7 Tips and Tricks to Create Better Twitter Ads

Posted by in Twitter
7 Tips and Tricks to Create Better Twitter Ads

Twitter may not be right for every audience or every campaign, but in the right circumstances, it can be a game changer.

Sometimes, it can even beat Facebook.

I learned this by accident last year when I was advertising on both platforms to get some surveys completed. Incredibly, Twitter beat out Facebook in cost per survey completed. Beat out Facebook by a lot, too:

I was able to get clicks from Twitter for $0.26 to $0.48 cents per click, compared to clicks from Facebook that cost over a dollar.

But the real difference came in conversion rates. Twitter ad clicks converted nearly three times better than Facebook traffic did, buying me a completed survey for about $2 from Twitter, but for almost $10 per survey on Facebook.

Part of the reason the Twitter ads performed may be because the competition is so much less on Twitter than on Facebook. According to Social Media Examiner’s 2017 Social Media Industry Report, only 15% of the marketers (social media marketers, too) they surveyed are using Twitter ads. For comparison, 93% of the marketers they surveyed use Facebook ads.

paid social media report

The reduced competition may be one factor, but if you’re a pro advertiser, you know that just the specs I gave you don’t show a full “apples to apples” comparison of the two campaigns.

So let’s fill in the details. I choose the same countries and interests on each platform. Also, I turned off the advertising network exposure for ads on both networks. No Facebook ad network, no whatever Twitter calls their version of third-party sites. I did not have the budget to blow on potentially spammy third-party sites/ad networks.

For a separate campaign on Facebook, I even uploaded an email file of freelancers’ emails to Facebook to get a lookalike audience. But I was still paying nearly $1 per click, and still (even more importantly) getting wimpy conversion rates.

So after blowing about $150 on Facebook, trying to get those surveys filled out affordably, I just gave up and stuck to the Twitter ads. I was able to “buy” completed surveys for about the same amount or less than I would have paid to buy completed surveys from a survey vendor, but I got the added bonus of really tightly controlling who was seeing the ads.

So Twitter ads can work. Can work really well, actually. And so here are some tips for how to do far better with your Twitter ads. Or – if you’ve never used the platform before – here’s how to set up your first campaigns in a way that sets you up for success.

1. Advertise what’s already working.

If you advertise on Facebook, you almost certainly know one of the golden rules of social media advertising: Push what’s already working.

In other words, don’t just make an ad and start spending on it. Instead, create several posts that fit the message of your ad, then see which one your audience responds to best. Pay to promote that post.

Pay to promote what naturally works best in the first place.

This is an easy way to cut your advertising costs in half, or at least by 20-30%. The only work required is to create a couple of different posts, then schedule them to post at a time you know tends to do well for engagement.

This may mean it takes a few extra days to get your campaign up and running. But… if it’s your money you’re spending, I bet you’ll be willing to put in a few extra hours to save, oh, half of your advertising costs.

If it’s not your own money you’re spending, think of it the other way: Finding a top-performing post means you’ll be able to basically buy twice as many clicks (and twice as many results) for the same amount of budget.

One way to apply this: Use video. It gets more attention. Just be sure to use videos formatted for Twitter. And keep it short – 6-second videos slightly out-perform longer ones according to the recent Twitter research.

twitter video campaigns

2. Pick the right ad for the job.

Personally, I think Twitter ads are best-suited for driving traffic to a landing page on your site. That’s the best way to guarantee you get results from your advertising spend.

But that’s not the only way to use Twitter ads. You can use them to grow your following, too. Or to get more engagement for particular posts (perhaps a Twitter poll…). Or you can promote a post or a video.

If your marketing goals put brand visibility over specific conversions, some of those ad types might make sense.

twitter ad campaigns

3. Target like your budget (or your raise) depends on it.

Twitter is a far smaller platform than Facebook, but there are still enough people on it to be choosy about who your ads appear for. So while targeting the followers of a couple key influencers is a great start, add keyword targeting and some other criteria to increase the odds that your final audience will be interested in your ad.

My best-performing Twitter campaign for the survey ads targeted one location, 11 Twitter handles, 1 interest and two keywords. That was still more than enough of an audience to generate over four hundred completed surveys.

Of course, if you’re running a massive campaign and need, say 4,000 conversions, you’ll have to be less choosy about your targeting. Or you’ll have to create multiple ads that appeal to different audiences. Or you’ll have to make a juicier offer in your ad. Or you’ll have to do all three things at once…

I actually didn’t take Twitter’s targeting features far enough. You can, for instance, upload a file of email contacts, Twitter IDs or Mobile Ad IDs to Twitter to create a custom audience.

