Twitter Objective-based campaigns now available globally [@SmartInsights alert]

With objective-based campaigns, businesses can promote to directly prompt leads and sales

Importance: ★★★★

Recommended link: Twitter announcement on objective-based campaigns

You may remember when Twitter started to monetise through offering ads to advertisers, the model was to use paid Promoted Tweets to encourage more followers, but it was lacking a way to directly prompt leads and sales. Then, in 2013 they launched Lead Generation cards that were particularly useful for business-to-business marketing.

Now, in a similar move to Facebook's new Call-to-action buttons, Twitter is making it easier to create ads that enable direct clickthrough to a website to meet objectives for leads and sales. The option is not entirely new since this was originally available in a US beta from August last year, but from 21 May 2015 all advertisers worldwide can use this new feature. For example, a retailer can now setup ads to encourage clickthrough to sale using this approach.

When you create a new ad campaign on Twitter you will be able to select a campaign objective such as website clicks or conversions in addition to the traditional Promoted Tweets to gain followers. Other options are also available for lead cards on Twitter or app installs.

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