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tl;dr – Use Twitter cards to increase the effectiveness of your advertising campaigns.

· Issue 30 · May 2015

Twitter Cards,

What Affiliates Need To Know by Kyler Patterson Kyler Patterson

H

ave you done any advertising on Twitter? If so,

your tweet. This is desirable. Otherwise you will be paying for

you’re likely aware of Twitter cards. This article will

people to view your full-size image.

break them down for those who have used, or look-

Lead Generation Card

ing to use, Twitter ads.

Capturing leads directly within Twitter is possible via the

What Are They?

Lead Generation card. As with the Website card, you get to

Twitter cards are an advertiser’s way to increase the ef-

include a call to action, a header, and an image. The differ-

fectiveness of their promoted Tweets. As some of you may

ence with this card is that users can submit their information

know, Twitter charges per engagement (CPE). This means

(name, username, and email) without even leaving Twitter.

that if you include an image (which you should since there

You can either download the information to your email

have been many case studies to prove they work), you will be

client or integrate it if your email client allows for POST data.

charged if someone clicks to see it. With cards, your image

This is perfect if you’re offering a free eBook or white paper to

will send the clicker to your desired location.

generate leads.

There are five different Twitter cards with different uses in your ad manager. I’ll be breaking down three in this post:

Video Card

Website, Lead Generation, and Video. The two other cards

Video cards are created in campaigns with the Video

deal with App installs and I don’t have enough experience on

View objective. This allows you to incorporate videos with a

those to break them down properly.

clear Call to Action upon completion of the video. Based on my own tests, there were very little clicks on the Call to Ac-

Website Card

tions on average.

The Website Card is to help drive clicks to your website.

Therefore, I generally put them in the “Brand Awareness”

These are, in my opinion, the best type of card to use if you’re

category. If you have engaging video creative that create a

trying to increase conversions on your own site.

good direct response, then you should give this card a try.

Twitter’s Website Card decreased my company’s cost per acquisitions (CPAs) by 46% and increased engagement rate by 10% compared to program benchmarks.

Conclusion If you’re looking to try Twitter ads, you need to incorporate

Website Cards allow for a standard image within their size

at least one type of Twitter card to increase the campaign’s

recommendations, a title, and a Call To Action (CTA). It effec-

effectiveness. They help make your tweet stand out in the sea

tively allows you to take up more clickable real estate within

of the user’s stream.

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Kyler is the Marketing Coordinator for HostGator.com. Find him at @TheKylerP or @HostGator.

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