Twitter Introduces the website tag for remarketing
Wednesday, June 18, 2014
In December, Twitter announced
the web approach to tailored audiences to give advertisers the ability
to connect with recent website visitors on Twitter across desktop and
mobile. Now comes the website tag for remarketing, which makes it easy
to create tailored audiences directly from your Twitter Ads UI.
All advertisers will continue to have the option to create tailored audiences through one of our Marketing Platform Partners.
Starting today, advertisers who have already created a snippet of code (a tag) for conversion tracking
can use it for website remarketing. If you haven’t obtained this tag
yet, it’s easy to generate one in your Twitter Ads UI and use it to
target Promoted Tweets and Promoted Accounts to users who have already
shown interest in your brand by visiting your website.
Suppose a surf shop wants to use Twitter Ads to grow its follower
base and drive website traffic and conversions. The shop wants to show
its ads to surfing enthusiasts who have recently visited its website.
Once the shop places a website tag, Twitter can match users who visited
that site to Twitter accounts using a browser cookie ID. This lets the
shop show matched users Promoted Tweets and Promoted Accounts, resulting
in a relevant, high-quality message to the user.
As with other tailored audience features, you’ll 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. You can also use
tailored audiences in conjunction with our other measurement and
creative tools, like the Website Card
and conversion tracking. For instance, you could use all three to reach
users who have visited your website, drive quality traffic, and track
the entire customer journey, from initial visit through to conversion.
Over the last several months, we’ve seen positive results from advertisers who have participated in the website tag beta. @1800flowers
used the tag in its Mother’s Day campaign to implement conversion
tracking and build a tailored audience of recent site visitors. They
targeted users with Promoted Tweets containing a Website Card, and
achieved a cost per acquisition (CPA) significantly lower than their