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Twitter Unveils Objective-Based Ad Campaigns

  |  August 8, 2014   |  Comments

The social platform says its new tools will allow advertisers to select objectives and see recommended formats, as well as only pay for actions aligned to their objectives.

Piggybacking on Twitter Ads, which allow advertisers to reach consumers at specific times, Twitter will soon add objective-based campaigns.

The new campaign aims to simplify things for marketers.

Users will start by setting a goal, be it adding new followers, driving app downloads or directing people to their website. From there, a template will ask users to enter text and a picture and choose a call to action; a targeting method, such as keywords or tailored audience; and some keywords. Setting a budget is the final step.


Twitter will charge users for their chosen actions. For example, users with app-based campaigns will pay on a per-click basis when consumers download the app.

The new functionality also has reporting tools, which show users the metrics behind conversions and give them glimpses into how well their advertising efforts do.

Earlier this summer, social media management system Hootsuite found that at one-third of the cost, Twitter Ads are cheaper than other paid channels. The updated Twitter Ads are designed to provide more guidance to users, particularly those who may not be as marketing-savvy. To that end, objective-based campaigns were tested in alpha on small and medium-sized businesses.

"The entire process -- from targeting, creative creation to tracking analytics and reporting -- is much improved and has helped deliver extremely strong results for our initiatives," Pierce Marchant, an marketing specialist at 3D design software company Autodesk, says in a blog post.

Objective-based campaigns will be rolled out to all users in a few months.

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Mike O'Brien

Before joining the ClickZ team, Mike O'Brien was a reporter for newspapers in Brooklyn and Eugene, Oregon, where he earned a Master's degree in journalism from the University of Oregon. Having also worked in newspaper sales, Mike enjoys writing about marketing and advertising much more than selling it.

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