Advertising on Twitter doesn’t mean you have to settle for 140 characters.
Beyond plain text, hashtags and shortened links, there are several useful ad units to expand your Tweets and increase engagement. In this post, I’ll show you how to use Cards to maximize engagement in Twitter Ad Campaigns.
What are Cards
Cards are add ons you can apply to Tweets that help capture the attention of your audience with images and call-to-action buttons that are tailored to your goals. Currently, there are four types of cards from which to choose: one to promote web pages, another to collect leads and two to promote app installs.
A Website Card makes it easy for you to promote web content and drive traffic to a URL. It adds a large custom image to your Tweet, along with a call-to-action button, and it helps your content stand out. Whether you’re promoting your home page, a blog post or your landing page, Website Cards make your content pop and look much better than some bit.ly link.
Lead Generation Cards
Lead Generation Cards waste no time capturing user interest. Rather than driving clicks to a landing page and then asking for the lead, Lead Generation Cards ask for the lead right in the Tweet and give potential customers a quick way to request more info. The input field is placed right in your Tweet! It doesn’t get much simpler than that.
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.
The last two card types, Image App and Basic App Cards, are all about driving app installs. The only difference between the two is whether or not you’d like to include a large custom image.
Basic App Cards are more basic (naturally), and promote installs of your app by expanding the Tweet to include an app icon and “Install” button.
Image App Cards (you guessed it) also include an image.
- You can create Cards from within the Twitter Ads interface by clicking “Creatives” in the top navigation.
- Then, choose “Cards” from the corresponding dropdown.
- Next, choose the Card type, and click the corresponding create button.
- From there, simply fill out the required fields, and upload any necessary custom images.
Pro Tip: If you need help creating images, I strongly suggest using Canva, a free and easy-to-use web based image designer.
Adding Cards to Promoted Tweets
Once created, you’re able to add Cards to new Tweets by clicking the Attach Card button.
Your Tweets will never be the same…
What do you think? Are there any other types of Cards you’d like to see next?
The app industry continues to grow substantially, following increased usage of smartphones. Gartner reported in 2013, 102 billion apps were downloaded, equating to $26 billion in sales. Ad budgets are shifting to mobile and the ad networks are accommodating. To capitalize on growing demand, advertisers can now create app campaigns across Google AdWords, Facebook Ads, and most recently, Twitter Ads.
Promoting an app can be different than running a lead generation or retail e-commerce campaign. Take advantage of each networks app campaign settings.
Create at least one unique campaign per app, and assign a budget.
Nothing pains an advertiser more than when they build a thorough campaign only to see click-throughs bounce off the landing page.
App installs ads remove the need for a destination url, instead allowing the target audience to download the app right on the ad itself.
Drive App Engagement
Use this ad type to remarket to app users, keeping them actively using your app.
App engagement ads help increase monetization, aiding in the engagement and retention of the app.
There are many types of apps (subscription based, in-app purchases, free with ads, etc.), and each will have a unique set of KPIs to measure engagement. Optimize towards your core KPIs, driving more users to complete your desired action.
*Note: AdWords app engagement campaigns are currently in a closed beta.
Set up conversion tracking to report on total installs, cost-per-install metrics, or custom engagement metrics.
App Conversion Tracking by Network
Add a snippet of code from Google to your app.
Optimize for KPIs
While impressions, clicks, click through rate, and avg. CPM/CPC trends are important to track, advertisers should be laser focused on two key metrics – total conversions (which can include engagement) & cost per conversion.
Continually test different targeting and bid combinations to increase new installs, cost-effectively.
Take advantage of advanced bidding types to drive conversions.
Advanced Bidding Options
Apply bidding types that optimize for your key metrics.
Drive more installs with conversions optimizer.
Test Optimized CPM, bidding on actions. Once enough historic installs occur, then CPA bidding will be available, and it’s one of the most cost effective bid types for installs.
