Following on from my recent post about Facebook remarketing, in this post I’ll be explaining how to set up Twitter remarketing; using Twitter Ads and Twitter Cards to remarket to your website visitors.
#1 Twitter Tags
To remarket using Twitter, you have to connect your website with your Twitter ad. This ensures that the ad will be shown to the people who has visited your site. You first have to create a Twitter tag, and then install it on your website. Here are the steps:
Step#1 Click on settings at the top of your profile page and then click on Twitter Ads. This will take you to your Twitter campaign dashboard.
Step #2 On the top toolbar, click on Conversion Tracking
Step #3 Click on the Create Your First Website Tag button.
Step #4 Name your Tag and choose a conversion type.
Step #5 Make sure that the Create a Tailored Audience for Remarketing Purposes box is ticked.
Step #6 Click on Create Tag. This will show you the tracking code which we will install on your website.
Warning! Do not close this page as we will need the code as we progress.
Tool #2 Google Tag Manager
Step #1 If you do not have one, create a Google Tag Manager account at http://www.google.com/tagmanager/ and take note of your assigned Google Tag Manager ID.
Step #2 Open the tag manager for your website, click the New button, and then Tag.
Step #3 Assign a Tag Name. You can tag this as Twitter.
Step #4 From the Tag Type drop-down menu, choose Custom HTML
Step #5 Go back to Twitter, copy the tracking code and paste it on the HTML text field on Google Tag Manager. Click Save.
Step #6 Log into your WordPress dashboard and add the Google Tag Manager plugin on the Plugins section of your WordPress admin.
Step #7 Use the Google Tag Manager ID (from Step #1) to track the correct account.
Pro Tip – Segment your audience to create custom experiences based on their behaviour on your website. Create Twitter remarketing tags for each page of your website. The more you customize your audience’ experience, the narrower your audience targeting, and the are likelier they are to convert.
Tool #3 Twitter Ads
For each remarketing campaign, you can use either Promoted Tweets or Twitter Cards.
If you choose to use Promoted Tweets, it is important to include an image to increase the visibility of your ad. Add an image that is 440×220 px so your image shows up correctly.
If using Twitter Cards, what works best are lead generation, website, basic app and image app.
The Lead Generation Card is like a summary of your website embedded inside Twitter. Use the headline and an image to entice users to click on your card.
When a user clicks on your card, Twitter lets you collect their email address, real name, and twitter name. Pretty powerful stuff, huh?!
If you haven’t yet explored Facebook remarketing, go here to read more about the benefits of remarketing, and follow the steps to install the Facebook remarketing pixel on your website
Veronica Pullen
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