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A Quick And Comprehensive Guide To Twitter Advertising

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Twitter advertising is a powerful tool to create strong brand awareness, build audience, get followers and conversions. The most important aspect of Twitter is the exposure of your brand to influencers which can completely change the way your business can perform. With the variety of ads that Twitter offers, you can meet your business goals effectively by having a good campaign strategy in place.

Targeting And Planning Your Twitter Campaigns

Twitter is enriched with various interesting ways to analyze, target and plan your campaigns. From tweets to strategies you can figure out all vital insights from these.

Context Targeting:

Context targeting helps you connect with your audience with greater responsiveness as you hear about what they’re talking today. You can showcase the benefits of your products or services in the context most relevant to them.

Hear Your Competition:

You can hear what’s going around in your industry by using keywords and hashtags and then craft your own response strategy for your customers to win the competition.

Real-time Targeting:

With the help of Twitter Search (search.twitter.com) you can find what people are looking for in real-time. You can find your relevant audience, respond to their questions, needs and demands by including relevant offers. You can create your own USPs understanding various requirements they have.

The Power Of Keyword Targeting:

Knowing what your audience is looking for, you can figure out the relevant potential keywords with which you want to reach out to them. When they use these keywords in search they can find your business. When they use them on their timeline, they’ll see your targeted tweets and ads.

Negative Sentiment Filtering: Twitter helps you filter negative sentiments from your timeline with the help of keywords.

Twitter Targeting

Twitter Targeting

Finding More Potential Audience:

You can also reach out to your potential audience with targeting methods that give a wider reach:

  • Interests: You can target a certain group of audience related to things they’re interested in like gaming, business, food, drink and more.
  • Followers: It’s becomes absolutely easy to find the exact audience you want through follower targeting. You can target your competitors, news, blogs and other industry media, influencers and related brands. Choose the followers based on the kind of audience you want to reach and the action you want them to take for the specific campaign. Twitter recommends starting with 25-30 followers.
  • Television: You can target the audience of a particular television show before, during and right after the show.
  • Geo and Language: You can target based on location and language.
  • Device: You can target audience based on the devices they’re using.
  • Gender: You can target whether to reach out to men or women.
  • Tailored Audience: You can target ads to your own customers by uploading their email addresses. You can also target your website visitors and people who have taken some action on your app.
  • Behavior: Twitter partners have aligned the way people connect with the things that are important to them like lifestyles, finance, retail, sports and the like. With focused targeting you can reach people based on these.
  • Event Targeting: You can also target an event and reach out to its audience by setting up your own campaign of your preferred type.
  • Installed App Targeting: Audience that has installed or is interested in a particular app can be targeted. If you have a product related to an app, this targeting is most suited.

An Example:

Focusing on your audience personas will help you target them correctly. Rather than targeting several categories randomly, working out what your target audience will readily be doing is one good way to do more specific targeting. For a women apparel company, targeting lifestyle, fashion, kids and cookery pages, followers of a women’s magazine, fashion, interior design and healthcare pages could be more relevant than targeting a daily news channel.

Creating Twitter Campaigns

Next, you can analyze and align your business objectives with one or more of the following Twitter campaign goals by:

Creating Brand Awareness With Tweet Engagements Campaigns

Tweets are crucial to building brand awareness as they make your brand talked about. Twitter lets your tweets reach your audiences’ timeline through Promoted Tweets.

Pricing:

You’re charged a Cost-Per-Engagement (CPE) when someone replies, follows, retweets, expands, clicks or favorites your tweets.

Brand Awareness

Brand Awareness

Best Practices:
  • Make tweets catchy, creative and putting in a lot of common sense and strategy into them to promote your product meeting the demands of your audience.
  • Tweet at a time your audience is best-responsive and following up throughout the day.
  • Use interesting images and videos.
  • Engage audience about everything interesting that’s happening around in your industry, new facts and figures, industry updates.
  • Tweet behind the scenes pictures and things that go in making the product is also something that your audience can find interesting.
Driving Website Clicks And Conversions With Website Cards

Twitter uses Website Cards to showcase your products with a call-to-action and relevant information to your audience in their timeline.

Pricing:

You pay when someone clicks through the site i.e. on Cost-Per-Click (CPC) basis.

Website Clicks And Conversions

Website Clicks And Conversions

Best Practices:
  • Highlight your USP.
  • Use tailored offers.
  • Include appealing text and images.
  • Use a clear call-to-action.
Creating App Installs or App Engagements Campaign With App Cards

Twitter displays app cards in your audiences’ timeline on a mobile device so that they can click and directly access and engage with your app.

Pricing:

You pay when someone clicks on your app card using Cost-Per-Click (CPC)

App Installs And App Engagement

App Installs And App Engagement

Best Practices:
  • Make the tweets and images appealing.
  • Keep them relevant to audience and in context.
  • Mention your USP and craft relevant offers.

Twitter has launched Video App Cards recently to market mobile apps.

Generating Leads With Lead Generation Cards

Using Lead Generation Cards in your tweets, you can call out your offer with a call-to-action and collect email sign-ups from your audience. Your tweets show in their timeline based on the keywords you choose. Twitter creates a CSV file of these addresses to download.

Pricing:

You pay when you acquire a lead, not for impressions and engagement.

Generating Leads

Generating Leads

Best Practices:
  • Create segments in your audience so that you can tailor the tweet matching their interests and personas.
  • Create interesting tweets.
  • Include a clear and compelling offer.
  • Include a strong call-to-action.
  • Mention clearly what you’re asking email sign-ups for, what will emails include and preferably the frequency.
  • You can include specific usernames in your tweets to target as per your budget.
Winning Followers Through Promoted Accounts

Followers not only see your tweets, they can be your loyal audience and customers. Twitter does this with Promoted Accounts. Your promoted account will show on the targeted audiences’ timeline and as ‘Who to follow’ suggestions.

