Twitter was launched back in 2006 and it quickly became a superstar social media platform where people would discuss their opinions on current affairs, interact with brands, reach out to customer service, participate in contests and use chats. As of today, around 500 million Tweets are sent per day and that’s a lot of noise for a brand to put across their message. One way to break free from this clutter is to make use of Twitter Advertising.
Despite the admitted decline in the user base, brands cannot give up on Twitter just yet. Many brands have come to realize that Twitter Advertising is of great value, considering it is done right. In this guide, we will cover everything that you need to know in order to get started with Twitter Advertising.
Why Is Twitter Advertising Recommended?
If you are looking for a brand-friendly social media platform to reach out to new potential clients and customers, then Twitter is just the place. The Twitter Follower base that a brand acquires over a period of time proves to be very valuable once they initiate Twitter Advertising. It is reported that about 66% of Twitter users have discovered new small or medium business. Also, it just cannot be ignored that a whopping 94% have the intention to purchase from the small & medium businesses that they follow on Twitter.
Therefore, Twitter is one of the top social media platforms out there which promises a high ROI. Another great reason why brands should embrace Twitter Advertising is the fact that it provides them with unique targeting options (which we will discuss in detail later in this guide).
What Are The Types Of Twitter Ads?
There are three types of Twitter Ads that businesses can use depending on what their advertising objective is. Here are more details about them:
– Promoted Tweets:
When you want to use a regular Tweet as an ad then you choose the Promoted Tweets ad type on Twitter. A Promoted Tweet is no different than a regular Tweet as it can be liked, retweeted and commented on. The advantage that you get here is that you can get this Promoted Tweet to reach out to people who don’t follow you. It expands your reach by showcasing the Tweet to directly your target audiences’ timelines, top of their search results and also works on the Twitter mobile app.
– Promoted Accounts:
One way to gain relevant follower quickly is to use the Promoted Accounts ad type on Twitter. Twitter users are able to discover a lot of new businesses through the Promoted Accounts advertisements on the platform. These advertisements run directly on the target audiences’ timeline, ‘Who To Follow’ suggestions and search results as well.
– Promoted Trends:
Trending topics on Twitter comprise of the most talked about topics on the platform. It appears on the left side of the page, Discover tab and the Twitter app as well. If you want to get your specific hashtag on the top of this list, you will need to use the Promoted Trends ad type on Twitter. Once the Promoted Trend reaches the target audience and they click on it, it generates an organic list of search results for that topic. The reach of your campaign increases and gains organic exposure when the target audience begins to start using your hashtag.
What Are The Types Of Twitter Ad Campaigns?
In order to create Twitter Campaigns, brands would often use Twitter ad products alone or in a combination. Twitter has set different campaign categories based on what objective you want to achieve. On Twitter, the ad payment is based on the result and it differs with each campaign type. So let’s dig deeper into all the types of Twitter Ad Campaigns available:
Whether its a newly launched brand or an old brand looking for a new audience, Followers matter to them all. The Followers Twitter Ad Campaign allows the brand to reach out to their target audience and convert them into their Followers. These campaigns appear as Tweets in timelines as well as ‘Who To Follow’ tab. While using this campaign type, the advertiser is only required to pay as per the followers they gain while impressions and reach are not charged.
– Tweet Engagements:
The Tweet Engagements Ad Campaign on Twitter works similar to Boosted Posts on Facebook. When regular Tweets are used for advertisements, it falls under the Tweet Engagements campaign type. These Tweets are able to reach out to the desired target audience and propel conversations around it. Twitter will ensure that these Tweets are showcased to people who are most likely to like, retweet and comment on it. For this campaign types, the advertisers only pay for the initial engagement that is achieved with each user. The impressions that don’t result in engagement and ongoing organic engagement with users who react to the Tweet are not charged.
– Website Clicks or Conversions:
When a brand wants to go ahead with their promotions on Twitter with the objective of increase website traffic or get conversions a particular goal, the Website Clicks or Conversion Ad Campaign type is used. Twitter serves these ads to users who are most likely to engage with it and showcases it in their timelines as well as search results. For both these campaign types, the advertiser pays per click.
