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Twitter, like (almost) all social media platforms, is undoubtedly one of the best places to engage with your target audience. You can utilize this fast-paced platform to fulfil many of your business goals, like building brand awareness, generating leads, driving sales and more.
However, Tweets support only a limited number of words. That along with the competition on this platform makes it a dreadful task to save your Tweets from going into oblivion within a few minutes.
That’s where Twitter Ads shows up as a savior. You must use Twitter Ads to run an effective campaign and maximize the reach of your Tweets and achieve your business goals.
Why Start a Twitter Ads Campaign?
Along with a huge pool of monetizable users, Twitter Ads has many benefits coming your way.
Here’s a few reasons why you should leverage Twitter Ads in your social media marketing strategy:
1. Twitter Ads is Performance-Based
One advantage that stands Twitter Ads out from other social media advertising platforms is that you only pay for performance here.
To get started with your Twitter Ads campaign, you need to set clear objectives. Here are some examples of what your objectives could be:
- Lead Generation
- Website Traffic
- App Installs
- Increasing Followers
- Engagement
To put it simply for you, Twitter shares some of the risk that comes with paid ad campaigns on the platform.
2. Twitter Ads allows Keyword Targeting
Another big advantage that Twitter Ads offers you is keyword targeting. You can create ad campaigns targeted at your audience for a particular keyword.
You’ll find seed keywords by conducting keyword research, to get started with. We can dive in deeper for more specific and more targeted keywords a little further down the path.
3. Tailored Audience Targeting via Twitter Ads
Twitter Ads offers a lot that other advertising platforms don’t. One of them is that you can create a tailored audience based on people who follow influencers in your niche. And the best part is that you don’t need to have any of their info or even email for this to work.
4. Twitter Ads are Cheap as Chips
As we told you earlier, you only pay for results on Twitter Ads. That is enough reason to include it in your advertising strategy.
What’s more is Twitter Ads are a real bargain.
Cost per click, or CPC on Twitter Ads is fairly reasonable – possibly the lowest you could get on any platform.
LinkedIn Ads, with an average CPC of $5.25, is the most expensive social media platform to advertise. Compared to that, Twitter has a tiny average CPC of $0.38. Facebook Ads comes the closest to Twitter Ads with an average CPC of $0.97.
Additionally, you also get freedom of investing as low as you wish on Twitter Ads. There is no minimum ad spent threshold, which means that everyone can get started with their campaign.
It might not be as huge as other platforms like Facebook and YouTube, but it’s still a great place to run ads. So, make sure you include it when constructing your social media marketing strategy.
The 3 Types of Twitter Ads at Your Disposal
Twitter Ads provides you with three types of ads that you can run based on your objective. Here’s a few words on each of them:
1. Promoted Tweets
Promoted Tweets are the most popular of the Twitter Ad campaigns. You create and promote a tweet by sponsoring it to reach a wider audience. Promoted Tweets are generally created with objectives like lead generation, brand awareness, product promotion, etc.
2. Promoted Trends
Twitter Trends has great value in the eyes of users. Promoted Trends appear in first or second position in the “Trending” tab of the “Explore” section. Promoted Trends will work best if you want to promote an event on a large scale or break some new about your company or a product launch.
Trends have a 24-hour runtime after launch. They’re also the most expensive of all Twitter Ads.
3. Promoted Accounts
Promoted Accounts will work best for you if you wish to boost your reach on Twitter. Twitter will show your profile as a suggestion to those people who might be interested in your profile and content. Your profile will be shown at the top of the suggestions to a certain audience.
Now that we know about the three ways Twitter Ads can be used, let’s discuss the benefits of it.
Twitter Ads: Set Your Objective
Twitter drives conversations that can influence decisions, which is one of the greatest advantages of the platform.
If you want to use this for your benefit, you must establish your objectives first. Objectives are the types of campaigns that you can run in your Twitter marketing strategy. Luckily, Twitter has constructed the campaign objectives while keeping the traditional marketing funnel to its core.
Awareness
As you can make out from the name, awareness is all about creating a buzz about your brand. Keeping that in mind, Twitter named one campaign under this tag, called “Reach.” You’ll pay per thousand impressions in this objective.
Consideration:
Consideration objectives are intended for audiences who are aware of your brand and need more material to go further down the funnel. These campaigns include:
- Video Views: Here you can promote your video ads. You’ll be charged for each video view.
- Pre-Roll Views: These are video ads shown at the beginning of the twitter content partners’ content. The payment mode is again CPV.
- App Installs: Promote your application with this objective to increase the app installs. You’ll be charged for every time someone installs your application.
- Website Clicks: You’ll be charged whenever someone clicks on your link (CPC). This objective is for those who want to drive more traffic to their website.
- Engagements: This is the one to go for if engaging with your audience is what you’re looking for. You’ll pay for each engagement generated.
- Followers: This objective is for those who want to grow the audience for their brand and want more followers. You’ll be charged here for each follower you gain.
Twitter has a lot of scope for grabbing people’s attention. Use Twitter Ads, consideration objectives in particular, to get a closer attention from your target audience.
