Remarketing has become increasingly popular as Internet users tease businesses by filling up shopping carts but leaving them abandoned in the aisles of the Internet. This can be extremely frustrating for companies who see shopping carts filled with items but not purchased as lost revenue. However, using some data from your website and targeted marketing options from Twitter, you can lure visitors back into the checkout lane.
Using email addresses of individuals that created profiles but never completed a transaction (or didn’t finish their most recent one), you can create a targeted audience through Twitter advertising. Once you’ve got a CSV file that lists these email addresses, you’ll need to log into your Twitter account and go to the Ads section. From there, you’ll click on Tools and then Audience Manager in the submenu.
From here, you’ll click on “Create New Audience” on the top right, and you’ll see this page.
Once you’ve created your audience, you’ll go back to the Campaigns section of Twitter Ads and choose “Create A New Campaign” on the top right. Select “Custom” at the bottom of the submenu. As you go through the campaign setup page, you’ll want to select Tailored Audiences. You’ll get more options once you do, and you’ll select the Website Visitors radio button. You can then select your newly uploaded audience.
Outside of putting in bidding amounts, you can pretty much ignore the rest of the options related to gender, location and the like.
However, if you want to get fancy, you can test different Tweets for drawing back in visitors as well as target people based on the types of products that they almost purchased. Basically, if you’ve got a list of emails and a goal in mind, you can use Twitter ads to persuade them.
For more off the wall Twitter Advertising tips, check out this article from Social Media Examiner.