Bringing it Together
The release of dedicated app campaigns have armed advertisers with a lot more flexibility and optimization tools when promoting an app. As mobile usage continues to increase, app ad budgets will grow larger
Are you tired of people leaving your site without signing up, placing an order or doing anything of value? You should be. After all, it took a lot of effort getting them onto your site in the first place. But bounced visitors don’t have to be a total loss because you can recapture them with remarketing ad campaigns. In this post, I’ll connect you with resources that will help you get started creating and optimizing your remarketing campaigns that bring back visitors and make them customers.
About Remarketing Campaigns
Remarketing, known also as “retargeting,” gives you a way to show follow-up ads to people who’ve visited your site before. This makes it a great way to win over potential customers that are considering your offer and re-engage past customers.
I’ll be covering three major self-serve channels below, but there are full-service providers that can create and manage remarketing campaigns for you.
Google AdWords Remarketing
Google AdWords offers a way to show traditional remarketing ads across a wide variety of websites through the Google Display Network. It’s a great way to show ads to past visitors no matter what sites they visit as they browse the internet.
For a detailed walkthrough, read How to Create Remarketing Campaigns in Google AdWords.
Another option is to customize your AdWords search campaign for people who’ve been to your site before with remarketing lists for search ads (RLSA). Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites. RLSA let’s you tailor keyword bids and ads to these visitors when they’re searching across Google and it’s a very unique spin on Remarketing.
Facebook Ads Remarketing
Facebook Ads gives you the ability to show remarketing ads and promoted posts to past visitors as they browse Facebook. The process involves creating a custom audience for your ads that is built with website visitors. Of course, you can further refine your website custom audience with Facebook’s incredible audience targeting parameters.
For a detailed walkthrough, read How to Remarket on Facebook with Website Custom Audiences.
Twitter Ads Remarketing
Twitter offers a way to create remarketing campaigns that show promoted tweets to past site visitors as they use Twitter. It’s great for heavy Twitter advertisers. To make the most of your promoted tweets, try including a special offer inside a Website Card.
For a detailed walkthrough, read How to Create Retargeting Campaigns with Twitter Ads.
7 Tips to Supercharge Your Retargeting
To ensure your retargeting ads are primed to drive results, check out this list of 7 tips to boost retargeting performance.
Twitter announced the ability to create your own remarketing campaigns from the Twitter Ads interface. While remarketing has been possible on Twitter since December, you’re no longer required to go through a third-party partner to set it up.
In this post, I’ll walk you through the campaign creation process to help you build your first Twitter remarketing campaign.
How Twitter Remarketing Works
Remarketing (also known as retargeting), allows you to show unique ads to people who’ve visited your website before. It’s a great way to bring back people who didn’t become a customer the first time they came to your site, or previous customers who you want to engage with your site again.
Twitter Remarketing Overview
How to Create a Twitter Remarketing Campaign
The process of creating a Twitter Ads Remarketing Campaign is simple and completely self-serve.
1. Create the tag.
First, you’ll need to create a new website tag from within the Conversion Tracking tab. You can even edit one of your existing conversion tracking tags to collect data for remarketing.
2. Install the tag.
Next, you’ll place the website tag onto the pages of your site that you’d like to collect visitors from. This could either be a high traffic page, like your home page, or it can be a page only engaged visitors will visit, like your pricing page.
Now, when visitors come to this page, they’ll be added to a “tailored audience.”
3. Create a campaign targeting this audience.
Now all you need to do is create a campaign that targets this tailored audience. When creating your campaign, choose “Tailored audiences” as your targeting type, then choose “Website visitors” as the source. Finally, choose the remarketing audience you just created.
Get Started with Twitter Remarketing
That’s all it takes! Your website visitors will begin seeing your promoted account or tweets in their timelines and will be encouraged to consider you again.
To make the most of your promoted tweets, try including a special offer inside a Website Card.
Direct response ads on Twitter are easier than ever with Website Cards. They give interested users a quick summary of your website along with an easy way to visit and they’re a great way to promote your landing page on Twitter.
Twitter Ads Website Cards are larger and more engaging that a standard tweet. They feature a large image attached to your tweet, but unlike normal image attachments that open up a larger version of the image, clicking on the image in a Website Card will send users to your landing page. This makes it ideal for driving traffic to landing pages.
Create a New Website Card
To create a new Website Card, you’ll first need to visit the Twitter Ads homepage. If you haven’t created a Twitter Ads account yet, use this link to can get $50 in free Twitter Ads credit.