Conversion
App retention rates can be pretty low, which is why Twitter’s only campaign under this objective is app re-engagements. It focuses on getting people to take action in your application. It can be highly beneficial for brands who wish to leverage applications.
7-Step Twitter Ads Campaign Guide
Now that you have a clear idea about the fundamental aspects, let’s move on and discuss how to set up your Twitter Ads campaign:
1. Create a Twitter Ads Account
Our first step would be to create and set up an advertising account to get started with Twitter Ads.
You can create and set up your advertising account from here. Login to or sign up for a Twitter account and enter the details asked for (country, time zone, etc.).
Once that’s done, you’re all set to get started with your first ad campaign.
2. Set Your Campaign Objective
Your campaign objective determines what you want to achieve with this ad campaign. It determines the actions you’ll pay for as your audience engages with your ads. You can choose from the three main objectives that we just discussed: awareness, consideration, and conversion.
Once you’re through with your objective, you can move ahead and set up your campaign.
3. Enter Details of the Campaign
After setting up the objective, it’s time to go to the “Campaign details” page. You’ll name your campaign here, add your payment details and set a budget and schedule.
After entering this information, you’ll be directed to the “Ad Group” page.
4. Set Twitter Ads Group & Bidding
If you’re just starting out, it’s best to focus on only one ad group for now. This will help you understand how Twitter Ads work. Once you get the hang of it, you can divide ad groups into different categories aimed at different audiences.
You can also experiment with different content styles, runtimes, and budgets to see what works best for you.
So, put down a name for your ad group, choose the time period you want the ad to run and set up your budget. Choosing automatic bidding has its own benefits, like Twitter will set your bid in a way that you get the best results for the lowest price.
5. Specify Your Target Audience
Some options that you have for establishing your audience are:
- Demographic Targeting: Here you can specify your target audience’s age, location, gender, language, and device.
- Location Targeting: Here you can target audience in a particular location. You can also define users by device type, operating system, and carrier.
- Targeting by audience type: Here you can specify your target audience by their interests. This uses psychographic data like interests, events, behaviors, and topics the users are tweeting about.
You can also set your target audience based on the similar profiles as your followers.
6. Select where you want to show your ads
This step is simply about choosing where your ad will appear. Your options are users’ profiles, timelines, tweet detail pages, and search results.
Once you set up where your ad should appear, hit “next.”
7. Double-Check and Launch
Lastly, review all the settings and if everything looks good, click “Launch Campaign.”
Twitter Ads: 7 Things to Keep in Mind
Before you go rushing and launching your Twitter Ads campaign, here are some tips to keep in mind to run an effective Twitter Ads campaign.
1. Make Your Brand Completely Clear
People on Twitter scroll through their feed super-fast, and your target audience may not even be in your network. So, make it crystal clear what you do to make them stop scrolling and pay attention.
This is where branding plays a crucial role. Your audience should be able to identify what you do in an instant from your images to the ad copy.
2. Use Interactive Images
Our brain catches and processes images quicker than words. That is why your images should be a primary ingredient in your Twitter Ads. Make interactive and catchy images so your audience stops in their tracks and take notice of your ad.
3. Write Simple & Engaging Copy
Once you grab the attention of your audience with the visuals, it’s time for your copy to take over. Write a short, simple and engaging copy. Most importantly, keep it compelling enough for your audience to click on your ad.
4. Use Figures & Symbols
Use figures and symbols, they help break the dullness of text and make your ad’s content stand out. You can use symbols like # to show hashtags or % to show sales or discounts that you’re offering. There’s a greater chance that your audience will take a break and have a closer look at your ad.
5. Add a Call-to-Action (CTA)
Always end your ad copy with a CTA.
Never depend on your prospects to know what they need to do after coming across your ad. Make sure to let them know what to do next.
6. Choose Hashtags Wisely
Hashtags are highly useful for boosting visibility. But they can also take away from your campaign’s objective. For instance, if your objective is driving more traffic to your website, overdoing a hashtag might lead your audience to click on a hashtag rather than the URL.
That will lead them to other tweets having the same hashtags, and you’ll miss out on a visitor.
7. Keep Track of the Data
It’s best to always have the track of your data and analytics. You’ll know what works for you and what doesn’t only if you have a clear knowledge of what’s happening under the hood.
Wrapping Things Up
Twitter is a great place to promote your brand and products, and all marketers should include Twitter Ads in their marketing strategy.
Twitter Ads have so many beneficial features like tailored-audiences, being performance-based and more, which is why you cannot leave it out of your social media marketing strategy.
In this guide, we took you through the whole process of how to run Twitter Ads campaigns and gave you tips on how to make it work.
However, it can still be hard for businesses to manage the social media campaigns and run the business at the same time. Things can prove to be challenging if you’re just starting out with digital marketing.
Digital Daisy is a social media marketing agency that specializes in paid campaigns like Twitter Ads. We have all the answers to your digital marketing questions.
If you want more information or need help with your social media marketing strategy, we’re here just for you.
Let’s get in touch today and solve your problems.
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