Twitter is introducing objective based campaigns for brand advertising on the social platform.
The network is also making it easier for advertisers to optimise activity, measure and report on campaigns that run across Twitter.
Pricing will also change so that advertisers only pay for actions that are aligned with their marketing objectives to help boost ROI and reduce the money spent of activity that doesn’t go anywhere.
Objective-based campaigns and pricing is being rolled out globally to SMB and API partners as well as clients – by invitation – over the next few months. The function will be coming to Australia, but a local spokesperson couldn't confirm when it would be available.
Much like Facebook's objective base campaign management, Twitter activity will now be more directly aligned with brands' campaign goals, ranging from driving Tweet engagement, website clicks, conversions, app installs or engagements, followers, or leads.
Twitter will offer brands the best ad format for whatever goal they have, and has introduced a suite of tools that make it easier to create ads and edit images tailored to that objective.
If the aim is to drive leads, advertisers will only pay when users submit their information through a promoted tweet. If app installs are the client aim, the campaign will be charged on a cost-per-app-click (CPAC) model.
Twitter says that results from a limited trial over the last few months has showed “positive results”.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.
Have something to say? Send us your comments using the form below or contact the writer at rosiebaker@yaffa.com.au.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop me a line at rosiebaker@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day. Need a job? Visit adnewsjobs.com.au.