In a move to give advertisers more control over their digital campaigns, AdRoll on Tuesday announced it now allows marketers to retarget on Twitter using AdRoll’s technology on a self-serve basis. Adam Berke, the company's president, made a similar announcement regarding Facebook Exchange (FBX) advertising last year.
“As today’s top direct response marketers already know, one of the best ways to drive high engagement and direct response is to retarget users who have already shown purchase intent,” wrote Kelly Eng, product specialist at AdRoll, in a blog post announcing the news.
AdRoll gained the ability to retarget on Twitter in December 2013 and has since helped marketers boost engagement rates with Twitter ads. The company claims Rock/Creek, an outdoor retailers, had a 6.29% engagement on Twitter through retargeting, a 225% improvement over the 2.8% engagement rate Rock/Creek saw when running Twitter ads based on interest targeting. The higher engagement rate led to a cost-per-click that was $0.45 lower.
Advertisers can sync new or existing audience segments to Twitter via the self-serve dashboard. Advertisers will be able to reach consumers through Promoted Tweets or Promoted Account campaigns on mobile, tablet and desktop.
AdRoll will let advertisers sync their new or existing audience segments to Twitter free of charge through the end of Q3 2014.