If you don’t have a big enough email list to make that feature work (usually it takes about 500-1,000 emails to make a reliable lookalike audience), then just use Twitter handles. A few searches through Twitter account bios on Followerwonk can easily generate a large enough list that you can upload to Twitter for more targeted ads.

You can also target by:

  • Gender.
  • Device. Twitter is heavily mobile… does your landing page work well for mobile users?
  • Language.
  • Country. Consider using a tool like Tweepsmap.com to identify the countries your existing customers or your target customers come from.
  • 21 different “Behaviors” like travel, household, and business.
  • Interests (23 categories with 350 subtopics). You can choose up to two main category interests, or up to ten total subtopics.
  • Keywords. Don’t forget to use quotes if you want exact matches for your keywords. For example: “social media marketer”.
  • Followers of specific Twitter accounts. For example: @RandFish, @AdStage, etc.
  • Emails lists, Twitter Ids and Mobile Ad IDs (mentioned above).
  • TV markets or by TV programming times. More on this in a second…

4. Hook into people’s passions… or at least their favorite television shows.

This tip is particularly important if you’re marketing something that’s “boring” (looking at you, B2B marketers…). And I’m specifically thinking about the television targeting options Twitter has. You can, for instance, target users in specific TV markets, but you can also target any viewer when a specific show is airing.

How would that help? Well, let’s say you happen to have looked at your Twitter analytics data (or at other analytics data from your site or from 3rd parties), and you happen to know your followers are into… say… Game of Thrones. Or The Good Fight. Or Barry. Or whatever Rotten Tomatoes says the hot new shows are.

targeting by favorite tv shows

You now have:

a) The best excuse ever for binge-watching TV.

b) Crazy-rich material to make up new social media ads with.

c) A way to hook your audience’s interest more powerfully than the technical details of your products or services ever could.

This technique works best if you can find a show that both your target audience and people in your office are into. It makes coming up with ads more fun, and makes it more likely you’ll get support for an idea like this internally.

If you’re employed at, say, a law firm, you’re going to need some support for an idea like this, as it’s considerably more creative and risky than most professional services or B2B creative. Which is exactly why it will stand out, get attention, and hopefully get clicks and conversions. But you may need a senior-level advocate to get the creative approved.

Sprout Social’s recent study of consumer views of social media advertising backs this up. People are much more likely to engage with social media content that entertains them:

most engaging content on social

5. Skip the hashtags.

This is a recommendation from Twitter itself. I’d love to see a split-test to prove this theory, but they say hashtags are good for engagement but bad if you want people to take action.

Not sure if this is true, either? You could…

6. Test.

Twitter makes it very easy to test multiple ad creatives. So use the feature.

Just do remember to pick an ad based on statistically valid results. There are plenty of free tools that make this easy. My favorite is Perry Marshall’s Split Tester, but Visual Website Optimizer has a good one, too.

7. Use the classic words and tricks of advertising copy.

Here are the words copywriters have been swearing by for decades:

  • You.

Adding “you” to a call to action or a headline can increase click-through rate by 30% or more.

  • Free.

Everybody loves free.

  • Communicate urgency via words like “now” or “today”.

The Twittersphere lives in the moment. Your ad should, too.

  • Ask a question.

People unconsciously and automatically respond to questions. It’s what made the “Got Milk?” campaign great. Just be careful which questions you ask. If the consumer’s automatic answer to your ad’s question is “No”, your question – and your ad – just shut down the conversation.

  • Use percent off rather than dollar amounts.

I’ve seen this recommendation for email copy, landing pages… and now for Twitter ads. It makes sense. “20% off your first order” is more compelling than “$10 off your first order of $50 or more.”

Back to you

Have you run a Twitter advertising campaign yet? What are your best tips for getting great results? Come on – drop some knowledge on us. Share just one of your tricks for better Twitter ads in the comments.

Twitter Ad Costs for 2017 [NEW REPORT]

Twitter Ad Costs for 2017 [NEW REPORT]

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%

Twitter Ads Cost Q4 2017

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


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.

AdWords CTA - Q4 BENCHMARK REPORT

Twitter CPMs Increase 27% In 2017 [Report]

Twitter CPMs Increase 27% In 2017 [Report]

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.

Be sure to view the Q1 2018 Paid Search and Paid Social ads Benchmark Report for the latest trends.

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.

AdStage - Twitter Supply and Demand

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.

AdStage - Twitter CPM 2017

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.

AdStage - Twitter CPC 2017

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.

AdStage - Twitter CTR 2017

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.”

Twitter User Growth

Image Source: Techcrunch

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.