The Awareness Ad Campaign type is used to reach out to a broad audience on Twitter. Here the advertiser pays for the impressions gained (cost per thousand or CPM). This is the only type of ad campaign on Twitter where ad pricing is based on impressions rather than engagement. Therefore, it is necessary for your Tweet to be engaging enough to initiate action by the target audience.
– Video Views:
In the Video Views Ad Campaign type on Twitter, the main objective is to ensure that the video Tweet reaches out to an increased number of users. Only the videos that are natively uploaded on Twitter are to be used in this campaign. The advertiser pays per video view once the target audience views two seconds of playback in their timeline, clicks to watch it in fullscreen, or takes the video off mute.
– App Installs or Re-Engagements:
When a brand wants their Twitter target audience to install their app or use their app more often, then the App Installs or Re-Engagements Ad Campaign type is used. The advertiser pays per app install or for both app installs and app opens, depending on the goal that is being chosen. These types of campaigns only show up in the mobile Twitter feeds since it is concerned with the brands’ apps.
– Lead Generation:
Lead Generation Ad Campaigns on Twitter are perfect for instances when a brand wants to give away some of their resources in return for the user information such as email addresses. In this campaign, the Tweets have a Lead Generation Card incorporated into it which collects Leads such as username, email address and Twitter handle name just by two clicks within the Twitter interface. This information is saved in the Twitter Ads Account which can be downloaded by the brand whenever required. The advertiser pays per lead that is collected.
What Are The Twitter Targeting Options Available?
Choosing the target audience for your Twitter ads is very important as the success of the campaign majorly depends on that. The targeting options on Twitter are very powerful which makes it quite easy for brands to find and segment their audience. Here are all the targeting options available:
In this option, you need to choose the locations that you need your ad to be targeted to. The key here is to be as specific as possible and try not set more than one country as that makes the target audience too broad.
In this option, you can choose the specific gender that you want your ad to be targeted to. It can be any gender, male only or female only.
In this option, you get to target users who use specific languages. This targeting option is helpful in cases when the brand wants to promote regional content.
– Device, Platform & Carrier:
With this targeting option, brands can target their ads on to specific devices such as iOS & Android, on specific platforms, on specific operating systems as well as specific mobile networks.
This targeting option is one of the best features on Twitter. With this, brands can target specific keywords which means that when someone tweets using that keyword, makes a search for it or has any sort of engagement with a Tweet that contains that keyword, they become a part of the target audience for the advertisement.
In this targeting option, a brand is able to enter Twitter usernames and then Twitter will target users who are similar to those users followers. Here a list of competitors can also be included so that the advertisement reaches out to their followers.
In this targeting option, brands are able to target their advertisements to users having a particular set of interests. Twitter has a long list of interests that you can choose from and then the ads will be showcased to users who have indulged in any way pertaining to that interest topic.
– TV Market:
This is a unique targeting option available on Twitter which allows brands to target users who engaged in any way with specific TV Shows, networks and different types of TV content. If your ad content resonates with the TV audience, then this targeting option can do wonders for your campaign.
Just like the interest targeting option, Twitter also allows advertisers to target users depicting a certain kind of behavior such as purchasing habits, etc. How it is done is that Twitter combines their internal data with third-party sources and find users matching to the defined behaviors.
In this targeting option, brands can target users interested in various events ranging from regional to global events. Twitter has a list of events and even common hashtags which can be selected to use for this targeting type.
– Tailored Audiences:
This is a unique targeting option on Twitter which allows you to target users who are already your ’warm’ leads such as users who have interacted with your Twitter account, email lists, people who have visited your website and more. This has often proven to be the most effective means of advertising on Twitter.
What Are The Steps To Advertise On Twitter?
Now with the knowledge of types of Twitter ads, ad campaigns, and targeting options, let’s dive into the five simple steps that are required to get started with Twitter Advertising. Here’s how you create a Twitter Ad:
STEP 1: Set Your Objective & Campaign Details
Twitter provides various types of objectives for advertisers to choose from. The very first step towards creating a Twitter Ad is choosing the right objective that is best suited for your campaign goal. Each objective will have a different payment scheme as we mentioned above in the ‘Types of Twitter Ad Campaigns’ section.
