For Q4 2017, we’ve analyzed over 355 million Twitter ad impressions across 100+ unique accounts in USD currency to uncover the average CPM, CPC, and CTR of Twitter ad costs. Compared to Q3’17, we found the average CPM for Twitter ads increased 20%, the average CPC for Twitter ads increased 15%, and the average CTR for Twitter ads had no measurable change.
Twitter Ads Benchmarks – Q4 2017
- The average Twitter CPM was $5.92
- The average Twitter CPC was $0.36
- The average Twitter CTR was 1.76%
Be sure to view the Q4 Paid Search and Paid Social ads Benchmark Report for the latest trends.
Twitter Ads Cost – Q4 2017
Twitter’s CPM Increase 27%
Based on AdStage data, Twitter’s average CPM increased 20% in Q4 compared to Q3, continuing the upward trend throughout 2017. The 2017 trend shows that Twitter ad CPM increased only 14% from $5.19 to $5.92 comparing Q1 to Q4.
Twitter’s CPC Increase 8%
Although average CPCs increased by 15% in Q4 compared to Q3, the overall 2017 shows advertisers benefiting from decreasing CPCs. The 2017 trend shows that Twitter Ad CPC decreased 41% from $0.60 to $0.36 comparing Q1 to Q4.
Twitter’s CTR Remain Flat After January
Although there was no measurable change for average CTRs from Q3 to Q4, advertisers have benefited from a 90% gain in average CTRs for 2017. The 2017 trend shows that Twitter ad CPM increased 90% from 0.83% to 1.76% comparing Q1 to Q4.
Takeaways and Insights
Based on the data, here are our main Twitter insights and questions:
- Advertisers are still spending on Twitter Ads
- CPMs and CPCs increased while CTRs remained flat
- Advertiser budgets are inconsistent month-to-month but definitely increased in Q4
Q4 was a big one for Twitter. They beat expectations and returned to revenue growth, achieved GAAP profitability, and drove continued double-digit DAU growth. Here are the highlights:
- Owned-and-operated (O&O) advertising revenue increasing 7% year-over-year, reflecting better-than-expected growth across all major products and geographies.
- We achieved GAAP profitability for the first time and delivered our highest ever GAAP net income of $91 million with adjusted EBITDA of $308 million.
- Daily active usage (DAU) grew 12% year-over-year, marking our fifth consecutive quarter of double-digit year-over-year growth. We launched new features to help people discover and talk about what’s happening on Twitter, including making it easier to thread Tweets and expanding the character limit to 280 characters for more people around the world.
Check out other ad networks
- Twitter Ad Costs for 2017 [NEW REPORT]
- Google AdWords CPC Decreased 42% in Q4 2017
- LinkedIn Advertising Costs for 2017 [Benchmark Report]
- Instagram Ads Costs in 2017 [Benchmark Report]
Our mission at AdStage is to help paid marketers quickly and easily #closetheloop on their advertising data so they can understand holistic campaign performance and take action at scale. If you want to learn more about our Twitter Ads reporting solution, click the banner below to sign up for a 14-day free trial.
We analyzed over 3.5 billion Twitter ad impressions from January to June 2017. Based on our data, we saw CPMs increase from $5.30 to $6.72 during the first six months of 2017, while the average CPC increased from $0.52 to $0.80.
- Twitter’s CPM increased by 27% since January 2017.
- The average CPC on Twitter increased by 18% since January 2017.
- The average CTR on Twitter remained consistent month-over-month between February and June.
Twitter’s Supply and Demand
Twitter ad impressions dropped by 8% in Q2’17 compared to Q1’17, while ad spend increased by 8%. This is causing advertisers to pay more to enter the auction at a decreased number of impressions.
Twitter’s CPM Increase 27%
From our data, we saw CPMs spike the last month of Q1’17 and again in Q2’17. The overall CPM increased 27% since January 2017. This highlights the volatility of the Twitter auction with the monthly ups and downs in CPMs.
Twitter’s CPC Increase 8%
Twitter CPCs went from $0.52 to $0.80 in the first six months. While a $0.28 change may seem small, that’s a 54% increase in six months and may impact the ROI for advertisers moving forward.
Twitter’s CTR Remain Flat After January
Twitter advertisers are seeing consistent CTRs month-over-month with the exclusion of January. However, it’s costing advertisers more budget to get the same result due to higher CPMs and CPCs.
