If you’re familiar with Google AdWords or Facebook Ads, you’re probably used to breaking out your campaigns into ad groups or ad sets. After all, segmentation is key for optimization. Taking the extra step to build out your ad groups with siloed targeting or placements is the gold standard for the purest data. However with Twitter, the native interface does not include ad groups. As a Twitter Official Partner, AdStage has access to exclusive features only available to API partners – this means you can build your Twitter campaigns with ad groups in AdStage.
For data-driven PPC advertisers, best practice dictates that segmenting your campaigns into ad groups will allow you to make more intelligent optimization decisions. If you’re already advertising on Twitter Ads and want access to cleaner data with ad group segmentation, here are a few suggestions for your ad group structure.
Segment by Device
Twitter groups its device targeting by operating system. When segmenting your ad groups by device, you have the option to test performance on the following users:
- Other mobile users
For mobile app campaigns, you can break out your iOS and Android campaigns. This will provide more accurate reporting for your conversions by operating system. For other types of campaigns, we recommend segmenting desktop and mobile traffic so you can set your bids and budgets appropriately for the audience’s mindset. We’ve seen that video ads generally have higher view-through rates on mobile devices, whereas direct response campaigns tend to receive more cost-effective conversions with desktop users.
Segment by Keyword Match Types
Twitter offers two keyword match types to target:
- Broad match
- Phrase match
Additionally, you can add negative keyword targeting. For this particular use-case, if you’re going to use negative keyword targeting, make sure to use the same list of negative keywords and match types for both ad groups for a true A/B test between broad and phrase match. Because Twitter does not report on the actual term that triggered your ad, this will provide unbiased data between the two match types. Depending on your campaign goals, pay close attention to traffic and conversions and adjust your bids and budgets accordingly. We’ve seen that broad match keywords tend to drive more impressions and traffic but may not be as relevant as the traffic brought in with phrase match targeting.
Segment by Interests, Handles, or TV shows
Twitter offers a variety of targeting. When you layer these targeting types in the same campaign, Twitter uses a combination of AND and OR logic. For instance, targeting multiple interests, handles, or TV shows, will trigger ads to appear using OR logic. Here’s an example below:
We recommend using ad groups if you are targeting more than one of the following types of targeting in a single campaign:
- TV shows
With OR logic, adding more interests, handles, or TV shows in your campaign targeting means your data could get a bit muddy. Keep your data clean by using the same AND targeting across all your ad groups while segmenting the OR targeting into separate ad groups. Using the same example as above, here’s how we suggest you build a campaign with ad groups in Twitter:
Benefits of Ad Groups on Twitter Ads
In addition to cleaner data with segmentation, housing your targeting into one campaign with multiple ad groups allows you to keep a larger master budget for the entire campaign. The latency period to get enough data on your campaigns will be shorter, so you can make strategic optimization decisions faster with ad groups.
Ready to be a better marketer? Segment your Twitter campaigns into ad groups today by using AdStage. Your 14 day free trial is waiting.
A Twitter post has a relatively short shelf-life, commonly referred to as its decay rate. In our experience, Twitter Ads decay to less than half of their effectiveness within the first few days after publishing, some even within 24 hours. In this article, we will give you three tactics that you can use to maximize the effectiveness of your Twitter campaigns.
Most Twitter Ads Do Not Impress For Long
Here are two charts from a Twitter website card ad we recently promoted. As you can see, the engagement rate dropped sharply between Tuesday & Wednesday, and the conversions steadily decreased over the week. Moreover, by Saturday, the ad had lived out its usefulness. At that time, we changed the targeting parameters, and the ad received a little bump in engagements and conversions. However, the engagement was nowhere near the metrics seen when it was fresh.
Tactic 1: Create Hyper-Relevant Ad Copy
Hyper-relevance is certainly the industry buzzword of the year, but it rings true in so many ways. To give you some background on why relevance is more important today than ever before let us visit a term called “banner blindness.”
“Banner blindness” is a well researched and documented behavior where internet users completely ignore areas of websites where they expect there to be advertisements. You do not need a research study to tell you that internet users will ignore parts of a site (top & right) where ads are most likely to appear.
