Tim Peterson says, “If you’re an advertiser who wants to run ads on Twitter to get people to do something specific on your site — like buy a product or schedule a test drive — but don’t want to pay for people that visit your site but leave without doing anything, now you can.

Twitter has opted to let advertisers decide whether they want their ads to simply get people to visit their sites or to specifically visit their sites and perform a certain action. Put another way, Twitter is separating its two-year-old Website Clicks or Conversions ad objective into two separate objectives: Website Clicks and Website Conversions.

For brands that are only in the market for site visitors, nothing has changed other than the name of the objective you select when setting up your ad campaign. For brands in the market for people to perform specific actions on their sites, Twitter is improving its ability to find those people and show them their ads.

First, an advertiser has to place Twitter’s website tag on its site (used to track what people do on that site) and connect that behavior to their Twitter profiles. That is now a requirement to use the Website Conversions objective, according to a Twitter spokesperson. Then, the advertiser has to specify the conversion event they want to advertise against — for example, product purchases by specifying the conversion event as people hitting the checkout URL — and how much they’re willing to pay Twitter if someone were to convert”.

Twitter now lets brands advertise only to potential site visitors likely to become customers

Marketing Land

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