Dive Brief:

• Twitter says its new advertising unit “Website Card” will help companies gain Twitter users' attention by giving them a way to tweet out website content more effectively.

• Tests of Website Card with brands Citrix and Betabrand successfully saw cost-per-click costs fall some 85% to 92%, and UK company Three experienced a 26% rise in engagement, according to Twitter.

• Twitter’s Website Card launched Friday and comes on the heels of its launch of a new mobile app promotion suite using MoPub’s mobile advertising exchange.

Dive Insight:

Twitter is upping its marketing and advertising game with these new opportunities. The social media network lags behind Google and Facebook in advertising opportunities for business, and hopes these efforts help it grow its business.

Website Card, basically a tweet containing a glimpse of the advertiser's website, could bring content to tweeters even before they have clicked on an ad. This innovative idea, along with the successful early tests, may make Website Card a game changer in social media marketing.