Twitter performance ads
Context
Twitter, renowned as a prime platform for brand awareness ads, has historically struggled with lower-funnel performance ads, including web conversions and in-app purchases. This has resulted in low conversion rates for advertisers and irrelevant ads for users. To tackle these issues, I designed and launched a suite of products globally to boost lower-funnel ad effectiveness for advertisers and enhance ad relevance for users.
My role
Product Design lead oversee 3 workstreams
The team
3 PMs, 10+ engs across 3 teams, 2 DS, 1 UXR, and 2 designers
Timeline
2021.05 - 2022.11. Launched globally
💌 Please email me for more details.
Feature highlights
Launched Oct, 2022
Dynamic Product Ads
Dynamic Product Ads (DPA) allow advertisers to showcase the most relevant product to the right customer at the right time to drive sales and conversions.
Launched Oct, 2022
Website Conversions Optimization
Website Conversions Optimization (WCO) is a major rebuild of our conversion goal that will improve the way advertisers reach customers who are most likely to convert on a lower-funnel website action (e.g. add-to-cart, purchase).
Launched Aug, 2022
Twitter Pixel
The new Twitter Pixel is a new measurement solution that enables conversion tracking. Conversion tracking is the backbone of performance advertising, enables advertisers to measure their return on ad spend by tracking the actions people take after viewing, clicking or engaging with ads on Twitter.
Launched Aug, 2022
App Purchase Optimization.
App Purchase Optimization enables advertisers to deliver ads to people most likely to install an app or make a purchase by using machine learning to identify audiences that are more likely to take an action. 89% of advertisers saw a reduction in cost-per-purchase, A median 30.4% decrease in cost-per-purchase.
In the news
Blog | The new and improved Twitter Pixel, Conversion API, and App Purchase Optimization launched globally
Scaling performance ads and measurement
Blog | The new and improved Twitter Pixel, Conversion API, and App Purchase Optimization launched globally
Blog | We launched three key products that will drive lower funnel results and improved relevance
Performance ads solutions that drive results
Blog | We launched three key products that will drive lower funnel results and improved relevance