Create a website clicks or conversions campaign

Website clicks or conversions campaigns are optimized to drive traffic and generate conversions on your website from Tweets targeted to specific audiences. These campaigns allow you to feature your website content with Website Cards — a powerful ad format that allows users to preview an image, related context, and a clear call-to-action in their timeline.

 

Setting up your website clicks or conversions campaign

  1. Log into your Twitter Ads account
  2. Click "Create campaign" in the top-right corner of your Ads Manager
  3. Choose "Website clicks or conversions" from the list of campaign objectives
  4. You'll be brought to the "Details" tab the campaign setup form. Here you will name your campaign, choose your funding source, and set campaign dates and budget
  5. Next, you'll setup your first ad group. You can also set ad group start and end time
  6. Select the bid type you'd like to use in your campaign: 
    • Automatic bid: your bid will auto-optimize to get the best results at the lowest price (within your budget). Automatic bid is the easiest way to quickly get your campaigns live and serving impressions on the platform
    • Target cost: you can name the bid you’d like to pay per link click. Your campaign will then auto-optimize your bids to achieve a daily average cost per link click that meets or beats your target. You will pay the actual average cost for all link clicks during the day. If you change your bid over the course of a day, it will average to the highest target cost you set
    • Maximum bid: this type allows greater control over how much you pay per link click. In this bid type, you can choose exactly how much you are willing to pay for a link click (your maximum bid), and your results will not be charged over this price. This bid type is helpful for experienced advertisers who know exactly how much they’re looking to pay per link click at scale
  7. Choose between two optimization options for your campaign:
    • Link clicks: We’ll show your ads to the people most likely to click on them
    • Website conversions: We’ll show your ads to the people most likely to take the action specified by your website tracking tag. This is only possible if you have our online conversion tracking pixel set up on your website. While you may have multiple conversion tags set up, you must specify a key conversion event for us to prioritize
  8. Select the audience you'd like your ads to serve to in the "Targeting" tab of campaign setup. Learn more about our targeting options
  9. Choose the Tweets you'd like in your campaign. You can also customize the Twitter locations you'd like your Tweets to serve on this step
  10. Review your final campaign setup on the "Review & Complete" tab. If you'd like to add additional ad groups to your campaign, you can do so on here
  11. Launch your website clicks or conversions campaign!
 

Serving your website clicks or conversions campaign

Tweets in website clicks or conversions campaigns are served in a number of locations:

  • Home timelines. Website clicks or conversions campaigns may be visible within a user’s timeline if an advertiser has promoted a Tweet that is relevant to that user.
  • Profiles and Tweet detail pages (optional)When someone you targeted visits a Twitter profile or Tweet detail pages, they may be eligible to be served your impression.
  • At the top of relevant search results pages on twitter.com (optional). Website clicks or conversions campaigns from our advertising partners are called out at the top of some search results pages on Twitter.com and through select ecosystem partners.
  • Partner applications on our Twitter Audience Platform (optional). The Twitter Audience Platform is a way to drive greater scale for your campaigns by extending your campaign to reach your audience in the thousands of apps and websites they use everyday. If you want to extend your campaign to the Twitter Audience Platform, you'll be asked to select a category that best describes your ad. We recommend you choose only one category. 

The first option is a required serving location for website clicks campaigns, however you can customize whether you want your Tweets to appear in profiles and Tweet detail pages, search results, and on the Twitter Audience Platform. You can make this customization on the "Creatives" tab of your campaign setup form.

 

Viewing your results

Navigate to your Ads Manager to see your results. Filter the date range in the top right corner to see key metrics such as total spendresults (link clicks), cost per result (cost per link click), and result rate.

link click is a click on the link or Website Card in your ad.

 

Frequently asked questions

Why should I use a website clicks or conversions campaign? 

With the website clicks or conversions objective, you can drive people to visit and/or take an action on your website. You can leverage Twitter's unique data signals to target and retarget customers with these campaigns, which are optimized to deliver cost-efficient link clicks. This objective allows you to reach customers in a native app enviornment that they likely visit often, allowing them to convert where they feel comfortable. 

When should I use a website clicks or conversions campaign?

Select this objective when you're looking to directly drive users to your website. Before you get started:

• Define key performance indicators (KPIs). Identify the metrics that will determine whether the campaign is successful.
• Use those KPIs to calculate your bid. Use your landing page conversion rates to back into your cost per link click (CPLC) bids for both desktop and mobile campaigns.
• Set campaigns up for auction success. Auction performance is determined by two variables: bid and predicted engagement rate. In addition to setting a competitive bid, think about the ad message and the creative you’re using. Can you do anything to make it more engaging?
• Create a testing framework with multiple campaigns. Create several campaigns so you can quickly see which targeting and creative variables drive conversions. Use this data to scale or pause campaigns.

