Launching now: Performance advertising solutions that drive results and relevance

By Justin Hoang, Tong Wang, and Dan Kang, Product Management
Product updates

As we enter the holiday season, we’re excited to share three key product launches that will drive mid- to lower-funnel results for advertisers and improved relevance for people on Twitter: Website Conversions Optimization, Dynamic Product Ads, and Collection Ads. These launches build off the momentum of our new and improved Twitter Pixel, Conversion API, and App Purchase Optimization solutions updated earlier this year. All capabilities are now available globally.

Website Conversions Optimization

Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase). 

How does this work? 

Identify a specific goal beyond the landing page visit: add-to-cart, purchase, leads, or subscribers. Our user-level algorithms will then target with greater relevance, reaching people most likely to meet your specific goal–at 25% lower cost-per-conversion on average, per initial testing. To optimize with behavior from your site, WCO requires use of the Twitter Pixel or Conversion API (CAPI).

Dynamic Product Ads

Dynamic Product Ads (DPA) allow advertisers to showcase the most relevant product to the right customer at the right time to drive sales and conversions. 

How does this work? 

  • With DPA Retargeting, you can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased. 

  • With DPA Prospecting, you can acquire new customers who haven’t visited your website via ads featuring specific products that are most relevant to them.

  • Advertisers that use a feed management platform for their product catalog can simply extend product strategies onto Twitter with integrated Twitter Marketing Partners.

In our initial testing, cost-per-acquisition improved by 30-88% for advertisers who used Dynamic Product Ads. As with WCO, DPA Retargeting requires use of the Twitter Pixel or Conversion API to optimize with behavior from your site. DPA Prospecting performance benefits from Twitter Pixel or Conversion API implementation but does not require it.

Collection Ads

Collection Ads are an ad format on Twitter that allows advertisers to showcase a collection of product images through a primary hero image and smaller thumbnail images below it, creating an immersive and visually-forward experience for people on the platform.

How does this work? 

The primary image remains static while people can browse through the thumbnails via horizontal scroll. When tapped, each image can drive consumers to a different landing page. 

In our initial testing, we saw a 42% increase in average click-through rate and a 54% increase in average conversions per impression.

Ready to advertise on Twitter?

Twitter black tear effect footer image