Twitter ads101

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  • 1. You have questions. We have answers! Whether you’re just starting your campaign or need additional ways to optimize your Tweets, this is the go-to resource to help you meet your goals. Here’s what you’ll learn in this guide: 1 Set up your campaigns for success Learn how to set up your campaigns and which products to use to help you reach your goals. 2 Strategies for budgeting and bidding Get insights that will help you budget and bid like a pro. 3 Reach the right audience with your targeting the options that work best for you. 4 Write engaging Promoted Tweets Read up on best practices to put your best Tweets forward. 5 Measure your progress Find out which metrics matter for your Twitter campaigns. 2
  • 2. 1 Set up your campaigns for success Our Twitter Ads products are designed to help you grow your business. There are two ways to amplify your presence on Twitter: Promoted Tweets: Get your content in front of the right customers at scale. Promoted Accounts: Quickly build an active community of customers and advocates for your business. Use these products together to make the biggest impact with your marketing 3
  • 3. Set up your campaigns for success their campaigns. @SoCalSurfCo The business: @SamsHotSauce Goal: Increase online sales Goal: Grow brand awareness This online men’s surf and beach clothing retailer is located in southern California. This company has been selling their brand of hot sauces in several retail website to increase sales. locations and online. Their goal is to grow awareness of their products and brand. The campaign: Promoted Tweets @SoCalSurfCo wants to reach people who demonstrate an interest in products or topics related to their business. They choose to target their Promoted Tweets to people that have written, engaged, or searched for certain keywords on Twitter. Promoted Accounts @SamsHotSauce wants to promote their account to people who are likely to be interested in spicy foods and hot sauces but may not have heard of them yet. The targeting criteria: Keywords @SoCalSurfCo targets keywords like “wetsuit,” “rash guard” and “board shorts” matched in any order. @usernames They target several celebrity chef accounts known for cooking spicy foods and also a few well-known food blogs. Phrases Interest categories @SamsHotSauce chooses “barbecues and grilling” and “Mexican cuisine” under the food and drink interest category. full phrase. Location They choose to target a national audience since they can ship anywhere in the US. Gender @SamsHotSauce knows both guys and gals love hot sauce so they target both genders. 4
  • 4. Set up your campaigns for success their campaigns. @MeridianandCo @TheJoeJones Goal: Generate leads Goal: Grow followers The business: Here we have a B2B technology company that provides IT and software solutions. Joe Jones is a social media expert that uses his personal brand to add credibility to Their goal is to identify quality leads so they can follow up and eventually close the sale. his new book. To accomplish this goal, he decides to grow his follower base on Twitter. The campaign: Promoted Tweets @MeridianandCo has a free 30-day trial of their software, and wants to introduce the deal to decision makers on Twitter that are likely to be interested. Promoted Accounts To quickly grow an audience of relevant followers, @TheJoeJones sets up a Promoted Account campaign. Once he gains these new followers, he can continue to communicate with them over and over again at no additional cost. The targeting criteria: @usernames Well-known blogs in the technology space and popular thought leaders in their industry. @usernames Social media publications and well-known social media gurus. Interest categories “Technology” (under business) and “enterprise software” (under technology and computing). Location They choose to target a national audience since they can support customers anywhere in the United States. Interest categories “Marketing” and “entrepreneurship” (under business). Devices @TheJoeJones knows his best customers use mobile frequently. But he also knows chooses to target all devices. 5
  • 5. 2 Strategies for budgeting & bidding 6
