Twitter product cards have been around for a good 6 months now, as of this week Twitter have rolled out the next generation of their product cards – Website Cards. You may have noticed them in your feed, you might not have. Anyway, the premise of them is to help brands and media site drive traffic back to any page of a website (similar to Facebook’s ‘Call-to-Action’ buttons).
With Website Cards, users are able to preview an image, related context and a very clear call to action in their timelines before they click on the tweet. This obviously is great for users as they’re able to gain a little more insight into what they’re about to click on and it’s great for brands as they’re able to disclose more about the page on the site that the user would land on. From my perspective, this makes the discovery of interesting content a lot easier for your average Twitter user. Ultimately, for brands the aim is to drive more traffic towards the site and potentially conversions as the Twitter card can be used in conjunction with conversion tracking. Just remember, Twitter aren’t able to measure mobile conversions at this point in time.
As with most product roll outs there’s been a select few who have had the privilege of testing them. Some of the brands who have tested the cards have seen significant decrease in CPC compared to those who have solely used an image and a URL. For more results on the performance of the Twitter cards, check out Twitter’s blog.
I know what you’re thinking…”So Liam, how do we create these amazing cards and lower our CPC and increase traffic?“. Well the answer’s easy.
- Go to Twitter ads.
- Click on the ‘Creatives’ tab at the top of the page and select ‘Cards’
You’ll see the option to select the Card type ‘Website’ where you can start building your Card
Easy as that. Three steps, what more could you ask for? Now just a couple of best practice tips for you too and yes they may seem a little obvious:
- Align your Tweet copy with a relevant image
- Use the image to clearly communicate your value proposition
- If you’re using text in the image, please make sure it’s mobile friendly and readable
- Pair your creative with targeting to appeal to the right audience
- Test, test, test. Test multiple images and copy and then optimise your ad to what’s been working the best