Twitter Launches Objective-based Ads and Pinterest Starts a Messaging Service

August 11, 2014 | By

Twitter’s Objective-based Ads Twitter has launched objective-based ad campaigns, reporting and pricing in beta. This is aimed at helping marketers run and optimize marketing campaigns while paying only for actions that are related to their marketing objectives. Objective-based ad campaigns are now available in beta for SMBs and Twitter’s API partners globally. This feature will be rolled out to managed clients on an invitation basis over the next few months. Twitter will be providing a customized workflow that is aligned to your campaign’s goals. You can select from a selection of objectives such as, driving Tweet engagement, website clicks or conversions, increase app installs or engagement, adding more followers or gaining more leads. The campaign set up workflow will also recommend the best ad format you can use for your campaign. The best part of this feature is that you need to pay only when a user takes an action that is aligned with your campaign’s goals. For example, if your campaign objective is to increase followers on Twitter, you will pay only when users click the ‘Follow’ button and start following your brand on Twitter. Campaign measurement is also more relevant and easy since reports will show only those …

Facebook is Testing ‘Buy’ Button and Twitter Acquires Payments Startup CardSpring

July 18, 2014 | By

Facebook The social behemoth is testing a new ‘Buy’ button that will let users purchase products without leaving the site. If launched, brands can use this feature to drive sales from News Feed and their Pages. Users can now click the ‘Buy’ CTA on ads and Page posts and purchase directly from a brand.  Facebook assures users of privacy when using this feature. It says that it will not share with advertisers any of the credit and debit card information users share with Facebook. Users can also select whether they would like to save payment information or not. This test is being run with a few small and medium-sized businesses in the US. Facebook says that it will share more information after receiving feedback. This feature will allow for more Facebook-driven sales since users don’t have to leave the social network to make purchases. Often, the need to leave the site deters users from purchasing from social networks. If implemented, the ‘Buy’ button can increase sales for brands thereby driving better Facebook ad ROI while making it easier for users to shop on the site. Twitter The social network is in the news again, this time for the acquisition of …

Posted in Facebook | Twitter

Twitter Launches New Analytics Tools

July 14, 2014 | By

The micro blogging site is sprucing up its analytics dashboard with the launch of new tools that enable marketers to measure all tweets’ performance in depth, including non-sponsored ones (read organic tweets). Marketers can now see the number of tweet impressions, clicks, expands, re-tweets and profile clicks generated. You can also know the number of new followers you have gained through each tweet. The tweet activity dashboard has been launched around the world and is available to all advertisers, Twitter card publishers and verified users. Check out the following screenshot that displays the new tools’ capabilities: recent tweets along with impression counts, number of engagements and engagement rate. Image courtesy: Ad Age If you want to view engagement by category, you can click on the numbers, which brings up these details: Image courtesy: Ad Age Effect on marketers The launch of these tools helps marketers better understand organic content performance on Twitter. What’s more, if a tweet has gone viral and has been re-tweeted a lot, you will be able to view the performance of that particular tweet with a breakdown of how influential each category has been. Viral tweets contribute to an increase in engagement and consistent viral tweeting …

Facebook Acquires LiveRail and Twitter Picks up TapCommerce

July 4, 2014 | By

Facebook The latest addition to Facebook is LiveRail, an online video advertising company that provides premium publishers the technology to sell video inventory across all devices. LiveRail connects publishers to major ad networks, Demand-Side Platforms (DSPs), trading desks and exchanges. It uses a combination of real-time bidding and proprietary market data. LiveRail will be functioning as a wholly owned subsidiary of Facebook and will be integrating its data with Facebook’s to improve user targeting and display better ads. Video ads’ increasing popularity has propelled marketers to take serious note of it. Now, social platforms are catering to marketers’ video ad requirements. Plus, industry trends are leaning towards programmatic ad buying and Facebook’s acquisition of LiveRail underlines the importance of this trend. With LiveRail’s capabilities, marketers will now be able to harness the power of videos ads and will take Facebook’s user reach and user engagement to a different level. Twitter Treading on the path of boosting its mobile ad offering, Twitter has announced that it will be acquiring TapCommerce, a leading mobile retargeting and re-engagement advertising company. After its acquisition of MoPub, Twitter says it has been working on improving its mobile advertising capabilities. Users are increasingly juggling different media …

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