What is Twitter Advertising?

Twitter advertising is a great way for marketers on the platform to reach a greater audience outside of their followers. You can enhance website clicks and conversions; grow up your following, and increase tweet engagements.

Twitter advertising is a simple and promoted version of the content which already exists.

Twitter played a big role in making hashtag practice very well-known. The company is introducing a new ad format that utilizes the hashtag even further.

Twitter Advertising focuses on high-quality content. It may be an appealing video or a high definition image. The promoted content provides a valuable purpose to target your potential audience.

You can reach the relevant people based on variables like gender, location, interests or other users similar to your followers.

It’s possible to maximize the reach of your message by targeting keywords in people’s tweets. You’ll pay only when users follow your account or retweet, reply, like or click on your promoted tweet.

The Types of Twitter Advertising –

# Promoted Tweets – Promoted tweets are almost identical to regular tweets. You can purchase them to reach a wider audience that includes non-followers and to boost engagement.

You can target tweets to a user who either look like your ideal customers or who are searching for keywords that relate to your product or service.

Your followers can interact with a promoted tweet in the same way as with a normal tweet. It’s like an ordinary post, except labeled as promoted.

Promoted tweets can drive traffic to your website, offer coupons or deals, advertise sales and competitors, and increase your audience reach.

# Promoted Accounts – The suggested Twitter accounts appear on a user’s account because they’re similar to accounts that the user already follows.

It’s a great feature for brands to trying to build up a larger following. It’s an efficient way of increasing brand awareness and to drive website traffic, leads and purchases.

# Promoted Trends – You can promote your own trends based on context, time and event-sensitive factors.

You can keep track of results and create campaigns based on followers, leads, website click and awareness, tweet engagements and app installs. It’s available in the Trending section of Twitter.

How to Set Cost to Run a Twitter Advertising Campaign:–

Twitter Advertising is an auction-based system. It means that your budget and bid will decide the price of each campaign.

There’s no minimum price to use. You will pay every time when users perform an action that is based on the specific objective of your campaign.

Twitter has two options in deciding how to set bids for campaigns:-

# Automated Bidding – It allows Twitter to auto-optimize bids for a campaign objective and budget on behalf of the business. Twitter will try to get the lowest bid possible and achieve the overall objectives of the campaign

# Maximum Bidding – It allows businesses to manually select how much the lead, click or engagement is worth to them. Maximum bidding means you’ll pay one cent above the second place advertiser’s quality-adjusted bid known as second price auction.

Types of Twitter Advertising Campaigns –

There are different types of campaigns includes:-

# Website clicks – It’ll promote your website and drive traffic to whatever page you specify. It’s for the business hoping to boost traffic and fast conversion (similar to the SEM/PPC offering).

You can target users most likely to click, convert, and interact with your website.

These campaigns pop up in the feeds of target users and in search results on the platform which include a headline, image, link, and call-to-action. You can promote your tweet to people who will visit and take actions on your website.

# Followers – It’s great for business because it’s designed to boost your follower numbers. This campaign will show your profile to targeted users and convince to follow you.

When you include a tweet in your ads, your profile and tweet will appear in the stream of target users. If you don’t include a tweet, your profile will simply appear in the Who to follow areas of target users.

# Tweet Engagement – It’s ideal for the business users who’ve some experience on the platform. It helps you reach new users and maintain or build engagement with your existing users. You can promote your tweets to start conversations with your potential audiences. Here, your engagement grows as you reach new community members.

# App Install/Engagement – It’s intended to get targeted users to download your app. These ads appear in mobile Twitter feeds of users to click and download.

You can use deep linking to direct existing users to specific areas within the app. You can promote your tweets to an audience likely to install or engage with your app.

# Leads – It’ll attach a lead form to your tweet and allows you to capture someone’s email address. It’s a powerful option to collect contact information for potential sponsors or exhibitors.

# Video View – You can promote your videos to reach a targeted and engaged audience.

How to Set up Twitter Advertising Campaign –

Twitter Advertising and Twitter Cards are great options if you have a business account. You can launch your campaign by going to Twitter Ads from your personal account.

You need to fill in some information like country, time zone, billing information, etc.

You can continue by following the few steps:-

# STEP 1 – You should go to the Twitter profile page and click on it (for business accounts). Choose Twitter Ads from the drop-down menu. If you have a personal account, you just click on Let’s Go.

# STEP 2 – You can find Create Campaign. You can choose Awareness from the drop-down menu if you want to do brand awareness.

# STEP 3 – Once you click on Create Campaign, you’ll get to the page to start your campaign. You can set up and name it and set start/end dates.

You can scroll down to choose your target group. You should set your budget. You should choose optimization options to reach and engagement.

You can click on Advanced Options; you’ll be able to set your budget to automatic bid which means that your bid will be optimized to get the best results at the lower price.

You can either promote a previous tweet or create a new. Twitter also states that creating a new tweet is better to help in engagement.

You can see a preview of your tweet on iOS or Android and Desktop. Click on Save and Launch.

