Dive Brief:
- Twitter is testing a new tool -- dubbed objective-based campaigns -- that will allow advertisers to buy against campaign goals.
- Advertisers can pick a performance indicator that supports a goal and only pay when that action is performed -- for example, advertisers who choose lead generation will only pay when a Twitter user submits an email.
- The new tools are currently being tested among SMBs and Twitter API partners and are expected to roll out to all advertisers within the next few months.
Dive Insight:
The objective-based campaigns offer marketers a direct line between spending on the results they desire. That is likely to inspire a lot of advertisers -- especially from SMBs who need to see tangible results from spending because of restricted budgets. Metrics that really matter will also be easier to track through the new tools.
