The AdStage Guide to Twitter Ads

Posted by on Nov 19, 2014 in Advertising, Social
The AdStage Guide to Twitter Ads

With Twitter Ads, advertisers amplify their message to get discovered by their target audience across the social network. Advertisers can reach the right audience by targeting interests, keywords, @usernames, geography and more. For example, an up-and-coming restaurant can reach their target audience by targeting followers of trendy local publications. In this guide, we’ll walk through the different pieces of Twitter Ads to help you get started.

Where Ads Display

First, let’s take a look at where you’ll find Twitter Ads.

Desktop

  • Promoted Tweets: On desktop, Promoted Tweets can appear to your target audience in users’ timelines and in search results.
  • Promoted Accounts: On desktop, Promoted Accounts can appear in the “Who to follow” panel.

where twitter ads display

Mobile

  • Promoted Tweets: On mobile, Promoted Tweets can appear to your target audience in users’ timelines and in search results.
  • Promoted Accounts: On mobile, Promoted Accounts can appear in the “Discover” panel.

twitter ads promoted tweet on mobile

twitter ads promoted account on mobile

Campaign Objective

When creating a Twitter Ads campaign, start by choosing your objective. This customizes the ad types and settings to match your goals.

Followers

  • twitter ads promoted account example pagePurpose: Grow your community on Twitter.
  • How it meets objective: Campaign will be optimized and charged for followers.
  • Where ads display: Your audience will see your ads in their timelines and in the “Who to follow” suggestions.
  • What ads do: Clicks lead to your account, and its button directs users to follow you.

Website Clicks or Conversions

  • twitter ads website card example pagePurpose: Send people to your site (to purchase, sign up, etc.).
  • How it meets objective: Campaign will be optimized and charged for website link clicks.
  • Where ads display: Your audience will see your ads in their timelines and in search results.
  • What ads do: When users click on the ad’s image or button, it takes them to your site.

Tweet Engagements

  • twitter ads tweet example pagePurpose: Reach more people and drive conversation.
  • How it meets objective: Campaign will be optimized and charged for Tweet engagements like Retweets, replies and favorites.
  • Where ads display: Your audience will see your ads in their timelines and in search results.
  • What ads do: Promote Tweets with images and Cards to drive engagement.

App Installs or App Engagements

  • twitter ads app install card example pagePurpose: Get people to install or engage with your mobile app.
  • How it meets objective: Campaign will be optimized and charged for clicks to install or open your app.
  • Where ads display: Your audience will see your Tweets in its mobile timeline.
  • What ads do: Clicks on the image and button take users to download or open your app.

Leads on Twitter

  • twitter ads lead generation card example pagePurpose: Collect emails from people who express interest in your business.
  • How it meets objective: Campaign will be optimized and charged for leads on Twitter.
  • Where ads display: Your audience will see your ads in their timelines and in search results.
  • What ads do: Users can send you their email at the click of a button.

No Specified Objective

You can also avoid specifying an objective and create a custom campaign using the old Promoted Tweets form.


Ad Types

Your Twitter Ads campaign can contain a few different ad types, depending on your objective.

Promoted Accounts

twitter ads promoted account example

This is a simple promotion of your account with the purpose of attracting new followers. This ad type can’t be combined with Tweets in the same campaign.

Promoted Tweets

twitter ads tweet engagement example

This is the run-of-the-mill Tweet you’ve come to know and love, but there are two different types of these as well.

  • Organic Tweets: Standard Tweets that  have been added to your campaign in order to gain increased visibility.
  • Promoted-Only Tweets: Unpublished (dark) Tweets that are only visible to the campaign’s targeted audience.

Cards

Much like how Tweets can contain rich media, promoted Tweets can also contain one of the following Cards. Cards are add-ons to Tweets that help capture the attention of your audience with images and call-to-action buttons that are tailored to your goals.

Website

  • twitter ads website card exampleWhat it does: It adds a large custom image to your Tweet along with a call-to-action button, and it helps your content stand out.
  • What it’s for: It makes it easy for you to promote web content and drive traffic to a URL
  • Why it’s useful: Whether you’re promoting your home page, a blog post or your landing page, Website Cards make your content pop and look much better than some bit.ly link. Lead Generation Cards also let you point to an external URL that acts as a thank you page after the user submits the lead, and they make third-party conversion tracking seamless.
  • Learn more about Twitter Website Cards

App Install

  • twitter ads app install card exampleWhat it does: It adds a large custom image to your Tweet, app ratings and a call-to-action button to install your app.
  • What it’s for: It makes it easy for you to promote installs of your app.
  • Why it’s useful: This provides a quick and easy way for your audience to discover and install your app, directly from their mobile device.

Learn how to maximize engagement with Twitter Ad Cards.


Targeting

Twitter Ads offers a wide variety of methods for targeting your ideal audience.

Location

With location targeting, you can enter the countries, states/regions, metro areas or postal codes where your audience may be. For example, if you’re based in New York but doing business nationwide, target the United States.

Gender

Gender targeting is great if your customers tend to be a certain gender, or if you’d like to tailor your ad copy by gender. For example, a nail salon may choose to target women. Note: Twitter infers gender from information users share as they use Twitter, including their profile names and follow graphs.

Language

Language targeting helps you limit your audience to users who understand one of the languages you specify. For example, an Italian retailer may choose to target people that speak Italian. Note: Leave this field blank if you don’t need think you need to target by language.

