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The 8 types of Twitter ads: A closer look at Twitter Cards

Rachel May Quin
Nov 7, 2014 5:22:10 PM


Twitter Advertising generates leads at one-third the cost of other marketing channels and has an 8 to 24 times higher clickthrough rate than Facebook ads. It’s time to get started with Twitter Ads.

You have many types of Twitter Ads to explore in the form of Twitter Cards. Chances are there’s something to suit every advertising need; from objective-based campaigns that are campaign templates designed to help you achieve a specific objective, to custom-made ads. What you need is a detailed guide on Twitter Ads. The primary differences between Twitter Ads campaigns begin with the Twitter card used. Here’s our A to Z (almost) of the 8 types of Twitter Cards available to you!*

* P.S. You can attach most Twitter Cards to any Tweet easily with a unique link generated in the Twitter Ads portal. Some of these Twitter Cards are meant for your developers and can be a little trickier to use, so make sure you’ve got one of your expert coding team on hand.

What are Twitter Cards?

Before we delve into the various types of Twitter Ads cards, here are two important things you need to know about the Twitter Ads portal. When creating a campaign, you’ll be given the option to select either an objective-based campaign - such as gaining followers or driving traffic to your website - or create your own custom campaign.

  • Objective-based
    - If you select a particular objective before creating your campaign, Twitter will automatically recommend the Twitter card most suited to your purpose. This option is perfect for SMEs, beginners, or people who want to achieve a specific outcome from their advertising.
  • Custom
    - If you opt for a custom campaign, every option of Twitter card and much more will be open to you. Custom campaigns are best for people well acquainted with the Ads portal and therefore used to creating custom campaigns, or developers wishing to customize their ads.

1. App Card

An app card does exactly what it says on tin. This card is ideal for brands that have a mobile application that they want to drive Twitter users to the app store to download! The app card is a great way for marketers and developers to get their mobile applications out there on Twitter and drive installs. The app card comes with space for a title, description and icon, as well as allowing you to highlight certain aspects such as your app’s rating in the store or price. The app card is compatible with iPhone, iPad and Google Play apps, all you need is the app ID and you’re good to go.

2. Gallery Card

Gallery cards are similar to photo cards, except they’re nice and roomy with space for four photos. Gallery cards are ideal if you want to show off a product gallery or images hosted on your website, giving your audience a sneak preview of what might be on the other side of that link you’re tempting them with. Gallery cards are also great as a standalone way of promoting images as part of a larger social media campaign.

3. Lead Generation Card

Lead generation cards can be used to gather up email addresses and assist in creating a database of highly qualified leads that you can store for use in wider marketing campaigns. How do you know they’re highly qualified leads? The beauty of a lead generation card is that it’s designed to encourage a Twitter user to submit their details only if they’re interested. This information is securely and accurately collected for you, as Twitter takes the details from the user’s Twitter account and passes it onto you. Lead generation cards streamline the process of collecting email addresses.

4. Photo Card

Photo cards make a single image the focus of your Tweet and can be linked through to another image sharing site, such as Flickr. Images uploaded to a photo card are automatically resized to fit the card perfectly but cleverly maintains your aspect ratio. Which is useful, if you’re going to be paying for ads you might as well make sure your images appear properly in-stream so that it attracts as many Twitter users as possible. Photo cards are ideal for campaigns that rely on visual, as they present an opportunity to give your target audience a rich photo experience in-feed. But if you want to get creative with GIFs in your Twitter marketing, you’ll need to use a Player card (next up).

5. Player Card

Player cards are the place to be for music, video, and any other multimedia you want to share as part of your Twitter Ads campaign. Of all the types of Twitter cards, the player card is probably the best one to show off your creative side. Encourage users to watch, listen, and click through to video content using interactive player cards for a marketing campaign with a bit of va-va-voom. Player cards also support GIFs and at SocialBro, we clearly love a good GIF. The player card is the ideal companion to YouTube, SoundCloud, Vine and Storify. Get integrating and entertain your Twitter Ads target audience.

6. Product Card

Product cards are a revolutionary way for online retailers to display their stock on Twitter. Show off your products to your Twitter target audience with the product card, which provides you with ample space for an image, a description of up to 200 characters, key details about the product, and space to add price and even stock availability. Wow! Twitter users can then click through to your website to purchase the item. Et voila, a new customer! Once the Product card is all sorted, the information travels with each and every Tweet.

7. Summary Card

Summary cards are Twitter’s reliable go-to card. The ‘default’ if you will. Best of all, summary cards were made for web content. These cards give users a sneak peak at the web content you’re linking, before they’re able to click through right in-feed. Summary cards include a title, description, thumbnail image, Twitter account attribution (where appropriate), and a direct link to your content. They’re ideal for blog posts, articles, and any other web page you fancy really. This is one for your developers to get stuck into.

8. Website Card

Last but not at all least, website cards exist to direct users to your website, landing page, or any landing page you wish to send them to. Website cards are designed to make sure they stand out in users’ Twitter streams, so this type of card doesn’t go unnoticed. Website cards have space for a horizontal image, room for any text you’d like to add, a link to your site, and a big call-to-action button to make sure your target audience know exactly what you want them to do and where to click. All you have to do is create the card in the Twitter Ads portal and use the link in any Tweet you like.

That’s all you need to know about the different types of Twitter Ads using the 8 Twitter card options. If you’re intrigued by advertising on Twitter and want to see examples of these Twitter card types in action, download The Ultimate Handbook To Twitter Advertising for free. This will teach you everything you need to know about using Twitter Ads as part of your marketing strategy, potential impact for your brand and best of all, monetize your Twitter activity! Simply click the banner below to download.

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