However, if you are inclined, “The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study,” by Marc Resnick and William Albert is a good place to start. Their research concludes that banner blindness is in full effect when a user is actively participating in a task (reading friends posts), and an ad appears in the most common locations. Out of the 18 websites tested, the average attention time on the banner ads was approximately 0.36 seconds. That is just long enough to recognize an ad, and ignore it.
Social networks are trying to balance an experience between content created by a user’s network and inline native advertising. The goal is to work around the issue of low engagement of banner ads. Twitter has built innovative formats that seamlessly integrate into the user’s content stream. The challenge for advertisers is to create content that is less of an ad, and more of an experience.
It is somewhat difficult to write about what type of content is key to your specific business, but I am sure you are already producing great content for your customers in the form of blog posts, brochures, customer guides, or product videos. Take some of that great content, chop it into smaller easy to digest formats and promote it through your paid channels.
It is safe to say that low-value ads are dead, and we should be running our paid ads to promote well-written, relevant content that provides value & possibly even solves a customer pain point. I think that we should all aim for that goal.
Moreover, when enough advertisers reach that point, ads will be less annoying and possibly even welcomed. Take the promoted tweet by Marketing.AI pictured above. This is a great example of providing a useful resource for content marketers.
The key is to determine what type of content is most relevant to your audience at their current stage in your buying cycle. Once you’ve decided on what type of content to promote, let’s find out how to display it to that audience.
Tactic 2: Pinpoint Targeting
There is a public archery course located in the East Bay hills where anyone can practice his or her best Katniss Everdeen technique. When you first start sending arrows downrange at a target, you are not very accurate or consistent. However, over time you learn from your experience, take notes, and develop the necessary skills to perfect the craft. It is the same with paid advertising: research, test, analyze, and repeat. Remember, a strategy that performs well for one company may not work for you, so test as much as possible.
There are two methods to targeting, demographic and psychographic. Demographic targeting is relatively straightforward, with options for location, gender, language, device, and mobile carriers as parameters. You can gather insights from your marketing analytics report to determine your variables. In this post, we’ll look closer into the psychographic targeting options that allow you to be much more precise.
Available psychographic targeting options within Twitter:
1) Event Targeting
Twitter makes it easy to identify significant events through your Ads account. Navigate to Analytics > Events to see a calendar of upcoming events that you can target. If you are targeting a more specific customer, more than likely there are professional conferences, product releases, and other industry specific events that you can schedule your targeted ads around. You can search for these within the Event Targeting option.
2) Follower Targeting
Your fans have already demonstrated intent by following you, so why not leverage Twitter’s follower targeting option to find more people with similar interests. You can upload up to 100 Twitter handles to use as your target audience sample. Tip: Use your existing customers as your sample list, and uncheck the box for “Also target your follower” to exclude them from seeing your ads.
3) Tailored Audiences
There are two ways to use tailored audiences (TA). You can either choose to upload your lists or collect website visitors through a code snippet.
Lists allow you to upload your collected emails, Twitter IDs, or mobile IDs. Although Twitter states you only need 500 entries, we’ve found that a list of 600+ contacts will have a better acceptance rate. We have seen smaller lists be approved, then changed to “Audience Too Small.” You may have a different experience, but we recommend having an extensive list to be safe.
Pro Tip: Plan well in advance and upload your list at least 48 hours before you want to launch your campaign just to be sure your list will be ready to target.
The second method of building lists is through installing a code snippet on your site. This approach allows you to create a visitor list, then remarket to people that have taken a specific action on your site. Your list will be ready to once it reaches a certain threshold.
You can build your lists from five different conversion types:
- Site visit (e.g. visit a particular page such as your pricing page)
- Purchase (e.g. hits shopping thank you page after checkout)
- Download (e.g. downloads a white paper)
- Sign up (e.g. subscribes to your mailing list)
- Custom (e.g. any action that doesn’t fall into the previous four categories)
This is an easy way segment your visitors based on their behavior and helps ensure that your remarketing ads help move your customers to the next stage in the buying cycle.