Twitter Cards –

Twitter ads are referred to as Twitter Cards. Twitter Lead Generation cards were discontinued, but there are still other cards in your business account.

# STEP 1 – Its second trick to promote your brand (e.g. newsletters). Go to the top tab and click on Creatives and choose Cards.

# STEP 2 – You’ll click on Create New Card You can choose from the drop-down menu the Website Card, Image App Card & Video App Card. You can click on Website Card to promote your content.

# STEP 3 – You’ll see a sidebar pop up and you can see to fill in the details about your desired card.

# STEP 4 – Once you’ve saved the card. You can click on it and can attach another card to tweet or an image.

You can either choose standard (i.e. target your followers free of cost) or promoted only (i.e. target new users, but paid).

You can add both to an existing campaign. You can tailor the time if you click on Scheduling.

Types of Twitter Advertising Cards –

# App Card – This type of ads is designed to drive customers to download a business’s app and useful on mobiles.

It’s a great way to raise awareness of an app and drive sales. It shows the app’s name, rating, price, icon, and a short description.

# Summary Card – It’s Twitter’s go-to card. It gives a little information to the linked content before clicking through it.

It includes a title, description, thumbnail image and direct link to the content. It’s perfect for sharing content that doesn’t need a lot of visual space, such as a blog or articles.

# Photo Card – It’s a single full-width image with a title, description, and link. It’s great for visual campaigns.

# Gallery Card – It’s similar to a photo card. It has numerous photos displayed at once.

# Player Card – It’s for GIFs, music, and videos which are part of the marketing industry. It’s very effective as it encourages people to watch or listen to content without leaving Twitter.

# Website Card – It has features of horizontal image, text, link to your website and call-to-action button.

# Product Card – It’s for e-commerce and online stores. You can display your products with a thumbnail image. There is space of up to 200 characters for product description, price, stock availability and a link to the product.

# Conversational Card – It’ll show a call-to-action button with a customizable hashtag. A pre-populated tweet will bring up by clicking on the button written by the business.

Twitter has a large range of targeting options to put your brand promotion in front of the right people.

Twitter Advertising Targeting Options –

# Demographics – Your first set of targeting options include location, gender, language, and device.

You could specific phone owners (e.g. iPhone, Android) who’ve installed the latest operating system and users who’ve installed the latest update.

# Followers – It’ll allow you to target your promoted tweets to your existing followers. You can also target people who follow your competitors. You can target the follower of specific relevant accounts.

# Engagement – You can target your promotions to those who saw or engaged with your previous tweets and campaigns. It’s similar to targeting users who liked your page on Facebook.

# Behavior – You can analyze an audience’s shopping and spending patterns.

# Tailored Audiences – It’ll allow you to upload a list of contacts to target your ads. It’s similar to Facebook’s custom audiences.

It allows you to use your own list to reach a group of people on Twitter. If you choose to expand reach by targeting similar users, it’ll use an algorithm to find out other people similar to those on your list.

# Keywords – It’ll allow you to target specific hashtags or popular words. Your ads will only show to users talking about topics relevant to your brand. It delivers timely messages to users based on their recent tweets engagement.

How to Measure Twitter Advertising –

Twitter’s campaign reporting dashboard offers an easy-to-read and comprehensive overview of all the key metrics. You can see the results from campaign clicks or conversions, cost per result, impressions, and conversion rates.

You can check deeper by clicking on the engagement, spend and conversions tabs for a more rough view of your results.

Twitter offers conversion pixel which can be added to your event’s website.

How to Place Twitter Ads –

If you’ve selected a Website Clicks or Conversions objective, you can select to promote your tweets. The other ad objectives don’t work with Search Results and Twitter Audience Platform:-

# Users’ Timelines – You can promote tweets into the home timeline of the specific group of people that you’re targeting.

# Profile and Tweet Details Pages – You can promote tweets to users when they visit profiles and tweet details pages on Twitter.

# Search Results – You can promote into the search results.

# Twitter Audience Platform – You can promote tweets on mobile applications and websites on the Twitter Network that may not be owned or operated by Twitter.

Some Advanced Targeting Features –

Twitter comes with from the mix of huge audiences and incredibly specific targeting features. The Twitter campaign manager will include a few targeting options as:-

# Keyword Matching – When you uploaded a set of keywords, Twitter will search for tweets containing them and show your ads to the users. Twitter can exclude those users that have condemned your keyword.

# Followers – This feature allows you to target the followers of influencers, companies, and initiatives.

# Email Lists – You can upload emails to Twitter who will match their accounts and target them directly.

# TV Targeting – A feature with which you can target people who watch certain TV shows.

# Remarketing – Twitter’s website visitors’ option allows you to target users who have previously visited your website. You can also connect with people those have viewed specific pages.

# Event Targeting – It allows you to reach people involved with current events.

# Exclude Features – You can use this feature to avoid targeting your own followers. You can optimize an audience to selectively limit poorly performing sections.

Conclusion – Twitter has a better organic reach, but it’s a more expensive platform for paid advertisement. Twitter has a higher click-through-rate. You’ve to think strategically to: target your posts, choose the best format, and write the ad correctly.