Updated February 8, 2021
New year, new blog post. Since we last shared an update, we’ve built on our recent Carousel Ads launch, and we concluded two crucial product milestones: the rebuilds of our App Installs and Website Traffic objectives.
These rebuilds are focused on getting our fundamentals right, and include improvements across five areas: Campaign management, Quality Supply, Ad Formats, Optimization, and Measurement. Our commitment to developing the critical tools that advertisers need to launch campaigns and drive customer acquisition is working - and we are excited to share more about the progress we have made.
Completed the rebuild of our App Installs objective
We’ve rebuilt the foundation of our App Installs objective to help advertisers launch, manage, and measure app install campaigns even better than before. As part of this rebuild, we redesigned several of our most popular formats to drive higher engagement, increased mobile app impressions by 80%1, improved prediction and measurement, and developed a faster and more intuitive campaign creation experience.
Here’s a look at the changes we have made:
Enhanced creative formats — In addition to our recent new and improved Carousels announcement, we also made improvements to Twitter App Cards, making them even more engaging than before by adding more context and information, such as app ratings, app price, and download details — all of which help us better serve up-and-coming apps by giving them more credibility. This has led to a +8.88% install per impression improvement2.
Improved prediction and supply — We launched a combination of prediction, bid optimization, supply and supply quality improvements to deliver more stability and performance. We also upgraded our infrastructure and how our ad serving works within the Twitter timeline, which has resulted in a significant number of impressions that App Install advertisers are now winning in our auction.
Easier campaign setup and management — We improved aspects of the Ads Manager experience to be more intuitive. This includes a single tab Tweet creation experience for advertisers to build their entire creative in one go, reducing the amount of time and number of interfaces advertisers must navigate. We also updated our Ad Group Details page to simplify optimization and bidding combinations.
Improved Measurement — Lastly, we implemented measurement solutions to help advertisers more accurately attribute installs and navigate iOS 14’s upcoming app tracking transparency framework (ATT). You can read more about our approach specific to the ATT changes here. We also expanded our Advanced Mobile Measurement Program, allowing advertisers to enable advertisers to conduct LTV and ROAS measurement.
Introducing Twitter Click ID and improved conversion optimization
For advertisers focused on driving website outcomes, we’ve been hard at work improving formats, measurement, and optimization models to increase click-to-land rates and reduce reporting discrepancies between Twitter reporting and third-party reporting.
How it works
When someone clicks on a website ad, the Twitter Click ID’s unique identifier will be appended automatically in the URL. When the person lands on the website and the Twitter pixel fires, this ID will be captured, sent to Twitter, and used to attribute the site visit to the click. Based on our test results, we have seen a 10X increase in Site Visits3 reported in Twitter Ads Manager.
We also upgraded our conversion optimization model, improving campaigns that optimize for site visits. Our system is now better at identifying people who are more likely to visit your website. In recent testing, we observed a median increase in click-to-land rate of +26% and a significant decrease in cost per site visit4 in Twitter Ads Manager.
Additionally, we made improvements to the Website Card format - including better navigation to a full-screen browser, reduced loading time for websites, and improved usability of media controls - all of which resulted in a click-to-land rate improvement of +8%5.
Our focus is on making it easier and more efficient than ever to advertise on Twitter - helping advertisers reach a full-funnel marketing approach from the top-down.
These products can help marketers take their launches and campaigns and extend them into always-on media plans that may ultimately help marketers drive customer acquisition and reach their goals. We’re so excited for what’s next - stay tuned for more.
1Based on growth in on-platform MAP ad impressions in Q4 2020
2As compared to current production version of the card in an A/B experiment, Q4 2020
3As compared to the same set of campaigns without Click ID enabled, Q4 2020
4As compared to the same campaign without conversion optimization enabled, Q4 2020
5As compared to the control bucket in each experiment, Q4 2020