Devices and Platforms

Device targeting allows you to limit delivery of your campaigns to a select combination of devices like iOS, Android, mobile web and more. For example, an iPad app developer may choose to limit their audience to people on iPads running iOS 6.0 or later. You can also target users by whether or not they’re connected to Wi-Fi. An app developer promoting a very large app that requires high bandwidth, for example, may consider limiting targeting to Wi-Fi.

Keyword Targeting

Twitter also allows you to target your audience based on keywords in their search queries, recent Tweets and Tweets they’ve recently engaged with. For example, a car dealership may choose to target their audience with the keyword, “test drive.” This targeting method helps you reach a relevant audience and puts you in a better position to drive engagements, leads and conversions.

Keyword Match Types

twitter ads keyword match types

Broad Match
  • What it matches: Tweets containing keywords in any order, including other words in between. Includes related terms, variations, synonyms, misspellings and slang.
  • How to specify it: Enter the keywords without any punctuation.
  • Example: Love coffee will match to Tweets like “I love coffee” and “I’m obsessed with my morning latte.”
Phrase Match
  • What it matches: Matches on Tweets containing keywords in exact order only.
  • How to specify it: Enter the keywords surrounded by quote marks.
  • Example: “Love coffee” will match to Tweets like “I love coffee” but not “I love Startbucks coffee.”
Negative Unordered Match
  • What it excludes: Excludes tweets containing the negative keyword in any order, including other words in between.
  • How to specify it: Enter a dash immediately followed by the keywords.
  • Example: -Coffee cake will exclude Tweets like “pour-over coffee is a piece of cake.”
Negative Phrase Match
  • What it excludes: Tweets containing the negative keyword in exact order, with no other words in between, become ineligible for matching.
  • How to specify it: Enter a dash immediately followed by the keywords, surrounded by quote marks.
  • Example: “-Coffee cake” will exclude Tweets like “This was delicious coffee cake,” but not “pour-over coffee is a piece of cake.”

Sentiment

Sentiment gives you the option to filter out Tweets in which keywords are used with negative sentiments. For example, a seafood restaurant may choose to exclude people that tweeted about hating seafood.

Learn more about Twitter keyword targeting.

Follower Targeting

Follower targeting allows you to reach your ideal audience by listing the @usernames of influencers they follow. This will target users with interests similar to the @username’s followers. For example, an advertiser promoting a music app may choose to target followers of @radiohead.

Interest Targeting

Interest category targeting allows you to reach users interested in any of the categories you enter. For example, a video game developer may choose to target the interest “video games.”

Tailored Audience Targeting

twitter ads tailored audience ID

Tailored Audience Targeting allows you to reach a custom list of specific users.

  • Website Visitors: Allows you to target people that visit your website. This is how you can create a Twitter Retargeting Campaign.
  • Lists: Allows you to target people using your own lists of emails, Twitter IDs, or mobile advertising IDs.
  • Similar Users: Allows you to expand your reach by targeting users that are similar. Note: Consider excluding the original tailored audience if you only want to reach the lookalikes and not the original audience as well.

Learn more about Tailored Audience targeting.

TV Targeting

TV Targeting allows you to target users by the TV shows they may be watching.

  • Markets: TV Market targeting lets you target users who engage with television programs in a specific market. For example, a retailer in the US may choose to target the United States. Note: Some shows and ads will be available in multiple markets.
  • Shows: Show targeting lets you target specific show conversations with conversation targeting, or automatically target people engaged with all of the shows in which your TV ads appear with ad targeting. Note: This targeting is not available to all markets or advertisers at this time

Learn more about TV targeting.


Bids

When advertising on Twitter, you need to enter a bid for the maximum price you’re willing to pay for the targeted action (e.g., follow, click, lead, etc.). Try to set a bid that reflects how much the targeted action is worth to your business. For example, if a lead is worth $3, try setting a $3.00 bid for your lead generation campaign. This is a max bid, so you’ll never pay more than what you’ve bid, and you’ll usually pay less.

If you bid higher, your ad will have a better chance of displaying more often. If you bid too low, your ads will display less frequently, and you run the risk of rarely showing your ads at all.

Learn more about bidding and auctions on Twitter.


Budget

When setting a budget for your Twitter Ads campaign, you’ll start with a daily spend limit, but there are a couple of other settings you can adjust to make the most of your spend.

Daily Maximum

This is where you set a cap on the amount you spend each day. If you set your budget too low, your ads will show less frequently. Note: Daily budget resets daily at midnight Pacific Time.

Pacing

You can also control the pace at which your daily budget is allocated. There are two settings:

  1. Standard will spread out your budget in an effort to show ads evenly throughout the day.
  2. Accelerated won’t spread out your budget; it will show ads as often as possible, starting at midnight Pacific Time, each day

Total Budget

Total budget is optional, but if it’s set, the entire campaign will stop running as soon as the limit has been reached. Twitter won’t ever exceed this amount during the life of the campaign.

Learn more about setting campaign budgets.

Next Steps

Now that you have a good understanding of Twitter Ads, you’re ready to create your first campaign. We’re also putting together a guide to Twitter Ads optimization and analysis so stay tuned! In the meantime, check out the Do’s and Don’ts of Twitter Ads.

See How AdStage Makes Twitter Advertising Easier

AdStage for Twitter Ads

Sam Mazaheri

Sam is the Director of Online Marketing at InVision and former Director of Marketing at AdStage. Prior to AdStage, he was part of the AdWords product team at Google, serving as the in-house AdWords expert and advisor to product management, engineering, and UX. Prior to that, he personally managed and grew in-house digital marketing programs with over $300,000 in monthly ad spend.



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