Create a website clicks or conversions campaign

Overview

  • What is a website click or conversion campaign?
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    Website click campaigns are optimized to drive traffic and generate conversions on your Website from Tweets targeted to specific audiences of users. These campaigns allow you to feature your website content within a Tweet in a way that is designed to maximize click-throughs to your website. 

  • Why should I use a Website Card with my website click campaign?
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    If your goal is to drive visits and conversions on your website, website click campaigns are designed to help you achieve this. Normally, Tweets linking to your site would contain only the Tweet text and the hyperlink. With the Website Card, users will see more context about your site AND be driven to your site upon clicking on the card.  

  • How much will I pay to run a Website Clicks or Conversions Campaign?
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    Twitter’s cost-per-action pricing, in this case the specific cost per link click, ensures you only pay for the link clicks you are looking to drive to your website. During the campaign setup process you will specify the maximum amount you are willing to pay for each action acquired through that campaign. This amount is your bid.

    Twitter’s cost-per-action pricing goes even further by ensuring you only pay per link click. When you run a Website Clicks or Conversions Campaign, you will only be charged for the clicks to your website that are acquired from that campaign. All other actions and engagements (impressions, replies and retweets for example) are free.

    When setting bids, it is important to think carefully about the value each campaign action brings to your business and to bid at least this amount. 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. 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 are prompted to enter a total budget for the campaign and, optionally, a daily budget as well. When your overall budget is reached, you campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day.

  • Setting up your Website Click campaign
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    First, log in to your Twitter Ads account. Choose the Website clicks or conversions option from the campaign picker. If you have yet to set up your first campaign, you will be prompted to choose a campaign type right away. If you have one or more existing campaigns, click the blue “Create new campaign” button on the main campaign dashboard.

    Step 1: Name your campaign and set your campaign dates

    Give your campaign a name. We suggest something something related to the specific audience you’re targeting so that you can easily distinguish between other campaigns you create in the future.

    Enter your campaign start and end dates. For steady, consistent follower campaign activity, we recommend selecting the option to Start immediately, run continuously and setting your maximum daily budget to the amount you want to spend per day. For details and more best practices, please see our Campaign Dates and Budgets help article.

    Step 2: Create your ad 

    Cards are reusable Tweet extensions that include an image and direct-link to boost performance. Get started by adding a Tweet and selecting the specific website creative card.

    When you’re selecting an image to include in your Website Click Campaign, note that you’ll need to use an image that’s at least 800 pixels wide by 320 pixels high. The maximum image size is 3 MB. You can crop and resize images once uploaded. Avoid images with a lot of text or any elements that seem like buttons and links.

    From there, you will be asked to enter the URL of your Card. The Tweet will only show the call to action and link provided.

  • Select targeting options for your Website Card
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    There are several ways to target your Website Card:
     

    Keywords

    Keyword targeting allows you to reach the right users at the moment they’ve shown interest in a subject related to your business. This is the best option for reaching users based on keywords in their Tweets and the Tweets they’ve recently engaged with, as well as users who search for specific terms on Twitter.

    Enter keywords for your Website Card campaign. Your Tweets will be displayed when users perform a search, post a Tweet or engage with a Tweet that contains these keywords. It’s important that the keywords you select are relevant to your Tweet copy.

    Best practices for your keyword targeted Website Card campaigns:

    • Use personalized keyword recommendations. Use the keyword recommendation tool below the targeting box to expand your reach with more terms similar to those you’ve already specified.

    • Import keywords from search marketing campaigns. If you are running any search engine marketing campaigns, some of your search keywords may also work well on Twitter. Try including your top performing keywords, but keep in mind that people search differently than they tweet. Particular keyword combinations may be more or less common on Twitter.

    • Listen to your audience. Keep an eye on Twitter conversations that are important to your industry and consider including any common terms in your keyword targeted campaigns.

    For a more advanced look at keyword targeting, please read our Keyword Targeting Help Article.
     

    Interests and followers

    You can target your Website Clicks Card to users with specific predefined interests, interests similar to followers of individual @handles (including your own) and to your current followers.  You can also refine your targeting to include specific geographic regions.

    Targeting @usernames allows you to reach users with similar interests to the followers of those accounts.   To target people who share the interests of your existing followers simply check the Also target users like your followers box below the @usernames field and we’ll automatically place your ad in front of this valuable audience of users. You can also elect to explicitly target your own followers. You’ll never be charged for content served organically to users. You pay only for engagements on impressions earned as a result of your promoted campaigns.

