Why should I use a website traffic campaign?
With the website traffic 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 and site visits.
When should I use a website traffic 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) or cost per site visit (CPSV) 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 traffic 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 Ads 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 custom audience targeting. If you have any issues with your website tag, please download our troubleshooting guide.
How much does a website traffic 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 traffic campaign using link clicks optimization, you'll only be charged for the link clicks you acquire from that campaign. Site Visits Optimization uses a CPM-based impression model where you will be charged for every 1,000 impressions served.
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 traffic campaign, you can select between auto, maxmium, or target cost as your bid type. We suggest selecting the autobid cost option. This provides our system with the most flexibility to find people across the platform that will likely result in the action you want them to take.