- Click “Creatives” in the top navigation.
- Select “Cards.”
- Select “Website” below the “Card” tab.
- Click “Create Website Card.”
Populate the Card Content
Here is where you’ll put together the content and look of your card. Don’t worry about the body copy, that actually comes later when you attach this card to a tweet. All you need to do at this point is create one awesome website card with an image and a landing page, then you can attach it to multiple tweets and A/B test it.
The first piece of content to add to your Website card is the most important: the card image. Your card image is what will catch your audience’s eye and communicate the value of your offer. Consider adding text to your image to really drive home the message.
Next, you’ll add the website title to tell people where they will go once they click on your tweet. You don’t have to use your site’s actual title, instead use copy that describes the site in an enticing way. This will show up below the image, next to the call to action button
Now you’ll input the URL of the page you’re driving traffic to. Learn how to choose your ad’s landing page.
Note: Unlike typical traffic from Twitter, visits from Website Cards will show up in your web analytics tool as referral traffic. To keep your analytics clean, you’ll want to tag this URL . Learn how to tag URLs for Google Analytics.
Next, give your card a descriptive name. This will help you differentiate between other cards you create and won’t be shown to the public. Now your card is ready to be added to future tweets!
Add to Campaign
Now that you’ve created your Website Card, you’ll need to attach it to a tweet within a campaign. You can either choose an existing campaign or create a new campaign.
Compose a New Tweet
Once you’ve chosen the campaign, you’ll need to compose a new tweet. This will serve as the body copy for your Website Card.
Pro tip: Don’t include any links or hashtags in the tweet copy because you want to limit which links your audience can engage with. No one wants to pay for clicks on a hashtag. #moneydoesntgrowontrees
Attach the Card to Your Tweet
Before you submit your tweet, click the Cards icon and select the card you just created to attach it to this tweet.
Once selected, your card will appear as a link in your tweet.
Finally, click “Limited Delivery Tweet” to save this tweet. This will be created as an unpublished tweet that will only be visible to this campaign’s audience and won’t be posted to your public timeline. That’s all it takes!
If you’d like to save time managing Twitter Ad campaigns, by managing ads in bulk and setting up automated rules to handle optimization, check out AdStage.
Are you looking to launch new ad campaigns and unsure of how your budgets should be set to start? We’ll walk you through the decision making process here to start you off on the right foot. And don’t worry, your budgets can always be changed and changing them will be one of the most enjoyable steps you take to optimize your campaigns.
How Campaign Budgets Work
First, let’s look at an overview of budgets. Budgets are set at the campaign level and dictate just how much you’re willing to spend on ads in that campaign over a given period of time. Typically, budgets are measured by day, although some networks like Bing Ads & Facebook Ads offer monthly and lifetime budgets as well.
Daily budgets are not always firm limits and, in the case of Google AdWords, you could go over your daily budget. AdWords may go over your daily budget by as much as 20% in order to compensate for fluctuations in search volume that happen in any given day. However, AdWords will prevent your campaign from going over your budget for the month as a whole and will credit you if spend goes over the effective monthly budget.
It’s unlikely that your campaigns will be profitable from the moment you launch them, so set aside a budget that will help you get started testing the waters and collecting data. It’s tough to say just how much is appropriate for you to test with, but I hope you can spend at least $30 per day per campaign.
Need to spend less? That’s ok, but you may need your campaign to run for several weeks to collect data. Able to spend more. Do it. Your budget will dictate just how much data you’re able to collect and how quickly you can get it.
Choosing a Campaign Budget
To choose your campaign budget:
- Take the total budget you’ve set aside for digital advertising for the month and divide it by 30.4. This will be your overall daily budget.
- Take your overall daily budget and divide it by the total number of campaigns you are launching across the different ad networks. This will be the initial campaign daily budget.
- Apply the campaign daily budget to each campaign you are launching. This will help you manage your total budget across your campaigns.
After the first days and weeks, you’ll collect traffic and conversion data for your campaigns. You can move money out of campaigns that aren’t spending their budget and use your performance data to reallocate money towards your best performers.