    Add interest categories to target a broader audience. We will target users interested in any of the categories you enter, in addition to any @usernames you enter above. For more information on how @username and interest targeting works, please see our Interest and username targeting Help Article.

    Best practices for your interest targeted Website Card campaign:

    • Create campaigns for each of your different customer segments. Match your targeting to each segment’s interests.

    • Include 10 - 20 @usernames and interests. Keep them in tightly-grouped categories (industry influencers, competitors, etc.). The People search function on Twitter is a great way to find more @usernames to add.

    • Keep an eye on the Estimated audience size box on the right side of the page. This will give you a sense of how many users are included based on your targeting. If it seems too low or too high, add more @usernames or interest categories or delete some of them.
       

    Tailored Audiences

    Using Tailored Audiences, you (or an authorized third party) can target your campaign to Twitter users based on past visitors to your website, email addresses and other data from your CRM database, or lists of Twitter IDs. Learn more about Tailored Audiences and Website Remarketing.

    Target locations you would like to reach

    Select the geographic regions you’d like to reach. We recommend targeting any regions where you do business. If the Tweets you want to promote are relevant to a specific region, limit them to just the most relevant areas. For more information on how geo-targeting works, please see our Geo-targeting Help Article.

    Select devices and platforms to target

    Below the geo-targeting option in your campaign tools, you’ll see the option to Select which devices and platforms you wish to target.

    Set gender targeting

    The campaign settings default to targeting all genders, but you can limit targeting to only one gender if preferred. Underneath device targeting, choose “Limit targeting by gender” and select your preference. We’re able to understand gender by taking public signals users offer on Twitter, such as user profile names or the accounts she or he follows.

    Choose where your promoted Tweets will show

    By default for new campaigns, your tweets will serve to Twitter user timelines, user profiles, tweet detail pages and on the Twitter Audience Platform. To modify this, uncheck the “Expand your reach on the Twitter Audience Platform” section of the campaign form.

  • Set your Website Clicks campaign budget and bid
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    Step 4: Set your budgets and maximum bid

    Set a total budget for your campaign and your daily maximum. You will never spend more than your total campaign budget, and on any given day you will never spend more than your daily maximum. It’s optional to set a total budget. If you want to generate engagements continuously, we suggest that you leave this field blank and set a daily budget to manage pacing.

    Set your maximum bid based on the business value you associate with each engagement. Your bid will determine both how many users you’re able to reach and your average CPE (cost per engagement). Your cost per engagement on Twitter is set by a second-price auction among other advertisers, and you’ll only ever pay slightly more than the next highest bidder. If you’re not sure what to bid, use the Suggested bid to make sure your campaign gains impressions. For more information, please see our Bidding and Auctions FAQ.

    Step 5: Save and launch your campaign

    Click the Save campaign button. You will then be provided three options to Launch campaign, Save as draft and exit, or Modify details.

    Once you are ready, click Launch campaign to begin your campaign. If you set a specific start date, your campaign will start running on the date and time you selected.

  • Frequently Asked Questions
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    Will it work on mobile and desktop?

    The Website Card will work on both mobile and desktop. The displays will be slightly different for each individual device.
     

    How can I track the performance of my Website Card?

    In the Cards dashboard for the Website Card, you will see click totals for each of your Cards.  This is an aggregate click total and accounts for all clicks on your Card, not just clicks from promoted campaigns.
     

    Should the “Clicks” reported in the Twitter Cards dashboard match clicks from analytics software like Google Analytics?

    No, Clicks reported in the Cards dashboard can vary significantly from Visits reported by Google Analytics and other reporting software.  There are various reasons for the discrepancy:

    Twitter Cards Analytics: Clicks in the Cards dashboard are recorded for every single click that happens on the URL.  This includes duplicate clicks from the same user.

    Google Analytics Visits: Google Analytics will only record clicks if the user visits the page for long enough for the page to load. If the user leaves the website before the page loads, Google Analytics will not record the visit. If the same user visits a page twice within a 30 minute period, Google will record this as 1 visit. This gets picked up in Twitter Cards analytics as 2 clicks.

  • Additional resources
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    For additional information on how to optimize your website clicks or conversions campaign, check out our Optimizing for website clicks or conversions campaign article. This article provides helpful suggestions and optimization techniques to get the most out of your campaign.


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