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Twitter built on the carousel ads it introduced last November with the debut of multi-destination functionality for carousel ads driving users to websites.
The social network said in a blog post that advertisers can diversify their messages by using unique headlines and URLs on each carousel card, and users can engage with multiple images or videos and click through to different destinations.
Twitter added that during beta-testing of multi-destination functionality for carousel ads, it saw click-through rates roughly 20% higher across all objectives compared with single-asset ads, along with a lift of approximately 25% in CTRs for campaigns optimized for site visit conversions versus single-asset ads.
The platform is testing other ad products to drive website clicks, including
- Site visit optimization, an improved buying model dedicated to finding and serving ads to audiences most likely to visit an advertiser’s website.
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