Hanapin Paid Social Survey - Twitter

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.

AdStage - Twitter Spend and Clicks

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.

twitter-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

Further Questions

  • 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.

 

Q1 2018 Paid Media Benchmark Report

50 Essential Social Media Advertising Statistics [UPDATED]

50 Essential Social Media Advertising Statistics [UPDATED]

There are a lot of things people say about social media advertising. Some say it works only for B2C businesses, others that they work only for small ones. Some even dare to say social media advertising isn’t effective at all.

None of that is true. Social media advertising works! How do I know that? Because there’s a long list of stats that prove my point. Don’t let yourself be guided by what other people say. Here are 50 of the top stats showing how effect social media advertising really is.

Be sure to checkout our Q4’17 social media advertising benchmark report for the latest CPM, CPC, and CTR trends.

Facebook Advertising Stats

1. In 2016, Facebook made $26.2 billion dollars in revenue from their ads system, 95% of their total revenue. It also boasts a massive $19.81 average revenue per user in the U.S. and Canada. – Techcrunch

2. Facebook dominates the social network ad spending market worldwide by accounting for more than 65% of the total. – eMarketer

3. In Q4 2015, the company had 50 million active business pages on its platform while only 6% of them actively advertise. – Facebook

4. Facebook has 6 million active advertisers. – Facebook

5. 70% of Facebook’s advertisers are outside the U.S., while a vast majority are small businesses. – CNBC

6. Facebook is the fourth most effective social media platform to deliver content (both paid and organic), with a 41% effectiveness rate. – Linkedin

7. 78% of marketers are satisfied with their Facebook ads. – Contently

8. 52% of B2C marketers consider Facebook marketing to be more effective, while only 38% B2B marketers do so. – Social Media Examiner

9. 56% of B2C marketers have indicated that Facebook ads have helped them generate revenue for their business.  – MarketingProfs

B2C marketers generating revenue from Pinterest

Source: MarketingProfs

10. 57% of the advertising budget of companies is dedicated to mobile. – Kinetic Social

11. Images are responsible for 75 to 90% of an ad’s performance on Facebook. – Source

12. A Facebook video receives, on average, 135% more organic reach than a Facebook photo. – Socialbakers

13. Over 70% percent of marketers plan to increase their use of video ads next year. – Mixpo

14. 44% of SMB owners and marketers plan to put money behind video content on Facebook in 2017. – Animoto

15. According to one study, the average click-through rate of a Facebook ad is 0.9% and the average cost-per-click is $0.64. – Adweek

16. Compared to regular web advertising, Facebook desktop ads have 8.1x higher click-through rates while mobile ads have 9.1x higher click-through rates. – MarketingLand

17. Link Ads are most popular kind of Facebook ad. – SmartInsights

18. The most effective length for an ad title on Facebook is 4 words, and 15 words for a link description. – SmartInsights

Takeaways

Facebook ads’ popularity and usage among businesses is growing fast. Still, 94% of Facebook pages don’t use them, so there’s a lot of room for growth.

Add images or videos to your ads as they have higher reach and effectiveness. Also, target your ads to mobile, as it takes a big part of most advertisers’ budget. That’s likely caused by the fact most people use Facebook with their mobile as well as the costs are lower.

Last but not least, use ad titles with 4 words and link description with 15 words. If possible, use link ads.

Instagram Advertising Stats

19. Instagram has 600 million users, 400 of which use it daily. This surpasses Twitter and Snapchat’s daily usage. – Statista

20. By 2017, Instagram’s global mobile ad revenues will reach $2.81 billion, accounting for over 10% of parent company Facebook’s global ad revenues. – eMarketer

instagram mobile ad revenus worldwide via blog.adstage.io

Source: eMarketer

21. 48.8% of brands are on Instagram. By 2017, this is predicted to rise to 70.7%. If we only look at the top 100 brands in the world, 90% have an Instagram account. – eMarketer and SimplyMeasured

22. Nearly three quarters of American companies with 100 employees or more will turn to Instagram for marketing purposes in 2017.– eMarketer

23. 29% of B2B marketers use Instagram.  – Content Marketing Institute

24. 63% of B2C marketers are more likely to increase their investment in Instagram ads than 48% of B2B marketers. – Social Media Examiner

25. Only 36% of marketers use Instagram, leaving you plenty of space to reach out and engage with the audience. – Selfstartr

36% of marketers use Instagram via blog.adstage.io

Source: Selfstartr

26. 52% of marketers plan to increase their use of Instagram in 2015. – Social Media Examiner

27. Over a third of Instagram users have used their mobile to purchase a product online– making them 70% more likely to do so than non-users. – Global Web Index

28. Instagram users spend on average $65 per referred sale. In comparison, Facebook users spend $55, and the average referred sale from Twitter is just $46.26. – Shopify

average order value by social network via blog.adstage.io

Source: Shopify

29. 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post. – Shopify

30. 50% of Instagram users follow at least one business while 60% say that they learn about a product or service on the platform after looking at an Instagram advertising post. – Instagram

31. Ad recall from sponsored posts on Instagram is 2.9x higher than Nielsen’s norms for online advertising. – Instagram

Takeaways

Instagram isn’t used as much by B2B businesses, but it’s still an effective paid channel that’s growing in popularity, especially among big brands.

