How Do I Use Twitter Tailored Audiences?

Posted by on May 18, 2015 in Advertising, Social
How Do I Use Twitter Tailored Audiences?

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.

  1. 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.

    import a Twitter Tailored Audience

  2. Website Visitors

    By adding a Twitter tracking pixel to your website, you can collect a list of people to retarget through Twitter Ads.

    create a website tag on Twitter Ads

  3. 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.

    collect mobile app user information

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.

lookalike audiences on Twitter

When selecting this targeting option, be sure to use exclusion targeting so you can reduce wasted spend on existing leads or followers.

Exclusion Targeting

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.

exclusion targeting on Twitter Ads

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.

Maximize Reach Next Month with Twitter TV Targeting

Posted by on Apr 16, 2015 in Advertising, Social
Maximize Reach Next Month with Twitter TV Targeting

If you’ve ever wanted to run an ad campaign to specific television audiences but didn’t have the multi-million dollar budget to create a commercial and buy the airtime, Twitter can make your ad campaign dreams possible with its TV Targeting. It’s one of the Twitter’s more unique features when compared to the ad offerings of other networks in the space.

While it’s limited to specific countries at this time, the targeting capability offers advertisers an always-on solution to help you reach your target audience no matter the time of day. And, with April upon us, many of our favorite TV shows will soon wrap up for the season. This presents an opportunity to extend your campaign reach to other audiences using TV Targeting.

Next month will be huge for sports, so here’s a breakdown of what audiences you can reach on Twitter to maximize your reach.

Television Targeting Recommendations for Sports Fans


Sports Show


TV Show Targeting

5M - 5.75M users

SportsCenter United States SportsCenter

3M - 3.5M users

NBA Playoffs United States NBA

1.5M - 2M Users

NFL Draft United States 2015 NFL Draft

1M - 2M Users

NHL Stanley Cup Canada NHL Hockey

1M - 1.5M Users

Boxing PPV: Mayweather vs. Pacquiao United States Boxing PPV: Mayweather vs. Pacquiao

350K - 400K Users

MLB Baseball United States MLB Baseball

250K - 350K Users

English Premier
United Kingdom Barclay’s Premier League Football

100K - 125K Users

Kentucky Derby United States 2015 Kentucky Derby

*All reach numbers are estimates provided by Twitter.

Make sure to build your campaigns as soon as possible because the biggest day in sports for all for these audiences is happening on May 2, 2015. As you know, media buying on television gets pricier depending on the time of day, potential reach, and the network you’re trafficking on. Luckily for you, Twitter TV Targeting is not limited to when the show, or sporting event in this case, is running.

Pro Tip For Advanced Advertisers

Keep in mind you can layer additional targeting to TV Targeting on Twitter Ads to get even more granular with relevant creatives for specific locations, genders, operating systems, etc. It’s easy to test different ad creatives to your target audience using our Twitter bulk ad creation.

Have you tried TV Targeting on Twitter yet? Let us know how your campaigns performed in the comments section below!

How To Create and Test Promoted Tweets in Bulk with AdStage

Posted by on Feb 13, 2015 in Advertising, Social
How To Create and Test Promoted Tweets in Bulk with AdStage

Ready to maximize the ROI of your Twitter Ads with fully optimized Promoted Tweets? AdStage’s new Bulk Ad Creation makes it easy to create up to 50 different Tweet variations to A/B test in your campaigns. In this post, I’ll give you an overview of Bulk Ad Creation and show you how it can take your ad testing to the next level.

Build Dozens of Tweet Variations Quickly

With Bulk Ad Creation, you can quickly combine multiple variations of Tweet text and attachments like Cards and photos to discover the best-performing Twitter ads.

For example, let’s say you’re creating a brand new Twitter Ads campaign to promote a new product launch. You’re not sure which message will yield the best results, so you’ll want to test a few different variations. You can take 4 different messages and 5 different images, and use Bulk Ad Creation to quickly add all 20 combinations to your campaign.

twitter bulk ad creation

After letting the ads run for a few days, you can review the performance results to identify the best-performing Promoted Tweet. Armed with the best creatives, you can invest heavily in your campaigns knowing you’re earning the best return on your ad spend!

How Bulk Ad Creation Works for Twitter Ads

Using Bulk Ad Creation to create rapid ad variations is incredibly easy. Here’s how the different scenarios work.

