Twitter Cards, What Affiliates Need To Know – By Kyler Patterson

by Colleen on May 25, 2015

Have you done any advertising on Twitter? If so, you’re likely aware of Twitter cards. This article will break them down for those who have used, or looking to use, Twitter ads.

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What Are They?

Twitter cards are an advertiser’s way to increase the effectiveness of their promoted Tweets. As some of you may know, Twitter charges per engagement (CPE). This means that if you include an image (which you should since there have been many case studies to prove they work), you will be charged if someone clicks to see it. With cards, your image will send the clicker to your desired location.

There are five different Twitter cards with different uses in your ad manager. I’ll be breaking down three in this post: Website, Lead Generation, and Video. The two other cards deal with App installs and I don’t have enough experience on those to break them down properly.

Website Card

The Website Card is to help drive clicks to your website. These are, in my opinion, the best type of card to use if you’re trying to increase conversions on your own site.

Twitter’s Website Card decreased my company’s cost per acquisitions (CPAs) by 46% and increased engagement rate by 10% compared to program benchmarks.

Website Cards allow for a standard image within their size recommendations, a title, and a Call To Action (CTA). It effectively allows you to take up more clickable real estate within your tweet. This is desirable. Otherwise you will be paying for people to view your full-size image.

Lead Generation Card

Capturing leads directly within Twitter is possible via the Lead Generation card. As with the Website card, you get to include a call to action, a header, and an image. The difference with this card is that users can submit their information (name, username, and email) without even leaving Twitter.

You can either download the information to your email client or integrate it if your email client allows for POST data. This is perfect if you’re offering a free eBook or white paper to generate leads.

Video Card

Video cards are created in campaigns with the Video View objective. This allows you to incorporate videos with a clear Call to Action upon completion of the video. Based on my own tests, there were very little clicks on the Call to Actions on average.

Therefore, I generally put them in the “Brand Awareness” category. If you have engaging video creative that create a good direct response, then you should give this card a try.

Conclusion

If you’re looking to try Twitter ads, you need to incorporate at least one type of Twitter card to increase the campaign’s effectiveness. They help make your tweet stand out in the sea of the user’s stream.

Kyler is the Marketing Coordinator for HostGator.com. Find him at @TheKylerP or @HostGator.

This article appeared in issue 30 of FeedFront Magazine, which was published in April 2015.http://issuu.com/affiliatesummit/docs/feedfront-30

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