In some cases squeezing the most out of your social presence means running the periodic paid campaign. And as brands continue to step up their social advertisement budget, Twitter is no exception.
As a matter of fact, Twitter advertisements stand for an absolutely different beast versus the likes of Facebook or Instagram. Engagement rates for Twitter campaigns grew by 151% last year, with the platform attributing a lot of its success to the appeal of its video clip advertisements.
In this guide, we'll break down just how to get started with Twitter ad, what makes an awesome ad and how you can score a greater ROI for your campaigns.
Now, let's dive in!
WHY TWITTER ADVERTISEMENT DESERVES YOUR FOCUS
Let's begin with the elephant in the room: why bother with Twitter advertisements in the first place?
Sure, brands have no shortage of options when it comes to running paid social campaigns. Nonetheless, below's what sets Twitter ads apart:
TWITTER ADS ARE SUBTLE
The charm of Twitter advertisements is they're normally not in-your-face or annoying. Entirely scrollable and naturally integrated right into the feeds of relevant followers, increasing awareness for your brand is at the core of any given ad. Twitter themselves noted that 41% of users buy a product after direct exposure to an advertisement within thirty days.
TWITTER ADS ARE INEXPENSIVE
Twitter's platform allows you to pick and choose specifically who you want to target and how much you intend to spend. The outcome? Fewer lost ad cash as you zero in on the leads that mean the most to your brand. Complete control of your budget is always a plus, right?
TWITTER ADS ARE HIGHLY CUSTOMIZABLE
It's no secret that social media video ads represent the bread and butter of Twitter advertising. From promoted videos to in-stream ads to sponsored content, brands have lots of freedom to tailor their advertisements as they dim fit. Twitter asserts that their video ads are twice as memorable to customers and advertisements than on other competing social platforms.
Twitter's video advertisements boost high engagement rates.
While the benefits of Twitter advertising are clear, what options are available to brands who want to explore the platform?
Twitter advertisements can be broken down into 3 distinct categories.
Let's have a look at each one to find out more:
(A) PROMOTED ACCOUNTS
For brand names looking to boost their followership, Promoted accounts represent prime real estate on Twitter.
This type of advertisement essentially puts your brand name both in front and center, in your audience's "Who to Follow" sections, leaving you only a click away from new prospects.
Considering the fact that individuals still have to manually follow your brand's page, even when it's being promoted, you don't run the risk of disrupting user experience. Actually, 85% of Twitter users think about promoted accounts to be both relevant and helpful.
(B) PROMOTED TRENDS
An additional approach to get your brand in front of more followers is to put yourself on top of your audience's trending topics. Utilizing a branded hashtag, organizations can encourage clicks and also followers by pushing a relevant promotion, event or announcement.
Promoted trends is a smart means to start a discussion regarding your brand and also at the very least stimulate people's interest concerning what your organization is up to.
(C) PROMOTED TWEETS
Okay, now we're entering one of the most essential piece of Twitter advertising.
Promoted tweets are where brands really shine in terms of creativity, personality and ad efficiency. Through promoting specific tweets, you basically press a bite-sized billboard to your target audience.
The objective of these advertisements is to eventually drive clicks that equate into followers and leads.
Although Twitter themselves push for marketing experts to explore video advertisements, static pictures can likewise be just as effective.
Promoted tweets can additionally be presented in the form of a GIF, giving marketing professionals the advantage of trendy visuals without having to bother with sound editing and enhancing.
SETTING UP AN AD CAMPAIGN ON TWITTER
Alright, so let's get down to the core. How do you really set up a Twitter marketing campaign? The process itself resembles that of running a Facebook ad, yet if you're totally new to social advertisements we've got you covered.
For starters, you're going to need a dedicated Twitter account for your business. Any ad campaign you create will ultimately be tied to a single account, so it's better to utilize a brand account instead of an individual one.
To start the process of building out a campaign, look into the Twitter advertisements page in your twitter account.
Selecting a Twitter marketing objective
Do not panic. Each of these described objectives are just goals of promoting a specific tweet. Your selected objective decides just how your tweet's performance will be gauged as well as how the pricing of your ad is determined.