4) Interest Targeting
Twitter allows you to target by interest based on 25 categories and 350 sub-topics within those categories. Twitter suggests that you “select no more than two categories per campaign.” It can prove difficult to understand which interests are performing better than others when you mix too many targeting types.
5) Keyword Targeting
If you are familiar with Google AdWords, keyword targeting works in a similar manner. There are four match types that you can choose from, Broad, Phrase, Negative unordered, and Negative phrase.
Your campaign objective will determine which match type(s) you will use for your keywords. For example, you may want to use phrase match (matches keywords in exact order) when you are promoting a particular product you know people will be searching for (e.g. Nexus 5X).
A recent #PPCPodcast guest, JD Prater, wrote a fantastic article on Twitter keyword research. This is a great place to get started.
6) TV Targeting
Twitter’s TV targeting option allows you to target by network and genre. If you market your product or service towards viewers of specific TV programs, or genres such as sports, this is an excellent targeting option to use for real-time engagement. Make sure to schedule your posts around the TV shows you want to target since Twitter will only make that audience available at that time.
Tactic 3: Timing is Everything on Twitter
Circling back to how we started talking about ad decay, it’s important to serve your ad content to viewers at the exact time they are engaged with similar content. With search marketing, you know the intent of search through the keywords used, but with Twitter that is not always the case. Someone may click on a hashtag because they are following an interesting topic, but that action may not be indicative of their normal usage behavior.
When setting up your campaign, Twitter allows you to easily choose the date and time you would like your ads to begin and end. This helps you target your audience when they are most active, and not waste your budget on low-quality engagements.
To target the right audience, additional usage research may be required to understand their behavior in detail. Does your audience use Twitter for business during business hours? Or do they post casual tweets while out with friends after work and on weekends?
If you are not certain, or couldn’t gather enough conclusive data through other research, we recommend running tests to determine what time periods your ads receive the most engagement. Then from the insights gathered, you can schedule your ads to optimize your spend.
We covered three key tactics when creating your Twitter ad campaigns; 1) Create very relevant content that provides added value. 2) Choose the best targeting method that matches your intended behavior. 3) Make sure to research the best timing for your ads to run and engage your audience when they are most active.
We hope that these tips and resources will get you started with building great Twitter campaigns. Feel free to leave any campaign creation questions in the comments. We love helping fellow marketers achieve success.
To learn more about AdStage and start your free trial, visit www.adstage.io.
Twitter Ads offers keyword targeting for your Promoted Tweets in user timelines. This allows advertisers to target users based on the keywords they’ve used in their recent tweets or the content they’ve engaged with. In this blog post, I’ll walk you through 5 strategies for using keyword targeting with Twitter Ads.
1. Think Google Display Network
Similar to the Google Display Network’s contextual keyword targeting, advertisers can Promote Tweets based on keywords in the content that users have engaged with, or are currently viewing. Therefore, keyword targeting offers a very precise way to reach users with relevant content.
A simple hack to getting your keyword targeting up and running is to take a list of high performing keywords from your Google Display Network (GDN) campaign and apply them to a Twitter campaign to test. Use the “import multiple keywords’ button, in order to easily copy and paste an entire ad group keyword list from AdWords.
2. Broaden Reach for Maximum Exposure
With Twitter Ads, you get the option to use broad, phrase, and negative keyword targeting. Phrase matched keywords are the most precise, but often result in limited reach. In order to maximize the number of users who see your campaigns, start with broad match keywords. This will help you reach a greater audience, and see trends in your performance data.
3. Keep it Real-Time
Because Twitter is a real-time network, you can use keyword targeting for real time marketing opportunities. For example, a fictional camping goods company called Tent World could create Promoted Tweets targeting related “Burning Man” keywords to advertise their products to 60,000 attendees headed to the desert. This will appear as fresh content for the user and they are more likely to engage with it.
4. Set It, but Do Not Forget It
Twitter Ads reports on the performance of your targeted keywords. Keyword level analytic tools can help determine which keywords work the best for your campaigns. Having a threshold of what the ideal engagement rate, click-through rate, or conversion rate is for a particular campaign can help you determine which keywords to keep and which to exclude.
