll only be charged when a user clicks on a link to your website — all other engagements, like a favorite or a Retweet, are free.

You’ll never pay for actions that aren’t relevant to your goal, ensuring that you’re positioned to drive the highest possible ROI in each of your campaigns.

Now globally available: objective-based campaigns, reports and pricing

Measure your performance in real time

Once your campaigns are running, you can see your results in real time to assess your performance and optimize accordingly. Our campaign dashboard surfaces the metrics that are most aligned with your objectives, such as the number of link clicks, video views or app installs — and the cost per result.

Get started

Objective based campaigns, reports and pricing can be accessed directly through ads.twitter.com or via our Ads API partners. To get started, contact your account team or sign up for a Twitter Ads account. To learn more about how to create and manage your new campaigns, visit our help center.