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Why Use Twitter Advertising?
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Twitter Advertising A to Z: How to Turn Followers Into Money?
When it comes to marketing on social media, most of us inevitably think of two main platforms.
That is Instagram and Facebook. While it is not odd at all that these are the first social media channels that pop up in your mind, it seems like many of us have forgotten that there are many more opportunities for SMM.
And, often, these seemingly secondary channels can bring real benefits.
Among the channels used for advertising, Twitter holds third place after Facebook and Instagram.
While this platform can be a bit trickier in terms of setting up your ads and monetizing followers, it definitely has its perks. Want to know more about it? Then, this guide is just for you!
Top 5 Reasons that Make Twitter Perfect for Advertising
Can marketing on Twitter be your best advertising effort? You bet it can! Of course, the outcomes mostly depend on your specific case and goals. However, there are a few things that this channel can handle fantastically well. It is mostly about targeting.
The platform offers some unique features that can’t be found anywhere else. In particular, here are the top five pros that make Twitter superior to other channels in terms of advertising.
Generally Simpler Content
Due to the character limit, Twitter posts are much shorter than the ones you may see on Instagram or Facebook. What does this mean in terms of marketing? That you generally need to put less effort (and, yes, money) into creating the content! All you need to create a killer Twitter Ad is a powerful but very short pitch. If you get stuck we recommend using EssayPro.
For example, getting your marketing campaigns on this channel will require much fewer resources than guest blogging. Creating a good guest post that will get your brand name out there takes from several hours to days, and a professional writer. You can compare guest posting companies to be able to choose the best one.
Meanwhile, Twitter ads make the process much faster, cheaper, simpler, but yet not less effective.
Of course, the fact that you need less content does not mean that you can afford to compromise on its quality. On the contrary, since your ads will have a lower character limit, you have to do your best to make them as eye-catching and effective as possible. The service employs brilliant writers with years of experience, and they also share plenty of handy tips on writing in their blog.
Keep in mind that shorter content doesn’t mean you can neglect its importance. After all, the message you deliver plays a decisive role in advertising.
Also, it is worth noting that, in some cases, a character limit can play a bad joke on you. It is vital to define the effectiveness of Twitter advertising based on your business’s unique objectives. Some people may use a neon sign value guide as their advertising tool. However, on some occasions, it can be pretty beneficial.
Keyword Targeting
Probably one of the most brilliant things the platform offers you is to target ad campaigns by keywords. This feature basically allows you to direct your marketing efforts into a much more precise direction. Such a feature is not available neither on Facebook, nor on Instagram.
Simply put, targeting a specific hashtag or keyword related to your business helps you reach out to the people who have used the same word in their account or interacted with other users’ tweets containing it.
And the best part of it is that the algorithm displays your message to those users who showed activity with a specific keyword in the last seven days. This basically means that these people are already genuinely interested in something you can offer. They’ve already indicated an intent. So, with a good pitch, converting them into buyers shouldn’t be a problem.
Engager Targeting
Another remarkable feature is Tween Engager Targeting. The key idea of this feature is to target your campaign to users who have already seen or engaged with your tweet recently.
In a nutshell, this enables businesses to reinforce the effect their previous campaign had on the users who saw it and engaged with it. It is a perfect way to remind them about your brand and finally convert them into actual customers.
And, once again, it is hard to think of any similar feature offered on other platforms. So, it is pretty much like a secret weapon granted to you exclusively by Twitter.
Custom Audiences
Tailored or custom audiences are a great way to get your name out there – no wonder why similar features are offered on many other channels. However, there is a big stumbling block when it comes to creating your tailored audience.
For example, to get things right using Facebook, you need to get the right peoples’ phone numbers and emails first.
On this platform, everything works much simpler. To get your message in front of the right people, all you need is their usernames. Just that easy!
You can elevate your campaign by using targeted strategies, such as reaching everyone who follows specific accounts, like those of your competitors, who may already be interested in your offerings. Combining this feature with a large format printing service in Brisbane is a powerful way to visually capture attention, ensuring that your message stands out in a bold, high-impact format. This approach is particularly effective when you want to leave a lasting impression on your audience.
You Only Pay When the Goal Is Reached!
The goal of your campaign can be pretty much anything, including engagement on Twitter or website conversions. However, one great thing about this channel is that you only pay for ads when your objectives were achieved!
For example, if your goal was to get new Twitter followers – you only pay for the number of users who followed you after seeing a campaign.
This way, the platform helps businesses to mitigate some risks and allows you to get the desired result at a lower cost!
And this is another feature that sets this channel apart from others.
Many social networks don’t offer you to pay for performance, and those that do (for example, Facebook) often allow you to pay only for the users’ performance within their platform (i.e., likes, clicks, etc.), whereas Twitter can really boost lead generation.
