Everything You Need To Know About Objective Based Twitter Ads


Aishwarya Krishnamurthy

May 20, 2015 5 min read

Updated on May 2, 2017


I have a confession to make. You may think that this is another perfectly timed blog about Twitter’s new Objective Based Twitter Ads, but believe me, it’s just a happy coincidence on my part.

I just finished a blog post about advertising on Twitter, in which I included a single paragraph dedicated to Objective Based Twitter Ads. Since it was still in beta testing, I was trying not to rub anyone’s nose in the fact that Unmetric (and hundreds of other advertisers) had access to a tool that was saving us money and helping us create better, more relevant campaigns, while most advertisers still didn’t have access to this Twitter product.

Well, I needn’t worry anymore because Twitter has now rolled this product out globally to all advertisers. This also means that I can elaborate a little bit more about what this means to your strategy on Twitter Ads.

How are Objective Based Twitter Ads different? Pay only for the actions that are aligned with marketing objectives. Based on the objective of your campaign, select the campaign type most appropriate, and get charged not for every interaction, but only for every conversion – as defined by your campaign. 

There are 6 objectives you can create your campaign around on Twitter:



By understanding the purpose of each type of campaign, and what you will and will not be charged for, you can now optimize your campaign and improve your Return On Investment.

1. Tweet Engagements 


The first kind of Twitter Ad most closely resembles the purpose of organic Twitter – promoting brand awareness and conversations. Here, brands can choose to be charged only for every social interaction on the tweets in a campaign – this includes Favorite, Retweets and Replies.

How is this different from unpaid Twitter?

Well first, putting money behind a tweet increases the reach of your tweet, and with clever targeting can be shown to a particular subset of your potential audience. Secondly, as you can see in the image above, the interaction bar of a promoted tweet will be highlighted to promote interactions. 

2. Website Clicks or Conversions


This campaign is perfect for any brand trying to drive visits to their website, microsite or landing page. Unlike the first kind of campaign, you will not be charged for every social interaction on the tweet, instead you will be charged only for actual conversions – in this case, when a Twitter user visits the website that your tweet is pointing towards.

Using Website Cards, Twitter users have a clear Call To Action button, moving users to a destination outside Twitter. Additionally, by putting a tracking pixel in the code of your website, you can also track conversions (like downloads,purchases, etc), and Twitter will optimize  your campaign by displaying those tweets that converted at a higher rate, to more people.

The best part is that every social engagement is just a bonus!

3. App installs or app engagements


Similar to the Website Clicks and Conversions campaign, you will be charged only when a user clicks on your tweet and is redirected to the App store or Google Play Store, or when they download the app itself.

Again, how this benefits you is that you will not be charged for social interactions, and Twitter will auto optimize your campaign  by displaying the best performing tweet most often. So, if you have 6 tweets in your campaign with varying copy and images, the tweets that resulted in the most number of app engagements or installations, will be shown more often – therefore getting the most bang for your buck. 



Whether your brand has recently joined Twitter, or you are ramping up your presence on social media – adding Followers is one of the smartest moves you can make. Aside from increasing your organic reach significantly, by increasing your Follower base, you can increase brand loyalty by creating relevant content for your Followers.

Additionally, your Followers can become your best brand ambassadors, retweeting your content and increasing your reach multifold. Promoted tweets have a clear call to action with a highlighted Follow button, and don’t worry – not all Followers during the time period of your campaign are attributed to this campaign. Only those Followers who clicked on the tweet button will be attributed to your campaign, and will be charged to your account.

5. Leads


Finally, instead of driving traffic to your website and trying to get information from potential leads in a multi-step process that almost always has a high drop-off rate – you can now choose to create a lead gen campaign on Twitter itself. With this, when a Twitter user shows interest in your product –  it can vary from an eBook, to a publication subscription, to a chance to win prizes – in a one-click process, users allow Twitter to send their email addresses straight to you. 

These email addresses can then be used as part of your email newsletters, or lead nurture programs. This type of Twitter Ad requires a heightened level of Privacy protection so please  read the guidelines carefully before you plan your campaign.

Go forth, my friends!

Like with everything new, I encourage you to explore all the available tools and features of the newly launched Twitter Ads – play around with multiple campaign types in mini-campaigns, iterating and optimizing as you learn. Once you’re comfortable and confident with this new format, wouldn’t it be great to have a behind the scenes look at the content strategy of your competitors and see what kind of content they are putting money behind? Well, crazy coincidence- we can help you with that!

If you’d like to find out more about our paid post detection capabilities (on Facebook and Twitter), and how competitive intelligence can help you improve your content and campaign strategies, sign up for a free trial.



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