Twitter carousel ads are an attractive, eye-catching format that draws attention to the stream through variable images and text.
Carousel ads have always been one of the best ad options on Twitter, and last October, Twitter improved its Carousel ad offering by enabling custom titles and landing pages to be used within each of your frames Carousel adsoffering more ways to create responsive posts for variable audiences within a campaign.
Twitter says that, in testing, this capability has made carousels an even more attractive option, increasing click-through rates by 20%, while campaigns optimized for site visit conversions with a 25% increase compared to single-asset ads.
If you’re looking for ways to maximize your Twitter marketing efforts, Carousel Ads are worth considering within your mix. And this week, Twitter has shared some new tips to help marketers maximize their carousel ads and organic posts, including a new worksheet for designing your carousel campaigns.
First, Twitter highlights some of the key uses for Carousel ads, noting that Carousels can be great for:
- Displaying multiple features or products
- Promotion of multiple offers
- Illustrating the various benefits of an application, product or service
- Highlighting multiple reviews and quotes or customer testimonials
- Splitting a single image across multiple frames
- Telling a multifaceted story
Again, the multi-image format is great for stopping users mid-stream, with the second image appearing just off-screen, enticing the swipe response. The more attractive and visually appealing you can make your carousels, the more likely users will scroll through your screen – where multi-destination functionality can also add variety and interest.
To add alternate URLs to your Carousel images, you first need to go through the regular setup process Twitter Ads Managerselecting ‘Carousel’ as your display option.
You can then add up to six visuals of your choice to add to your campaign, and you can add image and video assets within a single Carousel ad.
Within the setup process, you can then also add custom URLs to each of your media uploads:
“If you’re applying the same title and URL, check “Apply to all media” under the first asset. You can also choose to “Customize a destination” for each of your media assets, adding a unique title and URL for each.”
This allows you to drive traffic to different elements of your website based on each frame, adding another level of variability and information to your carousel display.
Which can be a great way to drive traffic – and if you’re planning a Carousel ad strategy, Twitter has also shared this new worksheet to use in your brainstorming.
Twitter has also offered some final tips for designing an effective carousel advertising approach.
- Make sure your images and videos tell a cohesive story and follow a visual narrative in every frame
- Clearly present your product, service or app and its benefits in your creative
- Don’t ignore your accompanying headlines, Tweet copy, and calls to action. Use these fields to provide additional context and encouragement to readers
- Customize headers and URLs if using multi-destination functionality. This will drive your audience to unique landing pages
- If you use mixed media in your Carousel ad, the image and video aspect ratios must remain consistent (1:1 image with 1:1 video, 16:9 image and 1.91:1 video)
- Check in detailed card and slide level metrics reported in Ads Manager to iterate and learn
These are some great tips, and given the response data, it’s worth considering the potential of Carousel ads within your Twitter strategy – while you can also publish organic tweet carousels through the same process, by publishing the carousel directly by Twitter Ad Composer.
Twitter has also provided case study examples and additional tips for your Carousel process herewhile you can also read more about carousel ads at this page.
