Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
SOCIAL ADVERTISING
Lead Gen Cards
This type of ad is similar to website
cards, but includes a one-click offer
feature, which provides you with the
user’s contact information (from his
Twitter account), without requiring a
form completion or navigating away
from Twitter.
Brands can use Lead Gen Cards to
offer a free trail, ask users to enter a
contest, sign up for a content asset,
and so on.
On the right, you’ll see an example
from Marketo to download our
Definitive Guide to Engaging Email
Marketing. It includes a tweet and a
CTA to “Get the Ebook”. And then
Twitter auto-populates the user’s
contact information—in this case,
name and email address.
Promoted Accounts and Trends
Twitter also offers two additional
promoted ad options—Promoted
Accounts and Promoted Trends. With
Promoted Account ads, businesses
can make their Twitter accounts
show up under the “Who to Follow”
list on their Twitter pages.
This can be targeted based on who
a user typically follows—whether it
is a similar advertiser or an industry
thought leader.
Promoted Accounts can also be
placed in search results when
someone searches for a
particular hashtag.
Take a look at an example of a
Promoted Account. The company
Spredfast has promoted its account
as a brand that this particular user
should follow.
Promoted Trends enable a business
to promote a particular trend or
hashtag, which appears on the
left-hand side of the user’s screen
under “Trends”. By leveraging
Promoted Trends you can prompt
more people to share your hashtag
and engage with your brand.
To the right is an example of a
Promoted Trend from the
company Crocs–#FindYourFun.
The Promoted Trend appears at the
top of the organic trends in a
person’s News Feed.
Spreadfast Promoted Account
Crocs Shoes Promoted Trends
Marketo Lead Gen Card
56