Pricing:

You’re charged based on Cost-Per-Follow (CPF) i.e. when someone clicks on ‘Follow’ on the ad.

Winning Followers

Winning Followers

Best Practices:
  • Use a high quality and clear profile picture that reflects your brand.
  • A good twitter handle.
  • A clear and concise profile.
  • Relevant and less hashtags and usernames.
  • Have rich content and interesting tweets for followers to engage.
Driving Audience And Engagement With Video Views Campaign

You can use Promoted Videos for audience to visit your site from and watch it within their timeline.

Pricing:

You pay by Cost-Per-View (CPV) when a video is in 100% view and has played for 3 seconds.

Video Views

Video Views

Best Practices:
  • Keep the video short, interesting and engaging.
  • Give audience a reason to watch it.
Here’s Some More:
  • Optimize all tweets, cards and videos for mobile.
  • You can schedule your tweets for a later time and date. This means you can plan ahead of time.
Twitter Recommends Applying The 80/20 Principle:

Twitter suggests that once you know what your competitors, audience and customers are doing, demanding, and saying respectively, you create a content strategy that uses the 80/20 principle. It means that 80% of your content should be focused on engagement that includes tweeting, retweeting, following, replying and the like. Only 20% of your content should be focused on making the audience purchase and take actions based on advertisements like offers and discounts.

Keeping your content updated regularly with offers, discounts, new products, highlights about your USP, behind the scenes pictures of your hard work with interesting text are also ways to drive and maintain higher engagement.

Though this may seem contrary to what your business goals may be, aiming for a higher engagement should be the major focus of any social media campaign as social media is particularly meant to involve people into sharing and talking about your product which may directly lead to sales and definitely to brand building.

80-20 Rule

80-20 Rule

Bidding And Budgeting:

Like Google and Facebook, Twitter also uses the auction system for bidding. You set a bid that is relevant and within a specific range. Based on how your competitors are bidding, your ads will be shown at a particular position and you will be charged just the minimum amount required. You generally pay per click. You can choose the following bidding options:

  • Automatic Bidding: With this option, Twitter optimizes bids to meet the campaign objectives.
  • Maximum Bidding: You only pay the minimum above your competitor’s bid to show your ads. Under this bidding you manually set the bid for your leads, follows, clicks and engagements.

Twitter lets you set a daily and total budget. Once it is exhausted your campaign stops. Twitter optimizes your bidding so that you pay the lowest possible price to show your ads.

Bidding And Budgeting

Bidding And Budgeting

Creating Twitter Ads:

You can create ads using the ads editor in a few easy steps.

Forecasting Your Campaigns:

Twitter offers the Forecaster Tool to estimate the monthly reach of your promoted campaigns based on your targeting and bidding.

Tracking Your Performance:

To check your engagement metrics, go to Tweet activity dashboard. To check various other metrics, go to your Campaigns dashboard.

Conversion tracking can be done by using a website tag created on Twitter. You can place this on your web pages to know the number of conversions you are getting through Twitter.

You can also check how ad exposure is affecting your conversions through the new Conversion Lift Reports.

Remarketing:

Following your website audience with promoted tweets and promoted accounts in their Twitter account is possible by using the same website tags. Remarketing helps picture your brand again and create higher brand recall.

Remarketing

Remarketing

Optimizing Your Twitter Ad Campaign

  • Get your ad copy message across with clear and compelling images that your audience can comprehend at a glance.
  • Create a handful of ads with different combinations of images, text, call-to-actions and context. See what’s working for you.
  • Refine targeting, narrow it down for conversions or increase your audience for brand awareness.
  • Stop non-performing campaigns, keywords and strategies and increase bidding on for campaigns that are getting results.
  • Use insights from Campaign dashboards and further improve your campaign strategy and creative.
  • Use conversion tracking to maximize traffic and see which campaigns are bringing more conversions.

Some Effective Tips

  • It is important to monitor which campaigns are giving better results. To do this, it is good to divide your campaigns based on targeting methods, devices and various targeting strategies to see what works best for you.
  • You can always use organic tweets to power your campaigns. Twitter won’t charge for them.
  • Take care to run one campaign at a time. If you’re running multiple campaigns for different goals, ensure that content of tweets and cards is the same or quite similar. Inconsistency may confuse your audience resulting in less successful campaigns.
  • With Twitter Ads Companion iPhone and Android users get an advantage to manage multiple campaigns through their mobile phones.
  • Use audience segments to effectively target your audience. You can exclude various audiences for example, the ones who already purchased your products. Alternately, you can target them for more.

Advertising on social media shouldn’t be a strict and compulsive activity. Filling your organic tweets and follow-up comments with humor, expression of thankfulness and joy while interacting with your customers will build your brand far ahead of your competition.

Image credits: www.ssmediaco.com, timetoreply.com, blog.shoutem.com, designbeep.com, latimerappleby.com, www.webmarketingpros.com, members.marshallcenter.org, www.blastam.com, www.manageyourleads.com, www.getwhatyouwant.ca

  • social-media-training


  • There is 1 comment


    • 2 years ago

      TapAnalytics   /   Reply

      Very useful tips a marketer should follow to ensure the success in their Twitter campaigns. Also never forget to measure the various campaigns you run on Twitter side by side with other social media platforms to use.

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