Test Tweet Variations

Create multiple Promoted Tweets with different Tweet text at once.

  1. twitter bulk ad creation tweet variantsCreate a new Tweet.
  2. Enter the text for your first Tweet.
  3. Click “Add Variant.”
  4. Enter your alternate text in the new Tweet field.
  5. Repeat steps 3 & 4 for as many variations as you’d like.
  6. Select any extras you’d like to attach to this batch of Tweets.
  7. AdStage will create every possible combination and present you with the results.
  8. Select the variations you like, and click “Save and Promote” to add them to your campaign.

Test Card Variations

twitter bulk ad creation card variants

Create multiple Promoted Tweets with different attached Cards at once.

  1. Create a new Tweet.
  2. Enter the text for your first Tweet.
  3. Under “Tweet Extras,” select “Cards.”
  4. Select each Card you’d like to test alongside your Tweet.
  5. AdStage will create every possible combination and present you with the results.
  6. Select the variations you like, and click “Save and Promote” to add them to your campaign.

Test Photo Variations

twitter bulk ad creation photo variants

Create multiple Promoted Tweets with different attached photos at once.

  1. Create a new Tweet.
  2. Enter the text for your first Tweet.
  3. Under “Tweet Extras,” select “Photos.”
  4. Select each photo you’d like to test alongside your Tweet.
  5. AdStage will create every possible combination and present you with the results.
  6. Select the variations you like, and click “Save and Promote” to add them to your campaign.

twitter ad variation library


Bulk Ad Creation is available now in AdStage for Twitter Ads. Later this month, we’ll be rolling out Bulk Ad Creation for LinkedIn Ads, with Facebook, Google, and Bing coming soon after.

Try it today with a free 14 day trial of AdStage!

Rack Up Video Views Using Facebook and Twitter Ads

Posted by on Feb 9, 2015 in Advertising, Social
Rack Up Video Views Using Facebook and Twitter Ads

Twitter Video AdsAs additional businesses start to dabble in social media, it’s becoming more elusive to capture audience attention. Enter the rise of native video. Video offers a highly engaging and easy to consume medium that works on both desktop and mobile devices alike. It’s become so popular for social networks that according to comScore, Facebook is poised to dethrone the behemoth, YouTube, as the top site for desktop video views just months after its release.

Capitalizing on this trend, Facebook and Twitter have unveiled catered options for advertisers to promote their video content to highly refined audiences. In this post, I’ll reveal the best suite of complimentary settings to generate targeted video views.

Create a Video Promotion Campaign

First, you will be prompted to choose a campaign objective type. Each network provides several options to select from, and it’s important to choose the campaign type that’s best suited for your end goal.

If you’re advertising on Facebook, choose a Video Views Campaign. For those who want to reach Twitter users, select a Tweet Engagement Campaign.

Tip: For Twitter, it’s best to create the Tweet, including the video creative, before starting campaign creation.

Facebook and Twitter Ads

Build Your Creative

You don’t necessarily need a fancy studio or expensive equipment to produce a captivating video. Ensure your video is short (ideally 30 seconds or less), contains crisp imagery, and tells a visual story. Once you feel confident about the creative, it’s time to upload it.

1. Upload your video.

  • In Twitter: Add it to the videos section in Twitter, create your tweet, then assign it to a campaign.

Twitter Ads Video

  • In Facebook: Upload your video right within ad creation.

Facebook Video Ads

2. Add a clean cover image (FB only).

3. Craft intriguing body copy.

4. Include a compelling call-to-action button.

  • Add a destination click-through link (FB only)

Target Your Audience

Once your creative is set, it’s time to start thinking about how to promote the video to your ideal audience. Outside of basic demographic settings, each network offers a wealth of deeper targeting options to fine tune who will see your video.

Facebook Ads

  • Interest Targeting – Target Facebook users by which pages they liked, their activity, or interests.

  • Behaviors – Hone in on users who completed specific purchases on or offline (outside FB).

  • Custom Audiences – Target specific users based on email address or website activity.

  • More Demographics – Refine your audience with deeper demographic targeting such as education level, work, or income.

Twitter Ads

  • Keywords – Reach Twitter users based on live tweet conversations, topics, or searches.

  • Interests – Refine your reach based on users’ passions and hobbies.

  • Tailored Audiences – Target specific users based on handles, emails, or website activity.

  • Television – Couple your ads with popular TV show flights.