It Is Cheap!
Now, we are getting to one of our favorite parts – money savings. Investing in marketing is pretty much inevitable for all businesses. But, who says you need to spend a fortune on your campaigns?
That’s the last and, probably, the biggest benefit of Twitter ads. Not only you pay only for performance, but you generally pay less.
The price for performance here is generated based on the auction. In general, the platform lets you get real engagement for pennies.
Beginner’s Guide to Using Twitter Ads
Now, when you know about the benefits of Twitter ads, the next big question is – how to use them and get the most benefit? In this part of our article, we will tell you everything you need to know about Twitter ads, ways to set them up, and best practices to make them work to your benefit. Let’s dive in!
Types of Ads
As befits such platforms, Twitter offers users several different ways to promote their businesses. Let’s start by defining the types of ads you can create on this platform:
Promoted Tweets.
In a nutshell, these are your regular tweets, but only labeled as “Promoted.” Such messages appear in the timelines of your target audience, other users’ profiles, or at the top of relevant search results.
Just like regular publications, promoted tweets can be commented on, shared, and liked. Also, apart from the main message, such ads can contain videos that will be played automatically in the timeline.
Promoted-Only Tweets.
This type of ad looks just like regular tweets to targeted users.
However, they are only visible to the targeted audience and do not otherwise appear in the timeline or search results.
Promoted Accounts.
Another way to get your brand noticed on this platform is to promote your entire business account.
This type of ad targets people who are not following you yet and pursues the main goal to extend your following.
If you create such a campaign, your account will be displayed in the timelines, search results, and the “Who to Follow” suggestions of the targeted users.
Promoted Trends.
Every user has a list of suggested trends on the right side of the page.
This list contains the current most trending hashtags and topics. Basically, promoted trends will make you visible in the list of trending topics and in the target audience’s “Trends for You” suggestions.
Promoted Moments.
This feature allows businesses to share their story with multiple tweets and get it in front of the right people.
Twitter Promote Mode.
This is one of the most exciting features available. Basically, it enables automatic promotion of your account and every tweet at a sweet price of $99 a month.
This is a great opportunity for those who have budget limitations or just want to give this platform a shot. This feature can be quite effective. However, unfortunately, it is not available to new users.
To make the most of your SMM strategy, it is vital to know the types of ads available and pick the ones that are in line with your business’s objectives.
A Simple Guide to Twitter Advertising
How to get started with your first campaign on this channel? Here is a simple step-by-step guide to help you get on the right track.
Set Up an Account
First of all, to start a campaign, you need to have a Twitter ads account. This will grant you access to Ads Manager and plenty of great tracking and analytical tools.
If you don’t have an account yet, just go to ads.twitter.com and register. Note that you should log into your regular Twitter account first, and only then you can proceed to create an ads account.
On the main page, you will be asked to select a country and time zone. These indicators will then influence the audience you will be reaching with your ads, as well as the bidding and billing currency.
For example, if you want to create ads for the US audience and willing to pay in USD, choose the United States, and the time zone of the preferred state – for example, you may pick GMT-07:00 for Los Angeles.
Once done, click the “Let’s Go” button to continue.
Define Your Goals
As soon as you click the “Let’s Go” button, you will be redirected to the Campaign Creator. Here, you will see a new pop-up window that asks you to choose your objective (i.e., the goal you are pursuing with your campaigns).
The platform allows you to choose the right objectives for your campaigns from three different categories. Here is a detailed overview of all available options divided by categories:
Awareness
- Reach – is used when you want to boost the number of people who will see your ad. If you pick this option, you will pay per 1,000 impressions.
Consideration
- In-stream video views – allows you to run a short video at the beginning of videos provided by Twitter’s premium content partners. This option will require you to pay for every view.
- Followers – is perfect for increasing the number of people who hit the follow button after viewing an ad. When choosing this option, you pay for every follower.
- Engagements – is the right option for businesses that seek to boost engagement (likes, shares, and comments). In this case, you pay for every initial engagement of every user.
- Website clicks or conversions – is used to get more visits to a website. If you choose this objective, you will be charged for each click.
- Video views – is used to get more people to see your GIFs and videos. This option bills per each view.
- App installs – is the perfect option to get more people to install your app. In this case, you pay for each install.
Conversion
- App re-engagements – is used to make people engage with your app after it has been installed. If you choose it, you will be billed for every app click.
Choose the objective wisely, to ensure it fits into your overall marketing strategy. Once you decide which objective is the right for you, tick the relevant box and click Next.
