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Twitter Introduces the website tag for remarketing

Wednesday, June 18, 2014   (0 Comments)
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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 performance goal.


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