24 Jan '13, 12pm

Twitter Ads: Are You Wasting Money on Mobile?

Twitter Ads: Are You Wasting Money on Mobile?

Advertising on Twitter can be a great opportunity to drive online sales. But to reap the benefits you must understand how to test and optimize the channel. One of the targeting options for Twitter advertising campaigns is device targeting. Most direct marketing campaigns include a call to action with the goal of a form completion on the landing page. A recent desktop vs. mobile device experiment revealed that targeting mobile devices results in a 60 percent lower conversion rate and a 160 percent increase in cost per acquisition. Additional key findings from the experiment include: Targeting desktop devices doubles the cost per engagement but only results in half the engagement rate. Users on desktop devices have a higher click-to-visit ratio than mobile device users. If a user on a desktop device clicks on the tweet, they are more likely to visit the landing page than a u...

Full article: http://searchenginewatch.com/article/2238610/Twitter-Ads-...

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