Why Are Twitter’s CPMs & CPCs Increasing
Our ad spend data includes all ad types ran across Twitter’s network. Below are a couple of possible explanations for the increase in CPMs and CPCs in 2017.
1) Twitter’s User Growth Is Flat
Twitter boasts 328 million users and only added a 15 million users in the last year, with most of the growth coming internationally. Recode reported that “Twitter’s declining revenue has been blamed on the fact that the company had paltry user growth for almost two whole years — revenue was simply catching up.”
Techcrunch added, Twitter’s “U.S. users are a fraction of its total users, but they make up a majority of its advertising revenue.”
2) Twitter Budgets Increase For Some Advertisers
Hanapin Marketing conducted a paid social survey asking marketers where they plan to increase and decrease budgets in 2017. They found that 49% of marketers are NOT investing in Twitter Ads.
However, 21% advertisers plan on increasing their Twitter ad spend within the next year. It appears Twitter Ads are driving results for certain types of companies.
Our data confirms that Twitter advertisers are indeed increasing their budgets, as overall spend increased 8% since January 2017. Although budgets seem to be inconsistent from month-to-month.
3) Are Twitter’s Latest Ad Types Enough
Twitter’s biggest announcements were centered around video ads with In-Stream Video Ads and promoting chatbots with Direct Messages. Are these new ad types and features enough to attract new advertisers to the platform? Or even get more budget from current advertisers?
One way Twitter could help advertisers would be to offer more granular targeting similar to Facebook and LinkedIn. Ultimately, they’ll need to work on keeping the ad types fresh and creative by offering more to smaller advertisers like their carousel ads.
Takeaways and Insights
Based on the data, here are our main Twitter insights and questions:
- Advertisers are still spending on Twitter Ads
- CPMs and CPCs increased while CTRs remained flat
- Advertiser budgets are inconsistent month-to-month with a lot of variation
- Are Twitter ads driving business results?
- Are Twitter ads better for brand awareness?
- Will advertisers run video ads like they do on Facebook and YouTube?
Our mission at AdStage is to connect paid marketers quickly and easily to the data they need to understand holistic campaign performance and take action at scale. If you want to learn more about our Twitter Ads reporting solution, click the banner below to sign up for a 14-day free trial.
Twitter Ads Introduces New Website Conversions Objective to Drive Conversions at Scale
Twitter Ads recently updated its campaign objective types, separating Website Clicks and Website Conversions. Behind the scenes, the Website Clicks objective is simply a new name for the former “Website Clicks or Conversions” objective.
Using data from Twitter website tags and interest and intent signals, Twitter’s targeting algorithm will concentrate impressions on the ads with a higher probability to convert for the campaigns with the Website Conversions objective. If you haven’t seen it, check the drop down menu on the top right, titled Create new campaign.
In this blog post, we’ll cover how to take advantage of Twitter’s new ad Website Clicks and Website Conversions objectives to drive cost-efficient conversions at scale.
Use Cases for Website Clicks
The technology behind this campaign objective is the same as the former “Website Clicks or Conversions” ad objective. However, instead of coupling the two objectives together, you can use the Website Clicks objective strictly for driving traffic to your website. Since Twitter is more frequently used as a news app, a great use case for this type of campaign would be to syndicate news.
For example, if you’re a B2B company, you can syndicate content or news from your blog using this campaign objective. The purpose is to drive readers to your content, but not necessarily drive immediate conversions if you have a longer sales cycle. This is a top of funnel marketing strategy that is low touch and drives quality traffic back to your blog.
Here’s an example:
For B2C companies that have offline conversions, you can use this campaign objective to alert people of a promotion you’re running or generate buzz around a new product.
Below is an example of a B2C ad. If you notice this ad doesn’t feature a call to action in the ad copy, but instead sparks interest to drive traffic back to the website.
Lastly, media outlets that wish to promote news on Twitter can use the Website Clicks objective to sponsor content and drive visitors to its website. The main caveat here is to make sure that the cost per click does not exceed the ad revenue generated from the website, as this would be detrimental to the overall business model.