Learn more about targeting in our guides to Facebook and Twitter Ads.

Optimize to KPIs

The end goal for a video campaign is to generate the most amount of views and engagement at the lowest cost. Below are key metrics you should focus on to generate the best results.

Facebook Ads

  • Reach
  • Impressions
  • Frequency
  • Spend
  • Video views
  • Cost (cost per view)
  • Avg. % of video viewed
  • Avg. duration of video viewed

Twitter Ads

  • Impressions
  • Clicks
  • Retweets
  • Spend
  • Tweet engagements
  • Engagement rates
  • Cost per engagement

To improve the performance of your ads, you have many options in your tool belt:

Refine your audience

  • Double down on what’s working, and pause audiences with high cost engagement rates.

Upload new creative

  • Your creative, if seen too frequently, can become stale to your audience; and costs will rise, while click-throughs drop.

Break out desktop vs. mobile device placements

  • Understand which device type is generating the best return.

Inflate or deflate your max bids

  • Increase bids for greater reach
  • Decrease bids for high costs, or to control spend pacing.

Retarget viewers of previous videos (FB only)

Facebook Video Ads

Bringing it Home

Facebook and Twitter’s video capabilities offer a powerful new opportunity for savvy marketers to deliver their message in an engaging way. The videos live right within the native environment (mobile users hate being redirected) and can be played with a simple mouseover or single click. Couple your creative with each networks’ expansive targeting to generate high engagement rates at low overall costs, racking up the view counts on your videos.

Mobile Carrier and New Device Targeting Comes to Twitter Ads

Posted by on Dec 16, 2014 in PPC News, Social
Mobile Carrier and New Device Targeting Comes to Twitter Ads

Twitter has rolled out two clever new features to its ad platform to help you target users on mobile devices: mobile carrier targeting and new device targeting.

Mobile Carrier Targeting

You can now target your Twitter Ads by the mobile carrier your audience is using. Simply drill down to your country, then choose from a list of carriers to select those you’d like to include.

twitter ads carrier targeting


Twitter offers three examples of how advertisers can find this targeting tool useful.

  • Mobile Carriers – Target your own customers with a loyalty campaign, or exclude your customers from your customer acquisition campaigns.
  • Mobile Manufacturers and App Marketers – Tailor your content by carrier to improve performance.
  • Other Verticals – Leverage carrier demographic insights to reach the customer most likely to be in interested in your offer.

T-Mobile used carrier targeting to tailor their Promoted Tweets to new and existing customers:

“Twitter is blazing a new trail in the social space with this type of targeting, and our early results are very positive. More importantly, it’s really helped us extend our Un-Carrier approach of directly speaking to existing and potential customers – and we plan on continuing to refine and expand those efforts.”

Peter DeLuca, Senior Vice President of Brand and Advertising, T-Mobile

New Device Targeting

You can also target your campaign’s audience to those on a new mobile device. This clever targeting method works well for mobile app marketers who want to reach users while they’re shopping for apps for their shiny new devices.

twitter ads new mobile device targeting


Twitter offers two examples of how marketers can combine new device targeting with the other targeting options to reach the perfect audience:

  • Fashion App Advertiser – Combine new mobile device targeting with fashion interest targeting to encourage app downloads.
  • Mobile Carrier – Combine new mobile device targeting with carrier targeting to reach customers with a new device on their network with an upsell campaign.

Softcard drove downloads of the different versions of their mobile payments app designed for several carriers:

“Softcard has a unique challenge in that we have three separate versions of our app, which are all mobile carrier-specific. Our biggest challenge in the past was effectively running digital acquisition campaigns where we could push a new user to the correct version of the app. With carrier targeting on Twitter, we’ve been able to overcome that challenge in a big way.”

Jeffrey Mack, Head of Social Media, Softcard


Both mobile carrier targeting and new device targeting are available now in 35 different countries, and they will be coming to AdStage for Twitter Ads shortly.

Are you excited about these new targeting options? Let us know in the comments below.

How To Use Twitter Ads for Lead Generation

Posted by on Dec 5, 2014 in Advertising, Social
How To Use Twitter Ads for Lead Generation

Twitter Ads can be used to produce a steady stream of new leads. Whether you’re adding new prospects, warming up contacts, or driving conversions, there are several complementary offerings that you can use to your advantage.

