Adobe has been man­ag­ing Twit­ter cam­paigns since the Ads API pro­gram was announced early this year. We’ve run a myr­iad of Pro­moted Accounts, Pro­moted Tweets, and even Lead Gen Card cam­paign activ­i­ties for cus­tomers in var­i­ous indus­tries – includ­ing finan­cial ser­vices, retail, and edu­ca­tion. Over­all, our cus­tomers have seen pos­i­tive results for both engage­ment and direct response cam­paigns lever­ag­ing Adobe Media Opti­mizer for Twit­ter paid advertising.

Recently, we were for­tu­nate enough work along­side Mount Wash­ing­ton Col­lege to man­age some of their lead acqui­si­tion activ­i­ties lever­ag­ing Twitter’s Lead Gen Card ad prod­uct.

Pos­i­tive Results via Adobe Media Optimizer

Mount Wash­ing­ton Col­lege cost per lead improved 11% and con­ver­sion rate increased 50% over the course of sev­eral weeks.  Engage­ment was a sec­ondary goal, but also saw sub­stan­tial gains. Ini­tial results gave Mount Wash­ing­ton Col­lege the con­fi­dence to sig­nif­i­cantly increase spend on Twit­ter as it is now a viable direct mar­ket­ing channel.

Mount Washington2

As you might recall, Twit­ter Lead Gen Cards enable the expan­sion of any tweet to expose lead cap­ture infor­ma­tion to bet­ter qual­ify prospects to aid in con­ver­sion and tar­get­ing effec­tive­ness. Name, e-mail, Twit­ter Han­dle, and some addi­tional third-party data are presently tracked. I per­son­ally think this is a tremen­dous way for cus­tomers to pro­vide basic infor­ma­tion to a brand, with­out inter­rupt­ing the user expe­ri­ence, and route the cus­tomer accord­ingly – all within a tweet.  From an advertiser’s per­spec­tive, this is a truly excit­ing for­mat because it’s the first time real lead qual­i­fi­ca­tion can occur through Twit­ter and arguably through “social adver­tis­ing” over­all – which equates to a pow­er­ful inven­tory source.

Mount Washington

From our per­spec­tive, we are most excited to enable our Media Opti­mizer cus­tomers to drive true direct response cam­paigns through Twit­ter. From lead track­ing across all Twit­ter screens to mobile app track­ing – it’s now pos­si­ble and we’re prov­ing its valid­ity as a viable direct response option.

Accord­ing to Kim­ber­lie Zinda, VP of Mar­ket­ing at Mount Wash­ing­ton Col­lege:

Mount Wash­ing­ton Col­lege has re-imagined online higher edu­ca­tion for career-focused, self-motivated stu­dents. We offer high-demand degree pro­grams that are in-sync with today’s work­force demands. This new approach to edu­ca­tion requires a new approach to reach­ing stu­dents who will excel on our new, online learn­ing envi­ron­ment. We are con­nect­ing with poten­tial stu­dents in new ways and where they are most actively engaged — in the dig­i­tal, social and online com­mu­nity net­works on a national basis.”


About Adobe Media Optimizer

Adobe Media Opti­mizer is the industry’s first fully inte­grated dig­i­tal adver­tis­ing plat­form that deliv­ers cross-channel ad man­age­ment and opti­miza­tion across search, dis­play and social media cam­paigns for peak return on invest­ment. The solu­tion deliv­ers more than 300 mil­lion monthly prospects and cus­tomers and is used by more than 400 global cus­tomers across indus­tries. Media Opti­mizer man­ages more than $2 bil­lion in annu­al­ized ad spend.