Understanding Website Conversions
Website Conversions is the new campaign objective that comes with this update. It is important to note that ads using this objective are placed across the entire Twitter Audience Platform, a potential audience of over 800 million on Twitter and thousands of apps and sites on the Twitter Audience Platform. This is best for direct response advertisers that want people to perform specific actions on their sites. To successfully use the Website Conversions campaign, there are a few prerequisites you need to implement.
1. You have to specify the conversion event you wish to advertise for and how much you’re willing to pay for a conversion. These are both required fields in Step 1 of the campaign creation process.
2. You must place Twitter’s website tag on its site and connect this behavior to the Twitter audience profiles in the campaign creation settings. This is a new requirement, and if you’re already using the Twitter website tag, your website lists will automatically populate.
After completing these steps, Twitter analyzes the people and data from your website tags and decides who are most likely to convert. Using this information, Twitter can show ads to the most relevant people across the Twitter Audience Platform. Now you can reach logged out users and people who don’t have a Twitter account, but use apps connected to Twitter Ads. In cases where an advertiser’s visitor doesn’t use Twitter, their information is stored in the website tag, and they are retargeted on other sites or apps.
Pricing on Website Conversions
The pricing is still a CPC-based model, so whether the visitor converts or not, you’ll still have to pay for the click. Ideally though, Twitter will now narrow the targeting of the ads to people who are most likely to convert. A recent statement from Twitter claims that advertisers that used this objective type drove 2.5x more conversions from their ads when comparing to the previous Website Clicks or Conversions objective type.
However, because Website Conversions is still in beta and you’re required to pay on a CPC basis, it is important to cross-reference your target CPA against actual performance (conversions) to assess if Twitter’s Website Conversions objective is working for you.
Have you tried this new campaign objective type? What has the performance been like for you? Tell us in the comments below👇!
Social Media Giant’s Newest Ad Product: Twitter Promoted #Stickers
It’s no secret Twitter is fighting for its life in the social media space. As apps like Facebook, Instagram, and Snapchat experience unprecedented growth, Twitter, on the contrary, has been faced with stagnant or, in some markets, declining active users. In an attempt to win more market share, the Twitter is launching new products to keep millennials actively engaged with its platform.
What Are Promoted #Stickers?
Earlier this year, in June 2016, Twitter gave its users #Stickers, a new way to add a pop of creativity to photos. If you’ve used Facebook stickers or Snapchat filters, you may already know what stickers are and how they work on your mobile device. In a nutshell, they are just like real stickers that can be added on top of a photo, but in the digital world. For Twitter, virtual stickers are a new and fun way for people to share their photos.
See example below:
Since the launch of this product, millions of tweeted photos across sports, news, and entertainment have used #Stickers. As more and more people are using #Stickers in their tweets, Twitter Ads is now unveiling Promoted #Stickers, a solution for brand advertisers to create custom stickers to engage users with their brands.
How Do Promoted #Stickers Work?
Promoted #Stickers offer brands an opportunity to drive brand affinity and raise awareness of their message at scale. Injecting brands is no longer just in user content feeds, but in the content itself. For users, the stickers are a form of creative expression that make a person’s photos more fun and engaging.
Brands are allowed to design four or eight stickers, such as accessories or props. These stickers are then made available in the #Stickers library for users to add to their own photos. If there are any photos that are posted using a brand’s stickers, these photos are shared with all of a user’s followers, giving brands an opportunity to be featured by their fans in a truly unique and authentic way.
In addition, Twitter also released a new search technology for Promoted #Stickers. They act as a visual hashtag, which means anyone who clicks on a photo with a Promoted Sticker will be presented with all the photos with that sticker. Similar to hashtags, a Promoted #Sticker creates a link that is connected and discoverable to anyone who clicks or taps on the sticker. This is great for brands to see, track, and engage with the people who are using their stickers in creative ways.
Who Should Use Promoted #Stickers
Twitter’s bread and butter is definitely brand advertising. The publisher’s direct response products have struggled to drive performance, so we see Promoted #Stickers as a perfect fit in the branding line of products that Twitter Ads already offers. In this case, Twitter is sticking with what it does best for advertisers, drive reach and scale for global brands.