Let’s examine some of the best paired offerings for direct response advertisers, starting with campaign types.

Twitter Lead Campaigns

Have you ever meticulously crafted a campaign only to see visitors bounce off a bad landing page? It hurts. Skip the click-through, and capture the lead directly in the tweet by using Lead Campaigns. This tool is a great way to grow email contact and subscriber lists. To capture leads, simply attach a Lead Generation Card to your Sponsored Tweet, which allows users to submit their contact information.

For example, your company might be promoting an upcoming webinar. Using this campaign type, you can grow attendee lists right within Twitter.

Twitter ads lead generation cardUsers often don’t like leaving Twitter, preferring to stay within flow. The easy submission process within the card provides a low friction experience, boosting conversion rates.

Lead Generation Cards provide many benefits:

  • Dramatically increase the real estate of your tweet (This is true of most Twitter Cards)
  • Include a compelling image
  • Customizable calls-to-action
  • Easy email capture

Pro Tips:

  • Take advantage of the option to direct a Twitter user to a destination URL after submission. This allows you to add them to retargeting campaigns.
  • Add a hidden field to the Card so you can pass through unique lead source details to your Marketing Automation, Analytics, or CRM systems.

Website Clicks and Conversions Campaigns

Sometimes an email alone isn’t enough information to qualify a lead. Choose Website Clicks and Conversions as your campaign type when you’d like to direct visitors to your website to complete a form, purchase, or web action.

For example, you might be a SaaS platform for content management. You could use this campaign type to drive new demo inquiries for your sales team.

Twitter ads website card

Twitter Ads Website Card

Expand your Sponsored Tweet with a Website Card to include an image and call-to-action button.

Website Cards have some great features:

  • Increases the realty of your tweet within the timeline
  • Strong focus on the image, which is great for mobile
  • Clean headline space to prompt click-throughs
  • Supports customizable calls-to-action on your button text

Pro Tips:

  • Build multiple cards to test different headline, image and CTA button combinations.
  • Align your headline & CTA button copy.
  • Ensure you have website conversion tracking setup.
  • Include custom tracking to your destination URL (Learn how to create Analytics-friendly URLs)

Campaign Targeting

Twitter Ads offers a powerful set of targeting options. You can target live conversion topics, piggyback on others followers or only show your promoted tweets to specific handles.

Introduce your brand into the search or conversion with Keyword Targeting.

Keyword Targeting

In this field, enter different keyword combinations and match types to fine tune your audience reach.

Twitter ads keyword targeting


  • Target by Search Result – Your promoted tweet will show at the top spot on the results timeline for a user’s search query. For example, you might be a concert promoter and want to show up when users search for local hip hop artists, promoting your next show.

  • Target on User’s Timelines – Select this option to advertise to users whose tweet conversions contain that keywords topics you’re targeting. For example, you might be an online store that sells snow hardware. You can target keywords around “blizzard” and offer discounts on snowblowers to frustrated homeowners.

Followers Targeting

Target the follower base of any Twitter handle. This is a cost-effective way to influence followers of large brands, influential people,  or competitors. For example, AdStage is a PPC platform, so we might want to target followers of the PPC expert, Brad Geddes.

Twitter ads follower targeting

Tailored Audiences

Reach specific users on Twitter by their email, Twitter ID, mobile ads ID, or an action they took on your website. Have a list of email subscribers for your blog? Upload the email list and target them with an offer they can’t refuse. Are website visitors not converting? Retarget them to complete the conversion.

Twitter ads

Pro Tips

  • Marry these targeting types together, such as Tailored Audiences and keywords. For example, Sam, our marketing director, can advertise to PPC Managers from our email database who are tweeting about Twitter Ad platforms they’re testing.
  • Does your solution solve a pain point? Add it as a keyword target, and uncheck the filter for blocking tweets with negative sentiment.
  • Create a website list of visitors who converted. Advertise to new Twitter users who are likely to convert by selecting the “expand reach by targeting similar users” option.


Select the campaign type that best fits your needs, and include a complimentary Card creative. Then, fine tune your targeting with keywords and tailored audiences. Test until you find the best combination of Tweet creative and audience targeting that produces high lead volumes at low average costs.

Have you tried any of these lead generation techniques yet? We’d love to hear your feedback in the comments below.

