Twitter ads represent a totally different beast versus the likes of Facebook or Instagram. Engagement rates for Twitter campaigns grew by 151% last year, with the platform attributing much of its success to the popularity of its video ads.
4 Steps to Set Up a Twitter Ads Campaign
Step 1: Choose Promoted Tweets vs. Promoted Accounts
The first decision you need to make when setting up your Twitter ads is whether you’d like to promote your tweets or promote your Twitter account.
What’s the difference? Promoting tweets will allow your tweets to appear in users’ Twitter streams or in Twitter search results, whereas promoting your account will display your username under the “Who to Follow” section in users’ homepages.
How do I choose? If you’re simply looking to grow your follower base and build up your audience, Promoted Accounts is a good choice. However, if your primary goal is lead generation, you’ll definitely want to put your money toward Promoted Tweets.
Step 2: Select Primary Targeting Criteria
The next step in setting up your campaign will be determining your targeting criteria. It’s important to customize your audience to be a good fit for your company and your message and that way you’re only paying for clicks from folks who might have some interest in downloading your content or learning more about your product or service.
What are my options? You can target your campaigns by interests and followers, or by keywords. Twitter now also has a Tailored Audiences feature, which gives you the option to target your website visitors or lists pulled from your database.
What’s the difference? Targeting by interests and followers allows you to create a list of Twitter usernames, and then target users whose interests are similar to the interests of those users’ followers.
How do I choose? Targeting by interests and followers is best if you’re looking to get in front of new audiences, or if you’re looking to focus more on brand publicity. This option will yield a larger, less qualified audience.
Step 3: Choose From Additional Targeting Options
What are my options? Beyond targeting certain interests and keywords, you can also choose to target your audience by location, device, and gender.
How do I choose? You’ll want to target by location if you run a local business, or if you sell primarily to specific regions (whether that’s your city or North America).
Step 4: Create Your Tweets
This is the fun part! Once you’ve determined the structure of your campaigns and your target audience, go ahead and create the tweets you’d like to promote. You can either select from existing tweets in your account, or create new ones.
Simply assign your campaign a daily budget and a maximum spend limit, and set it live. Be sure to keep an eye on your campaigns as they run, and continue to optimize them for better results.
Setting Up an Ad Campaign on Twitter
- The process itself is similar to that of running a Facebook ad, but if you’re totally new to social ads we’ve got you covered. Any ad campaigns you create will ultimately be tied to a single account, so it’s preferable to use a brand account versus a personal one.
- Don’t panic. Each of these outlined objectives is just goals of promoting a specific tweet. Your selected objective decides how your tweet’s performance will be measured and how the pricing of your ad is determined.
- The choice is up to you in terms of what you want to pay for, but each of these options centers around the same goal: promoting your tweet.
- From here you choose which tweet you want to promote. Bear in mind that unlike other platforms where you might actually build a specific ad, you’re simply using a tweet. You have the option of using an existing tweet to promote or crafting a new one.
Tips for Run a Successful Twitter Campaign
- Decide on a time
There is no panacea here. Your optimum day and time will vary greatly depending on your audience. Twitter’s audiences analytics provides a rudimentary insight into when your followers are most active, but consider tweeting a poll to discover what times work best for them.
- Don’t be afraid to have fun
Twitter chats are the perfect forum to establish a brand personality. Don’t be too crass, but equally, don’t be afraid to post a meme or gif here or there. If it’s relevant, it’ll do no harm. There’s nothing worse than a lifeless chat, loaded with clichéd, corporate jargon.
- Know when to stop
Social media is an effective way to get more customers and make more sales but this is not always the case for all businesses in all niches. There are cases where social media is not the right medium to reach new customers and it may be better to stop your campaigns instead of throwing your money without a return.
- Define your customer profile
In order to effectively make use of Twitter’s many targeting options, you first need to have a clear picture of the kind of person that you want to reach. This will allow you craft a tightly-focused content strategy (the material that you tweet) when you come to putting together your campaign.
- Manage Expectations
The Sysomos data shows that only 6% of all Tweets are ever retweeted. Don’t expect everything you send on Twitter to go crazy with RTs. People aren’t lying around hoping you’ll send them your 120-character masterpiece to complete their day. Sometimes, a tweet you think will be popular isn’t. Other times, a tweet unexpectedly catches fire.
Respond to Feedback
- Positive feedback offers your brand a chance to turn casual fans and admirers into full-blown fanatics, or brand evangelists. These superfans aren’t simply sharing your latest Tweet. They’re actively touting your organization both online and off and advocating for you, sending new business your way.
- “This is a great chance to support your position and gain respect by communicating it respectfully. You never want to leave negative feedback out there that makes a good point”
- Twitter Ads presents a new way to reach and understand your customers on social networks. If you’ve never marketed yourself on Twitter before, you’ll need to learn how the platform works. That includes learning how to write engaging tweets that draw attention.
- It’s time to embark on a well-run, well-monitored Twitter ad campaign. With this ebook in hand, get ready to create successful Twitter campaigns and get the most bang for your buck with your advertising budget.