The first advertiser to sign on to this was Pepsi, creating almost 50 custom stickers across 10 regional markets. Here’s an example of what their PepsiMoji campaign looked like:
Promoted #Stickers is available globally, but limited to select brand advertisers that already work with an account representative on the Twitter Ads team. Similar to Promoted Moments, this advertising product likely has a hefty price tag attached to it, upwards of $500,000. Nonetheless, giving the users the ability to slap an ad right into their content is an interesting concept as we’ve seen other players launch similar products like Facebook Live’s mid-roll ads and Snapchat Sponsored Lenses.
What makes Promoted #Stickers special is the addition of the virtual hashtag that’s attached to the Promoted #Sticker. This not only makes tracking campaign efficacy and brand engagement easier for advertisers but also people that are ecstatic about the brand and want to see similar fun content.
As Twitter expands its consumer product with interactive content such as stickers and live video deals, it’s brand advertising focus is more clear as they try to drive new areas of interest for branding and sponsorship potential. It’ll be interesting to see if the app’s new products will be able to re-energize its ad business after seeing its slowest revenue growth as a public company last quarter.
This is part II of our four part series, “How to Drive B2B Pipeline with Social Ads”. In Part I we discussed how to generate scalable revenue by targeting the right prospects. Today we’ll uncover 3 surefire ways to increase engagement with the top 20% of prospects and lower acquisition costs.
Missed Part I? Read it here.
Nurturing Existing Prospects
Customer acquisition is one of the most costly aspects of any business. B2B marketers tend to align marketing goals based on a cost per lead acquisition model. This usually means dedicating budgets and resources to keep the top of the sales funnel full.
Yet, acquisition is just one piece to the customer lifecycle. Continually trying to add new prospects to your database drains cash and manpower.
New prospects may be aware of your brand, but you still need to win their trust. Your job is to show how your product/service solves a problem in their life (and worth the $$).
Be more efficient with your ad dollars. Re-engage and target leads who’ve shown an interest in your product/service, but haven’t purchased. Focus on each step the customer lifecycle to avoid a leaky marketing funnel.
Engagio’s Jon Miller, created one of my favorite customer lifecycle visualizations. In the image below, Miller showcases how an Account-Based Funnel acquisition model moves prospects to customers.
Why spend the majority of time and budget generating new contacts, when you have a database full of them?
In a study, Online Marketing Institute found it takes 7 to 13+ touches before a prospect becomes a Sales Qualified Lead (SQL). Ensure you’re reaching segments who have established an initial interaction with your brand.
For example: a prospect visited your website, engaged with content, and filled out a form. This prospect is not only familiar with your offering, but wants to explore the benefits of your product/service.
So, how do I actually get in front of my warm prospects?
Social advertising, if done right, allows advertisers to funnel highly qualified prospects into a well-oiled, profitable sale’s pipeline.
The B2B PPC manager understands why multiple points of engagement positively impact bottom line, but struggle with the how. The challenge here is figuring out how to deliver relevant ad content that (gently) reminds warm leads of their initial interest.
Let’s look at a few ways you can reach, nurture, and accelerate the buying process for your ideal prospect base.
Website Visitor Retargeting
Here’s a frustrating stat: did you know up to 98% of your web visitors do not complete your desired action on the initial visit? If your only focus is new acquisitions, there’s a risk in spending tons of cash for an unconverted visitor (or lost opportunity).
Focusing on new acquisition in this way is costly, inefficient, and results in either poor quality or a low conversion rate.
However, all hope is not lost.
You have the ability to reintroduce your brand or repackage an offer to previous web visitors, even if they have not filled out a capture form.
But first, we need to lay some groundwork.
How to Setup Up Social Web Tracking
Facebook and Twitter Ads offer direct re-targeting options using a simple snippet of code to run across your entire web property.
Once those pixels are implemented across the selected website pages, you can start building custom audiences based on:
- Keywords in the URL
- Last visit date
- Exact step reached last in the conversion funnel. Such as filling out a webinar form.
Pro Tip: Use Google Tag Manager to install all your social web tracking code. Google created a tool designed to help marketers easily update tracking code in real-time, without the need of a web developer. And the best part is that Google gives it away for free.
Need a quick refresher on Facebook Website Custom Audiences? Learn how to map campaign goals to each Facebook Custom Audience: How to Remarket on Facebook with Website Custom Audiences.
How to Create a Facebook Website Custom Audience
The steps below include how to create and install a new Facebook pixel and how to refine website visitors into a defined audience.
- Log in to your Facebook Business Manager or Facebook Ads account. Route to your desired Facebook Ads account.