The AdStage Guide to Twitter Ads

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

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

Where Ads Display

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


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

where twitter ads display


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

twitter ads promoted tweet on mobile

twitter ads promoted account on mobile

Campaign Objective

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


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

Website Clicks or Conversions

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

Tweet Engagements

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

App Installs or App Engagements

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

Leads on Twitter

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

No Specified Objective

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

Ad Types

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

Promoted Accounts

twitter ads promoted account example

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

Promoted Tweets

twitter ads tweet engagement example

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

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


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


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

App Install

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

Learn how to maximize engagement with Twitter Ad Cards.


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


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


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


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

Devices and Platforms

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

Keyword Targeting

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

Keyword Match Types

twitter ads keyword match types

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


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

Learn more about Twitter keyword targeting.

Follower Targeting

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

Interest Targeting

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

Tailored Audience Targeting

twitter ads tailored audience ID

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

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

Learn more about Tailored Audience targeting.

TV Targeting

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

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

Learn more about TV targeting.


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

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

Learn more about bidding and auctions on Twitter.


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

Daily Maximum

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


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

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

Total Budget

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

Learn more about setting campaign budgets.

Next Steps

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

See How AdStage Makes Twitter Advertising Easier

AdStage for Twitter Ads

The Do’s & Don’ts of Twitter Ads

Posted by on Nov 14, 2014 in Advertising, Social
The Do’s & Don’ts of Twitter Ads

Let’s face it, Twitter advertising can be scary….scary enough that a lot advertisers try to avoid it all together. Well rest assured, like any beast, it can be tamed. In this post, I will give you some helpful tips to step up your Twitter Ads game and create campaigns with confidence.

Twitter has over 284 million active monthly users, and over 1 billion tweets are generated every 2 days. Those active users aren’t just kids tweeting about the latest Kim Kardashian news, but they’re also comprised of business decision makers, managers and consumers alike. According to the AMA, 78% of executives are using Twitter everyday for business purposes.

Twitter Do’s

Given those huge numbers, it’s obvious that there’s a ton of opportunity on Twitter to reach your target audience with effective ads. First, lets take a look at some ways to set yourself up of success.

1. Control Your Targeting

Budgets have been known to exhaust very quickly in Twitter, and by the number of active users above, you can see why. Be very restrictive with how you target, and try not to go crazy with interests and followers initially. Broadening your audience like that will likely result in wasted budget, low relevance and a very poor return on ad spend. Instead, see how a smaller target audience will react to your ads, and respond accordingly.

2. Be Decisive with Calls-To-Action

People have very short attention spans; sometimes they just need to be told what to do. So tell them!

Pro Tip: If Retweets are your goal, don’t write “RT”. Spell it out; it just looks better. It will also likely be more effective in the beginning of the ad.

twitter ads retweet

3. Keep It Short Stupid (K.I.S.S.)

Ad copy with 50 or less characters tends to have a higher engagement rate. In fact, Twitter has seen 56% higher engagement with tweets that are between 10 to 49 characters.

4. Find What’s Working… And Do More

The whole point of testing is for this purpose. If you have a certain demographic that is working well for you, then build off that, and target similar demographics. For instance, say you are targeting followers of Facebook, Google and Twitter, and you find that Facebook followers have a higher engagement rate than the others. You can use Twitter’s search and find usernames like Facebook to help find more engaging folks.

twitter ads targeting

5. Test Content Across Multiple Demographics

This is particularly easy in AdStage, because we have built in the feature of Ad Groups, so you can easily test content across different demographics in a single campaign. However, you can also do this test natively; you would just build several campaigns and split your budget up amongst them.
Test content versions, iterate – Create 2 or 3 cards, only changing the call-to-action on the first go. Once you have enough data to declare a winner, test that call-to-action with different images. Continue this process until you’ve found your winning combination. Then, you can test your best card across different demographics.  *Need help with Twitter cards? Sam wrote a great post to help you here.

6. Be Mobile friendly

According to Twitter, 80% of users access Twitter on mobile. This statistic is important, because if you post content at the wrong time, (say, during most people’s morning commute) and your site is not mobile friendly, then you’ve likely cost yourself a lot of money for a poor return.

7. Be Consistent with Organic Content

People interact with things they know and find familiar, so coming out of nowhere with tweets may not provide the results you desire. Stick to 2-3 tweets/day, promote 3 or 4 a week, and you should soon see a steadier engagement rate.

