Despite the ongoing chaos at the Twitter headquarters
following Musk’s decision to cut down on the company’s staff, Twitter is continuing
to release new updates. These include a Website Conversions Optimization function,
Dynamic Product Ads, and an Updated Collection Ads Format.
Website Conversions Optimization, according to Twitter, will
help advertisers reach customers that are most likely to convert on a
lower-funnel website action like Add-to-Cart, Purchase, Register Contact Info,
and Subscribe. Advertisers can benefit from WCO by expanding their reach beyond
people who are likely to just tap on their ads. Twitter claims that the
algorithms will work to target audience with greater relevance at “25% lower
cost-per-conversion on average, per initial testing.”
The WCO process relies on Pixel tracking to estimate the types of audience engaging with an advertiser’s site via lower-funnel actions and then uses this data to target further audiences for the ad campaign.
Twitter has, until now, offered advertising optimization for
Link Clicks, Site Visits, and Conversions. The Conversions function further provides
optimization for specific website events including Page View, Content View, Add-to-Cart,
and Purchase.
Another newly launched advertiser-focused option on Twitter is the ‘Dynamic Product Ads’ that works to display the most relevant product to the right customer at the right time. This will, for instance, show products to a customer that they have previously engaged with on a website but haven’t bought yet.
Lastly, Twitter has updated its Collection Ads Format that
allows advertisers to share a static primary image with smaller thumbnail
images displayed below it that users can scroll through. “When tapped, each
image can drive consumers to a different landing page,” explains Twitter.
