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TWITTER ADVERTISING FOR
REAL ESTATE PROFESSIONALS
THE POWER OF TWITTER
- 360 MILLION USERS
- 25% EARN OVER $100K PER YEAR

- 51% HAVE A COLLEGE DEGREE
- DIRECT AND CONSTANT...
HOW CAN TWITTER
ADVERTISING WORK FOR YOU?
• PROMOTED TWEETS

• PROMOTED ACCOUNTS
BEFORE YOU START
DO A QUICK TO CHECK TO MAKE SURE YOUR
PROFILE IS IN TOP FORM
1. PROFILE PICTURE: RECOGNIZABLE & ENGAGING?...
PROFILE PICTURE
HEADER

LOCATION

WEBSITE

PROFILE DESCRIPTION
BEFORE YOU START
IDENTIFY YOUR ADVERTISING OBJECTIVES
PROMOTED TWEETS: (IN TIMELINE & IN SEARCH) HELP
YOU GET YOUR CONTENT...
GETTING STARTED
GO TO TWITTER ADS AND LOG IN
WWW.ADS.TWITTER.COM
PROMOTING TWEETS
CREATING A PROMOTED TWEET
NAME CAMPAIGN
CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC
START AND END DATE
TARGETING OPTIONS
1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET
ABOUT OR ENAGE WITH SPECIFIC KEYWORDS
TARGETING OPTIONS
2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH
SPECIFIC INTERESTS OR WHO ARE SIMILAR TO
FOLLOWERS OF SPEC...
TARGETING @USERNAMES ALLOWS
YOU TO REACH USERS WITH
INTERESTS SIMILAR TO
FOLLOWERS OF ANY OF THOSE
ACCOUNTS.

INTEREST CAT...
WHERE WILL YOUR AD APPEAR?

USER TIMELINES:
- KEYWORD TARGETING
- INTEREST & FOLLOWER
TARGETING

SEARCH RESULTS:
- KEYWORD...
ADDITIONAL TARGETING OPTIONS
- LOCATION
- DEVICE
- GENDER
TARGETING SUMMARY
PROMOTED TWEETS WILL
TARGETING USERS:
- IN NYC METRO AREA
- WHO FOLLOW OR ARE
SIMILAR TO FOLLOWERS OF
@C...
CHOOSING TWEETS
MANUAL OR AUTOMATIC:
CAMPAIGN BUDGET
SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET
OPTIONAL
BUDGET
SUMMARY &
REACH
CAMPAIGN OVERVIEW

CAMPAIGN
SUMMARY

SAVE
CAMPAIGN
WHEN SHOULD YOU PROMOTE A TWEET?
WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE
AN ACTION OR AWARENESS:
- OPEN HOUSES
- ...
TIPS FOR OPTIMIZING PROMOTED TWEETS
IMPROVE IMPRESSION VOLUME
- MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A
FACTOR IN BID A...
IMPROVE ENGAGEMENT
- IMPROVE TWEET COPY: ENGAGING TWEETS ARE:
TIMELY, WITTY, RELEVANT, INFORMATIVE & PLATFORMSPECIFIC. USE...
PRACTICES TO AVOID
- USING ALL CAPS: LOOKS SPAMMY
- INTERCHANGING NUMBERS FOR LETTERS: LOOKS
SPAMMY IF DONE TOO MUCH
- IRR...
EXAMPLE DASHBOARD

IMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A
PROMOTED TWEET
ENGAGEMENTS: THE TOTAL NUMB...
PROMOTING ACCOUNTS
PROMOTING YOUR ACCOUNT
NAME CAMPAIGN & CHOOSE TO RUN CONTINUOUSLY
OR A SPECIFIC START AND END DATE
TARGETING
- LOCATION
- GENDER

*NO KEYWORD TARGETING

- @USERNAME
- INTERESTS
CAMPAIGN BUDGET
SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET
OPTIONAL
BUDGET
SUMMARY &
REACH
ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO
LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY
DETAILS (SAME AS PROMOTED TWEETS)
CAMPAIGN DASHBOARD

- PAUSE OR LAUNCH ADS HERE, REVIEW STATS
BILLING
ENTER PAYMENT
METHOD UNDER
ACCOUNT AND
BILLING IN TOP
RIGHT CORNER
ALSO FIND
BILLING HISTORY
AND ACCOUNT
SETTINGS ...
TWITTER AD POLICY
1. RESPECT TWITTER’S TERMS OF SERVICE, RULES, ETC
2. COMPLY WITH LEGAL REQUIREMENTS
3. DON’T DISTRIBUTE ...
ANY QUESTIONS?

