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.