Instagram is a perfect channel if you run an e-commerce store, as most Instagram users tend to act after looking at an advertisement. Also, the average spend per user and the intent of purchase are higher than other social media channels.

If you don’t run an e-commerce business, Instagram can still be highly effective to increase ad recall.

LinkedIn Advertising Stats

32. LinkedIn is used by 94% of B2B marketers. – Content Marketing Institute

33. LinkedIn is the most effective social media platform to deliver content (both paid and organic), with an 82% effectiveness rate. – LinkedIn

effectiveness of social media channels via blog.adstage.io

Source: LinkedIn

34. Even though Facebook is the most important social network to marketers overall, LinkedIn is the top choice for B2B marketers—41% say it’s the most important network they use. – V3 Broadsuite Blog

35. Just 18% of B2B SMB marketers are using LinkedIn ads. These same marketers are using Facebook ads at a rate of 75%. – Social Media Examiner

36. LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. – Inside View

Takeaway

As expected, LinkedIn is used mostly by B2B marketers. For some reason, however, most of these marketers work for larger businesses, while most small business B2B marketers focus on Facebook. Still, if you work for a B2B business, LinkedIn would be one of your safest bets.

LinkedIn works best for lead generation and its effectiveness rate is the highest of all social networks.

Twitter Advertising Stats

37. Twitter has an active user base of 130,000 advertisers. – VentureBeat

38. Twitter is used by 84% of B2B marketers. – Content Marketing Institute

39. 88% of B2B marketers in North America use Twitter for content distribution. – DMR

40. Twitter is the second most effective social media platform to deliver content (both paid and organic), with a 66% effectiveness rate. – LinkedIn

41. 25% of Twitter advertising budgets are dedicated to mobile, and 89% of Twitter’s Q1 revenue in 2015 came from mobile. – Infini Datum

42. Promoted tweets have been attributed to a 29% increase of offline sales. – Twitter

43. In 2014, 80% of U.S. marketers use promoted Tweets. eMarketer

44. People who see video ads on Twitter are 50% more likely to be aware of the advertiser’s brand, feel 14% more favorable about the brand, and had 18% higher purchase intent (versus those not exposed to video ads). – Twitter

Video ads of Twitter improve brand metrics via blog.adstage.io

Source: Twitter

Takeaways

Despite what some may think, Twitter is used by a great majority of B2B marketers. This has to do with its effectiveness to deliver content, which is the second highest among all social networks.

Twitter video ad campaigns drive positive shifts in key brand metrics for advertisers.

YouTube Advertising Stats

45. YouTube is used by 74% of B2B marketers. – Content Marketing Institute

B2B social media platforms usage via blog.adstage.io

Source: Content Marketing Institute

46. YouTube is the third most effective social media platform to deliver content (both paid and organic), with an 64% effectiveness rate. – LinkedIn

47. When it comes to deciding what to buy, 6 in 10 YouTube subscribers prefer to follow the advice of their favorite creator over their favorite TV or movie personality. This paid relationship would work like an ad, but not a direct one. – ThinkWithGoogle

48. 71% of businesses with more than 100 employees use YouTube. – Social Media Examiner

49. 48% of marketers plan to add YouTube to their content strategy in 2017. – Hubspot

50. YouTube’s net U.S. video ad revenues account for 18.9% of the U.S. digital video ad market. – eMarketer

Takeaways

YouTube is the second largest search engine in the world. If you have video ads, use them on YouTube, even if you work in a B2B industry.

Using YouTube with the Display Network to promote your video ads isn’t the only way you can foster its power. You should look to partner with influencers to promote your business. Also, instead of trying to make a sale right away, focus on teaching people, which will increase your engagement and relevancy.

Conclusion

In this article we revealed the real power of social media advertising. As you have seen, the big five social media networks are highly effective for any kind of business. It’s still true, however, that some work best for certain kinds of businesses than others. That’s why you need to choose the one that are most relevant to your needs.

