Twitter Targets ROI with 'Objective-Based Campaigns'

A new service from Twitter promises advertisers the chance to choose their own definition of success, measure performance accordingly, and pay only for the specific results they have selected up-front.

Twitter Ads was launched in 2010 as a key means of generating revenue for the booming microblogging site. On its blog last week the firm said its own analysis of best practices over the four years is now being fed into a system which recommend the best ad format depending on campaign objectives - for example whether a user is looking for web site visits, purchases / sales leads, followers or app installs - and charge only when this desired result if achieved. The latter might include viewers completing one of Twitter's Lead Generation Cards, installing an app or clicking a link.

The system will supply metrics covering the relevant outcomes, for example reports for a web site clicks or conversions campaign will show total link clicks and cost-per-link-click; or if a client has set up a tracking pixel, reports will show total conversions and cost per conversion.

Available now in beta, the service will be rolled out to managed clients by invitation over the next few months.