In this example, my desired Promoted Tweet engagement rate is > 1%. The highlighted keyword that did not perform at my desited engagement rate, and should be removed. Battle-tested, optimized keyword targeting groups should be saved for any future Promoted Tweet campaigns so you don’t waste impressions on poorly performing keywords.
5. Catch Flies with Honey
This strategy is more advanced and requires two campaigns to utilize keyword targeting.
- In the first campaign, you can leverage a unique hashtag to capture interest with your Promoted Tweet.
- In the second campaign, use keyword targeting and target only the unique hashtag. This will reach users that engaged with the first campaign.
This is a fantastic retargeting strategy for recently engaged users. An audience that has already been attentive to your brand with recent favorites or tweets from a current campaign is more likely to continue the interaction and even make a purchase.
In this example below, a travel company that offers guided tours could use the unique hashtag #MovethroughMichigan in their Promoted Tweet.
In a second campaign, they can keyword target #MovethroughMichigan and use copy in their Promoted Tweet that includes a current promotion or more information about their services, such as “Guided tours for your Michigan trip.”
Have you tried keyword targeting on Twitter Ads? What keyword targeting strategies have worked out for you? Let us know in the comments below!
About two years ago, Twitter introduced Lead Generation Cards, which allow marketers to obtain email addresses and other personal info from users who want to take advantage of their offers in promoted tweets. The value of lead generation cards lie in the ability for Twitter users to signup in the tweet itself, removing the additional steps of visiting a landing page and filling out a form. According to Twitter’s research, they decrease your average cost per click (CPC) while increasing number of clickthroughs. Furthermore, a Webtrends case study found 996% improvement in lead acquisition and 500% improvement in cost per lead through use of lead generation cards. Below, we’ll give you some tips on how to best use this tool.
Planning Your Strategy
As useful as lead generation cards can be, to unlock their full potential, it’s best to develop a plan before designing your card. Think about these cards as a miniature version of your landing page. Decide on the desired action of what you want people to do. Are you looking to gain blog subscribers or do you want people to download your new eBook? Establishing clear goals is necessary for generating the desired outcome of the campaign. Consider rewarding the user for their action with a promotion on your product/service, since it may make them more likely to act. For example, you can offer a free shipping coupon code with an email sign-up to entice a user to convert.
Executing the Perfect Card Design
Now that you’ve done your due diligence in preparation, you’re ready to create your cards. For card creation, there are three important components for you to optimize.
- Card Title: With only 50 characters to work with, you need to convey your offer value in a concise, yet compelling fashion.
- Image: Avoid stock images if you can at all help it. You’ll want to use a strong image that ties in everything you have to offer.
- Call to Action: This is the text that goes on the submit button. You only get 20 characters for this one, so make them count towards crafting an actionable message. So instead of simply saying, “Click Here,” offer something like “Join the Club!” Also, using words like “get,” “win,” or “claim” will make people feel like they are getting something of value.
For advanced use-cases, you can integrate your CRM system with Twitter so that incoming leads from the lead generation cards are instantly updated into it.
Once a user clicks on your card and submits their information your job is done, right? Wrong! It’s essential that you stay engaged and active with leads, keeping the conversation going. Since the user has opted in to learn more about your brand or service, ensure you are offering up the most relevant and best experience. Always looking to provide more value, and continue the conversation.
For example, you could send people who click on your button to a thank you page on your website. This is a great way to encourage further interaction from already warm leads. Or, include a video on the page with additional calls-to-action. Here’s a great example on continuing the conversation after a user fills out a lead gen card:
As with any marketing channel, you’ll want to make sure that Twitter’s Lead Generation Cards are worth your time, effort, and money. Pay close attention to cost per lead, checking if the costs are in line with the other channels you’re generating leads. If you’re entering the leads in your CRM, make sure to properly attribute them to your Twitter campaigns. This will later help you calculate the return (revenue) from your ad spend.
Did you like this blog post? Check out more advanced ways to use Twitter Ads for Lead Generation.
What has your experience been like using Lead Generation Cards? Let us know in the comments!