Now it’s your turn. Which of the big five social media channels shown here have you used to promote your business? Which have been the most effective of all?

How to Boost Ad Results: New Twitter Website Conversions Objective

Posted by in Advertising, Social
How to Boost Ad Results: New Twitter Website Conversions Objective

Twitter Ads Introduces New Website Conversions Objective to Drive Conversions at Scale

Twitter New Website Conversions Objective via blog.adstage.io

Source: Twitter Ads Blog

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.

Twitter objective selector for new campaign objectives

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:

Twitter Ads new campaign objective 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.

Twitter Ads Campaign Objective Eyelove Example via blog.adstage.io

Eyelove Twitter Ads Example

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.

Twitter Ads Campaign Objective Set Up Your Campaign via blog.adstage.io

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.

Twitter Ads Campaign Objective Set Up Tailored Audiences via blog.adstage.io

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👇!

Have You Checked Out New Twitter Promoted #Stickers?

Have You Checked Out New Twitter Promoted #Stickers?

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:
How to Do Twitter Promoted #Stickers Spot a Sticker on a Pic

How to Do Twitter Promoted #Stickers Snap a Great Pic

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:

PepsiMoji Campaing Making Twitter Promoted Stickers

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.

How to Increase Engagement with Top Prospects Using Social Ads

How to Increase Engagement with Top Prospects Using Social Ads

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.

 

Jon Miller's Account-Based Marketing Funnel

 

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.

Facebook Custom Triggers in Google Tag Manager

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.

Steps to Create a Facebook Website Custom AudienceFacebook Business Manager - Audiences

  1. Log in to your Facebook Business Manager or Facebook Ads account. Route to your desired Facebook Ads account.
  2. Pull down the Ads Manager tab to reveal the Audiences menu option.
  3. Select Website Traffic as your desired audience type.
  4. 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:

  1. Web page visited
  2. 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.

Create a Facebook Web Custom Audience

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.

Audience Exclusions from Twitter Tailored Audiences

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.

Here’s some suggested segments to test:Segment Facebook Web Custom Audience by Last Visit

  • 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.

Optimizing Facebook Ads for Lead Generation CTA

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

  1. Log into your Twitter Ads ad accountAudience Manager in Twitter Ads
  2. Pull down the Tools menu to reveal the Audience manager. Click through.
  3. Within the Audience Manager, click on the “Create new audience” button.
  4. 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

Campaign Member

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.

Lead Lifecycle Tracking in Marketo

Learn more tricks of the trade in our guide to using Marketo’s Ad Bridge.

Account

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

  1. 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.
  2. 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!

Are Your Twitter Ads Still Attracting the Wrong Leads?

Posted by in Social
Are Your Twitter Ads Still Attracting the Wrong Leads?

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.

Keyword Targeting

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.”

Twitter Ads Promoted Tweet Burning Man via blog.adstage.io

[Source: Flickr]

“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.

For example:

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:

Twitter Ads Promoted Tweet Event Targeting via blog.adstage.io

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.
HUBSPOT Followers Twitter AdsMarketo Followers Twitter Ads via blog.adstage.io
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 Ads Japanese Market Growth Graph via blog.adstage.io

[Source]

Now What?

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.

AdStage AUTOMATE Are Your Twitter Ads Attracting the Wrong Leads via blog.adstage.io

How to Do Mobile Social Media Advertising the Right Way

Posted by in Advertising, Social
How to Do Mobile Social Media Advertising the Right Way

Social Media Advertising: Why You Need to Keep Up with Mobile Demand

It’s an end of an era — mobile media consumption officially surpasses desktop. In fact, the mobile marketing and advertising sector is projected to grow into a $100 billion industry this year. More consumers than ever are relying on their mobile phones to power life on-the-go: from instant purchases to mobile banking to food delivery. The mobile medium is fast-paced, contextual, instantaneous and always with the user.  Getting your mobile ad campaign right is no longer suggested but required.

In this how-to guide we’ll share how to launch a successful Facebook, Twitter, and LinkedIn mobile ad campaign, along with creative campaign examples from companies getting mobile ads right.

mobile internet trends from Kleiner Perkins via http://www.kpcb.com/internet-trends

[Image Source: KPCB 2016 Internet Trends Report]

Facebook Ad Platform

Facebook touts over 1.59 billion monthly active users with 1.44 billion monthly mobile users, making for the perfect platform to reach your target audience 24/7.

If you haven’t started a mobile ad campaign on Facebook, the time is now!