Set Up Campaign Details
After defining the goal, you will need to set up the basic details of your campaign. At this stage, you will need to indicate the following things:
- The name of your campaign;
- Funding source;
- Daily budget in the chosen currency;
- The total budget for the entire campaign;
- Date and time when you want to launch the campaign;
- Optional – date and time when you want to end your campaign.
Under all these fields, there is also an additional drop-down option titled “Advanced.” You can click it to set the preferred pacing for your ads. Generally, there are only two options here:
- Standard (which is also a recommended one) – implies that your ads will be displayed to the audience throughout the day in the most budget-efficient way.
- Accelerated – implies that your ads will be shown as often as possible throughout the day. Twitter suggests that this option will suit some constrained campaigns.
When you specify all the details in this section of the Campaign Creator, click the Next button in the upper right corner.
Define Ad Group
Twitter gives you the possibility to create ads within multiple groups. This option allows you to use different budgets, content, time frames, and target different audiences within a single campaign.
This feature can be pretty handy. However, we recommend opting for it once you get more comfortable with regular ads to avoid confusion.
If you want to create a group, you will need to fill out the following windows:
- Group name;
- The start and end of the campaign for a specific group;
- The total budget for this group;
- Bid type (automatic or maximum).
Optionally, you can also enable the Audience Measurement Tag or DoubleClick Tracking for a more advanced measurement of the outcomes. Once done here, click Next to proceed to targeting.
Targeting
This is one of the most responsible steps. Twitter offers you plenty of great targeting features that will help you reach the right people and get the most benefit from your campaigns.
When targeting your audience, you can define your ideal consumer by the following characteristics:
- Gender;
- Age;
- Country:
- Language;
- Technology (the type of devices, OS, or carriers people use);
- Interests;
- Specific locations (this one gets down to more fixed locations, for example, a specific metro area or postal code).
Additionally, businesses have an opportunity to upload a custom list of target profiles or choose to target ads to people who are similar to the ones who already follow you.
When you are in the Targeting section of the Campaign Creator, you will have three sections – Your Audiences, Demographics, and Audience Features.
In Your Audiences section, you can target tailored audiences from the Web or lists, or choose mobile or flexible audience targeting. Also, there is a box you can tick that says, “Target similar people to those in your chosen audiences.”
When you move on to demographics, you will need to choose the gender, age, locations, languages, and technology of your target audience. Additionally, you can tick the box that says “Target people who first used Twitter on a new device or carrier”.
Finally, in the Audience Features, you can enter manually or bulk upload a list of relevant features that are embodied in your audience, including keywords, interests, events, follower look-alikes, movies, and TV shows. Additionally, you can enable any of the following features:
- Recommendations;
- Retarget people who saw or engaged with your past Tweets;
- Expand your audience – this is a new option that allows you to reach people who have similar characteristics to the audience features you select.
There is also an additional feature that allows you to target your main Twitter account followers as well. You can also enable it.
Once ready, click Next from the upper right corner.
Creatives
After you select your target audience, you will be redirected to the Creatives section of the Campaign Creator. At this stage, you will need to select the tweets from your primary Twitter account that you want to promote. There is a search box into which you can enter the keywords to find the needed tweets.
When done, shift to the section on your right to determine ad placements.
Define Placement
At this stage, you have to decide where you want the platform to display your ad. There are three options to choose from:
- User’s timelines;
- Profiles;
- Search results.
Tick all the preferred placements and click the Next button.
Launch a New Campaign
Finally, after going through all the previous steps, you will be able to double-check all the details of your campaign. If everything looks good, all that is left to do is to click the Launch Campaign button.
The Bottom Line
Using Twitter for marketing purposes makes pretty good sense. The platform offers a variety of handy features and is known for its advanced targeting options. Besides, as you now know, setting up a campaign here is quite easy.
Of course, the platform has certain cons as well. However, if used right, it can deliver remarkably well for businesses, so it is still worth giving it a try!
FAQ
Who Can Create Twitter Ads?
To be eligible for advertising, you must be located in one of the supported countries, have an active and not suspended account, and have public Tweets. Also, note that new users will be first reviewed for a certain time before they can start using ads.
How Much Does It Cost to Create an Ad?
Businesses define the amount they are willing to spend on each impression by setting individual bids. The overall budget for a campaign is also determined by you.
Is There Any Minimum Budget?
No, the platform strives to make its ads affordable for users with different budgets. That is why there is no minimum amount of money you are required to spend.
How to Create a Twitter Ads Account?
To set up a new account, log in to your Twitter account and go to ads.twitter.com. Choose whether you are looking to set up individual campaigns or looking for automatic promotion opportunities. Then, choose the relevant country and time zone. Note that this information cannot be changed later and will determine the billing currency and the time zone where your campaigns will show up. Finally, you need to add billing details, and your account will be all set and ready to start a new campaign.
