Twitter is working hard to become profitable by offering advertisers new ways to reach their audiences. Twitter remarketing is meant to work in conjunction with Twitter Ads products, including the already successful Promoted Tweets, and with Twitter Card offerings.
When Twitter remarketing is used alongside those familiar tools, Twitter marketers gain a powerful new ally.
What Is Twitter Remarketing?
Twitter remarketing allows you to target users who have already visited your website and who are on Twitter after being exposed to a Promoted Tweet or Twitter Card from your business.
The point of Twitter remarketing is to stay on the minds of those who have gone so far as visiting your website. Think of these people as those who, instead of walking past your store, came inside, asked questions, and appeared to be interested.
The goal of Twitter remarketing is to take advantage of that original contact, help consumers remember you, and catch them at a moment when they're ready to make a purchase. Essentially, it takes a large Twitter following and reaches the most relevant followers.
How to Install and Use Twitter Remarketing
As you'd expect, there's some behind-the-scenes coding that you have to do, which involves creating and then installing a Twitter remarketing tag on your website. Here are the 14 steps that will help you get it done on a WordPress-based website. For others, try following this helpful guide by Twitter.
- Start on Twitter by clicking on the Settings gear of your profile page.
- Click on Twitter Ads in the drop-down menu; you'll go to your Twitter ad dashboard. Select Conversion Tracking along the top toolbar.
- In the window select Create Your First Website Tag.
- Give your Twitter remarketing tag a name. Choose "Website visits" as the type of conversion for this example.
- Now select the Create a Tailored Audience for remarketing Purposes option.
- Create your Twitter remarketing tag by clicking the Create Tag button. Your custom tag will be in the popup box. Keep this window open, and copy and paste the code into a document as a backup.
- Open a Google Tag Manager account if you don't already have one. Paste the assigned website ID into that same document as above for safekeeping.
- Go to your WordPress editing dashboard. Click on New on the top bar, then select Tag.
- Choose a name for the tag.
- Choose Custom HTML tag as the Tag Type from the dropdown menu.
- Go to the document with the Twitter remarketing tag that you generated and paste it into the box.
- Go back to your WordPress dashboard, select the Plugins section, and select Add New.
- When the search box comes up type in "Google Tag Manager" and hit enter.
- Install the Google Tag Manager plugin, and use the Google Tag Manager ID from step 7.
Did it work? Follow that process exactly, and you'll be fine. If you missed anything at all, WordPress is great at helping those who are in a little over their head.
Which Twitter Promoted Tweet Will Work Best With Your Twitter Remarketing?
The point of Twitter Lead Generation Cards is to let you collect a mass of email address data with one click of a user's mouse. Maximum data + minimal effort = Great strategy.
You need to think beyond Twitter, and so email marketing is still a very successful way to market online. Look at it this way: You're using Twitter remarketing to stay on the minds of your website visitors by sending them Promoted tweets again. If you collect their email data, giving you permission to send them messages, you're gaining another way to stay on their minds.
Another option is Summary Cards that feature a link to your website. The Promoted tweet goes out, they follow the link and activate your Twitter remarketing Plugin, and you can stay on their mind. You don't get the email data, but you still have that connection between them, your website, and the Twitter tag.
If you have an app that you're pushing, a Twitter App Card is an obvious choice.
Why You Should Try Twitter Remarketing
Twitter remarketing will help you put data, your interested followers, and the power of the connected Internet to real use to help you generate more sales and stay on the minds of your most interested Twitter followers.
Ultimately, Twitter remarketing helps you create deeper bonds with those who are interested in your brand by connecting a multichannel approach. It clearly establishes who is interested in your Twitter content and who is actually visiting your website and looking around.
Those are the people who you need to target, and Twitter remarketing can do exactly that.