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Getting started with Twitter Advertising

Twitter ads, while not as extensive in features as Facebook, are still a great way to get your brand out there. With 336 million monthly active users (MAU), there are more than enough potential audiences!

Objectives + Ad Types

While Facebook gives you options within options when it comes to objective and ad types, Twitter simplifies these to 7 ad types that still follow the 3 overall social objectives:

  • Awareness and tweet engagements campaigns optimise your content to reach people. While awareness focuses on reaching as many as possible, engagement tries to get retweets, likes and replies to get your audience talking and interacting with your account and content.
  • Follower campaigns promote and grow your account.
  • Website clicks and App Installs both encourage your audience to go off platform and perform an action. It drives traffic to your website, or app store to download your app. Twitter also allows you to target your existing app users through the app re-engagement campaign, to drive them back to the app.

Audience

Targeting options on Twitter are pretty simple. You have the basics such as gender, age, location, language and which device they are using to access the app. Once you have those down, you can further target your audience through the audience features option. Here, your targeting types include: keywords, events, interests, behaviours, and follower-lookalikes. Similarly to Facebook, you can type your own or use the drop down menu to choose pre-selected options.
You can also upload your own database as a list, which can be used to target your existing customers. Like the Facebook Pixel, Twitter gives you the option to set up a Universal Website Tag. Working in a similar fashion to the pixel, the code can be embedded into your website to track the actions and conversations on your website. You can then set this up as a tailored web audience when choosing your targeting on Twitter.

Placement

There are three options from which you can choose to place your ad, and it all depends on the type of ad you have chosen to create:

  • Promoted tweets will appear in the audience timeline. The less like an ad it looks the more efficiently it blends in with the user’s existing timeline, and the better it performs.
  • Follower campaigns can take the shape of promoted accounts, where instead of on the timeline, the account and bio will appear on the side as suggested accounts for the user to follow.
  • Promoted trends are the final and most expensive form of placement. These are the hashtags that appear on the left side of the timeline which appear alongside organically trending topics.

Pricing

Twitter ads have a similar bidding system to Facebook, but in a much simpler hands-off way. You can select either a daily or total budget and once you’ve selected that, Twitter gives you the option of either an automatic or maximum bid. The Automatic bid works to optimise your bid to get you the lowest price for the best results. While the maximum bid helps your ad display more often as long as you have bid high. The average cost of a promoted tweet can range between £0.40 – £3. Whereas a promoted trend can reach £150,000 per day, so it can be a more costly campaign.
Another way for you to promote on Twitter is through their Promote Mode. This is an automated version of advertising, and currently costs £75 ($99) per month. Instead of having to manage your ads yourself, Twitter promotes your tweets and account themselves. They run the tweets through their quality filter to ensure only the best are being promoted and all you have to do is select your audience.
Twitter ads are a great way to get your brand out there in real time, and can work well for reactive advertising. Keep in mind the quick pace of the platform – an ad that may have been relevant now, may not be in a day’s time. Unsure of how to start advertising on Twitter? Then get in touch with us!

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