An Introduction to Twitter Ads
For starters, Twitter is a powerful tool for engaging your audience, but in this article, I will assume that you are already using all the best practices to manage your Twitter presence.
- You follow relevant people in your industry
- You participate in conversations, instead of just blasting out tweets
- You answer people’s questions and are helpful
- You use the search feature to find the best people to connect with
If you’re already doing all of that, then the next step is to…
Kick it up a notch: Twitter Ads
- You can pay to promote a specific tweet
- You can pay to promote your entire account
- You can pay to promote a trend
In addition to the types of promotions, there are different types of ad cards, which allow you to drive traffic to:
- A website
- Drive app downloads
- Generate leads directly off a twitter form
Why use Twitter?
Twitter ads allow you to connect with more of these types of users, and also allows you to ensure that these users are seeing your message.
Where do you see Twitter Ads?
- Promoted tweets appear in a user’s timeline, in search results and on certain partner sites
- Promoted accounts appear in the timeline and in the account search screen
- Promoted trends appear in the trends list and in search results
These ads can also appear on relevant user profiles and in the official Twitter clients.
When do you see Twitter Ads?
Much like other ad platforms use information available to them about a user to determine their interests, Twitter does the same to display only the most relevant ads to their users. This is based primarily on the user’s behavior on Twitter. Who did they follow? What did they like? Retweet? Reply to?
In addition, a promoted tweet will only target each user once, so you know that when you spend money on Twitter ads, you’re targeting different people.
Some Tips on Building an Engaging Twitter Ad
- Understand your objectives. If your goal is to grow you audience, doing a promoted tweet probably won’t help you as much as doing a promoted account. If your goal is to drive traffic to your website, a promoted tweet might be the way to go. Luckily, Twitter’s ad interface has been redesigned to help take the guess work out of this for you by starting with your objectives.
- Target the right audience. With any ad, knowing your audience is key, but with Twitter, it might be even more important. Because of the “firehose” nature of Twitter, in order for ads to stick with a user they have to be very relevant to them. Use interest keywords, geography, gender, and even device to target your users.
- Use multimedia. Twitter has evolved from the days of 140 characters and nothing else. Now, the tweets with the most engagement are picture and video tweets, so whenever possible, be sure to include images and if possible, video, in your promoted tweets.
- Test multiple messages. One of the best parts of Twitter is how simple it is to craft new ads and test them to see which get the most engagement. Unlike other platforms where there are strict rules about ad format, Twitter is essentially just a short piece of text followed by a piece of media, so try out a bunch of different creatives to see which works best.
- Have a hook. In most cases, users on Twitter aren’t there with an intent to buy, so if you’re going to draw them in, you need to offer them something enticing. Using a promotion as part of your Twitter ad is a great way to do that.