Here’s the short version – Twitter, after months of grueling regulatory battles, was finally taken over by billionaire smart guy Elon Musk and has since dwindled into a lesser version of its former self. Musk’s plans and vision for the platform aren’t the clearest, nor are they the most realistic, but they’ve certainly gotten people’s attention. Despite losing over 50% of its workforce, Twitter somehow continues to launch ad updates, albeit a semblance to them, at least. 

Twitter Ads 2.0

Twitter announced a slew of new ad-targeting options just before Thanksgiving. These new options don’t differ in appearance from existing ad goals, but they do have some critical, minute differences to them. For one, advertisers can now focus their promotions toward users that are more likely to respond in a specific way, thanks to an update to Twitter’s ‘Conversions’ objective. To sum it up, advertisers can now expand their focus to reach people who are more likely to proceed to the next steps such as: 

  • Add-to-Cart

  • Purchase

  • Contact Info Registration

  • Subscribe

The process mainly uses Pixel tracking to identify the types of people who go through your website, basing your ad targeting parameters on the actions they take, depending on the ad element. Note that use of the Twitter Pixel or Conversion API is mandatory for this type of campaign. 

Twitter advertisers have always been able to focus their campaigns on link clicks, site visits, and conversions. With the help of its updated ‘Conversions’ objective, they can now further optimize for specific website events, including page view, content view, adding to cart, and purchasing. Though somewhat sublime, the real difference here is how Twitter has now made these objectives immediately accessible on the campaign objectives screen. This is more of a streamline upgrade, to say the least.

Next up is Twitter’s ‘Dynamic Product Ads’, which are essentially relevant ads based on the audience you wish to specifically cater to. Twitter has offered these since 2016 but has updated its targeting to go with a more privacy-focused approach. 

Lastly, Twitter’s also launching an updated Collection Ads format, allowing advertisers to share a primary ‘Hero’, accompanied by smaller thumbnails underneath. The option was first previewed back in March. 

The Wrap

Musk did jot down that he wants to improve the accuracy of Twitter’s ad targeting options, so expect updates and more tools like these to continue refining Twitter’s ad processes further down the line. These aren’t ‘new’ updates by any means, but they could be new to a lot of people, which does help retain and even reinforce their potential value. At face value, these updated targeting options do provide you with more considerations when setting up your Twitter ad campaigns.

Sources 

http://bit.ly/3uahmi8