Optimizing for website clicks or conversions campaigns

Overview

  • How can I drive more users to my website?
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    Test both image + link and Website Card creatives

    When setting up your Website Clicks or Conversions campaign, you’ll notice that we offer two options for your ad creatives. One option we call image+link. Catch the user’s eye with an in-Tweet image, and prompt them to click a URL in the Tweet copy. The other option is our Website Card. Use our purpose-built layout to show a compact image with a call-to-action button. Among the thousands of advertisers we’ve worked with, some find the eye-catching imagery of image+link performs best for them, while others find that the Website Card’s clear call to action is most effective for them. Discover which camp you fall in — test both creative types.

    If you are testing out different image sizes and curious of the spec requirements for specific cards, refer to this article.


    Test both interest and keyword targeting

    Twitter users declare what they’re interested in through the accounts they follow and the things they Tweet. You can target based on these signals.

    • Use follower targeting to reach users with similar interests to the followers of those accounts you specify.
    • Use interest targeting to reach users who are interested in any of the categories that you enter.
    • Use keyword targeting to reach users based on keywords in their recent Tweets, Tweets they recently engaged with, and their searches.

    Follower and interest targeting may bring you the highest campaign volume, while keyword targeting may maximize your precision, or be best suited to your campaigns around real-time events. Many advertisers we work with use a combination of all three. Test out these targeting types to learn which best suits you.
     

    Place website tags on your site to track conversions

    Conversion tracking for websites lets you measure the number of users who convert on your website after viewing or engaging with your Promoted Tweets within your specified time window. To enable conversion tracking, generate one or more website tags in your Twitter Ads account, then place the tags on the respective landing pages. You can set custom attribution windows, view the revenue your campaigns are driving, and see which Tweets or targeting parameters are driving the most conversions. Without implementing conversion tracking to provide you a clear picture of your campaign performance, you’re optimizing in the dark. For more information on conversion tracking, please visit this page.
     

    Target website visitors and lookalikes of website converters (remarketing)

    Create audiences of Twitter users who have visited and converted on your website. Place website tags in pages of your site that correspond to visits and conversions. Allow a few days for tailored audiences of website visitors and converters to be created. As you’re building a new campaign and selecting a tailored audience, you can choose to expand its reach to target similar users. For your audience of website converters, you can choose to exclude that same tailored audience, after having expanded it. That way, you’ll target only users similar to your website converters, without re-messaging your website converters. To get started with remarketing, please refer to this article


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  • What should my Promoted Tweet include?
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    Include a link and explain: Send users to a destination where they can take action. Avoid mis-clicks by managing a user’s expectations: will the link lead to where they can browse products? Read an article? Shop your sale?

    Minimize distractions: Focus the user on the desired action by avoiding @handles, #hashtags or competing calls to action.

    Convey a sense of urgency: Why do people need to visit your site right now? Is your offer available for a limited time? Is the supply limited? Consider the real-time nature of the Twitter platform and give people a reason to take immediate action.

    Deliver an offer: Discounts and special offers often serve as the hook users need to interrupt their content browsing experience and take action. Can you offer your customers free shipping? A special discount?

    Experiment with symbols and numbers: Does “20% off” drive better conversions than “$10 savings”? How does “Free shipping!!!” compare with “FREE shipping” and “FREE SHIPPING?”

    Test different calls to action (CTAs): Test more aggressive calls to action (e.g. ‘Get a Quote,’ ‘Book Tickets,’ or ‘Shop our Sale’) against softer CTAs (e.g. ‘Learn More’).

    Check your landing page: 80% of Twitter users access Twitter from a mobile device. Use mobile-specific landing pages that load quickly and contain key information above the fold. Wherever possible, make the messaging in your Tweet copy reflect that in your landing page.

    Develop a cadence of refreshing with new Tweets: Keep users’ interest by keeping your campaigns fresh. For your always-on campaigns, consider using a calendar with regular reminders to introduce fresh Tweet copy. 


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  • Additional resources
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    • For more information on how to #TweetSmarter, please visit our Twitter Ads campaign guides.
    • For 7 tips on how to write effective Twitter Ads ad copy, please click here.

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