Twitter introduces optimised campaigns

Twitter has introduced objective-based campaigns, which allow advertisers to only pay for ads that meet their campaign objectives.

Twitter: introduces optimised campaigns
Twitter: introduces optimised campaigns

Advertisers can decide whether they want people to engage with their tweets, click to go to a website and/or provide contact details, install or engage with apps or simply increase their number of followers.

Initially small and medium businesses (SMB) can use the service through the Twitter self-service ad platform but Twitter will invite "managed clients" to use the functionality in the coming months.

For example, if the campaign objective is to provide leads, advertisers will only pay when users provide their details through a Lead Generation Card embedded in the promoted tweet, or if a brand wants to promote its app, it will only pay when users click through to the app.

Much digital advertising is already based around a pay-per-click model but what Twitter is offering through optimised campaigns is an additional layer of control for the brand.

In December Google introduced its TrueView YouTube ads, where users can chose to skip ads and advertisers only pay for ads that are watched all the way through.

Twitter opened up its self-service ad platform to small to SMB in November 2013. At the same time Twitter announced an educational and training partnership with O2 to help SMB use the platform.

This article was first published on Campaignlive.co.uk

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).