For instance, Awareness campaigns charges you for impressions, Follower campaigns charge you per follow you get, web clicks and conversion campaigns charge you for website clicks and so on.
The choice is your in terms of what you want to pay for, yet each of these options centers around the very same goal: promoting your tweet.
Let's say I'm seeking some extra attention to one of my newest blog posts, channeling website traffic from Twitter back to my website to cause clicks and downloads. In this case, we'll click the "Website clicks and conversions" option.
Here you're able to name your campaign, set up your budget and decide the time parameters for your ad. These fields are pretty much consistent across the various types of promoted tweets.
Creating an ad campaign on Twitter
Here you choose which tweet you wish to promote. Bear in mind that unlike other platforms where you may actually build a particular ad, you're merely utilizing a tweet. You have the option of either using an existing tweet to advertise or crafting a new one.
Additionally, you have the option to decide where your tweet will show up throughout Twitter as well as what ideal categorizes it. The more places you advertise your tweet, the costlier your campaign will be. Just keep that in mind.
Picking a tweet to promote
Click "Next" and also you'll be directed to the part of the campaign-building process where you define your target audience
Picking and choosing your Twitter target market
The platform notes that it's in your best interest to drill down and get specific in terms of who you're targeting. The audience summary bar on the right hand side of the screen helps indicate whether or not your audience is too broad.
Narrowing down your Twitter advertising audience.
From keywords and behaviors to interests and ages, there's plenty to experiment with here. As soon as you're happy with your results, it's time to price out your campaign.
Setting your Twitter marketing budget plan
You have a couple of options in regards to exactly how your ad bidding functions.
After setting your budget plan, you can choose to have your ads run automatically based upon Twitter's algorithm (Automatic bid), run based on an average cost per bid (Target price) or pay for maximum visibility (Maximum bid).
Finally, you're sent to a confirmation page where you get to review your ad information and preview your ad
As you can see, the procedure of setting up a campaign is reasonably quick and painless.
Naturally, you're going to want to really hone in on your audience and figure out your budget when it comes to running your very own campaign.
It may take some fine-tuning and concession to find a wonderful place where you're willing to spend. Do not be afraid to spend time experimenting in the platform prior to giving your campaign a thumbs up.
Twitter Advertising Examples & Best Practices
Now that you understand the in's and out's of setting up an ad, let's briefly discuss the best practices of Twitter advertising.
What makes a solid Twitter ad? Based upon Twitter's own recommendations;
(I) Educational and "how-to" image and video previews represent the type of ads that drive clicks and shares.
(II) Education and “how-to” previews GIFs are both entertaining and encourage followers to find out what happens next.
(III) Fantastic ads tell stories plain and simple. A long-form video advertisement shows just how much emotions and inspiration can be loaded into a single tweet.
(IV) Social media is a brilliant way to take your audience behind the scenes, take advantage of the power of live video to show off to your followers.
(V) GIF-based slideshow ad, yes slideshows allow you to show off multiple products in a single tweet, all the while grabbing the attention of those scrolling by.
(VI) Last but not least, asking questions from your audience is a tried-and-tested way to tap into someone’s curiosity. An ad that poses a question, poses a problem and presents a solution all in the same GIF.
And these creative examples only scratch the surface of what you could do with your own ads. Anything you can fit into the confines of a tweet could be potential fuel for a Twitter advertising campaign.
As a final side note, these tips apply to your Twitter marketing strategy beyond the realm of ads. After all, a variety of visual content to share with your follower can help you stand out from your competitors at a glance
And also these innovative examples just scrape the surface of what you want your own ads. Anything that can match the boundaries of a tweet could be potential gas for a Twitter ad campaign.
Are You On-board with Twitter Advertising?
In an era of social media advertising dominated by paid campaigns, Twitter represents a prime opportunity for brand names to raise awareness.
Twitter's fast-paced nature means that brands must take particular care when it comes to what kind of advertisements they decide to run. With a focus on visual contents, Twitter advertising is perfect for catching the eyes of new followers and buyers alike.