  • 6. Strategies for budgeting & bidding How pricing works on Twitter 1 Select your target audience. The demand to show ads to this audience will factor in to how much you eventually pay. #PROTIP: The most successful advertisers target a broad, relevant audience. 2 Set your bid. Determine how much you value a follow or engagement and set your bid accordingly. #PROTIP: Bid within the suggested range to be competitive with other businesses that want to show ads to the same people. 3 #PROTIP: The Estimated Reach bar will show you how much of your targeted audience is likely to see your ad. Great ads are rewarded. The auction will take both your bid and ad quality into account. #PROTIP: Increase the quality score of your ads by raising the engagement rate on your campaigns. 54 RETWEETS 36 FAVORITES 4 Determining what you pay. When you win an auction, you pay only slightly more than the next highest bidder for an engagement. 54 RETWEETS 36 FAVORITES WINNER! 5 #PROTIP: Bid with confidence! You’ll never pay more than your maximum bid, and you’ll usually pay less. You’re only charged when someone engages with your ad. An engagement is defined as a reply, Retweet, favorite, follow, or click anywhere on the ad. 7
  • 7. Strategies for budgeting & bidding Frequently Asked Questions 1 How do I decide how much to bid? When setting your maximum bid, it’s helpful to think how your results on Twitter will tie back to business outcomes. To help you achieve better results, use the tips below. Remember, you will never be charged more than your maximum bid – in fact, you’ll usually pay less. Promoted Accounts Consider how much a follower will be worth to you over the lifetime of that relationship. You pay once for a follower, and you can then re-engage them over and over with your Tweets. Promoted Tweets Think about the value you place on an engagement from your Twitter audience. Consider how much these behaviors are worth to your business, and set your bid accordingly. your website, think about how much you value clicks on your Tweets. 2 How am I charged for Promoted Accounts and Promoted Tweets? You are only charged when somebody on Twitter engages with your ad. Here’s how Promoted Accounts Promoted Tweets You only pay when someone follows your Promoted Account. You pay per engagement which is Keep these two important points in mind: 1. Anytime you tweet in the future, this new follower can see your message at no charge. Click, Retweet, Reply, Follow, Favorite 2. Since there is no algorithm that decides which Tweets are shown to whom on Twitter, your new followers can see your message in their timeline at no charge, in real time. You won’t be charged for any earned engagements. For example, if your Promoted Tweet is retweeted, any follower that results from that Retweet is free. 8
  • 8. Strategies for budgeting & bidding Frequently Asked Questions 3 my campaign? you can reach with your current bid. The more competitive your bid is with other businesses that want to show ads to the same audience, the more of your targeted audience you will be able to reach. Try for yourself! Increase your bid and watch the 9
  • 9. 3 Reach the right audience with your targeting 10
  • 10. Reach the right audience with your targeting There are 230 million active users on Twitter. Here are the ways you can target campaigns to reach your ideal audience. Target by keywords Reach people when your message will be most relevant by targeting them based on keywords in their recent Tweets and the Tweets with which they’ve recently engaged. Be ready for real time: Set up ongoing campaigns so that you can reach potential customers whenever they tweet about or search for terms related to your business. Complement your search campaigns: Many of the keywords and strategies that you use in your paid search campaigns can also work on Twitter. For example, you can look at keyword-level reporting to see which keywords perform best and use that information to optimize your campaign’s performance. #ProTips Build your list: If you need some inspiration, keep an eye on Twitter conversations that are relevant to your industry and add any frequently used terms to your list. Test with a search: When you do add phrases to your keyword list, do a quick search on Twitter to make sure they align with how people really tweet. 11
  • 11. Reach the right audience with your targeting Target by interests and @usernames People turn to Twitter to connect to their interests. To help you reach the people who are likely to be interested in your business, you can choose from over 350 interest categories to target your campaigns. You can also target more niche groups of people by specifying certain @usernames that are relevant to your business. #ProTips The more the merrier: Your target audience includes all of the interests you choose – the more interests you choose, the broader your reach. Keep things in line: relevant so make sure that the interests you choose to target align with your content. 12
