Your Quick Start Guide to Twitter Advertising

Twitter is an online social networking and microblogging service that enables users to send and read short 140-character text messages, called “tweets”, and images. Twitter has an active user base of over 200 million, with an average of 400 million tweets posted every day. Sixty percent of Twitter users log in via mobile devices.

Twitter offers a creative way to engage with audiences and drive engagement. It’s different from most other online advertising formats as it features elements of pay per click, display and social media.

Users can engage with the ads in a variety of ways, including clicking on links, @replies, retweet or favourite it in their public list.

Why advertise on Twitter?

Like other social ads, Twitter gives advertisers the opportunity to form a relationship and engage with consumers directly.

Good value for money
Twitter advertising rates have been dropping steadily as the platform becomes more popular with advertisers and Twitter tries to appeal to more small businesses.

Relevance
Twitter ads appear in users’ feeds among their followers tweets so they are integrated with the users’ experience. Advertisers can target users based on interests, similarity of followers, location and more.

Brand profile & amplification
Advertisers can get exposure to a new audience on Twitter. Twitter advertising in the UK is still relatively new so companies that experiment with it could be seen to be on trend or ahead of the curve.

“If you can Tweet, you can advertise on Twitter. All you need is a Twitter account and a credit card. You’re in control of your ads, the audience you want to reach, and of course your budget. Best of all, you will only be charged when people follow your Promoted Account or retweet, reply, favorite or click on your Promoted Tweets. You are never charged for your organic Twitter activity.” says Ravi Narasimhan, a product manager at Twitter.

 

Ad formats

 

Twitter advertising formats

 

Promoted accounts
This option is good for brands who want to quickly increase the number of relevant and engaged followers. Advertisers pay per follower acquired.

They are great for helping more people discover your brand and can help you build up your account before a big event or capitalize on a time when your business is most relevant


Promoted trends
Trends are popular topics happening right now, on Twitter and are placed prominently next to a user’s timeline. Twitter trends are tailored for users based on location and who they follow.

Promoted Trends simply gives a business the ability to start a trending topic on Twitter. Promoted Trends are great for:
– Building mass awareness for product launches
– Building mass awareness for events
– Brand building by association

 

 

 

 

Example of promoted tweets

 

Promoted tweets
Give your regular tweets a boost by promoting them in order to reach new audiences and grow your followers. Promoted Tweets appear directly in the timeline among non-paid tweets. This can be a very creative option as success depends on how compelling the promoted tweet is.

 

 

 

 

Lead generation card on Twitter

 

 

 

Lead Generation Cards This is a new ad format offered for Promoted Tweets. These allow advertisers to automatically capture user data directly from within a tweet with a single click.

 

 

 

 

Twitter Website cardWebsite Cards
A Website Card enables you to feature your website content within a Tweet and allow the user to click through to your website directly from the Card. When the Card is tweeted, it will be appended with an engaging image and additional information about your website.  This should help drive even more traffic from Twitter to your website.

If your goal is to get people to click on your Tweets to visit your website, Website Cards will help you drive even more traffic. Normally, Tweets linking to your site would contain only the Tweet text and the hyperlink. With the Website Card, users will see more context about your site and a headline

 

Twitter says

“Allocate more of your budget to Promoted Accounts to build your follower base. Use more of it in Promoted Tweets to get the word out about a special offer, new product or event.”

 

Targeting options

Twitter offers target audience segmentation on a granular level. Choose who will see your ads from any combination of the following options:

  • Interests
  • Followers
  • Keywords
  • TV conversation targeting (makes it easy for networks and brands to connect with Twitter users already engaged with TV.)
  • Devices or platforms
  • Geography
  • Gender

 

Suggested budget

Twitter will give you suggestions for what you should bid to optimize your campaign. You can set a maximum daily budget to ensure you never overspend and bids can be adjusted at any time.

Top Tip: Twitter recommends setting bids at £1 – £2 to get started understanding that more competition will drive actual costs higher. If under a tight budget, set bids low and gradually increase to conserve budget.

Measurement

Decide what metrics are important to your company. Are you primarily concerned with increasing engagement or driving revenue? Twitter’s analytics dashboard offers detailed insight into how your ads are performing and what types of people are engaging with them.

Monitor everything from follower growth and quality to website traffic and conversions.

Top tips

Follow @TwitterAds for creative inspiration and advertising best practice tips.
Consider using Twitter ads to promote content as part of your content marketing strategy.
Drive sales and boost customer satisfaction with discounts exclusive to Twitter.

Need help setting up or optimising your Twitter advertising campaigns? Get in touch with us!

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