Promoted tweets will allow your tweets to appear in the Twitter streams or Twitter search results of specific users. Running Twitter Ads is a more holistic campaign, using multiple groups of tweets to accomplish a single goal for your brand. Depending on your objective, Twitter Ads can display your username in places other than a user's newsfeed, such as the "Who to Follow" section to the right of their Twitter homepage.
To learn more about promoted tweets , skip to the next section below this list of steps. If you're simply looking to get more eyeballs on a webpage, promoted tweets might be just the thing you need. In this option, you pay a flat monthly fee for as long as you're promoting a tweet. It's perfect for gaining focused exposure on and generating leads from a particular aspect of your business. In the steps below, you'll learn how to harness it. Promoted tweets are fairly easy to set up, and you can learn about this process in the section at the bottom of this blog post.
To launch a Twitter Ad campaign, however, your next step is determining your objective. You have eight objectives to choose from, and you can see an elaboration of each objective once you select one on the Twitter Ads page linked in Step 1 of this article. Ad campaigns focused on followers, the second objective listed above, are also known as "Promoted Accounts.
Once you choose an objective, you'll be taken to a page where you can name your campaign, a start and end date for your campaign, and your campaign's total budget. Depending on the objective you chose in Step 2, you might have other details to fill in that are unique to your ad. If your objective is app installs, for example, this step will require you to connect your app to Twitter, and then select this app from the dropdown shown below.
When determining how much money you want to invest in a Twitter Ads campaign, you'll set a daily budget and an optional total budget. Throughout the day, your daily budget will pay Twitter your set amount at the specific cadence you can set yourself.
The cadence of your promoted content can be set to "Standard recommended ," which shows ads to your target audience at intervals Twitter deems most efficient; or "Accelerated," which shows your ads as much as possible throughout the day. Accelerated ads cater to ad campaigns you want to perform well in a short amount of time. Next, you'll create an ad group for your campaign -- there should be at least one pre-created on the lefthand side of your Twitter Ads page. To create more than one ad group, select "Copy ad group" to the righthand side of your current ad group and you'll see new ones appear in your ad campaign's framework, as shown above.
Ad groups are individual ads that consist of their own budgets, audiences, and start and end times -- but operate under the umbrella of your larger campaign. You'll see how to set these parameters in the next few steps.
In the "Details" tab, shown above, enter an ad group name, a start and end time, a budget for the ad group, and a bid type. Bid types allow you to "bid" on a promoted ad placement. Ad placements will cost different amounts depending on your audience and where the ad appears on Twitter, and you can set your ad group to bid for placement in one of three ways:. Beneath the "Details" tab of your ad group, select "Targeting.
It's important to customize your audience to be a good fit for your company and your message. That way, you're only paying for engagement from folks who might have some interest in downloading your content or learning more about your product or service. A more targeted audience is more likely to help you generate qualified leads. You can also select which devices you'd like your promoted tweets to be displayed on -- any combination of desktop and the various mobile devices. Targeting by "keywords" -- an option included in the "Audience features" field, listed above -- allows you to reach people that search, tweet about, or engage with specific keywords.
For example, if I'm promoting HubSpot's ebook, How to Use Twitter for Business , I might filter my audience by keywords I consider relevant to this advertisement, like this:. This audience targeting criterion is helpful if you want to know exactly how many Twitter users are currently using a keyword.
As you can see in the screenshot above, the keyword "marketing" is being used by 7. This data can help you decide between topics that seem similar but have different levels of popularity you wouldn't know about otherwise. 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.
A great use of this type of targeting is when compiling a small list of the top influencers in your industry. For example, to promote HubSpot's How to Use Twitter for Business ebook , I'll want to target an audience of users interested in social media.
Targeting by interests and followers allows me to say, "show these tweets to people who are like so-and-so's followers. With this targeting option, you can also add a list of interest categories. So, for example, I could say, "show these tweets to people interested in marketing, social media, or lead generation.
Your last task in creating a Twitter Ads campaign is to choose the creatives you want to run with each ad group belonging to your campaign. Select the "Creatives" tab beneath the Targeting tab to get started. This is the fun part. You can either select from existing tweets in your account or create new ones. Twitter provides a customized marketing strategy to gain brand awareness amongst unaware audiences, promote events and sales, and even gain new followers to whom you can advertise in the future.
