T W I T T E R A D S

D I R E C T R E S P O N S E C A M PA I G N B E S T P R A C T I C E S

@TwitterAdsUK | Confidential

U S E T H E R I G H T T O O L S

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Conversion tracking for websitesOur tracking tag records post-view and post-engagement conversions across multiple conversion paths, including on mobile and across devices.

Conversion tracking for mobile apps

Video tracking

We have partnered with several mobile measurement partners to offer easy access to app conversion metrics.

Our internal video analytics include completion percentage and a breakout of organic vs. paid video views.

CRM data integrationWe facilitate Twitter data integration, either directly into a CRM database or by downloading your list from the Twitter Ads platform.

E S TA B L I S H YO U R O B J E C T I V E S

Define what you want to achieve, to select the right Twitter product for the job.

Tweet engagementsReach more people and drive conversation.

FollowersGrow your community on Twitter.

Video viewsGet people to watch your videos using Twitter’s native video player.

Website clicks or conversionsSend people to your site – to purchase, sign up, etc.

Leads on TwitterCollect details from people who express interest in your offer.

App installs or engagementsGet people to install or engage with your mobile app.

The purchase funnel is happening right now on Twitter. From awareness all the way through to purchase, brands and businesses have the opportunity to transform conversations into transactions.

Depending on your objectives, we offer a variety of tracking methods to enable you to measure your return on investment.

B U I L D A F O U N DAT I O N F O R S U C C E S S

Brands succeed in Direct Response on Twitter by planning ahead, and then optimising post-launch to support the next round of planning with measurement and analysis.

PLAN CONVERSATIONAL CALENDAR

& PLATFORM INTEGRATIONS

LAUNCHIMPLEMENT YOUR STRATEGY

OPTIMISE MEASURE & SCALE

T W I T T E R A D STwitter’s analytics let you continually optimise for your best-performing content, formats and targeting. Optimisation is an ongoing process — identify the best-performing elements of your campaign, expand and iterate.

For details about other Twitter cards, beyond what’s exclusively available to Advertisers, visit dev.twitter.com. To learn more about Twitter Ads, visit business.twitter.com or call your Twitter representative.

D R I V E W E B S I T E C L I C K S O R C O N V E R S I O N S

• Call out your value proposition or offer in the Card description.

• Add and image outline to highlight the target ‘tap’ area.

• Make use of the customised call-to-action buttons.

• Test different iterations of your Tweet copy.

• Think carefully about your target audience, and what keywords they might actually Tweet.

The Website Card showcases your content and drives traffic with a strong call-to-action.

G E N E R AT E L E A D S O N T W I T T E R

• Optimise your Cards regularly, keeping an eye on your number of leads, conversion percentage, quality of leads and cost per lead.

• Provide compelling, relevant offers. Consider this a value exchange with the person engaging with your Tweet.

• Leverage strong calls-to-action to drive the highest conversion rates. Use hashtags and @username mentions sparingly in Tweet copy to reduce non-lead engagements.

The Lead Generation Card lets users easily provide you with their details.

D R I V E A P P I N S TA L L S O R E N G A G E M E N T S

• Select a strong image. The image plays the biggest part in driving the click through to the store, so it is crucially important.

• Beware of download time. How many megabytes is your app? If it is over 50mb, we recommend targeting WIFI only.

• Use our full range of analytics to deep-dive into an app install campaign: use the Summary tab and the Spend tab as well as the Conversions tab.

• Use Tailored Audience Device ID targeting to either exclude your existing users from targeting, or to promote a new feature to existing users.

The Image App Card gives users a frictionless path to installation or engagement.

D R I V E V I D E O V I E W S B E TA T E S T I N G

• Use the Tweet copy, video thumbnail and video itself to inspire people to click play, watch the video and Retweet.

• Test different combinations of the creative elements, and run these side by side to maximise performance.

• Evaluate campaign performance by looking at different audience segments. If certain segments (gender, geography, device types, etc.) are performing better, consider setting up campaigns that focus on these valuable audience groups.

Promoted Video attracts viewers with one-click full-screen playback.

@TwitterAdsUK | Confidential

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