CONTACT INFORMATION:
EMILY BIBEAULT
EMILY@NYLMEDIA.COM

212-355-9090 X227
Twitter Advertising for Real Estate Professionals
Twitter Advertising for Real Estate Professionals
Twitter Advertising for Real Estate Professionals
Twitter Advertising for Real Estate Professionals
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Twitter Advertising for Real Estate Professionals

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Learn how to promote your account and tweets to reach a wider audience. Key takeaway will include: defining the target audience, learning the different campaign offerings (interest vs. keyword), best practices for promoted tweet copy, optimizing cost per engagement.

Published in: Social Media, Technology, Business
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Transcript of "Twitter Advertising for Real Estate Professionals"

  1. 1. TWITTER ADVERTISING FOR REAL ESTATE PROFESSIONALS
  2. 2. THE POWER OF TWITTER - 360 MILLION USERS - 25% EARN OVER $100K PER YEAR - 51% HAVE A COLLEGE DEGREE - DIRECT AND CONSTANT COMMUNICATION WITH MILLIONS OF INDIVIDUALS INCLUDING CLIENTS AND POTENTIAL CLIENTS
  3. 3. HOW CAN TWITTER ADVERTISING WORK FOR YOU? • PROMOTED TWEETS • PROMOTED ACCOUNTS
  4. 4. BEFORE YOU START DO A QUICK TO CHECK TO MAKE SURE YOUR PROFILE IS IN TOP FORM 1. PROFILE PICTURE: RECOGNIZABLE & ENGAGING? 2. YOUR PROFILE: ARE YOU GETTING FULL VALUE OUT OF 160 CHARACTERS? INCLUDE NAME, LOCATION & WEBSITE 3. HEADER/BACKGROUND: USE THIS TO SHOWCASE THE PERSONAILTY OF YOUR BUSINESS
  5. 5. PROFILE PICTURE HEADER LOCATION WEBSITE PROFILE DESCRIPTION
  6. 6. BEFORE YOU START IDENTIFY YOUR ADVERTISING OBJECTIVES PROMOTED TWEETS: (IN TIMELINE & IN SEARCH) HELP YOU GET YOUR CONTENT IN FRONT OF THE RIGHT AUDIENCE PROMOTED ACCOUNTS: HELP QUICKLY BUILD A COMMUNITY OF FOLLOWERS
  7. 7. GETTING STARTED GO TO TWITTER ADS AND LOG IN WWW.ADS.TWITTER.COM
  8. 8. PROMOTING TWEETS
  9. 9. CREATING A PROMOTED TWEET
  10. 10. NAME CAMPAIGN CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE
  11. 11. TARGETING OPTIONS 1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET ABOUT OR ENAGE WITH SPECIFIC KEYWORDS
  12. 12. TARGETING OPTIONS 2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH SPECIFIC INTERESTS OR WHO ARE SIMILAR TO FOLLOWERS OF SPECIFIC ACCOUNTS - TARGET BY @USERNAME - TARGET BY BROAD INTEREST CATEGORY
  13. 13. TARGETING @USERNAMES ALLOWS YOU TO REACH USERS WITH INTERESTS SIMILAR TO FOLLOWERS OF ANY OF THOSE ACCOUNTS. INTEREST CATEGORIES INCREASE POTENTIAL REACH. WE WILL TARGET USERS INTERESTED IN ANY OF THE CATEGORIES YOU ENTER, IN ADDITION TO ANY @USERNAMES YOU ENTER ABOVE.
  14. 14. WHERE WILL YOUR AD APPEAR? USER TIMELINES: - KEYWORD TARGETING - INTEREST & FOLLOWER TARGETING SEARCH RESULTS: - KEYWORD TARGETING
  15. 15. ADDITIONAL TARGETING OPTIONS - LOCATION - DEVICE - GENDER
  16. 16. TARGETING SUMMARY PROMOTED TWEETS WILL TARGETING USERS: - IN NYC METRO AREA - WHO FOLLOW OR ARE SIMILAR TO FOLLOWERS OF @CURBEDNY, @NYTIMES, @TRDNY, @WSJ - FALL INTO REAL ESTATE INTEREST CATEGORY - ACROSS ALL DEVICES - MALE OR FEMALE
  17. 17. CHOOSING TWEETS MANUAL OR AUTOMATIC:
  18. 18. CAMPAIGN BUDGET SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL BUDGET SUMMARY & REACH
  19. 19. CAMPAIGN OVERVIEW CAMPAIGN SUMMARY SAVE CAMPAIGN