To get the most out of website clicks campaigns, make sure you have Twitter's online tracking products installed on your website. Without a clear conversion signal, you’re optimizing in the dark. Using our conversion tracking for web, you can measure thenumber of users who convert on your website after viewing or engaging with your Promoted Tweets within your specified attribution window.

To enable conversion tracking for web, create a Twitter website tag from your Twitter Ads account, then place the code snippet across your entire website. Once installed, you can add the conversion events you wish to track—such as purchases, site visits and downloads. Twitter’s website tag doesn’t just report on conversions. It also allows you to remarket to recent visitors to your website, and lookalikes of those visitors, through tailored audience for web targeting. Learn more

How much does a website clicks or conversions campaign cost?

Twitter’s cost-per-action pricing ensures you only pay for the specific actions you are looking to drive. 

When you run a website clicks or conversions campaign, you'll only be charged for the link clicks you acquire from that campaign. Impressions that don't result in a link click are free.

The cost you pay per link click depends on your budget and bid, as well as the targeting you select. You'll receive real-time bid guidance based on your targeting in your campaign setup. More on Twitter Ads pricing.

Details:

When setting up your website clicks or conversions campaign, you can select between automatic, maxmium, or target cost as your bid type. We suggest selecting the automatic bid option since this automatically bids on your behalf, maximizing your campaign's chance to serve. If you choose maximum bid or target cost when you set up your campaign and input your bid, think of your bid as how much you're willing to pay per link click. Remember, a link click counts as all clicks on the link or Website Card in your ad. 

It's important to think carefully about the value each link click brings to your business. The recommended bid is a good indicator of the amount you will need to bid for your campaign to reach its goal. You will never be charged more than your bid and advertisers are often charged less. However if your bid is not competitive relative to other advertisers, your campaign may not serve.

In addition to controlling the amount you pay per action, you also have complete control over the amount you spend overall. After setting your bid, you're prompted to enter a total budget for the campaign and an optional daily budget. When your overall budget is reached, your campaign will stop serving until you increase the budget. When your daily budget is reached, your campaign will stop serving until the next day. 

What type of Tweets can I use in my website clicks or conversions campaign?

Tweets within the website clicks or conversions objective must contain one link. You will not be able to add Tweets with less than one, or more than one URL link to this objective. 

We recommend you use our specialized Website Card, and specially create your Tweets for this campaign. You can create both video and image Website Cards.

To create your Website Card, go to your ads account and choose the Creatives > Cards tab. There you can choose a video or an image and input the URL you'd like the Tweet to drive to. You will also choose a headline and name your card.

Once you create your Website Card, you can then Tweet it! 

You'll be able to put whatever Tweet copy you'd like as long as it does not include another URL link. Remember, in order to be added to a website clicks campaign, your Tweet must contain only one link.

If you're using a Tweet with a link in the Tweet copy, you cannot use a Website Card. This is because the Website Card contains a URL link.

Ok for this objective
Ok for this objective
Not allowed in this objective

Check out our specs page for more details on video and image Website Cards. 

Remember, no matter what type of Tweet you use, you'll always be billed on link clicks, or every time a user clicks the URL in your Tweet.

All advertisers and their Promoted Tweet content must comply with our Twitter Ads policies

How do I set up online conversion tracking?

Visit our conversion tracking page for detailed instructions on how to set up online conversion tracking pixels. 

I'm seeing lower conversions than link clicks, why?

In the Twitter Ads Manager, we're reporting on the number of times someone clicks on a link or the advertisers' Website Card. This is logged as soon as the click action happens. However, a conversion refers to someone landing on your webpage and stayed long enough for the page to load completely (triggering their analytics tracking code).

This is what drives the difference between the two numbers you are seeing. This can vary based on:

  • Load time - for example, on slow cell networks, it may take longer for the link to request and page to load, so users may exit out before loading the website.
  • Intent - users may click on an image but exit out when they realize a website is loading.

To improve these numbers, we recommend testing different creative formats, including:

  • Picture + link in Tweet copy - try adding an image + a link in your Tweet copy, instead of the Website Card. This has increased link click intent in certain cases.
  • Only a link in Tweet copy - try using just a link in your Tweet copy. This too has resulted in more intentional link clicking behavior from users.

Remember, the website clicks campaign objective will always charge for link clicks, not conversions.

Learn how to get the lowest cost per link click for your audience: Intro to optimization | Optimization for website clicks

 

 

Additional reading

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