Originally at https://searchenginewatch.com/2016/02/22/how-to-run-a-successful-twitter-lead-generation-campaign/

Do you want more qualified leads?

Twitter can generate qualified leads at a lower cost than most of the other major ad platforms. It’s true! But not if you follow Twitter’s instructions.

Why? Because Twitter’s advice for creating lead generation cards is completely wrong.

In this post, you’ll discover my unusual six-step strategy for using Twitter lead generation cards for ludicrously successful lead gen.

Please note: this article was first published on the Wordstream blog last week, and it was so darn helpful that we wanted to share it here. 

Step 1: Set up Conversion Tracking. Just do it!

This is kind of buried in the user interface, but it’s actually the most important thing you need to do. Without conversion tracking set up you’re blind.

All the major platforms, except for Twitter, have a “universal tag” – where you put in one tag on your site so you can figure out the conversions just by typing in the URL.

But on Twitter you have to create different JavaScript tags for each thank you page. Each one gets a name and you can categorize the type (download, purchase, sign-up) so that you can report on it later.

twitter-ads-conversion-tracking

I’m blown away how many people forget this critical step. Basically you need to define a different conversion pixel for every goal completion on your site so that you can track whether everything is working.

Step 2: Choose your Twitter Ads campaign type wisely

There are six pay-per-performance campaign types, depending on your marketing objective. You specify the most you’re willing to pay for each type of campaign.

<img class="aligncenter size-full wp-image-57232" src="https://searchenginewatch.com/wp-content/uploads/sit…

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