Success story

How the SAP Concur team helped drive efficient website traffic visits from Twitter

Key results1

9%
Lower cost per site visit (CPSV) compared to conversions optimization

88%
Lower cost per site visit (CPSV) compared to link clicks optimization

The opportunity

The @SAPConcur team offers a range of editorial whitepapers — with topics ranging from the future of Travel & Expense (T&E) management to navigating hybrid work models — to provide insights for businesses. 

But how could the software company lead interested parties from their Twitter Ad campaign to articles featured on Concur.com?

The strategy

Getting traffic to Concur’s Whitepaper hub was made possible by Site Visits Optimization, Twitter’s new site visits optimization ad buying model. It helped @SAPConcur to find and serve ads to businesses most likely to find their whitepapers valuable. 

Steps to success:

Tags
  • B2B
  • Case Study
  • Performance Marketing
  • North America

01

Identify the right audience

Through Twitter’s Site Visits Optimization tool, @SAPConcur was able to find the right audience most likely to visit Concur.com.

02

Serve relevant ads to engaged audience members 

By targeting the right audience, @SAPConcur drove readers to their website, where they could access whitepaper content. 

The success

Through Twitter’s Site Visits Optimization buying model, @SAPConcur ultimately reached the audiences most likely to find their whitepaper content valuable. In doing so, the company also optimized their marketing spend goal. 

SVO provided a solution that both idealized their marketing budget and increased  conversion of those ad engagements into website traffic.2 Once their audience found relevant content for their businesses in the Whitepapers hub, they then had more of an incentive to click through other content on Concur.com.

Twitter’s new buying optimization is a great update that allows us to drive more nuanced and specific actions as we move users through the buyer’s journey. As a result, we were able to increase on-site asset consumption rate 11% vs. the conversion buying objective.

Seth Westhoff, Lead, Paid Social, SAP Concur

Sources

1 Twitter funded advertiser tests conducted November through December 2021, comparing performance between 15 website campaigns using Site Visits Optimization and 15 website campaigns using Conversions Optimization and optimizing for a Site Visit event.
2 Twitter funded advertiser tests conducted November through December 2021, comparing performance between 15 website campaigns using Site Visits Optimization and 15 website campaigns using Conversions Optimization and optimizing for a Site Visit event.

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