Why should I use a website clicks or conversions campaign?
With the website clicks or conversions objective, you can drive people to visit and/or take an action on your website. You can leverage Twitter's unique data signals to target and retarget customers with these campaigns, which are optimized to deliver cost-efficient link clicks. This objective allows you to reach customers in a native app enviornment that they likely visit often, allowing them to convert where they feel comfortable.
When should I use a website clicks or conversions campaign?
Select this objective when you're looking to directly drive users to your website. Before you get started:
• Define key performance indicators (KPIs). Identify the metrics that will determine whether the campaign is successful.
• Use those KPIs to calculate your bid. Use your landing page conversion rates to back into your cost per link click (CPLC) bids for both desktop and mobile campaigns.
• Set campaigns up for auction success. Auction performance is determined by two variables: bid and predicted engagement rate. In addition to setting a competitive bid, think about the ad message and the creative you’re using. Can you do anything to make it more engaging?
• Create a testing framework with multiple campaigns. Create several campaigns so you can quickly see which targeting and creative variables drive conversions. Use this data to scale or pause campaigns.
To get the most out of website clicks campaigns, make sure you have Twitter's online tracking products installed on your website. Without a clear conversion signal, you’re optimizing in the dark. Using our conversion tracking for web, you can measure thenumber of users who convert on your website after viewing or engaging with your Promoted Tweets within your specified attribution window.
To enable conversion tracking for web, create a Twitter website tag from your Twitter Ads account, then place the code snippet across your entire website. Once installed, you can add the conversion events you wish to track—such as purchases, site visits and downloads. Twitter’s website tag doesn’t just report on conversions. It also allows you to remarket to recent visitors to your website, and lookalikes of those visitors, through tailored audience for web targeting. Learn more.
How much does a website clicks or conversions campaign cost?
Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive.
When you run a website clicks or conversions campaign, you'll only be charged for the link clicks you acquire from that campaign. Impressions that don't result in a link click are free.
The cost you pay per link click depends on your budget and bid, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting in your campaign setup. More on Twitter Ads pricing.
When setting up your website clicks or conversions campaign, you can select between automatic, maxmium, or target cost as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance to serve. If you choose maximum bid or target cost when you set up your campaign and input your bid, think of your bid as how much you're willing to pay per link click. Remember, a link click counts as all clicks on the link or Website Card in your ad.
It's important to think carefully about the value each link click brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less. However if your bid is not competitive relative to other advertisers, your campaign may not serve.
In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you're prompted to enter a total budget for the campaign and an optional daily budget. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.
What type of Tweets can I use in my website clicks or conversions campaign?