1800flowers-website-tag

Twitter Enables Advertisers to Target Website Visitors via Tags

  |  June 12, 2014   |  Comments

Twitter’s website tags are simple to use and provide more choice, flexibility, and reach in remarketing, but experts note broad-reach display advertising can have its drawbacks.

Twitter has launched website tags for remarketing, a feature that it claims will make it easy for advertisers to create tailored audiences from the Twitter Ads user interface.

As of June 11, advertisers that have already created tags for conversion tracking can use those tags for website remarketing, Twitter says.

Once a brand has placed a website tag, or a snippet of code, Twitter says it can match users who have visited the brand's website to Twitter accounts using a browser cookie ID. This, in turn, lets the brand show matched users promoted tweets and promoted accounts, which results in "a relevant, high-quality message to users."

According to John Lee, managing partner at Clix Marketing, a marketing agency specializing in pay-per-click (PPC), display, and social media advertising, Twitter's tagging installation is modeled after Google's tagging system, which means it is simple to tag one or multiple pages. Twitter has also made it seamless to connect website audiences with promoted tweet campaigns, he notes.

Beta users include 1800Flowers.com, which used the tag in its Mother's Day campaign, targeting users with promoted tweets containing a website card and achieving a cost per acquisition lower than its performance goal. Apparel retailer Betabrand is another user, which Twitter says used it to drive a 63 percent decrease in cost per acquisition.

As with other tailored audience features, Twitter says advertisers will continue to see performance data that shows how many users saw or clicked on an ad, without identifying who saw it or clicked on it.

"The same Twitter ad management principles apply, but in my experience the impression and click volume has been lower than what I see in FBX, Facebook website audiences, or other remarketing," Lee says. "This isn't a negative indication of Twitter's remarketing utility, more so the actual usage and visitors on Twitter."

For his part, Andrew Goodman, president of PPC agency Page Zero Media, says Twitter has worked relentlessly since its IPO to optimize its monetization options to create an increasingly intuitive fit for advertisers.

"This capability of using Twitter-specific website tags gives us a bit more choice and flexibility in our remarketing strategies, and of course, more reach," Goodman says.

Noting there are pros and cons of some existing remarketing products targeted at various display networks and exchanges, which also applies to Google AdWords remarketing to a degree, Goodman says, "On the plus side, you gain wide reach, but the black box nature of broad-reach display advertising, and the difficulty of gauging tone and consumer response, can be a drawback.

"Advertisers, if they had their choice, would often want very specific channel control as opposed to run-of-network black box placement. With Twitter, what you see is what you get: the opportunity to tailor advertising to your previous website visitors on what is, for many of us, our favorite social media venue."

Supporting partners like Adroll will make it easier for advertisers who already have relationships with those platforms, Goodman adds. And, he notes, remarketing ads are "low funnel," so they will return positive return on investment (ROI) for a lot of advertisers.

Twitter says users can uncheck the box next to "Promoted content" in their privacy settings and it will not match their account to information shared by advertisers for tailoring ads. The social network does not receive browser-related information for tailoring ads if users have Do Not Track enabled. In addition, to avoid overly specific targeting, Twitter says it has a minimum audience size for all tailored audiences.

Goodman doubts the new ad placements will turn off Twitter users because the platform has this range of opt-outs for users, so "they've clearly planned ahead to throw off any major concerns about intrusion and privacy."

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Jobs

    • Sales Planner
      Sales Planner (Verve ) - New YorkAbout Verve   Verve is the leader in location powered mobile advertising. We manage one of the largest mobile...
    • Systems Analyst/Support
      Systems Analyst/Support (Agora Inc. ) - BaltimoreIRIS (Increased Revenue Intuitive Software ) is proprietary software that helps marketers...
    • Client Services Support Specialist
      Client Services Support Specialist (Agora Inc. ) - Delray Beach OVERVIEW:  This position requires a highly motivated and resourceful individual...