Reallocating by Spend
After a few days, you will be able to see which campaigns are spending through their daily budgets and which are hardly touching their budget. You can then take money out of the latter and reallocate it towards the former.
Reallocating by Value
It may take a few weeks, but if you’re tracking conversions you can see which campaigns are most profitable. With this data, you can move budget from the low converting campaigns into the high converting campaigns.
If you’re using AdStage for ad reporting and tracking conversions, you can group campaigns into a folder and use our budget optimizer to automatically reallocate your budget towards the campaigns that are resulting in the most conversions, regardless of network.
For years, businesses have used Twitter to reach customers and spread their marketing message for free. And until recently, only big brands were able to use Twitter Ads to promote their Tweets and accounts to the masses. Luckily, in late April Twitter Ads became generally available to all U.S. users. Finally, small businesses have the ability to expand the reach of their Tweets and accounts without going through account managers or committing to a huge budget. Now we’re going to help you get started with Twitter Ads so you can test the channel for yourself and see how it can grow your business.
Reach More Customers
You’re probably already using Twitter for your organic marketing efforts and have seen the value of the medium. Twitter Ads can take your Twitter account and expand it to reach more customers at scale. Use it to grow your presence by either promoting your account to new followers or use it to amplify your Tweets and promote your message. Twitter Ads even has powerful targeting features to let you reach your customers by keywords, interests, location, device, and gender.
Use it to grow your presence by either promoting your account to new followers or to amplify your Tweets and promote your message.
We built AdStage Express because we know the value of running ads on multiple networks. You never know how much a network can impact your business until you test it. While you can’t yet launch new Twitter campaigns through Express, we have teamed up with Twitter to offer our users $50 in free Twitter Ads credit. We are working hard to add Twitter to the suite of networks we already support, but in the meantime, if you’re new to Twitter Ads and based in the US, be sure to claim your free credit before creating an advertiser account and then test the network for yourself.
Just 4 Steps From Creation to Launch
If you are eligible for a Twitter Ads credit you will receive a confirmation email directly from Twitter. To get started visit ads.twitter.com and sign in using your existing Twitter account. You’ll be presented with a welcome to Twitter Ads, an explanation of the two types of promotions, and an overview of the 4 steps involved in getting started. Click “Get Started” to… you know, get started.
1. Select Your Targeting
First, you’ll select the locations you’d like to target with your ads. For example, I chose the “San Francisco-Oakland-San Jose” metro area for my ads.
- You can also target people based on the accounts that they are likely to follow. This is where you can add industry influencers. For example, if I were targeting SEO professionals, I would add @mattcutts.
- Clicking “More targeting options” expands a drawer with three more targeting options: interest categories, devices, and gender.
- Throughout this step, a counter in the top right indicates the predicted size of your audience. Making your audience too narrow will limit your reach, so be mindful of it. The actual volume of your campaign targeting will depend on both your budget and how frequently your audience logs onto Twitter.
2. Choose Your Promotion
In this step, you can select the Tweets you’d like to promote to your audience. You can choose one or more of your previous Tweets, or compose a new Tweet and it will be eligible for promotion. If you choose to promote your account, it will be promoted according to the targeting you set in the previous step.
3. Set Your Budget
Now you can select which types of promotion to continue with, along with their corresponding bids and budgets.
- To promote your Tweets and get your message out there, click “Promote my Tweets.” Then set a maximum daily budget and a max bid per engagement. You’ll pay for an engagement when a user clicks on, retweets, @replies, or favorites your Promoted Tweet.
- To promote your account and get more followers, click “Promote my account.” Then set a max daily budget and the price you’re willing to pay for each follow generated by your promoted account.
- Then click Save to continue
4. Provide Your Billing Info
This is where we all get shaken back to reality: you’ve got to give a credit card to continue. Hopefully you’ve claimed the free $50 credit we pitched above to help you get started. Provide your billing information and click continue.
That’s it! You’re now presented with an overview of your campaign where you can verify your settings.
So how do you plan on using your $50 credit? Are you trying to gain followers in your industry? Share your content and resources in Tweets? Or just get your marketing message out there? Let us know in the comments!