- Pull down the Ads Manager tab to reveal the Audiences menu option.
- Select Website Traffic as your desired audience type.
- Take a pause and review your options . You want to create the best audience segment to reach with your advertising campaign, right?
- Try breaking down audience segments into micro-segments using different match type combinations.
- It’s important to test, and even micro-segment, your audiences to pinpoint similar buying patterns or top performers for a given campaign objective.
Two main levers to consider:
- Web page visited
- Last visit date
Web Page Visited
The default option is to create a Website Custom Audience: the web pages with the Facebook pixel will track all visitors. This is a great option for websites with very low traffic. But, if the domain is a few years old, it’s likely worth refining your audiences further.
Instead, examine your options for segmentation by website page visited, or missed.
There are a few ways to use this:
- If you organize your web pages by product lines or featured content, you can segment by page to see the ad content that best resonates with web visitors’ interest.
- For example, sponsor a LinkedIn Ads guide, targeting ] web visitors who visited our LinkedIn Ads section of the website.
- Exclude targeting web visitors who reached a desired conversion flow – such as reaching a “Thank You” page after a form submission.
- Triggering the next sequence in a series of drip retargeting messages based on pages consumed.
- Learn how to build social ad retargeting drip campaigns.
Last Visit Date
While it’s not a hard and fast rule: web visitors who visited your site several weeks/month ago, may not plan on returning any time soon. However, someone who recently visited within the last month could still be shopping around for their ideal solution.
Create a unique website custom audiences by segmenting web visits by last visited date.
- Visitors from 1-3 days ago
- Visitors from up to 15 days ago
- Visitors from up to 30 days ago
- Ensure to exclude the other segments as negatively targeted audiences when testing.
How to Create a Twitter Website Tailored Audience
We’re going to apply the same method we used in the previous section to build a Website Tailored Audience for Twitter Ads.
Steps to Create A Website Tailored Audience
- Log into your Twitter Ads ad account
- Pull down the Tools menu to reveal the Audience manager. Click through.
- Within the Audience Manager, click on the “Create new audience” button.
- Select the option, “Create a Website Tailored Audience”.
Much like Facebook, Twitter allows you to create unique Web Tailored Audiences based on web page visited or the days since the last visit.
Segmenting Your Database by Campaign or Lifecycle Status
Savvy digital marketers feel very comfortable wheeling around inside of their marketing automation or CRM systems, filtering lists to reveal the best fit prospects to include within a campaign.
Much like prepping an email campaign, marketers can advertise to a select group of prospects from their database on Facebook & Twitter using custom/tailored audiences.
Different Ways to Segment Your Database
Essentially, this is aligning paid social advertising with email and other mediums, around a focused campaign objective.
For example, you may be promoting an upcoming webinar to select Directors of Marketing in your database in a particular Industry. Using campaign member filtering, you can couple your email outreach with highly targeted social promotion.
Lead Lifecycle Status
Advertisers should tailor content based on where that prospect is in the buying process. For example, a lead who reads your blog to learn more about a specific topic, but sure to serve up content that speaks to this interest.
Instead of launching an awareness campaign or driving demo requests, tailor your message based on the prospect’s stage in the buyer’s journey.
Learn more tricks of the trade in our guide to using Marketo’s Ad Bridge.
Account-Based Marketing is one of the hottest trending topics in B2B circles today. This strategy champions personalized engagement among top decision makers and influencers in target account (company) lists.
For example, you want to reach the entire marketing team at Adobe to increase awareness of your Marketing Automation solution.
Learn how to run account based marketing plays in our post, “Account-Based Marketing, Focus on Pipeline, Not Leads”.
How to Create a Custom/Tailored Audiences From Your Database
- Export a .CSV file with the group of prospects you want to target.
- Be sure to include important fields from your CRM or Marketing Automation tool like: first name, email address, and phone number.
- Upload the list as a Custom Audience in Facebook and a Tailored Audience in Twitter Ads.
Did you enjoy this article? Stay tuned for Part III, as we reveal how to track the performance of your Facebook, Twitter, and LinkedIn Ads campaigns across your web analytics, marketing automation, and CRM systems!
Think Twitter Ads are a Waste of Your Advertising Budget? Think Again.
