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Twitter Launches New Ad Targeting Options, Including Advanced Website Conversion Optimization

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Twitter Launches New Ad Targeting Options, Including Advanced Website Conversion Optimization

Wait, Twitter’s still launching ad updates, despite losing thousands of staff?

Well, kind of.

So, just before Thanksgiving, Twitter announced some new ad targeting options, which look fairly similar to its existing ad goals, but with some important differences.

The first update is within its ‘Conversions’ objective, with advertisers now able to focus their promotions onto users that are more likely to take specific actions in response.

Enligt Twitter:

"Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).”

So instead of just aiming to reach people who are likely to tap on your ad, you can expand that focus to reach users that are more likely to take next-step actions beyond that, like:

  • Add-to-cart
  • Purchase
  • Register contact info
  • Prenumerera

“Our user-level algorithms will then target with greater relevance, reaching people most likely to meet your specific goal – at 25% lower cost-per-conversion on average, per initial testing.”

Essentially, the process uses Pixel tracking (you need to use the Twitter Pixel or Conversion API for this campaign type) to get a measure of the types of people who are undertaking these actions on your website, then utilizes that data for targeting further audiences for your ads, based on each element.

So how is it different?

Well, it’s not a big shift.

Up till now, Twitter advertisers have been able to optimize their campaigns to focus on:

  • Link clicks
  • Site Visits
  • Conversions  

Within the ‘Conversions’ objective, you can further optimize for specific website events:

  • Page View
  • Content View
  • Add to Cart
  • Purchase

As you can see, the only additions here are users who might leave their contact info or subscribe, which are likely not major focal points for most Twitter advertisers.

But what Twitter has done is that it’s made these options more immediately accessible within the Campaign Objectives screen.

So it looks like a significant update – and functionally, it does simplify things a bit. But it’s not a major advance in your Twitter ad targeting options.

Twitter’s also launched its ‘Dynamic Product Ads’, which enable advertisers ‘to showcase the most relevant product to the right customer at the right time’. 

"With DPA Retargeting, you can serve ads to targeted consumers, featuring products they have engaged with (e.g. added to their shopping cart) on your website but haven’t yet purchased.”

Twitter Dynamic Product Ads

Twitter’s actually offered a variation of this ad type since 2016, but it recently updated its Dynamic Products Ads targeting till integrate a more privacy-focused approach, in order to optimize ad performance with potentially fewer signals.

Finally, Twitter’s also launching its updated Collection Ads format, which enables advertisers to share a primary hero image, along with smaller thumbnail images below it.

“The primary image remains static while people can browse through the thumbnails via horizontal scroll. When tapped, each image can drive consumers to a different landing page.”

Twitter Collection Ads

Twitter first previewed this option back in March.

Essentially, these are not new offerings, as such, but they may be newly available to you, which could provide more considerations for your Twitter ad campaigns.

So if you’re wondering how Twitter’s able to launch new ad products despite cutting 65% of its staff – well, they’re not new, they’ve been in development for months, with Twitter just deciding to press ‘launch’ and provide them to all ad partners.

But that doesn’t lessen their potential value, and there could be various ways in which you’ll be able to use these options to boost your tweet campaigns.

Note, too, that Elon Musk has repeatedly mentioned that he wants to improve the accuracy of Twitter’s ad targeting options, which could eventually see Twitter’s automated audience tools, like Website Conversions Optimization, become a much more valuable proposition.

You can learn more about Twitter’s latest ad updates här.



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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

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Moore Digital Names Two Executives To Serve Nonprofit Fundraisers 02/07/2023

Moore Digital, which assists nonprofit clients with fundraising, has named Adva Priso as chief strategy officer and Bonnie Huey as senior vice president of
digital media.

They are joining a team of “more than 70 top digital experts from across the for-profit and nonprofit industries, including strategists,
media planners and …



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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

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Pinterest Now up to 450 Million Active Users, Posts Solid Numbers in Latest Performance Report

Pinterest has posted its Q4 and full-year earnings for 2022, showing steady increases in both users and revenue, as it continues to build out its various offerings.

First off, on users, Pinterest added five million more active users – most of them coming from Europe – within the final measurement period of last year.

That’s a good sign for Pinterest, which actually lost users in early 2021, after the COVID-induced boom in eCommerce activity of the previous year, which saw the platform post record high usage numbers.

Many analysts and businesses seemed convinced that the COVID boost to online shopping would hold, even after the pandemic ended. That lead to companies like Meta, Google, Amazon and Twitter investing big into commerce solutions – but many of the staff they put on were eventually culled in the most recent round of lay-offs, because once physical stores re-opened, people actually did go back to shopping as normal, as opposed to continuing to rely on online options.

Pinterest felt that the most, but now, it’s steadily building back up again, as it continues to refine its solutions around evolving shopping behaviors. Which includes video content.

Pinterest’s big winner on this front has been Idea Pins, its Stories-like option which presents uploaded video in a swipeable, full-screen display.

Pinterest Ideas Festival updates

The emphasis on this format has helped boost the platform’s appeal with younger audiences, with Pinterest reporting that Gen Z was the fastest-growing demographic on the platform, increasing double digits year over year.

“Gen Z sessions grew much faster year over year than sessions from older demographics, while nearly half of all new videos pinned in Q4 were from Gen Z users.”

Pinterest also says that sessions continued to grow faster than MAUs, an indicator that it’s driving better engagement overall, while it also increased its overall video supply by 30%, another marker of the popularity of Idea Pins.

Because you can’t post video as a native pin anymore, only in Idea Pins (or paid ads), underlining the focus on the format, and Pinterest’s evolving usage.  

On the revenue front, Pinterest posted a 4% year-over-year increase, after bringing in $877 million Q4.

Pinterest Q4 2022

As you can see in this chart, Pinterest’s revenue is climbing steadily, though its revenue splits remain concerning:

Pinterest Q4 2022

Or maybe you see this as an opportunity, with Pinterest still able to potentially eek out a lot more revenue from regions outside of the North American market. Definitely, it’s got some work to do in that ‘Rest of World’ bracket.

But Pinterest is still developing, and is still expanding its ad and business offerings into new regions. So there is, indeed, potential there – yet the size of the gap here is a concern.

Still, there is growth, slowly but surely, and maybe, if you’re a believer, you can see more ways for Pinterest to generate much bigger revenues moving forward.

Pinterest remains focused on shopping, and highlighting relevant products to users, with its ever-evolving recommendation engine providing better content matches to more users every day. It’s also investing in live-stream shopping, a trend that all platforms hope will catch on in western markets, while it’s developing more presentation tools for Idea Pins to capitalize on that engagement.

In combination, these approaches are working – but at the same time, usage growth in your local market may have stalled, going on these charts.

And of course, while overall growth is interesting, what marketers want to know is whether their customers are there.

For this, you can use Pinterest Trends, which enables you to search for the most popular Pin trends by region.

Pinterest Trends

Tap into these with Idea Pins and you’ll likely be on the right path, based on these latest insights from the app.

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These Guys Are Stupid, And I'm Being Charitable

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These Guys Are Stupid, And I'm Being Charitable

Why do some organizations still solicit funds the way they did in the 1960s? You need to take a smarter marketing approach, or you’ll waste money like they do. I’m still getting about two bucks a month in cash from stupid, misguided charities that insist on sending me actual money in the mail. I get …

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