Twitter is undoubtedly one of the most popular social media networks today. It’s where people go to see what everyone else is talking about – whether it’s updates on the latest news event or what just happened on a popular TV show. So naturally it makes sense that many businesses are looking to capitalize on the popularity of Twitter by promoting their content on the social network.
Fortunately, Twitter has made this possible by offering a full suite of advertising options tailored to meet your business needs – whether you are trying to get people to buy a product on your website or are collecting email addresses for a newsletter list.
First and Foremost – Choose Your Content Carefully.
Regardless of which campaign type you choose, it’s important to create good content that people will want to interact with. If your goal is to get people to engage with your Tweets, Twitter recommends using visuals to draw in your audience, sharing news or events specific to your industry, and offering exclusive content. If you’re trying to get website clicks or promoting app downloads, you’ll want to be a little more sales-y and let people know what you have to offer and why they should choose your business.
Now let’s get into the step-by-step process of setting up your Twitter ads:
Step 1: Choosing Your Campaign Type
Twitter offers six different types of campaigns – each with its own objectives and benefits – that you can use to promote your content. These include: Tweet Engagements, Website Clicks or Conversions, App Installs or Engagements, Followers, Leads on Twitter, and Video Views. There is also the option to create a custom campaign.
Here’s a little bit of information on what each campaign type can help you with:
This is the campaign to choose for “Promoted Tweets.” If you create really engaging and interesting Tweets, this campaign will benefit you by allowing you to promote your Tweets to a targeted audience. Then, that audience will be able to interact by Retweeting and replying – just like a normal Tweet – creating engagement with your content and your business.
Website Clicks or Conversions
If your main goal is to get people to click through to your website, or to take a specific action, then this is the best campaign option. You’ll start by creating a “Website card,” which is essentially an expanded ad that allows you to showcase an image, content, and a call-to-action. You can then use Twitter’s conversion tracking to find out which people that see or click on your ad fill out a form or make a purchase on your website. This campaign type will take a little more effort to setup, but you’ll benefit from more data if you create a conversion tracking tag and install that code on your website.
App Installs or Engagements
This campaign type allows users to download your app directly from Twitter when using their mobile device. You’ll create an “App Card” showcasing an image, rating, and call-to-action to entice people to download or open your app.
Leads on Twitter
Choose this campaign if your main goal is to capture people’s contact information. By creating a “Lead Generation Card,” you’ll allow users to provide you with their email address directly in Twitter so you can add them to a distribution list or follow up with them directly.
This is the campaign to choose if you want to promote your entire Twitter account and gain more followers. You can Tweet about special news or offers to entice people to follow you, which will allow you to build an audience of interested and engaged users.
This campaign is similar to Promoted Tweets, but it allows you to promote a video to further engage your targeted audience. You’ll create a “Video App Card” so that your video will automatically show in your followers’ timelines.
Step 2: Selecting Your Audience
After you choose which type of campaign you want, you’ll have to select your audience. Twitter allows you to target an audience based on interests, followers, keywords, or television. You can then further pare down your audience by targeting their location and language, their gender, and the device they use to Tweet. There is also a “Tailored Audiences” option that allows you to target your existing customers through email addresses or Twitter usernames. You can also target those who have recently visited your website or who have taken an action on your mobile app.
Step 3: Setting Your Budget
The next step is to set your budget. Similar to other pay-per-click models, Twitter allows you to set a daily and total budget, and then chooses when your Tweets will show based on an auction model. As far as payment goes, Twitter only charges you when someone interacts with your Tweet.
Each campaign charges you based on the following:
- Tweet Engagements: Whenever someone “Retweets, favorites, expands, clicks on, replies to, or follows you from your Tweet”.
- Website Clicks or Conversions: When someone clicks through to your website.
- App Installs or Engagements: When someone clicks on your App Card.
- Followers: Each time you gain a new follower.
- Leads on Twitter: Each time someone provides you with their email address.
- Video Views: When someone watches your video for at least 3 seconds or clicks to view the video in full screen.
Step 4: Creating Your Ads
The fourth and final step is to create the Tweet or card that will serve as your Twitter ad. The type of ad you create will depend upon the type of campaign you chose.
If you’re setting up a Tweet Engagement or Followers campaign, it’s as simple as creating a new Tweet and promoting it or selecting an existing Tweet to promote.
If you’re setting up a Website Clicks or Conversions, App Installs or Engagements, Leads on Twitter, or Video Views campaign, you’ll have to create the appropriate card for that ad type. For example, the Website Card allows you to enter a new Tweet and add a website URL, image or video, headline, call to action, and a card name (which is for your own use).
Are Twitter Ads Right for My Business?
If you’re looking to build your brand, grow your customer base, and promote your business, then Twitter ads is definitely a good choice. By setting up the appropriate campaign, you can reach your target audience where they already spend their time, making it easy for them to engage with your business and your content.