  20. 20. WHEN SHOULD YOU PROMOTE A TWEET? WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE AN ACTION OR AWARENESS: - OPEN HOUSES - REPRESENATIVE PAGE - LISTINGS WHERE WILL USERS SEE PROMOTED TWEETS - IN RELEVANT USERS FEEDS - TOP OF RELEVANT SEARCH RESULTS HOW OFTEN WILL USERS SEE PROMOTED TWEETS? - ONCE AT THE TOP, THEN THE TWEET WILL STAY IN NEWSFEED LIKE NORMAL TWEET
  21. 21. TIPS FOR OPTIMIZING PROMOTED TWEETS IMPROVE IMPRESSION VOLUME - MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A FACTOR IN BID AUCTION, ENGAGING CONTENT IS REWARDED. EXCLUSIVE CONTENT CAN INCREASE ENGAGEMENT RATE - MAINTAIN FRESH TWEETS: TWITTER IS REAL TIME, TYPICALLY LOSE MOMENTUM AFTER 1-2 DAYS – BE SURE TO ADD FRESH PROMOTED TWEETS - USE RELEVANT KEYWORDS OR INTEREST: INCLUDE IMPORTANT KEYTERMS & HASHTAGS IN TWEET COPY & KEYWORD TARGETING - HAVE A COMPETITIVE CPE (COST PER ENGAGEMENT) BID
  22. 22. IMPROVE ENGAGEMENT - IMPROVE TWEET COPY: ENGAGING TWEETS ARE: TIMELY, WITTY, RELEVANT, INFORMATIVE & PLATFORMSPECIFIC. USE POPULAR #HASHTAGS, VIDEOS, PHOTOS, ETC - BID ON LONG-TAIL CRITERIA: SELECT HIGHLY RELEVANT AND SPECIFIC KEYWORDS OR INTERESTS - OPTIMIZE BASED ON PREVIOUS PROMOTED TWEETS: DASHBOARD WILL IDENTIFY TOP PERFORMING TWEETS, APPLY SAME TACTICS FOR FUTURE TWEETS
  23. 23. PRACTICES TO AVOID - USING ALL CAPS: LOOKS SPAMMY - INTERCHANGING NUMBERS FOR LETTERS: LOOKS SPAMMY IF DONE TOO MUCH - IRRELEVANT OR INSENSITIVE HASHTAGS - PROFANITY AND VULGARITY
  24. 24. EXAMPLE DASHBOARD IMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A PROMOTED TWEET ENGAGEMENTS: THE TOTAL NUMBER OF TIMES A USER HAS INTERACTED WITH A PROMOTED TWEET. THIS INCLUDES ALL CLICKS ANYWHERE ON THE TWEET, INCLUDING ANY HASHTAGS, LINKS, USERNAME, OR TWEET EXPANSION; RETWEETS; REPLIES; FOLLOWS; OR FAVORITES. SPEND: THE TOTAL AMOUNT SPENT TO DATE IN PROMOTED TWEET CAMPAIGNS. ECPE: TOTAL NUMBER OF ENGAGEMENTS DIVIDED BY TOTAL SPEND TO DATE. ENGAGEMENT RATE: THE NUMBER OF CLICKS, RETWEETS, REPLIES, FOLLOWS AND FAVORITES DIVIDED BY THE TOTAL NUMBER OF IMPRESSIONS.
  25. 25. PROMOTING ACCOUNTS
  26. 26. PROMOTING YOUR ACCOUNT
  27. 27. NAME CAMPAIGN & CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE
  28. 28. TARGETING - LOCATION - GENDER *NO KEYWORD TARGETING - @USERNAME - INTERESTS
  29. 29. CAMPAIGN BUDGET SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL BUDGET SUMMARY & REACH
  30. 30. ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY DETAILS (SAME AS PROMOTED TWEETS)
  31. 31. CAMPAIGN DASHBOARD - PAUSE OR LAUNCH ADS HERE, REVIEW STATS
  32. 32. BILLING ENTER PAYMENT METHOD UNDER ACCOUNT AND BILLING IN TOP RIGHT CORNER ALSO FIND BILLING HISTORY AND ACCOUNT SETTINGS HERE
  33. 33. TWITTER AD POLICY 1. RESPECT TWITTER’S TERMS OF SERVICE, RULES, ETC 2. COMPLY WITH LEGAL REQUIREMENTS 3. DON’T DISTRIBUTE SPAM, HARMFUL CODE OR DISTRUPTIVE CONTENT 4. PROMOTE HONEST, AUTHENTIC AND RELEVANT CONTENT, TARGET RESPONSIBLY 5. SET HIGH EDITORAL STANDARDS FOR TWITTER CONTENT YOU CREATE 6. SET HIGH STANDARDS FOR OFF-TWITTER CONNECTIONS FOR MORE INFO AND GUIDELINES: https://support.twitter.com/groups/56-policiesviolations#topic_239
  34. 34. ANY QUESTIONS? CONTACT INFORMATION: EMILY BIBEAULT EMILY@NYLMEDIA.COM 212-355-9090 X227
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