Case Study Shows How Twitter Advertising Can Pay Off

Twitter is on a roll when it comes to advertising. In the past year, it's shown it's serious about offering marketers the options and analytics they need - even if it means becoming more like Facebook. HowAboutWe says the changes are paying off.

HowAboutWe operates an online dating service for singles, as well as a date-planning service for couples. A customer acquisition campaign in the fourth quarter of 2013 used Twitter's geo- and interest-targeting to reach couples in five markets. Promoted tweets offered $50 off dating experiences booked through the service.

Using its internal analytics, the company found that leads coming from the Twitter promotion were 20% more likely to convert to paying subscribers than other channels where the promotion was offered, including the website and emails. It also found that Twitter leads are 20% more likely to convert to paying subscribers than the rest of the brand's traffic. Read more...