Drive traffic on mobile with rich media ads.
To drive site traffic, @eBay used two types of Twitter ad formats, Promoted Tweets with images and Website Cards. Promoted Tweets with images help businesses amplify their Tweets to a wider audience and drive engagement, and Website Cards enable businesses to drive relevant traffic by showing users an image from their website paired with a clear call to action.
@eBay and @brandnetworks wanted users to be able to understand both types of Tweets at a glance to reduce irrelevant traffic. They kept Tweet text minimal, and used straightforward product images and simple calls to action.
Zero in on millennials.
@eBay made sure its ads reached millennials, its target audience, by using keyword and interest targeting. Keyword targeting allows brands to connect with users based on words and phrases they’ve recently Tweeted or searched for, or that appear in Tweets with which they’ve recently engaged. Similarly, interest targeting lets brands reach users based on the topics they connect and engage with on Twitter.
Optimize on a weekly basis.
Every week, @eBay and @brandnetworks analyzed the campaign performance to learn not only which Twitter products and targeting solutions worked best to drive efficient site traffic, but also to understand which eBay products were of greatest interest to users. The team then optimized the campaign strategy accordingly. This regular adjustment enabled @eBay to quickly and dramatically increase site traffic while reducing its average CPLC.
Anything that is trending, trends on Twitter... As marketers, we have a massive opportunity to get into [those] conversations... and impact our bottom line. This campaign has opened our eyes in a data-based way to Twitter’s ability to drive traffic at scale.