8. Create a Sense of Urgency

Remember that Twitter has a real-time, in-the-moment nature, so use this to your advantage with content like limited time offers that inspire consumers to quickly respond.

Twitter Don’ts

Now, lets take a look at some ways you could shoot yourself in the foot. In short, don’t do these things.

1. Don’t Overuse Hashtags

You’ve seen this nonsense before. Don’t be that guy. Hashtags are great for conversational tools and finding content; just don’t use them for anything else!
twitter ads hashtags

2. Don’t Overuse Linkable Content

You want your value proposition to be clear and not pushed out because of a ton links in the tweet.

3. Don’t Ignore Negative Tweets

All feedback is good feedback.  You can even respond by saying you’ll address the issue offline; that works too. Just don’t publicly ignore criticism, as it makes your business look indifferent to customer concerns.

twitter ads negative chipotle tweet

4. Don’t Let Your Twitter Account Become Stagnant

Being socially engaged will keep your brand relevant and increase your likability.

5. Don’t Be Boring

People want to know you are human and not a robot. You do want to provide relevant content for your business, but humanize your tweets a little bit.


Twitter can be an intimidating beast in the world of online advertisement. However, I’m a firm believer that if there is a market out there, patience and proper strategy will bring you success, even in the Twitterverse.

Have more do’s and don’ts of Twitter? Share in the comments below.

Twitter Ads, Multi-Account Support and More Come to AdStage!

Posted by on Oct 24, 2014 in PPC News, Social
Twitter Ads, Multi-Account Support and More Come to AdStage!

This is our most significant release ever! This month we’ve added:

  • Twitter Ads Support
  • New Twitter Creatives App
  • New Audience Manager App
  • New Multi-Account Support
  • New Network Dashboards
  • New Account Groups
  • New Director of Product
  • And more…

Now Supporting Twitter Ads

We’ve integrated Twitter Ads into AdStage! You can now create campaigns, Tweets, and Cards; optimize campaigns with bulk editing and conversion tracking; and compare performance alongside other channels directly in AdStage. Learn more.

AdStage twitter ads dashboard

New Twitter Creatives App

Create and manage Promoted Tweets and Cards at scale with the new Twitter Creatives App. It gives you a bird’s-eye view of all creatives, along with helpful bulk editing features. You can even promote Tweets across multiple campaigns at once. Launch the app.

AdStage Twitter Creatives App

New Audience Manager App

Reach custom audiences, and retarget across Facebook and Twitter with the new Audience Manager app. Simply upload your customer list and they’ll be ready to target in your next campaign. Launch the app.

AdStage Audience Manager App

New Multi-Account Management

Do you manage multiple accounts from the same network? AdStage now gives you MCC-like control so you can work on multiple accounts within AdStage. Link your accounts.

AdStage Multi-account management support

New Network and Account Dashboards

As part of multi-account management support, we’ve added two new levels of dashboards to help you manage accounts. For example, you can view all AdWords accounts under an MCC, or all campaigns within one AdWords account. Visit your dashboard.

AdStage Network Dashboards

New Account Groups

Coming next week: Agencies and advertisers with complex account structures will be able to organize accounts into groups. This makes management and reporting across multiple brands easy. Manage your accounts.

AdStage Account Groups

New Director of Product

Please welcome our new Director of Product who will be helping drive development of our growing platform. Paul Wicker is joining us from Kenshoo and has over 10 years of experience building digital ad products. Meet the team.

Paul Wicker Joins AdStage

Get AdStage

Manage Google, Bing, Facebook, Twitter & LinkedIn ad campaigns together from one place with AdStage. Start your free trial today!

No credit card required. Try AdStage risk-free for 14 days.

AdStage Integrates Twitter Ads in Major Platform Expansion, Adds Multi-Account Features for Agencies and Large Advertisers, Hires Kenshoo’s Paul Wicker to Lead Product

Posted by on Oct 21, 2014 in Press Releases, Social
AdStage Integrates Twitter Ads in Major Platform Expansion, Adds Multi-Account Features for Agencies and Large Advertisers, Hires Kenshoo’s Paul Wicker to Lead Product

Brands and agencies can now build, analyze, and optimize ads across multiple accounts throughout all major search and social networks from AdStage.

