In an attempt to expand its advertising revenue, Twitter has opened Lead Generation Cards to all advertisers, including small and medium businesses that advertise on Twitter, it was announced in a blog post Thursday.
The cards, which were debuted in limited capacity back in May, give businesses and brands a way to sign up new users from within a tweet.
Here's how it works: the business or brand will put an offer inside of a tweet. The user's name, @username, and email address will already be pre-filled within the Card. All the user has to do is simply click a button and the information will be sent directly, and securely, to the business.
The example that Twitter gives is a company called Rock/Creek, who used the Lead Generation Card in a Promoted Tweet campaign. The company wanted to get the e-mail addresses of users who entered a contest to win a free pair of Chaco sandals.
As a result of the Cards, the campaign saw a 4.6% engagement rate and generated over 1,700 new email contacts in less than one week.
In addition to expanding the cards, Twitter also made them simpler to set up, and added in some analytics, including cost per lead by card. These metrics are available be within the reports for each Promoted Tweet campaign.
In addition, the Cards also got a new layout.
"We’re continuing to experiment with more card layouts to ensure that the Lead Generation Card is versatile for a variety of uses, from coupon offers to newsletter subscriptions to political campaigns sign-ups," Tarun Jain, Product Manager, Revenue at Twitter, wrote.
Finally, Twitter also made them available in all languages supported on Twitter Ads.
In April, Twitter added three new types of Cards:
App Cards, which will show information about an app, including the name, icon, and description, along with other details like rating or price.
Product Cards, which will represent products by showing an image and description, along with up to two customizable fields that let the developer display more details such as price or ratings.
Gallery Cards, which represent an album or collection of photographs via a preview of the photo gallery. This card indicates to a user that a gallery has been shared, rather than just one individual photo. Users are able to specify up to 4 different images to show in the gallery card and can also provide attribution to the photographer of the gallery.
The ultimate goal of cards is so give brands and businesses a way to reach a broaded audience. And Twitter's monetization strategy, which also includes a redesigned resource for businesses to learn how to user Twitter, as well as a new API that is designed make it easier for brands to manage campaigns and get more value out of advertising, seems to be working.
(Image source: http://blog.showclix.com)