Website clicks campaign

Ready to launch your Twitter Ads campaign?

This campaign objective was previously known as the website clicks and conversions campaign objective.

Drive traffic and generate more conversions.

Twitter was noticeably strong for raising brand awareness, reaching almost 10X the number of people and generating almost 20X the number of clicks as other platforms.

Robbie Orr, Marketing Manager, Global Rugby Network
Promote your website

Increase traffic to a specific home page or curated landing page, and encourage visitors to take action once they get there — whether that’s reading your latest press release or purchasing your products. 

These campaigns feature your content on a Website Card, which allows people to preview an image, related context, and a clear call-to-action within a single ad format in their timeline.


How it works

Design and build your Website Card; it’s what you’ll be using as the forefront of your Tweets in this campaign. Add eye-catching visuals, a tagline, and supporting copy. 

Your ad will be displayed in multiple locations on Twitter — including home timelines, profile and Tweet detail pages, search results, and Twitter Audience Platforms  — and will be labeled as “Promoted”. Get the step-by-step guide to start building this campaign.

How to create a Website Card

  1. Visit and navigate to the “Creatives” > “Cards” tab. If you do not see these tabs, you must add a payment method to your account first.  

  2. Click “Create Card” and choose between a “Website Card” (defaults to using image creative) or “Video website card”.

  3. Input your selected image or video, headline, and URL.

  4. Name your card and click “Create”.

  5. Once the card is created, it will show up in your “Cards library”. Hover over your desired card, click on the “Tweet” icon, add Tweet copy, and Tweet it! 

Follow the specifications here and policies here for best results.


Best practices

Test and refresh 3-5 creative and copy options to learn what your audience is most drawn to.

Set up conversion tracking for a more in-depth analysis of the behavior of people who visit your website. Where did they come from? What did they click on? This allows you to measure what happens after people see your ad. 

Use our advanced targeting to re-market to past website visitors and look-alikes of website converters. Analyze your Ads Manager and get more optimization tips.

What you pay for

You only pay for clicks on the link in your ad. Impressions that don't result in a link click and organic traffic from logged-in Twitter users are free.

The cost you pay per link click depends on the budget and bid you set for your campaign, as well as the targeting you select. You'll receive real-time bid guidance during the setup process.

You’re also not charged any other non-objective benefits, even though running a campaign to boost one metric often helps other metrics as well.

Standout examples of website clicks campaigns

Drive traffic to your website today

Best practices for better success

Ready to launch your ad?