Marketo-DG2DA
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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
SOCIAL ADVERTISING<br />
Lead Gen Cards<br />
This type of ad is similar to website<br />
cards, but includes a one-click offer<br />
feature, which provides you with the<br />
user’s contact information (from his<br />
Twitter account), without requiring a<br />
form completion or navigating away<br />
from Twitter.<br />
Brands can use Lead Gen Cards to<br />
offer a free trail, ask users to enter a<br />
contest, sign up for a content asset,<br />
and so on.<br />
On the right, you’ll see an example<br />
from <strong>Marketo</strong> to download our<br />
Definitive Guide to Engaging Email<br />
Marketing. It includes a tweet and a<br />
CTA to “Get the Ebook”. And then<br />
Twitter auto-populates the user’s<br />
contact information—in this case,<br />
name and email address.<br />
Promoted Accounts and Trends<br />
Twitter also offers two additional<br />
promoted ad options—Promoted<br />
Accounts and Promoted Trends. With<br />
Promoted Account ads, businesses<br />
can make their Twitter accounts<br />
show up under the “Who to Follow”<br />
list on their Twitter pages.<br />
This can be targeted based on who<br />
a user typically follows—whether it<br />
is a similar advertiser or an industry<br />
thought leader.<br />
Promoted Accounts can also be<br />
placed in search results when<br />
someone searches for a<br />
particular hashtag.<br />
Take a look at an example of a<br />
Promoted Account. The company<br />
Spredfast has promoted its account<br />
as a brand that this particular user<br />
should follow.<br />
Promoted Trends enable a business<br />
to promote a particular trend or<br />
hashtag, which appears on the<br />
left-hand side of the user’s screen<br />
under “Trends”. By leveraging<br />
Promoted Trends you can prompt<br />
more people to share your hashtag<br />
and engage with your brand.<br />
To the right is an example of a<br />
Promoted Trend from the<br />
company Crocs–#FindYourFun.<br />
The Promoted Trend appears at the<br />
top of the organic trends in a<br />
person’s News Feed.<br />
Spreadfast Promoted Account<br />
Crocs Shoes Promoted Trends<br />
<strong>Marketo</strong> Lead Gen Card<br />
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