As a mobile marketer, one of your main responsibilities is getting people to engage with your company’s mobile app. Building awareness to increase installs is important, but more important is having people actually use it, as their activity will likely be your revenue driver. This is where mobile app engagement ads come in handy. They are designed to get users back to your app.
Similar to a retargeting campaign for your website but for mobile, you can use app engagement ads that will deep-link and drive traffic back to a specific page of your app. Use these ads to encourage users to try your app again, drive a specific action they’ve already started, or recommend certain features.
Why Mobile App Engagement Ads
There are millions of mobile apps available in the App Store and Google Play Store. While you may be willing to pay for an install, keeping someone in your app as a loyal user can be challenging at times.
For example, let’s say you’re in charge of marketing a gaming app, where your revenue stems from in-app purchases and impressions from advertisements. You’ve increased your user installs by 10% this month for the app, but are noticing that app traffic and in-app purchases have remained flat. Sound familiar?
To grow revenue, you have to start thinking outside of the box and begin engaging with your users in other innovative ways. If you’re already emailing them reminders to visit the app, but your email click-through rate is only 10%, you’re missing out on 90% of potential traffic.
This is where mobile app engagements ads can help. They’re available on both Facebook and Twitter, which means two additional channels to reach your users. These channels are particularly important because according to a study in 2014 by eMarketer, people spend an average of 42 minutes per day on Facebook and 17 minutes per day on Twitter.
So let’s dive into some best practices to use when crafting your mobile app engagement ads.
Best Practices for Mobile App Engagement Ads
A unique feature of mobile app engagement ads allows you drive users back to a specific page or section of your mobile app, also known as deep-linking. Mobile app engagement ads are very similar to retargeting ads, except for your mobile app. If we go back to the gaming app example, you can get users back to your game with the deep-link functionality that engagement ads offer. Here are some recommendations on how to tailor your ads for better performance:
Install an SDK for Mobile User Analytics
Even though engagement ads are similar to retargeting, the messaging is not dynamic just yet. Installing a third-party analytics SDK or the Facebook and Twitter SDKs in your app will allow you to gather analytics on your users. You can then create Custom and Tailored Audiences for your ad campaigns. With these insights on page visits and app destinations, you can customize your ads with the right message.
Tailor Your Messaging
As we know, reminding your user of the page where she or he failed to convert is a best practice for web retargeting ads. Employ this similar strategy for your engagement ads, making sure you show users an ad that is relevant to what they’ve already expressed interest in doing in your app.
Mimic Your Email Strategy
If you’ve required an email to use your app, you’re likely using that email address for email campaigns right? That’s perfect. Now you can take what’s in your existing email drip and amplify it with social ads. People are inundated with hundreds of emails per day, so adding additional touch points in an unobtrusive way helps get your messaging across. Whether your objective is brand awareness or direct response, mobile app engagement ads can help you achieve your goals.
Have you tried mobile app engagement ads on Twitter or Facebook? What are your experiences with this ad type? Let us know in the comments!
This month in AdStage: Create Facebook Ads in bulk, view Google Analytics Insights, measure cost per result on Twitter Ads, and more!
Facebook Bulk Ad Creation
Quickly create and test dozens of Facebook Ads by combining alternate ad text and images in bulk. You can even customize multiple URLs at once for easy tracking. Bulk ad creation is also available for Twitter and LinkedIn Ads. Try it today.
Google Analytics Insights
You never need to leave the platform to view and analyze your Google Analytics Insights data. Save time comparing your ad spend to conversions by linking your Google Analytics account in AdStage.
Twitter Delivery Optimization and New Metrics
Let Twitter optimize the delivery of your ads for campaigns with the Website Clicks or Conversions campaign objective. We also support reporting for your campaign objectives with the addition of Results and Cost Per Results metrics. Try it now.
New AdWords Metrics and Final URL Support
We’ve rolled out support for even more Google AdWords metrics. This includes Total Conversion Value, Phone Call Conversions, Search Impression Share, and more. In addition, AdStage supports full campaign creation with Final URL Support on Google AdWords. Try it today.