The Right Audience: Breaking Down Facebook’s Audience Insights

Facebook’s ad targeting options offer an intimate view of your ideal target audience. Use Audience Insights to leverage detailed findings and further refine messaging to potential customers. This is where you can really roll up your sleeves and dig into what makes your current customers, fans, or specific Facebook groups tick (before spending a dime).

Here’s a quick overview of the filters available for segmenting your audience:

  • Custom Audiences: view insights on any of your existing Custom Audiences. This includes email lists, phone number lists, UID lists and Website Custom Audiences (WCA) you’ve built.
  • Location: Add cities or countries to see if there are regional opportunities to deliver contextual messaging.
  • Age and Gender: As the filter implies, you can target based on age and gender (this is a pretty obvious)
  • Interests: Narrow down your results by focusing efforts only on the people who have specific interests.
    • Want to explore more ways to target with Interests? Go here.
  • Connections: Dissect the people connected (or not connected) to your page, app or event.
  • Advanced: These are the details you’ll want to dive into ASAP:
    • Behaviors:
      • Language
      • Relationship Status
      • Education
      • Financial: Income and Net Worth
      • Home: Home Type, Home Ownership, and Home Value
      • Market Segments: Ethnic Affinity, Generation and Household Composition
      • Parents: Age of Child
      • Politics (US): Conservative, Liberal, Non-Partisan
      • Life Events: New Job, Engagement, etc.
      • Device Owners

At this time you can start comparing your audience segments against a typical Facebook user using 6 main categories: Demographics, Page Likes, Location, Facebook Activity, Household and Purchase.

Pro Tip: Since we are targeting mobile audiences, make sure your audience’s primary device is mobile rather than desktop.

Compel Your Audience with Interactive Creative

Dazzle your audience and drive engagement with creative that resonates. Focus on functionality with vibrant, eye-catching images that convey product benefits. With Facebook’s carousel ad format, advertisers can optimize click performance using an interactive story across multiple frames accompanied by clear call-to-actions.

Available in image or video format, Facebook carousel ads provide space for text copy and direct links to specific areas on your site.

Want to know the best part?

Aside from the increased engagement from an interactive ad experience, carousel ads cost the same as a single-image or video ad.

Pro Tip: Be wary of the length of your ad copy for display on smaller screens.

When Should You Use Facebook’s Carousel Format?

  • E-commerce: feature multiple products with links to individual product pages.
  • Highlight features of a single product to give customers a better idea of the problems your product addresses.
  • Use the Canvas format to create a more immersive ad interaction. Canvas is a full-screen, mobile-optimized, post-click experience that can feature a combination of images, videos, text and links.
  • For SaaS companies that don’t sell physical goods, use images to convey the benefits or problems you aim to solve with your tech.

Neiman Marcus

For the Spring Shoe and Handbag line, Neiman Marcus chose a Multi-Product format to take advantage of the ad unit frames and showcase multiple products. Using complementary color themes and images Neiman Marcus used data and creative to cater to audience interest.

The campaign earned 3x the conversions and an 85% improvement in CTR, compared to their past campaigns.

Neiman Marcus Facebook Carousel Ad Format via blog.adstage.io

[Image Source]

Twitter Ad Platform

Twitter’s mobile inspired interface makes the ad platform an obvious channel to reach your audience on-the-go. With 80% of all users accessing Twitter from their mobile devices, it’s no surprise 85% of all ad revenue for Twitter also came from mobile phones. That means businesses looking to leverage the social network need to cater, and capitalize on the mobile markets.

What are Twitter Cards?

Mobile Twitter Ad Unit Formats via blog.adstage.io

Twitter now offers marketers the freedom to drive qualified leads to their website, product page, blog post, and listen or view content. Twitter Cards allow you to optimize more space and attach rich photos, videos and media to Tweets without the 140 character restriction, normally enforced.

“With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a “Card” added to the Tweet that’s visible to all of their followers.” – Twitter Dev Guide

So, how do you get started with Twitter ads?

We’ve put together a quick guide outlining available campaign types, ad formats, and how to measure your results.

Choose Your Campaign Objective

Twitter Ad Campaign Objectives chart via blog.adstage.io

Types of Twitter Cards

Summary Card

Use Summary Cards to promote web content like blog posts, news articles, products, and store-fronts. The card is designed to give users a preview of the content before clicking through to your website.

  • Title: 70 characters
    • iOS & Android truncate the title to two lines in timeline and expanded Tweet
  • Description: 200 characters
    • Description is not displayed on iOS & Android
  • Image: Minimum 120px x 120px, but less than 1MB file size.
    • Image will be cropped to a square on all platforms (web, iOS, & Android)

Summary Card with Large Image

The Summary Card with Large Image can be used to promote various types of web content. Twitter’s Summary Card with Large Image can feature a full-width image with a tweet. This gives readers a seamless, rich media experience while interacting with your ad.