You either love it or you hate it. Everyone has an opinion about Twitter. Just look at the stock price alone, it’s obvious advertisers aren’t bullish on the platform’s ability to perform. Despite mirroring features from its competitor Facebook Ads, advertisers still question Twitter’s ability to deliver value.
However, any smart marketer knows no two mediums are the same and performance is unique to that channel. Take search for example: Google and Bing have completely different audiences, algorithms, and costs and therefore must be tackled differently from a strategic standpoint.
In this blog post, we’ll uncover how to leverage Twitter-specific features to get the most mileage from your advertising budget.
Google is top dog when it comes to digital advertising. Your marketing team is most likely already using keyword targeting for their AdWords campaigns. Much like AdWords, Twitter offers phrase and broad match keyword targeting to deliver contextual ads to your segmented audience.
Twitter gives advertisers even more flexibility with their keyword targeting options. You can get creative with your campaigns and include keywords that reach audiences actively tweeting a specific topic. For example, if you’re selling tents, you can target tweeters that use the phrase keyword “burning man.”
“Event” Targeting for B2B
We all know about Twitter’s event targeting because most events covered on the platform attract a large volume of people and encourage real-time activity like the Super Bowl, the Oscars, or the Olympics. B2B marketers should take this same strategy and leverage Twitter’s keyword targeting to engage users attending a conference or event using the event’s hashtag as a keyword.
AdStage CEO, Sahil Jain, speaks at a variety of digital advertising conferences about the AdTech space. On June 20th he’ll be speaking at MarketingLand’s #SocialPro Conference. To engage with our audience and continue the conversation beyond the event, we include a specific hashtag in the presentation and ask people to use this hashtag. We want to connect with highly engaged advertisers and marketers, so we not only target users tweeting about #SocialPro, but also people who attended his talk and provide relevant content with clear CTAs.
Remember, the volume for this type of campaign will be somewhat low because the targeting parameters are so specific, but these leads will be higher quality. What’s more, those who are using Twitter at the conference are in a business mindset, so your ads won’t seem out of context or intrusive.
Here’s an example of a Twitter user talking about #SocialPro. She fits into our target audience and because of this it would be beneficial to engage with her via our Promoted Tweets:
Attracting Competitor Followers
When Twitter Ads first launched, I desperately wanted Twitter to include Handle targeting in their feature set, so I could target my competitor’s’ followers. (I even wrote a blog post about why Twitter Ads sucked.) But, that was 4 years ago, and Twitter has since refined their advertising suite.
The people who follow your competitors are raising their hands and saying they are interested in similar services or products to the ones you offer. So wouldn’t it be cool to send your message to your competitors’ followers? Reaching these users will help syndicate your brand awareness, even if they’re not following you.
For example, you can access massive audiences by following Marketo or HubSpot’s Twitter followers.
Now, we wish Facebook would allow for this type of competitive targeting for Facebook Page likes, but this is my first blog post mentioning this feature request…so I’ll check back in 4 years.
Scaling in Japan
Fun fact: In Japan, Twitter’s usage exceeds Facebook’s; with 35M monthly active users on Twitter compared to Facebook’s 25M. Global brands with large advertising budgets are usually more willing to test new markets and as such, already seeing Twitter’s ROI in Japan. For businesses weary about running Twitter campaigns, breaking into Japan’s market offers a way to drive traffic from a new audience at measurable scale. Japan is, after all, a mature and sophisticated market, so selling goods and services to this audience should be profitable.
Twitter is its own unique social media platform, so don’t expect the same campaign performance results as Facebook or Google. Twitter only has 310M monthly active users compared to 1.65B monthly active users on Facebook. Based on volume alone, Twitter should not be considered a standalone traffic source. We recommend diversifying your campaign budgets for maximum cross-channel reach and cater to each platform’s targeting advantages.
If you’re running campaigns on multiple ad networks you likely understand the headache with making your daily account audits. Automate those tedious performance optimizations like bid adjustments, budget pacing, or pause low performing across Facebook, Twitter, LinkedIn, AdWords, or Bing campaigns.
Sign up for a free 14-day trial of AdStage Automate today.
We’re Going to #SocialPro Conference 2016 and You Should Join Us!
