Creating Effective #TwitterAds
Ian Mackie
Director of Strategy
Point It, Inc
“There are 500 million plus tweets per day…
Average time spent per week = over 4 hrs…
Mobile users are 66% more likely to ...
To promote or not to promote…

11/17/2013

3
Agenda
›
›
›
›
›

11/17/2013

Promoted Tweets – Keyword vs. Interest Targeting
Campaign management
Finding the right audie...
Promoted Tweets – Keyword Targeting
› Reach people that search, tweet about, or
engage with specific keywords

11/17/2013
...
Keyword Targeting
› What is it good for?
›

query and/or purchase intent – be there when it
matters

›

Direct response

›...
Promoted Tweets – Interest Targeting
› Reach people with specific interests or who
are similar to followers of specific ac...
Interest Targeting
› What is it good for?
›

Conversation

›

Brand awareness

›

Reach

›

Events

› Performance expectat...
Tweak your Targeting
› Geo - DMA + Zip Code (new!)
› Device:
›

desktop & laptop

›

iOS, Android – by device & versions
(...
Campaign
setup

Campaign Management
Is there really a “right way”?

Audience
Segmentation

Reporting

11/17/2013

10
Campaign Set-up
› Use a naming structure that makes sense to
YOU (for quick viewing & reporting)

› Break out mobile vs. d...
Audience Segmentation
› Do your research
› Plan to experiment

11/17/2013

12
Audience Segmentation
› Interest targeting
›

use Instant Search & Popular Accounts to find
related handles

›

Find the i...
Audience Segmentation
› Keyword targeting
›

11/17/2013

Exact, phrase, broad + negatives

14
Ads Reporting
› understand interests & handles that are
driving engagement

11/17/2013

15
Twitter Analytics
Promote wisely.

11/17/2013

16
Who’s Winning Mobile

11/17/2013

17
It’s a draw…for now
Facebook
Events

Events

Awareness

Awareness

App Discovery

11/17/2013

Twitter

Offsite
Content/Dir...
Thank you!
Ian Mackie
ianm@pointit.com
@point_it
facebook.com/pointit
11/17/2013

19
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How To Create Effective #TwitterAds by Ian Mackie

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How To Create Effective #TwitterAds by Ian Mackie of @Point_it

#SMXsocial13

Maximizing Your Impact With Twitter Ads (#smx #12B)
Twitter’s ad options are evolving. Mobile targeting and self-service ad opportunities are just two recent examples. In this session you’ll learn how the experts craft killer creative, select effective ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.

Published in: Marketing, Technology, Business
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How To Create Effective #TwitterAds by Ian Mackie

  1. 1. Creating Effective #TwitterAds Ian Mackie Director of Strategy Point It, Inc
  2. 2. “There are 500 million plus tweets per day… Average time spent per week = over 4 hrs… Mobile users are 66% more likely to retweet… ...and 44% more likely to click on links…” - Kenshoo 11/17/2013 2
  3. 3. To promote or not to promote… 11/17/2013 3
  4. 4. Agenda › › › › › 11/17/2013 Promoted Tweets – Keyword vs. Interest Targeting Campaign management Finding the right audience Reporting & Twitter Analytics Facebook vs. Twitter: who’s winning on mobile?
  5. 5. Promoted Tweets – Keyword Targeting › Reach people that search, tweet about, or engage with specific keywords 11/17/2013 5
  6. 6. Keyword Targeting › What is it good for? › query and/or purchase intent – be there when it matters › Direct response › product interest › Events › Performance expectations › higher engagement rates › lower volume 11/17/2013 6
  7. 7. Promoted Tweets – Interest Targeting › Reach people with specific interests or who are similar to followers of specific accounts 11/17/2013 7
  8. 8. Interest Targeting › What is it good for? › Conversation › Brand awareness › Reach › Events › Performance expectations › › 11/17/2013 lower engagement rates higher volume 8
  9. 9. Tweak your Targeting › Geo - DMA + Zip Code (new!) › Device: › desktop & laptop › iOS, Android – by device & versions (new!) › Pacing - evenly or accelerated › Compose a tweet for promotional purposes ONLY (won’t be published to followers) 11/17/2013 9
  10. 10. Campaign setup Campaign Management Is there really a “right way”? Audience Segmentation Reporting 11/17/2013 10
  11. 11. Campaign Set-up › Use a naming structure that makes sense to YOU (for quick viewing & reporting) › Break out mobile vs. desktop › Pacing - start w/ standard, move to accelerated if budget allows › High bids out of the gate are OK 11/17/2013 11
  12. 12. Audience Segmentation › Do your research › Plan to experiment 11/17/2013 12
  13. 13. Audience Segmentation › Interest targeting › use Instant Search & Popular Accounts to find related handles › Find the influencers › wefollow.com › topsy.com › followerwonk.com 11/17/2013 13
  14. 14. Audience Segmentation › Keyword targeting › 11/17/2013 Exact, phrase, broad + negatives 14
  15. 15. Ads Reporting › understand interests & handles that are driving engagement 11/17/2013 15
  16. 16. Twitter Analytics Promote wisely. 11/17/2013 16
  17. 17. Who’s Winning Mobile 11/17/2013 17
  18. 18. It’s a draw…for now Facebook Events Events Awareness Awareness App Discovery 11/17/2013 Twitter Offsite Content/Direct Response 18
  19. 19. Thank you! Ian Mackie ianm@pointit.com @point_it facebook.com/pointit 11/17/2013 19
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