4/25/14

A new Twitter ad unit lets retailers drive traffic to specific web site pages

Website Cards let marketers showcase their web site content within a tweet and to drive shoppers to a particular part of their site, such as a product page.

Zak Stambor , Managing Editor

Twitter Inc. today rolled out a new ad unit that lets marketers feature their web site content within a tweet from the brand.

The ad unit, called a Website Card, features the advertiser’s Twitter handle, a caption, along with a large image from the marketer’s site and a Read More button that, when clicked, takes a retailer to the advertiser’s site. The ads aim to help retailers and other advertisers drive consumers to a specific page on their sites, such as the home page, a product page or a page featuring a look-book.

Marketers can target shoppers with Website Cards using any of the social network’s targeting tools, such as consumers’ interests, specific keywords or its Tailored Audiences retargeting tool within the Twitter Ads dashboard.

For instance, a coffee shop could use the ad unit to target shoppers who had visited its site with an image of a latte and a message “Love coffee? Visit our site to see the full Barista Bar menu and drink specials.”

“This card allows users to easily discover interesting content while giving advertisers the ability to drive a higher volume of URL clicks since users are able to preview an image, related context and a clear call to action in their timeline before tapping,” writes Derek Dukes, revenue product manager, in a blog post.

Twitter says online-only retailer Betabrand tested the ad unit and found that the ads helped lower its cost-per-clicks by 85%. There’s no additional charge for Website Cards, and similar to other Twitter ad units, marketers pay for engagement—retweets, follows, clicks—and not impressions.

Website Cards are the second new ad unit Twitter has rolled out in the past few weeks. Twitter earlier this month launched mobile install ads, which marketers can use to encourage shoppers to download their mobile apps.

Topics:

cost-per-click, marketing, mobile advertising, social media, Twitter, web adverstising

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