Pro Tip: On mobile clients the image appears below the tweet text.

  • Title: 70 characters
    • iOS & Web truncate title to one line in timeline & expanded Tweet
  • Android truncates title to two lines in timeline & expanded Tweet
  • Description: 200 characters
    • iOS truncates to one line in timeline & expanded Tweet
    • Android does not display description
  • Image: at least 280px x 150px, but less than 1MB file size

App Card

Leverage App Cards to promote your mobile app and drive installs directly from Twitter’s native platform. You can display a name, description and icon, and also accentuate mobile app specific attributes like ratings and price. App Cards not only allow marketers to drive downloads, but more importantly, you can deep-link from this Card into your mobile app.

NOTE: Platform-specific URLs are deep links into you app. If you don’t support a particular platform, omit tags for that platform from your site.

  • Title: Rendered from App ID
  • Description: 200 characters
    • iOS truncates to one line in timeline & expanded Tweet
    • Android does not display description
  • Image: App logo is rendered from App ID.
    • Make sure the image is at least 800px x 320px
    • Accepted image formats include JPG, JPEG, PNG, or GIF

Player Card

Use a Player Card to stream media experience like live video or audio player right inside your Tweet. This format is ideal for video or audio content-heavy businesses, promoting assets like Vines or podcasts. Unlike other ad formats, you will need to implement a few HTML meta tags to your website.

Player Cards on Twitter’s iPhone and Android native apps, initially displays an image preview with a ‘play’ icon overlay.

  • Description: 200 characters
    • Displayed in place of the player on platforms that don’t support iframes or inline players.
    • Same dimensions as your player; no more than 1MB
  • Video: H.264, baseline profile, level 3.0, up to 640px x 480px at 30fps.
  • Audio: AAC, Low Complexity Profile

Pro Tip #1: All video and audio content must default to “sound off”. If the streaming content plays automatically, you must include stop, pause and play controls. In addition, you can’t require users to sign in to your ad experience.

Pro Tip #2: For easy implementation tips visit: Twitter Cards Getting Started Bundle.

Pro Tip #3: To expedite ad approval process visit Player Card: Approval Guide.

Lead Generation Card

Create a lead generation card to easily collect email addresses and other information without requiring a form submission. Use cards to promote an event, content offer, email subscription, demo request, or webinar registration — just to name a few.

  • Title: 50 characters
  • Call to action: 20 characters
  • Post-submit message (optional): 100 characters
  • Short Description: when a user clicks on the card, the tweet will expand and reveal more details. Emphasize the value and/or benefit of your offer.
  • Image: at least 800px x 200px with a 4:1 aspect ratio. No more than 1 MB
    • You can include a GIF in a Twitter card. Other supported formats include: JPG, JPEG, and PNG

Columbia University Business School

With Lead Generation Cards businesses can connect with their audience offline and engage potential customers. Columbia Business School is promoting an upcoming webinar with a Lead Generation Card.

When you expand the tweet, you see a short description using actionable language like ‘Join’ along with a call-to-action: ‘Register Now’.

The following screen features a prominent call-to-action (‘Register Now’) button where I can easily submit my information including @username and email address.

 

Columbia Business School Twitter Lead Generation Card via blog.adstage.ioColumbia Business School Twitter Lead Generation Card Screen Shot 3 via blog.adstage.ioColumbia Business School Twitter Lead Generation Card Screen Shot 3 via blog.adstage.io

Learn more advanced Twitter advertising tips like audience targeting check out: How to Use Twitter Ads for Lead Generation

Track Number of Leads from Your Campaign

Keep in mind: to ensure your advertising spend aligns with your overall marketing goals, measure how users respond to your ads with Twitter Analytics.

Use Twitter Analytics to:

  • Gain valuable audience insights for improved targeting with monthly Twitter stat reports.
  • Discover power users in the midst for a co-branding collaboration.
  • Track the success of your Twitter Cards. The possibilities are endless!

The more you test, the better you can aim your campaigns for a higher ROI.

LinkedIn Ad Platform

HubSpot Quote Creative Mobile Posts via blog.adstage.io

LinkedIn’s user base of highly affluent, educated, and influential professionals continues to steadily increase year after year. Currently, LinkedIn hosts 380+ million members worldwide and of these 380+ million users, 7.9 million are business decision makers.

LinkedIn’s Direct Sponsored Content offers B2B marketers a way to reach users at scale 24/7 because these ad units appear in feeds native to desktop, tablet, and mobile experience.

