The connectedness of the Internet, and your WordPress site, should go beyond posting links between your website or blog and social media accounts. It should include trackable links between the two which work to better target your audience.
A plugin that you can use on your WordPress site to do just that is known as Twitter Remarketing. It involves connecting your Twitter account, your WordPress website, and Google’s Tag Manager. The payoff is a better focused Twitter ad campaigns, and a better understanding of your ROI and audience
What is the goal of Twitter Remarketing?
Twitter Remarketing is designed to focus on Twitter users who have already visited your website. This focus targets them for the Twitter ads that will keep you and your WordPress website on their mind by showing these ads to people who you know who are already interested in you, rather than random people who fit a certain profile.
Twitter Remarketing is a bit like being able to advertise to those who have come into your shop and asked questions, rather than just advertising to anyone who has ever walk past your store and glanced in the window. This can result in a better ROI, more traffic being driven to your website, and a better conversion rate if you’re using your WordPress website to sell product.
As most of you well know, the point from “I’m interested in this product,” to “I bought that product,” can be a long and tricky one. Twitter Remarketing can help you catch users when they’re at the point of “I’m ready to buy this product,” and put you right in their Twitter feed.
How to install Twitter Remarketing in your WordPress website
Twitter Remarketing takes a bit of work, and a bit of coding. It is also complicated somewhat thanks to how Google is involved. Follow the fifteen steps below carefully and slowly, and you’ll have it set up and be on your way to creating a true connection between your WordPress website and your Twitter account.
- Go to Twitter’s homepage and click on the Settings gear of your profile page.
- Click on “Twitter Ads” from the drop-down menu. You will be sent to your Twitter ad dashboard.
- Select the “Conversion Tracking” option from along the top bar.
- In the window that opens select “Create Your First Website Tag.”
- This is when you will name your Twitter Remarketing campaign. Give it something that will be easy to remember as you may have more than one campaign on the go.
- Choose “Website visits” as the type of conversion you want to track in this example.
- Select the “Create a Tailored Audience for Remarketing Purposes” option.
- Create your Twitter Remarketing tag by simply clicking on the “Create Tag” button. You will be given a custom tag in a popup box. Keep this window open for later use, and create a backup in another document you leave open by cutting and pasting it.
- If you don’t have one, open a Google Tag Manager account. You will be given an assigned website ID. Copy it and paste it into the document with your backup of the Twitter Remarketing tag. Label them both so you know which is which – better safe and labelled than sorry!
- Open up your WordPress website’s editing dashboard. Click on Tags, then create a “New Tag”.
- Choose a name for the tag, you might as well use the same one as you chose in step four.
- Go to the drop down menu and choose “Custom HTML tag” as the tag you want.
- Open up the page that your Twitter Remarketing tag still in, or go to the document with the Twitter Remarketing tag backed up. Take the tag and paste it into the Custom HTML tag box.
- Go back to your WordPress website’s dashboard. Now select the Plugins section, and select “Add New” from the menu.
- A search box comes up, search for “Google Tag Manager.”
- Install the Google Tag Manager plugin, and use the Google Tag Manager ID that is still waiting for you in the backup folder.
If you have followed that exactly you will now have the Twitter Remarketing plugin installed. If that all sounded like doing the hokey-pokey backwards, the WordPress Support team are great at helping people through their help section on problems like this.
Which Twitter ad should you use with Twitter Remarketing?
There are three basic good choices you can make for your Twitter Remarketing efforts:
Twitter Lead Generation Cards are great at collecting the best data, their email addresses, with minimal effort while still getting that link built between your WordPress site and Twitter. A big email address database is still a key part of any marketer’s arsenal, combining it with Twitter Remarketing can lead to big ROI’s and better conversions.
Twitter Summary cards also work well since they’re designed to have a link to your website in them. One link sent at the right to someone who is already interested in you can make all the difference. It doesn’t, however, capture data like Twitter Lead Generation Cards.
With so many people out there developing apps, it would be wrong to mention Twitter Apps Cards. This can help you get people who are ready to make a snap decision. Twitter App Cards feature a direct download link. This can be the perfect ad to send out once you already know that the person is interested since they already visited your website. This may be the best opportunity out of all the Twitter Remarketing choices, but is only for those with apps.
Why you need to try Twitter Remarketing on your WordPress site
Twitter Remarketing will allow you to connect data, and Twitter followers who are genuinely interested in you, with the power of connected web properties. With these working for you you can expect more visits to your website, higher sales, a better ROI for your Twitter ads, and increased brand exposure amongst those who have shown interest in you.
Beyond all the data, multi-channeling, and advertising, Twitter Remarketing can be about creating deeper bonds between your website and those who know about. A one time visit that causes them to join your Twitter following doesn’t mean anything unless they’re actively being engaged. Twitter Remarketing can help build that connection as you appeal more to those who have already tried to know more.
Matthew is the analyst for the social media focused Devumi blog. You can catch up with him every Friday as he writes about Twitter, YouTube, Google, SoundCloud, Pinterest, and Vimeo.