Image Source: Twitter Business. Twitter ads not just work, but they excel when it comes to conversion rate, cost per conversion, and overall cost. Here are the top reasons to go for Twitter ads. The shelf life of a single tweet is four times shorter than the stuff on Facebook.
If you want to understand better how Twitter ads work and want to get started in Twitter ads leeway, this post should point you in the right direction. Here are the three primary types of Twitter ads, each working towards a different goal to advocate your business on the platform.
Take a look. The suggested accounts that appear under the "Who to follow" section on the left-hand side of your Twitter stream and beneath the "What's happening" section are promoted accounts.
Your profile is suggested to the appropriate users in their feed, keeping in mind their interests. Twitter suggests promoted accounts on two primary principles there are several other factors, as well :. The tweets of your choice are highlighted to make an important status update stand out in your audience's feed amongst a herd of tweets. Promoted tweets are viewed as expanded tweets, both on your and your follower's timeline.
Twitter is well-known for creating momentous trending topics that eventually become the source of several conversations on the social network. Promoted trends appear in the "Trends for you" section, which is sponsored by advertisers. For Twitter trends, time is the essence. Brands can promote a trend for a hour-long period with promoted trends. Goal: Used for the purpose of branding to create awareness for events like product launch or to capitalize on the news cycle. Twitter ad specs trick you into formatting your ads so that it doesn't get cut out.
Twitter ad specs include text, image, video carousel ad specs. Here's what you should keep in mind while making all the different types of perfect Twitter ads. Note: When you use a link in your Twitter ad copy, the character count limit is reduced by 23 characters. There is no minimum budget required for running Twitter ads campaigns. You have complete control over how much you want to spend on your campaigns.
Twitter ads cost depending on the ad type is given below. Note: The targeting, creatives, and bidding strategy determine how much each billable action costs. Before you start creating a successful Twitter ads campaign, ensure that your account is eligible for Twitter ads. Here's a step-by-step process for creating Twitter ads that cut through the noise and get noticed. Click on Twitter, and you will be directed to your Twitter timeline if you are already logged in. If not, then log in to your Twitter account or create a new one.
From the left-hand side of your timeline, click on "More. Twitter Ads Manager is a central workspace to plan, manage, and get reports on your ads campaigns. If you are creating Twitter ads for the first time, you would be asked to enter your country and time zone. Once selected, click "Let's go. A Twitter marketing initiative starts with knowing what you want to accomplish through your campaign. The first step in creating your Twitter ad campaign is choosing your campaign objective.
Reach: To promote and increase your tweets reach. Payment is per 1, impressions. Pre-roll Views: Show your ads on premium content. Payment is per pre-roll view. App Installs: To encourage Twitter audiences to download and use your app. The cost is per app download. Website Clicks: To generate leads on your website through Twitter ads. Payment is per click. Engagements: Your ads are geared towards engaging audiences. An engagement on Twitter refers to a "like," retweet, or reply. And we even have the option to add custom hearings by upsetting a list of emails or installing Remarketing on our website.
Finally, in the case of the United States and the United Kingdom, the opportunity is offered to segment to users with different behaviours and characteristics both online and offline. As we go using the segmentation criteria that allow us to approach users with the profile of our Buyer Person, we will have defined an estimated size of our audience.
With the next step we will define the scope of our ad with respect to the defined audience. At this point we have to introduce what is the budget we have and choose the price model. Here we will establish the daily amount of investment that we want to keep in advertising on Twitter.
We can also set the total amount we want to spend so that when this budget is reached, the campaign will stop. With regard to the price modality, there are three different types of bids. On the one hand, the automatic bidding, which will be optimised to get the best results at the lowest possible price.
On the other hand, we will find the target bid and the maximum bid depending on the type of campaign. Depending on whether our budget is sufficient or not to reach a relevant percentage of the audience we have created, we will have to consider whether our audience is sufficiently segmented. This can be observed with the objective range estimation and estimated range shown in the tool. Finally, we only need to define what the announcement will be. At this point creativity will depend on the campaign objective that we have chosen.
After defining your creativity you will have everything you need to start showing your advertising on Twitter. From this point I only wish you luck with your new social journey and a lot of ROI for all!
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