SAN FRANCISCO, CA — October 21, 2014 — AdStage®, the all-in-one advertising platform that allows businesses to manage campaigns across search, social, and mobile ad networks from a single interface, announced today a major platform expansion following their $6.25 million series A funding that adds native support for Twitter Ads along with advanced functionality for agencies and in-house teams managing multiple accounts, and has hired Kenshoo’s Paul Wicker as Director of Product. The AdStage Platform supports campaign management and analytics across Google AdWords, Bing, Facebook, LinkedIn, and Twitter ad networks; and it is the only platform in the world with native API integration with this full suite of ad networks.

Twitter Ads Integration

As more advertisers add Twitter to their mix of paid channels, there’s a greater need for tools to create, manage, and optimize Twitter ad campaigns at scale. In response to this need, AdStage has integrated Twitter Ads into its powerful advertising platform as an official Twitter Marketing Platform Partner. Advertisers can now create and optimize full-featured Twitter Ad campaigns in AdStage, choosing from all possible campaign objectives and creative types; analyze performance with interactive dashboards and custom reports; quantify results with integrated conversion tracking; and unlock a host of other features exclusive to the Twitter Ads API. AdStage also features dedicated apps to simplify management of the most advanced Twitter Ad campaigns. The Audience Manager app helps manage tailored audiences and retargeting lists, the Twitter Creatives app helps create and manage Tweets and Cards at scale with bulk editing features, and the Automated Rules app automates tasks like bidding and scheduling to keep Twitter Ad campaigns running at peak performance. This integration is live today and open to all AdStage customers.

We’ve been eagerly awaiting a better way to manage complex Twitter Ad campaigns,” said Lennie Sliwinski, Marketing Manager at Hired. “Now, AdStage is going beyond what’s offered by the native Twitter interface to help us manage our campaigns, alongside our other growing channels, in a fraction of the time.”

adstage with twitter ads

Multi-Account Management for Brands and Agencies

AdStage also announced Multi-Account Management, an evolution in the platform’s architecture that gives large advertisers and agencies the ability to easily group and manage distinct ad accounts across their portfolio of brands. This development makes AdStage a powerful management tool for advertisers with complex account structures, such as in-house marketing teams with multiple accounts per network and agencies managing multiple clients. Multi-Account Management gives advertisers quick access to their account groups, unlocks new performance dashboards across the many levels of account structure, and opens up the ability to work on many accounts at once.

The UI of AdStage blows away any other ad management software I’ve tested for our agency,” said Greg Shumchenia, Social Media Strategist at NAIL Communications. “It feels less like you need a programming degree to figure it out, and more like a well-thought-out interface designed for consumers to take quick action with minimal to no training.”

adstage multi-network MCC management

New Director of Product from Kenshoo

To drive further development of the growing Platform, AdStage has hired Paul Wicker to be the Director of Product. Paul comes to AdStage from Kenshoo, a prominent campaign management platform for enterprise advertisers, where he served as Director of Product for Kenshoo Local. He brings more than 10 years of experience in product management, research and development, and competitive intelligence for digital advertising products. Prior to Kenshoo, Paul served as the Senior Manager of New Media Product Development at Yellowbook. Paul has an MBA from Villanova University and a BS in Political Science from The George Washington University.

Paul has tremendous knowledge of the space and is an important addition to our team,” said Sahil Jain, CEO and co-founder of AdStage. “With every key network integration now in place, Paul will lead the AdStage Platform’s growth vertically. He has firsthand knowledge on both the power of bulk workflow tools and the disadvantage of heavy enterprise software. Paul is well equipped to add depth to the platform, such as data-driven recommendations, additional bulk workflows, and the coordination of 3rd party app integrations in order to make AdStage the quickest platform to manage and optimize online ad campaigns.”

Stats and Availability

AdStage is available now with subscriptions starting at just $99 per month. Over 1,000 businesses, including Hired, LendingTree, and Zenefits, have used the AdStage Platform to actively manage over 20,000 ad accounts containing 100,000 active ad campaigns. To learn more and sign up for a free 14-day trial, visit

About AdStage

The AdStage Platform is a self-serve cross-network online advertising platform with full management and analytics for campaigns across search, social, and mobile ad networks like Google AdWords, Facebook, LinkedIn, and Twitter Ads. It’s an all-in-one marketing platform, complete with a suite of first- and third-party apps built on the AdStage API for advertisers of all sizes. AdStage has received $8.78 million in funding from Digital Garage, Verizon Ventures, Freestyle Capital, and others. Learn more at