Twitter's retargeting tool allows advertisers to get their ads in front of lost leads. To make your next Twitter retargeting campaign effective, keep these best practices in mind.
There are a handful of best practices when it comes to using Twitter to retarget leads. Here are some good ones to keep in mind.
Twitter didn't always have a retargeting (or, as Twitter calls it, "remarketing") tool built into the platform. Within the Twitter Ads UI, you can set up a retargeting campaign without the need for third-party tools. However, before you can set up the campaign itself, you have to set up your targeting tag.
Start in the Twitter Ads interface at ads.twitter.com where you will click "Tools" and then "Conversion Tracking" to generate a new tag.
Make a website tag, give it a name, and select the conversion you wish to track. By selecting what conversion event you want to track, Twitter can collect more data to measure how your campaigns perform.
Be sure that you also check "Create a tailored audience." This tells Twitter to track everyone who visits your website. Everyone who does will get put into a "tailored audience." This allows you to advertise to them in your retargeting campaigns. Adjusting other settings is optional.
It's important that you do this step correctly or Twitter won't be able to track visitors or conversion events. Adding the code to your site isn't particularly difficult.
Twitter automatically generates the code for you. You need to place it in your website's code before the closing HTML
tag. If you use Google Tag Manager or another tag manager program, add the tag into it instead of your website. As soon as you add the code, Twitter will begin collecting data about your visitors and their actions.
To set up the campaign itself, navigate to "Campaigns" and then click "Create New Campaign." Choose "Website Clicks or Conversions" to start on your retargeting campaign. The next page will ask for a name and run dates. Specify the tag that you previously set up.
This next step is very important to the success of your campaign. It's all about building the Twitter Card that users will see when you retarget them. You can also use a Tweet from your account, but that's not typically an effective strategy.
To get good results, you need to consider who your audience is. Your ad should be engaging and specific to this audience so that you don't waste money serving ads that people are simply going to ignore.
The next step is to decide who you want to see your campaign. You can also choose where your ad shows up. If you already have a tailored audience from your targeting tag, select it.
You can also ask Twitter to display your ad to site visitors and/or to users similar to your site visitors. To do so, select "expand research by targeting similar users." The idea is that people similar to your website visitors will have similar interests, so they also may convert.
If your targeting tag hasn't been on your site for a long time and you don't have a tailored audience yet, you can specify users. Twitter will estimate the total size of your audience based on various demographics. Remember bigger isn't always better. Get specific.
The final step is determining how much you're going to spend on your retargeting campaign. You can set either a daily budget or a total budget. It's best to start conservative until you are able to test the campaign. You can optimize it and expand your budget with time.
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