Twitter Gives Advertisers Another Option, Website Cards, To Drive Click-Throughs

cards-website

Add another ad unit to Twitter’s deck: the Website Card.

The new offering, which will be made available to all advertisers on mobile and desktop today, enables marketers to display rich content from a website on Twitter. The idea is similar to Lead Generation Cards rolled out last summer, but these cards are meant to drive traffic to a specific page on a website. Twitter’s blog post about the launch explains:

Today, we’re introducing a powerful creative ad unit called the Website Card — a new way for advertisers to easily surface website content within a Tweet and drive relevant traffic to any page of their site, such as their home page, product page, or an important blog post.

This card allows users to easily discover interesting content while giving advertisers the ability to drive a higher volume of URL clicks since users are able to preview an image, related context and a clear call to action in their timeline before tapping.

In testing, Twitter said, Website Cards have shown higher engagement and click through rates and lower cost per click levels, compared to similar tweets containing an image and a link. Citrix, for instance reduced its CPC rate in testing by 92% and Betabrand reduced its by 85%. UK-based mobile company Three received 64% more URL clicks and its engagement rate increased 26%.

There’s more information about setting up the cards, at the Twitter Help Center.

Related Topics: Channel: Social Media Marketing | Social Media Marketing | Top News | Twitter | Twitter: Advertising | Twitter: Cards

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About The Author: is Third Door Media's Social Media Correspondent, reporting on the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.

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  • http://cashwithatrueconscience.com/rbblog Ryan Biddulph

    I love this idea Martin because it appeals to the “eye candy” urge in folks. We love bright, shiny images, and giving advertisers the option to share rich text from websites makes ads more appealing. It’s win-win in my book, and another note that twitter’s moving in the right direction on the advertising front.

    I found this post on kingged(dot)com, and will vote it up :)

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