Twitter is changing its prices. On Thursday, the company announced it was introducing new tools for what it calls “objective-based campaigns,” which include four new ways advertisers can buy ads on the social media platform.
Previously, ad buyers worked on a cost-per-engagement model, paying for promoted Tweets only when users interacted with them — a click, reply, retweet or favorite. Now, advertisers can opt to pay on engagements to capture new followers, conversions to an external website, app-installs or user email addresses.
For Twitter, the new model is intended to net more ad dollars and expand its young products. In June, the company began running app-install ads, which they charge per app click. It introduced its rich-media “Lead Cards” in 2013 and has been aggressively promoting the product as a tool to reach non-logged in users, an increasingly coveted demographic for Twitter.
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