Twitter Realigns Its Ad Product To Meet Advertiser Goals With Objective-Based Campaigns

Copyright Aaron Durand (@everydaydude) for Twitter, Inc.

Now, Twitter advertisers can organize their campaigns around specific marketing objectives and pay only when specific actions are taken. Today, Twitter announced the beta release of objective-based campaigns, reports and pricing.

Advertisers are now presented with a list of campaign objectives — driving Tweet engagements, website clicks or conversions, app installs or engagements, followers, or leads — to choose from when setting up a campaign.

The ad format follows from the objective that selected. For example, the creative set-up for a “Leads on Twitter” campaign objective includes a lead generation card. Advertisers who choose to drive leads will then only pay when users complete and submit a lead generation card. Likewise, app install and app engagement campaigns are only charged on a cost-per-app-click basis.

Reporting is also tailored to each objective to make it easier to monitor the metrics that matter most for the campaign goals.

Objective-based campaigns are available globally to API partners and small business advertisers.