AdStage Shares Twitter Expertise at SocialPro: Advanced Twitter Ads Strategies That Capture Audiences & Convert
At the core of engaging your audience on social is understanding your network in a meaningful way. Twitter is rapidly maturing as a powerful paid channel for generating quality leads that actually convert. Ppc enthusiasts are now offered an extensive feature set through Twitter’s the ad platform, empowering marketers to launch effective campaigns with capabilities such as:
- New and enhanced ad formats.
- Targeting capabilities.
- Attribution tracking features.
The Twitter Audience Platform allows advertisers to create highly targeted ad experiences that cater to a personalized brand experience.
Join us at #SocialPro 2016 to learn the tactics the experts use to maximize (and measure) results from Promoted Tweets for full the funnel success.
SocialPro is the flagship event of Marketing Land, where experts share the best social media tactics across earned, owned, and paid channels. Programmed by Marketing Land’s editorial staff, SocialPro focuses on what matters most to digital marketers. The conference brings together social media pros from leading platforms including Facebook, Twitter and Pinterest, as well as leading brands and agencies, to offer actionable advice on on what’s working, what’s not, and what’s next.
- When: June 20-21, 2016
- Where: Bell Harbor Convention Center, Seattle WA
The Session: Advanced Twitter Ads Strategies That Capture Audiences & Convert
Moderated by Ginny Marvin (Contributing Editor, Marketing Land) this panel hosts Geoff Colon (Group Product Marketing Manager, Microsoft), Nate Wright (Product Marketing Manager, Twitter) and Sahil Jain, AdStage’s CEO and cofounder who will share best practices in advanced Twitter marketing. The session will provide invaluable insights on how to leverage Twitter’s various advertising features to engage prospects across the entire purchase funnel.
Sahil Jain || CEO & Co-Founder || AdStage
Sahil Jain is the cofounder and CEO of AdStage. He cofounded his first company, YC & SV Angel backed Trigger.io at 20. He dropped out of UC Berkeley, where he studied Philosophy and Econ, to join AOL Corp Devt. at 19, dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional videogame industry before that. He has some really unique digital advertising experience, especially when it comes to PPC advertising because we’re the only company in the world that supports self-service access to advertising on five networks (Google AdWords, Bing Ads, Facebook Ads, LinkedIn Ads, and Twitter Ads). He’s spoken at length on topics like content marketing, online advertising, as well as topics like wearables and advertising.
Want to learn more? Check out the Session Link here.
We look forward to meeting everyone and exchange social media marketing insights.
If you haven’t registered already, use our AdStage code: SPblog15 and get 15% off your ticket until June 19.
In the effort to make advertisers’ lives easier, Twitter recently announced the release of Ad Groups. The latest feature now puts the ad network at parity with Facebook Ad Sets and Google AdWords Ad Groups. Advertisers can now build an additional layer of segmentation for more flexibility in testing and more measurement visibility to track trends. If you’ve been running Twitter Ads in AdStage for the past year, you’re in good hands to adjust to the campaign structure update.
The new Twitter Ad Groups will require a few campaign structure updates. Here’s a list of what’s offered in Ad Groups and what’s staying at the Campaign level:
Best Practices: Focus Your Targeting
When testing targeting options on Twitter Ads, it’s imperative you understand how to apply the and/or logic at the Ad Group level. The combinations of targeting determines whether or not you receive the purest data from your campaigns tests.
Under the umbrella of Ad Group targeting on targeting is a hierarchy of AND categories and OR categories.
Below is the breakdown of AND/OR Categories:
Select Gender and Geo:
- (Male) AND (US OR GB)
Select Gender, Geo, Interest:
- (Female) AND (CA) AND (Computers OR Technology OR Startups)
Select Gender, Geo, Interest, Tailored Audiences, Keywords:
- (Male) AND (GB) AND (Cars ∪ Tailored Audiences for CRM ∪ autocross)
We recommend using the same AND targeting types across all your ad groups. For the most accurate data view, only pair your campaign with one OR targeting type to see how the OR variable performs against your ads. This will allow you to fine-tune your target audience and better spend going forward with client campaigns.
Want to keep up with the latest PPC trends, tips, and influencers?
Join us every Tuesday Live @ 10am PT || 1pm ET for #PPCPodcast where we chat with industry experts from Microsoft, LinkedIn, Hanapin Marketing, Google and more.
Subscribe below to get updates every Tuesday and to tune in! [cta id=”10860″ align=”none”]