Make your video ads on Twitter work harder! This new video ad format allows brands to direct people who watch your videos directly to your website with a convenient, three-step process.
According to Twitter, Video Website Cards achieved a “2X higher CTR than the industry benchmark for mobile video ads.” With this release, you can elect to run this creative unit on your Conversions and Website Clicks objective.
Instead of just showing a text link with the video, you can blend the visual elements of your landing page with your video, enticing the viewer to take action on your desired objective. This streamlines the discovery process and removes friction for the viewer, allowing you to improve conversion rates and decrease costs.
Facebook’s counterpart Video Website Cards is Canvas, which also allow you to tell a compelling story through video with an immersive landing page experience that can be linked to landing pages to drive conversion. With this release, we’ve added support for video within Asset Manager, allowing you to more quickly and effectively manage your rich media content across both Facebook and Twitter in one centralized location.
Example: Advertising Across Channels with Facebook and Twitter
Using a Twitter Website Video Card, a coffee brand could showcase the health benefits of their ingredients, along with an overview of their unique approach to brewing. Then, they could direct viewers to their website to make a purchase, highlighting a limited-time offer.
On Facebook, they could target this same audience with a showcase ad. From there, they could determine which format—Twitter Website Video Card or Facebook Showcase Ad—drove incremental returns. Or, they could re-engage this audience at a later date with a more bottom-of-funnel format and message.
To learn more about Twitter Website Video Cards, please read our Support Center article.
We’ve significantly enhanced the design of the View Builder with a seamless, tabulated layout that includes search functionality across tabs. These workflow enhancements allow you to quickly find and select key metrics aligned to your objective. Additionally, we’ve added an intuitive preview reporting column to show which metrics have been selected, with the ability to drill-down by objective.
To learn more about the Marin Social View Builder, please read our Support Center article.
We now capture the “Landing Page View” metric in the UI as the main KPI for the media plan for folks optimizing campaigns to drive traffic to their website. Additionally, you can view “Cost Per Landing Page View” in reports.
Removed hard-sizing for images with a 1:1 ratio so that any image uploaded to Twitter will fit image specifications.
“Product Stats” were returning null values in the UI for customers running Dynamic Ad campaigns. You’ll now see metrics for the primary KPI that you’ve set for the media plan.
You can now view the “Reach” metric at the campaign, ad set, and ad level. We’ve also added support for the “Frequency” metric across all levels.
The bidding event for Dynamic Ads has been changed to “Purchase” to better align with advertiser goals.
