Remarketing is a fundamental part of the arsenal of tools of all digital marketers. This strategy allows us to reach the users we are looking for in a much more precise way, chaining various impacts to accompany them along the entire path to conversion.
We can remarket through different channels, such as search ads, banners, or different social networks. In this article, we are going to focus on a platform that many marketers tend not to keep in mind: remarketing on Twitter.
Twitter Ads is a small but increasingly significant investment. It is a platform that we must not forget due to the profile of the users and its social repercussion, currently and in the media, so let’s go there!
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Before going into the matter, let’s take a look at how remarketing (also known as retargeting ) works.
Remarketing consists of creating personalized ad campaigns that are shown to those users who have previously interacted with your brand, for example, visiting your website or other content.
The fundamental idea behind remarketing is to reach users who already know your brand or your products and therefore are much more likely to end up converting. Given its high probability of success, it is worth dedicating higher bids or a bigger budget to this type of campaign, compared to conventional ones.
The remarketing process can be summarized in three steps:
Within this basic configuration, we have a lot of possibilities depending on the inclusion criteria in the remarketing list and the ad formats we use. But all of them have in common a series of advantages for brands:
To run a retargeting campaign on Twitter, you must first have a Twitter Ads account. To do this, just click on your photo in the top menu and click on “Twitter Ads”. Then add a payment method and your account is ready to go.
On Twitter, remarketing audiences created from other channels, such as your website, your email database, or your mobile app, are called audiences. These are the steps you must follow to create your first audience:
The choice of time and attribution model is a common issue for all platforms, and we must carefully reflect on this issue.
The attribution time in Twitter remarketing is the number of days that will be set to decide if a conversion is attributable to Twitter or not, that is, the maximum number of days that can pass between the user clicking on our announcement and time of conversion.
For example, if we choose an attribution time of 10 days, conversions that take place within 10 days after a user clicks on an ad will be marked as Twitter conversion. But if a person converts 11 or more days later, that conversion will not count as attributable to remarketing on Twitter.
My recommendation on this topic is that you do tests with different attribution times and see what happens. There is no single recipe for all brands, so we need to customize it.
To install the universal conversion pixel, simply download the code snippet and place it at the bottom of every page on your website, before the HTML </body> tag.
Please note that before placing the pixel, you will need to ensure that the privacy policy is up to date, as Twitter requires the website to provide appropriate legal notice about the use of third-party information to collect traffic data on the site. Web.
Once the pixel is installed, it will start collecting data from users, so we will have to wait until we have a sufficient number of records. Normally, we need a minimum of 300-500 users for the option of creating a new campaign to appear.
To create your remarketing campaign follow these steps:
To finish, we are going to see some key tips to improve your remarketing campaigns, either on Twitter or on other channels:
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