By Helena Sáenz (Autora invitada), on 12 November 2015
Conversion Lift, the new Twitter tool for marketers! Good news for those who use Twitter Ads: the network has been made available to advertisers their new tool, Conversion Lift, which provides information in much greater detail on the real effect of ads on Twitter.
Conversion Lift segments the audience in groups of test and control to make comparisons between them. This allows you to know the effects of our advertising much more accurately to focus investment in ad campaigns that are really effective.
With this tool it is possible, for example, to compare the conversion rates on the web for users who have seen our ads and those who have not been exposed to them, so you can set up different campaigns competing for the same purpose too see which gets better results. The first data shows that Twitter Ads work to increase conversions, especially if there is interaction: Users who have seen an ad are 1.4 times more likely to convert, while those who have interacted with a brand’s promoted tweet become 3.2 times more likely.
Since last January, Facebook also has a tool very similar to Conversion Lift, which allows you to compare the results of companies that share a common goal and perform tests on active campaigns. If you use both tools in a coordinated manner, you get to make the most out of your advertising dollar.
How to use the Lift Conversion tool in Twitter
Conversion Lift reports are now available to advertisers around the world. To take advantage of this opportunity, you must have installed a system to measure conversions. Also keep in mind that you need a certain amount of traffic to see relevant results.
The Conversion Lift tool does not work retrospectively on campaigns that have already finished: if you want to use, you have to configure it before releasing ads. Just follow these steps:
- Select the Conversion Lift study when you start your Twitter Ads campaign.
- The tool will select two user groups randomly. The first will be the test group (those who see ads), the second is the control group (those who don’t see ads).
- Twitter will collect data from both groups throughout the campaign. When this is finished, it will analyze the data for the report.
- You will receive your custom Conversion Lift report 2-3 weeks after the end of the campaign.
Once you've received your report, it's your turn: what can you learn from the results for your next campaign? With this tool, you can become an increasingly effective advertiser.
Photo by Garrett Heath (Flickr)