Our Guide To Maximising Twitter Ads Campaign Success

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Twitter have had their ‘Promoted Tweet’ advertising running for a while now, and much to the delight of many businesses they recently decided to up the ante by rolling out new options for API advertising on their social network. But what does it all mean for your business? Take a look at what exciting new features Twitter advertising has to offer and how exactly you can use these to maximise your Twitter ad campaign success. 

Promoted Tweets and Accounts

Twitter has two main ways of promoting your company, and both have two different end goals and outcomes. Promoted accounts means Twitter will recommend your account to specific users as a person to be followed because you will be of interest to them. Whereas Twitter would normally just generate a random flow of potential accounts of interest for a user, you can guarantee your account remains there until they follow with a promoted account, and you then pay per click. So the goal of this would be to gain more followers.

With promoted tweets, the goal is to gain more engagement and/or drive traffic from your Twitter site to your actual website/blog via a link within the tweet. When you promote a tweet, it will appear in users’ news feeds who are most likely to find it of interest and will be posted there at optimised times for maximum exposure, decided on by Twitter. Then you pay per engagement (per link click, or reply, or RT, etc). You can also gain followers through this method as if people like your tweet they are likely to check out your page and follow, but if gaining followers is your main concern then the promoted account ad will get you results faster.

How do they know which users will find it interesting you ask? Read on to find out more about the targeting options that help Twitter get to know your audience.

Targeting Options

Twitter offer a range of targeting options ranging from the basic geographic targeting right up to specifics such as the device used to access Twitter. In order for you to maximise campaign success using the various available targeting options, you need to know what your target customers are tweeting about, what and who they are engaging with, the typical language they use to tweet, and what devices they use to access Twitter.

Keyword Targeting

Twitter recently decided they consider keywords to be of first class importance when it comes to targeted advertising, allowing advertisers to target their ads based on keywords that have appeared in a Twitter user’s recent tweets and tweets they have engaged with (RTed, replied to, etc). Twitter say this will improve user experience when it comes to ads, as they won’t see an increase in Promoted Tweets in their timeline, and what they will see will be much more relevant to their interests.

Interest Targeting

This feature allows you to target people who have similar interests to a particular Twitter user. For example, if you wanted to target users who were interested in digital marketing, you would use @Evonomie as the main user, targeting all users who have similar interests to our followers. You can also select from over 250 pre-specified interest categories, and Twitter will target users based on if they follow and/or recently engaged with a user/post relating to this interest.

Device Targeting

This option is perfect for people launching a new device or platform specific app or website, as you can target users of the particular device or platform only. For example, if you have launched a new mobile website or app, you could set the ad to appear only when someone is using Twitter via the Twitter mobile app or mobile website. If you are launching a new iOS app, you could target only people using Twitter via the iOS app or website.

For examples and tips on what to do and what to avoid when researching your audience for targeting, see our article on ‘Social Media Errors To Avoid’.

Twitter Ads API

For experienced companies who don’t feel that the basic Twitter ads self-service interface is giving them enough options to play around with, Twitter has now introduced ads API to the mix. Not only can you utilise this to create a more tailored advertising platform for your company if you have the resources, you could also help Twitter to improve its advertising interface and receive a cut for your trouble.
With partners including Adobe, Salesforce and Hootsuite already signed up to help Twitter and grab their share of the advertising wealth, it’s a win-win situation as the advertising interface will improve and generate more revenue for Twitter and more success for companies and their campaigns, and they will get a share of that revenue as well as increased revenue of their own due to their ad campaign success.

Costs and Click-Through Rates for Twitter Advertising

The good thing about Twitter ads is that small businesses can still get as much out of it on a minimal budget as larger companies can who can afford a much larger budget.

With their self-service ads interface, you can go on and set the budget you want to spend as well as utilise the targeting to ensure not a penny gets wasted in irrelevant exposure or accidental clicks.

For a large business, the budget needed per day for Promoted Tweets and Accounts is around £20k and for large US based businesses it’s around $100k.

Small businesses are recommended to bid between 20p and £2.00 (or $0.50 to $3.00 for US SMEs) per engagement for Promoted Tweets, and a budget of £100 could be expected to last you around 4-7 days depending on the keyword popularity.

Click-through rates and conversions are far better than with traditional pay-per-click (PPC) advertising methods used by search engines, with Twitter boasting engagement rates of 11% and click-through rates averaging around 3-4%. More statistics and business case studies can be found here on Twitter’s advertising blog.

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