Learning to properly use Twitter advertising can help you better spend your Twitter marketing budget. Once you finally commit to spending money on Twitter, rather than just using it for free, you have to know what you are doing so that this money is not just thrown away.
Many marketers have made the mistake of not understanding how Twitter Ads work, and have ended up targeting the wrong audiences. Do not make this costly mistake.
Learn the types of Twitter advertising
The Twitter Ads available to you are:
- Quick Promote: Easily promote your content with viral potential. It is there to help the most people engage with your content.
- Promoted Account: This the main tactic for getting more followers.
- Promoted Tweet: Twitter marketers primarily use this to A/B test different types of content and imagery.
- Promoted Hashtag: Take your best branded hashtag and have it promoted to everyone on Twitter, but you better have deep pockets.
The first three are very practical methods of Twitter advertising. Promoted hashtags, however, are cost prohibitive to all but the biggest international brands. Do you think that you’re a big shot? Okay; Promoted Hashtags can cost up to $200,000 a day.
Starting your Twitter advertising campaign
Twitter is going to help guide you as much as it can through the Twitter advertising process. To help things go along smoothly they have chosen four different goals that you can focus on accomplishing:
- Choosing your objective
- Determining your audience
- Setting a budget
- Writing your creative
Each of these steps breaks down into mini-tasks which will be examined in detail to follow.
Another form of Twitter advertising that you can look at is our Twitter Auto-Engagements Service. This will give you a certain number of retweets and likes, and added exposure, on a daily basis. Think of it as another expense in your efforts to popularize your Twitter content.
Choosing the objective of your Twitter advertising
Your Twitter advertising will be pointless if you don’t have some actionable objective you are trying to reach. To make this clear for you, Twitter has predetermined objectives:
- Promoted video views
- Website clicks
- Website conversions
- App installs
- App re-engagements
Choosing one of these objectives for your advertising all comes down to what you actually want to accomplish:
- Does your new Twitter account need more people aware of the fact it exists?
- Are you struggling with getting followers?
- Maybe you have a great new app that you know people will like… As soon as they actually install it.
Determine what you want to accomplish, use some Twitter analysis tools to see what is and isn’t working for you and your competition, and work backwards towards the objective you will need on Twitter to accomplish that. Your Twitter advertising will be meaningless until you determine your objective.
Choosing your Twitter advertising audience
Twitter has hundreds of millions of active users. You will want to focus on a particular segment of this enormous audience if you want to keep your budget reasonable. The way that you are going to do this on Twitter, with its wealth of data, is by looking at:
- What people are searching for.
- The content, and conversations, that they are tweeting about.
This is a very targeted form of Twitter advertising. Some would argue that it is invasive, but you can look at it anyway that you would like.
What you want to accomplish here is to find the Twitter audience which will be most likely to respond to your advertising well. McDonald’s chose poorly with their #McDsStories campaign. People are still making fun of them for it:
This morning I found a fairly large pair of floral granny panties in the parking lot #McDsStories
— Mary McHugh (李小美) (@mry_mchugh) June 17, 2015
Perhaps they should’ve focused closer on people who were just talking about them in a positive manner.
Here are the basic categories which will help you narrow your audience:
- Followers of relevant accounts (target competitors)
- Device used
- Behaviors, such as shopping habits
- Keyword targeting
If you want to narrow your audience even more use Twitter’s Audience Insights tool. It can help you narrow your focus on the correct audience, and get you more ROI for less money spent.
Setting a budget for your Twitter advertising
This is where many people using Twitter Ads for the first time make their biggest mistakes. It is so easy, given the enormous audience on Twitter, to overspend here on an epic scale. You are given the opportunity to:
- Set a daily maximum: I would recommend that you go no higher than $50 if this is your first time using Twitter ads.
- Set a total budget: Multiply the number of days that you want your ad to run for by your daily budget. This is another way to control costs.
I have heard from so many people who were using online advertising for the first time that saw their budget disappear on the first day and didn’t even know why. You have to work your way into it slowly, there’s no magical thing that I can tell you right now in order for your Twitter advertising to be a success. You need the first-hand experience with your specific goals. This will give you time to work out best practices, and see how audiences actually respond to your content.
From there, the price that you will pay for your Twitter ad is determined by a bidding process. You will be going up against other Twitter accounts that are also aiming for your keywords/audience. This will lead to some flexibility in your costs.
Coming up with Creative for your Twitter advertising
Now it is time to create the content, that’s the words and images, that will be in your Twitter ad. This will largely be determined by the type of ad which you choose. If you are choosing to use a Promoted Tweet I recommend that you:
- Include a link so that people can click on it and learn more about you.
- Do not use any hashtags or @mentions. Those are used to get exposure, but you are paying for Twitter ads to give you exposure. The only time you will use a hashtag in a sponsored tweet is if it is a highly branded one specific to your account.
- Use some sort of call to action. Urge people to click, get them to sign up, ask them to retweet, or any other goal which can be accomplished on Twitter. Take the opportunity to get them to take some sort of action once they see your ad. This makes Twitter advertising active rather than reactive like most forms of marketing.
- Add on our Twitter Retweet Service to amplify the message even further. This will make it look successful to anyone it is promoted to, thereby increasing the effectiveness of your Twitter advertising.
This could be the funnest, and the most important, part of your Twitter advertising campaign. You can’t put in all the work that you put in during the three steps above only to stumble with something as simple as not having an actionable goal for your ad, and the words/content which will push people towards your goals.
Here are a few examples of tweets with actionable words and content that you can use to guide your own Promoted Tweet:
— Thor (@thorofficial) October 31, 2017
— Justice League Movie (@justiceleaguewb) October 31, 2017
— The Nobel Prize (@NobelPrize) October 27, 2017
Each one asks the reader to take some sort of action, and it combines that with compelling visual content. There is a high probability of success with these tweets as both advertisements, and as common tweets.
Using Twitter advertising effectively
There are many different reasons to use Twitter advertising. The main ones are either to grow awareness of your account, or to drive traffic to your website. Twitter themselves are aware of the fact that accomplishing these two goals can be complicated, and guide you through the process:
- Choose an objective you would like to accomplish with your Twitter ad.
- Determine who your audience will be.
- Set a daily budget, and a total budget.
- Write the creative for your tweet.
Twitter advertising is an exciting way to get your message out to your audience. It can be hyper-focused, and help you connect with people who are truly interested in your content, your products, and your brand.