  • 12. Reach the right audience with your targeting More ways to target your audience By location Focus on the people in areas where you do business. Reach your local community with city targeting or target a national audience with country targeting. By device Reach your target audience at home on their laptops or on the go with their mobile device. Releasing an iPhone app? Target iOS users! Or have an ebook you want people to download? Try desktop. By gender Have a product or a service more suited for guys? Or maybe for gals? Reach either or both with gender targeting. Did you know? *76% of active Twitter users access the service from a mobile device. #ProTip Make it easier for customers to make purchases by targeting devices that display optimized landing pages. *Source: Twitter internal data 13
  • 13. 4 Write engaging Promoted Tweets 14
  • 14. Write engaging Promoted Tweets Before you create your Promoted Tweets campaigns, make sure you have a clear understanding of what you want to accomplish. For example, you may want to: Only once you identify your goals can you create content that helps you achieve them. To drive a direct response: leads? Use these best practices to produce an immediate action from your audience. Tweet contains no hashtags, @mentions or rich media that distract from the link strong call to action that clearly explains what to expect when you click through SoCal Surf Company @SoCalSurfCo Winter is coming! Get 15% off on all our wetsuits when you purchase within the next 7 days. Visit our store: bit.ly/53esgwVg Reply Includes a relevant, Retweet Favorite Uses the real-time nature of the Twitter platform to create a sense of urgency 15
  • 15. Write engaging Promoted Tweets To grow followers and your brand: or service? Use these best practices to build your brand with Twitter. Sam’s Hot Sauce @SamsHotSauce We make our hot sauce with fresh red habanero peppers. Just one reason to try Sam’s at your #BBQ this summer. pic.twitter.com/qHXE5cbXIF Reply Retweet Keep it conversational. This is a chance to show wit, and know-how. Favorite Share a picture or other rich media (like video). Seize the moment. Tweet about industry based, seasonal, and cultural events. like behind-the-scene photos or a Twitter only promotion. 16
  • 16. 5 Measure your progress 17
  • 17. Measure your progress What to measure at things like: • Follower quality: What types of users interact with your account? Have you seen an increase in visits to your store or website? • Conversion: Have you seen an increase in sales or signups for your service? How to measure it Impressions: The number of times Spend: The total amount spent to date someone sees your Promoted Account or Promoted Tweet, in timeline or in search. on Promoted Tweets and/or Promoted Accounts campaigns. Engagements: The total number of interactions with your Promoted Tweet. This includes Retweets, replies or eCPE: The total number of engagements with Promoted Tweets divided by total spend to date. click anywhere (hashtags, @usernames, avatars, links) on the Tweet are also included. CPF: The total number of followers gained through Promoted Accounts divided by total spend to date. Engagement rate: The number of clicks, retweets, replies, follows and favorites divided by the total number of impressions. 18
  • 18. Measure your progress Best Practices Try these simple best practices: 1 Test and learn. Set up multiple campaigns and check your analytics frequently. You can compare across your campaigns to understand which targeting options, links and Tweet copy work best for your business. 2 Monitor your eCPE. This metric shows the average cost of all your for various aspects of your campaigns. 3 Invest in your best campaigns. Find additional funding for your most successful campaigns by pausing the underperforming ones. This strategy 19
  • 19. Measure your progress Your tools With Twitter Ads analytics, you can look at your campaign’s success in several Overall performance data Look at impressions, engagement, and spend for all of your Promoted Accounts and Promoted Tweets campaigns in aggregate. Specify a date range to see your impressions, engagement and spend for that time period and look at your progress over time. Individual campaigns and follow rates across device, location, gender, interest and keyword options to see 20
  • 20. Measure your progress Additional analytics Two additional dashboards will help you along the way. Timeline Activity Dashboard This dashboard shows both your organic and paid activity on Twitter and is a great tool to identify trends related to your content. Use these learnings to inform your tweeting strategy moving forward. 21
  • 21. Measure your progress Followers Dashboard This dashboard provides a real-time look at your follower growth and provides insight into the location, gender and interests of your followers. You can look at your overall follower base as well as the followers you’ve gained as a result of individual campaigns. 22