LinkedIn Ads Tactical Content Marketing Plan via blog.adstage.io

[Image Source]

How to Convert Highly Qualified Leads with LinkedIn Ads

What is Direct Sponsored Content?

Direct Sponsored Content is a Sponsored Update that does not appear on the Company Page or Showcase Page. It allows advertisers to share relevant content with a highly targeted audience without having to originate posts on your LinkedIn Company Page. It allows your company to personalize, test, and iterate messaging to improve content performance for a specific demographic without cluttering Company Page or Showcase Page. —LinkedIn Advertising

LinkedIn Sponsored Update Mobile Engagement Statistic via blog.adstage.io

What Type of Sponsored Content Should You Share?

LinkedIn members already engage with high-quality content from news sites, thought leaders, connections and brands. Sponsored Content is an opportunity to join the on-going conversation with a premium audience of business decision-makers by appearing in the same feed as the content they’re already interacting with.

Overview of Content to Share

  • Company News
  • Blog Content
  • Industry News & Research
  • Case Studies
  • Webinars
  • Content Product by Business Leaders (both internal & external to your company)
  • Compelling Visuals & Statistics

Sponsored Content Best Practices

Copywriting Tips

  • Open with questions
  • Use “You” when speaking to your audience
  • Numbered Lists
  • Direct users with a clear call-to-action (CTA)
  • Keep the text accompanying posts under 100 characters
  • Test, Test, Test your titles and descriptions

Other Campaign Considerations

  • Select compelling visuals (1200×627)
  • Run 2 – 4 sponsored content assets for 3 weeks
  • Add URL tracking code to track post-click conversions
  • Iterate visuals + title + description
  • Set Up Campaigns by Audience
  • Maximize relevancy with effective targeting
  • Shift budget to audience with the highest engagement rate to optimize conversions
  • MAKE SURE YOUR LANDING PAGE AND/OR WEBSITE IS OPTIMIZED FOR MOBILE

How you package compelling content with insights will determine if your Sponsored Content can generate brand awareness, establish trust and nudge quality leads further down the sales funnel.

Keep on Target: How to Exclude Specific LinkedIn Audiences

Whether the goal is to develop thought leadership or drive website conversions, specifying audience targeting parameters increases is the key to optimizing campaign performance.

Figure out who wants to buy your product. With LinkedIn you can find professionals based industry, job title, skills, and company. It’s important to not over-target.

Why place your ad in front of audiences that don’t work for you? With exclusion you can prevent your ad being placed in front of the wrong audiences such as:

  • Current Customers: If you don’t require repeat purchases, exclude current customers to prevent wasted ad spend.
  • Competitors: Keep them guess and prevent inspiration from your hard work.

Two ways to avoid these costly audience problems:

  1. Manually remove each of them by company name or
  2. Use AdStage’s bulk editor tool to automatically remove these audience members across your campaigns.

HubSpot: LinkedIn for Lead Generation

To engage users and drive new leads, HubSpot went to LinkedIn to connect with marketing professionals. HubSpot used Sponsored Content to gain visibility. HubSpot crafted content (such as the template download they offered in the ad below) aimed at their target audience and engage potential prospects.

HubSpot LinkedIn Sponsored Content Ad Example via blog.adstage.io

[Image Source]
HubSpot used LinkedIn’s targeting options to map each piece of content to fit a segment’s pain point. To capture strong leads, the marketing team leveraged conversion data to keep iterating best performing pieces.

The results?

HubSpot gained 400% more leads within their target audience compared to other platforms.

Key Takeaways

  1. Make responsive ads and landing pages for a mobile-friendly experience
  2. Fit each platform’s unique strength to your campaign goals
  3. Use data analytics to measure success, and focus on what content works best for you.
  4. Facebook Ad Platform
    • most popular social media with highest number of daily viewers
  5. Twitter Ad Platform
    • utilize real-time engagement and create hype for your brand or event by incentivizing hashtag use, brand mentions, and retweets
  6. LinkedIn Ad Platform
    • place your ad in front of professionals ready to solve their business problems with your product

The Complete Guide to LinkedIn Ads that Convert via blog.adstage.io

Get Started with $250 in Free LinkedIn Ad Credit! via blog.adstage.io

Capture & Convert Audiences: Advanced Twitter Ad Strategies

Capture & Convert Audiences: Advanced Twitter Ad Strategies

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.

Conference Highlights

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

Social Pro 2016 Sahil Jain headshot AdStage via blog.adstage.io

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.

Get Your Discounted SocialPro 2016 Tix Here!

Social Pro 2016 ticket 15% off offer for Twitter Advanced Ad Strategies via blog.adstage.io