Today, we are announcing multi-destination functionality for our Carousel Ads product. With Multi-Destination Carousels (MDC), advertisers can drive users to between two and six landing pages all from a single ad, with each URL having its own media and headline.
We are encouraged by the results we saw during our Beta testing of this new functionality. For Multi-Destination Website Carousels, we saw on average:
- ~20% increase in click-through rate across all objectives, relative to single-asset ads*
- ~25% lift in click-through rate for campaigns that optimize for site visit conversions, relative to single-asset ads*
Who is this for?
For any partner or web advertiser that wants greater flexibility to diversify their message via unique headlines and URLs. This could be used to direct people to different product pages or SKU’s, features, and more. With just a swipe, people can engage with multiple images or videos, and click through to land on different destinations.
Getting started:
Multi-Destination Carousels can be created using our POST accounts/:account_id/cards endpoint with existing component types. Rather than specifying the component types in the components array, though, use the new slides field in your JSON POST body. This field is required when creating multi-destination carousels. (Example at the end of this post.)
The slides field is an array of arrays. Refer to each inner array as a “slide.” Each slide should be a complete representation of a card. In other words, you should be able to take the components of an individual slide to create a valid card. For example, when creating a multi-destination website card, each inner array would include MEDIA and DETAILS components.
Analytics will be available through the Ads API with metrics similar to what’s offered with single destination carousels. Use segmentation_type=SLIDES to get a breakdown by slide.
Important notes:
- Only website destinations are supported at this time. In other words, app destinations are currently not supported
- Supported objectives (Multi-Destination Website Carousels)
-
ENGAGEMENTS, REACH, WEBSITE_CLICKS, and VIDEO_VIEWS (only with video creatives)
- Specify between 2 and 6
slides
- Media types must be consistent across
slides
- Use either all videos or all images
- Aspect ratios must be the same
- Videos: 1:1 or 16:9
- Images: 1:1 or 1.91:1
- The
SWIPEABLE_MEDIA component is not accepted
-
slides and components cannot be specified together
For more information on this new ad format check out this blog post. Please let us know if you have any questions.
Twitter Ads API Team
Request
twurl -X POST -A "Content-Type: application/json" -H ads-api.twitter.com "/10/accounts/18ce54d4x5t/cards" -d '{"name": "my first MDC","slides": [[{"type": "MEDIA","media_key": "13_1336881718016876029"}, {"type": "DETAILS", "title": "Support", "destination": {"type": "WEBSITE", "url": "https://twittercommunity.com"}}], [{"type": "MEDIA","media_key": "13_1351075722084132282"}, {"type": "DETAILS", "title": "Docs", "destination": {"type": "WEBSITE", "url": "https://developer.twitter.com"}}]]}'
Response:
{
"request": {
"params": {
"account_id": "18ce54d4x5t"
}
},
"data": {
"name": "my first MDC",
"slides": [
[
{
"media_key": "13_1336881718016876029"
},
{
"title": "Support",
"destination": {
"type": "WEBSITE",
"url": "https://twittercommunity.com/"
}
}
],
[
{
"media_key": "13_1351075722084132282"
},
{
"title": "Docs",
"destination": {
"type": "WEBSITE",
"url": "https://developer.twitter.com/"
}
}
]
],
"created_at": "2021-10-12T10:01:45Z",
"card_uri": "card://1447698969308504064",
"updated_at": "2021-10-12T10:01:45Z",
"deleted": false,
"card_type": "VIDEO_MULTI_DEST_CAROUSEL_WEBSITE"
}
}
*Source: Twitter internal data from Carousels while in Beta testing July - September 2021. Multi-Destination website Carousels compared to single-asset Website Cards. These numbers are averages across iOS and Android, across Image and Video assets. These numbers may change in general availability and may vary depending on format, region, or platform.