Twitter Retargeting: What to Watch For
Published: July 3, 2013
Author: Molly Shotwell
Today’s post is by Director of Social Media Andrew Foxwell.
Today, Twitter announced (taking out the trash before a holiday? Kidding, Twitter) that they have released two types of retargeting, one based off cookie IDs and one based off email addresses. You can now load in cookie IDs and email lists directly into Twitter’s ad interface and be able to target the people on those lists.
(Aside: how many companies have their own site cookie data right on hand? Is this a common thing marketers have that I’m unaware of?)
Anyway. The retargeting step is a big one, to be sure, although there are bridges Twitter has yet to cross to compete with platforms like FBX.
Overall, I’m pleased to hear that Twitter has come out with these two features; similar features have proven powerfully effective in our Facebook marketing campaigns. We are seeing great results on custom audience email targeting, specifically when layered with different audiences.
My hope is that Twitter’s interface makes this easy to understand for marketers, though that might be optimistic. Generally, Twitter’s interface lags behind Facebook’s a bit, although with recent updates it’s made significant improvements.
One thing I think is important to bring up: since the market penetration is lower for Twitter than for Facebook, these releases will likely need to be implemented with other types of targeting, just as Twitter’s keyword targeting product needs other targeting support.
There are volume questions as well, and what the inventory looks like on Twitter for launching more Promoted Tweets. Volume can be an issue — especially volume spread evenly over a day, which Twitter is getting much better at. Closely related, of course, is the question of bid pricing trends. One of the significant benefits of FBX clicks is their relatively low cost. Will Twitter be able to do it as cheaply?
In the end, good for Twitter. They are really making huge strides to become a scalable marketing option for businesses.
– Andrew Foxwell