Now once you’ve chosen your objective, a new screen will pop up wherein you’ll need to fill in the campaign details such as the campaign name, budget, and schedule. On the right-hand side, Twitter will also provide you with additional details about the objectives that you’ve chosen so that there is absolute clarity about what your campaign will be like.
STEP 2: Create Your Ad Group
The next step is to now create your Ad Group for the campaign. This useful for cases when you want to test different kinds of campaigns. There is also a possibility of dividing the entire campaign budget into different ad groups as per your requirements. The other options available are setting different schedules for the campaigns, choosing the bid type and key conversion metrics.
STEP 3: Create Your Twitter Ad
Here comes the most important step where you begin to create the Twitter Ad. Now you will be asked to either select an existing Tweet or create a new Tweet which will run as an ad on the platform. If you choose the option to create a Tweet and don’t want it to show up until your campaign begins, then you need to select ‘Promoted Only’ checkbox that comes at the bottom while you create the Tweet. In this step, you will also need to make the final decision on Ad Placements which determines where your Tweets will appear for the selected Ad Group.
STEP 4: Set Targeting For Your Twitter Ad
Previously, this step used to be before you choose the creatives for your ad. But now, it is after that. Here you will need to set your audience targeting based on the various targeting options that are available on Twitter. We have discussed this in detail in the “Types of Targeting Options” section above.
STEP 5: Review & Complete
This is the last step towards creating a Twitter Ad. Here, Twitter will show you all the parameters that you’ve set for your ad campaigns from beginning till the end. You now need to review them all, edit if required and then select ‘Complete’. Your Twitter Ad will soon go live and start running on the platform.
What Are The Best Practices For Advertising For Twitter?
Every social media platform has its own set of best practices when it comes to advertising. Just know how to create an ad is never enough, so here in this last section, we have a few best practices laid down for you.
– Include A Clear Call-To-Action
A good advertisement is recognized by a clear call-to-action. The case of Twitter Ads is no different. The advertiser needs to convey the advertisement message in such a way that it is clear to the audience what actions they are supposed to take. There shouldn’t be way too many links that the audience needs to follow through as the advertisement needs to convey one clear message.
– Include A Brand Introduction
One of the main reasons why brands use Twitter Ads is to reach out to their potential audience who are not their current followers. Therefore, the brand cannot assume that these people already know about their business. While creating the Twitter Ad, it would be a great practice for the brand to include some sort of introduction or unique selling point in their creatives or captions so that the users who see the Tweet are interested enough to click through the ad.
– Make Use Of Cards
In order to make the Twitter Ads more engaging, the platform provides the Cards feature in the Ads Manager which allows advertisers to insert previews in the Tweets such as of their website, app and lead forms. According to Twitter’s internal data, Promoted Tweets that include a website card, for instance, see a 43 percent higher engagement rate than Promoted Tweets with regular links.
– Customize Your Creatives
A single ad creative cannot be used for every campaign that is run on the platform. The ad creatives will need to be customized as per the goal of the campaign. While creating Twitter Ads, brands will need to consider tweaking their creatives as per the geographies and interests of the target groups. The one-size-fits-all approach can no longer be used when it comes to Twitter Advertising.
– Only Use High-Quality Media & Visuals
Isn’t it annoying when you come across blurry, pixelated or grainy media content? Brands should be very careful while creating media content for their advertisements on social platforms like Twitter. The visuals need to stand out in order to grab the audience’s attention and urge them to take action.
– Test Out All Options
The variety of options available with Twitter Ads is a great way for brands to understand what works well for their business. Therefore, it is advised that they must try every option available and understand what perfectly resonates with their audience.
I love to explore challenging opportunities in the field of Digital Media. Primarily, my skills revolve around Digital Video in terms of Content Strategy/Marketing, Analysis and Audience Development. My natural affinity towards diverse audio-visual content across platforms helps me develop a multitude of perspectives. In totality - I'm a keen learner, collector of new enriching experiences and have an undying conviction to always stay curious in life!