Twitter offers its own conversion tracking solution to measure and track the efficacy of your Twitter ad campaigns. This blog post will cover how conversions are tracked, what you need to do to install the tracking pixel successfully, and additional best practices when installing the tracking pixel on your website.
How Twitter Website Conversions are Tracked
In order to report on website conversions from your Twitter Ads, you’ll need to place the conversion tracking pixel onto your website. This is the tracking code that will count conversions that occur on your website and attribute them back to your Twitter Ads.
Conversions are counted when a user interacts with your Promoted Tweet on Twitter’s web or mobile properties and completes the desired action on your website. The tracking pixel will count a conversion when the action is completed. For example, if you’re tracking sign-ups, any time a user that interacted with your ad lands on the confirmation page, a conversion will be counted.
This log is matched to the active Twitter users who viewed and/or engaged with the specific ad within the attribution window. The conversion is attributed to this ad.
Bonus Tip: When to Use Longer Attribution Windows
If you’re marketing a high-consideration product that requires a longer sales cycle, consider using longer attribution windows than the default settings for post-view and post-engagement.
Checklist for Installing the Tracking Pixel Successfully
Placing the Twitter conversion tracking pixel on your website is an absolute must in order to accurately measure campaign performance and optimize your Twitter Ads. Make sure to complete this checklist to avoid setbacks with campaign reporting:
- Decide what to measure. You have the following options
- Make a list of all of the pages you would need the pixel on to track your conversions
- Copy and paste the entire Tracking Pixel (Note: If you’re tracking Purchase conversions, you must enter the ‘sale_amount’ and ‘order_quantity’ every time it appears before you copy and paste the code to your site)
- Keep a list of all the pages you installed the tracking pixel on
- In your conversion settings, set a longer attribution window, especially for longer sales cycles, to properly attribute the post-view and post-engagement
- Measure view-through conversions by setting a post-view attribution window
Best Practices for Installing Your Tracking Pixel
If You Have a Separate Mobile Site, Add the Pixel on Those Pages
78% of Twitter users are mobile, so the majority of your traffic is likely to be mobile. Tagging your mobile pages captures that traffic, and helps you monitor all conversion paths.
Track Any Page Where a User Can Convert
Tagging all pages where conversions may take place allows you full view into Twitter’s contribution to your purchase funnel.
Get Started Now
In every practical sense, Twitter Tailored Audiences is a way to enhance your targeting on Twitter. It’s very similar to Facebook Custom Audiences. Here are the three use-cases for Twitter Tailored Audiences: Retargeting, Targeting Similar Users for Top of the Funnel Campaigns, and Exclusion Targeting.
Creating a Twitter retargeting list can be done in three different ways with Twitter Tailored Audiences.
Importing a List
The use-case here is if you have a free trial or newsletter sign-up with unpaid visitors, you can retarget these folks on Twitter to move them further down the funnel and hopefully convert them to a paying customer.
By adding a Twitter tracking pixel to your website, you can collect a list of people to retarget through Twitter Ads.
Mobile App Users
Twitter partners with 3rd party solutions to collect mobile app conversion data. If you’re trying to acquire more mobile app users or retarget mobile app users, collect a list of mobile app users by setting up an account with one of these preferred partners.
Targeting Similar Users for Top of the Funnel Campaigns
In the Twitter Ads targeting page, there is an option to expand reach by targeting similar users. This works well for campaigns that are geared towards top of the funnel marketing, such as lead generation campaigns, video views, or tweet engagements.
When selecting this targeting option, be sure to use exclusion targeting so you can reduce wasted spend on existing leads or followers.
Excluding a list of your customers or leads is often recommended if you’re running a lead generation campaign. This ensures that you don’t serve any wasted impressions on any leads that already exist in your database.
You can do this easily by importing a list of leads as a Tailored Audience, and excluding that Tailored Audience when building your campaign. This is where you would exclude that list in the Twitter Ads interface.
Have you tried using Twitter Tailored Audiences as part of your targeting in a campaign? Let us know what your experience was in the comments below.
And as always, the AdStage platform fully supports the same targeting as all of the native networks which means you can import and build all of your Twitter Tailored Audiences through the Audience Manager app. Sign up for your free account today to check it out.