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Maximizing Your Impact With Twitter Ads (#smx #11B)

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Maximizing Your Impact With Twitter Ads (#smx #11B)

Twitter’s ad options are continuing to evolve, with mobile targeting and self-service ad opportunities as recent examples. In this session you’ll learn how the experts craft effective creative, select appropriate ad formats and targeting, and create landing pages that convert for Promoted Tweets, Promoted Accounts and Promoted Trends.

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Maximizing Your Impact With Twitter Ads (#smx #11B)

  1. Maximizing Your Impact With Twitter Ads –Customer Acquisition and Lead Generation#SMX #11B
  2. Know Your Target Audience…On Twitter Target Audience Small size company owner in North America looking for a marketing software for their business Pain Point Need to drive more demand, need to streamline reporting, need more granular tracking capabilities Solution Content includes overview, description, review and testimonial, as well as demo or trial Search Queries Marketing software, how to drive more leads, how to acquire more customers Hashtags #inbound, #content, #onlinemktg Free trial, purchase now, compare products, Call-to-Action download whitepaperPage 2 #SMX #11B | @Jenerationy
  3. Promoted Account Charged on a cost per follower (CPF) basis Shown in the Who to follow section – first positionPage 3 #SMX #11B | @Jenerationy
  4. Promoted Account Build your follower base by targeting users with particular interests and influencers of specific interests.Page 4 #SMX #11B | @Jenerationy
  5. Promoted Account – The Set Up Target interests that align with your content/product/serv ice Target users that are influential about your product/servicePage 5 #SMX #11B | @Jenerationy
  6. Promoted Account “Include users like my followers” - If you have a followers base that is on target, check this box. - If you don’t have the right audience, don’t check this box.Page 6 #SMX #11B | @Jenerationy
  7. Promoted Account Specify what geographic locations are important. Where do you do business?Page 7 #SMX #11B | @Jenerationy
  8. Promoted Account Is your product/service gender bias or neutral?Page 8 #SMX #11B | @Jenerationy
  9. Promoted Account Check your projected reach based on your targeting settings and bidPage 9 #SMX #11B | @Jenerationy
  10. Plan, Set Up, and Execute Campaigns Killer Offer KILLER KILLER NEXT FUTURE OFFER OFFER OFFER OFFERS Landing Page Download Fill out the Sign up for Request a the Study Survey our Webinar Demo Thank You Page Thank You Email Sign up for Click for a Purchase Enter newsletter Promo Code Now Sweepstakes Email Template for SalesPage 10 #SMX #11B | @Jenerationy
  11. Types of Offers • Content • Free trial • Newsletter sign up • Request a demo • Discount code • Product promotion • Webinars • Events • ExclusivePage 11 #SMX #11B | @Jenerationy
  12. Creating Offers• Use search keywords in your copy• Placement of link• Use relevant hashtags• Ask a question• Present a solution• Address their pain points• Include a picture or video• Promote gated contentPage 12 #SMX #11B | @Jenerationy
  13. Good vs. Bad OffersPage 13 #SMX #11B | @Jenerationy
  14. Killer Offer > Landing Page7.9% 13.9%Page 14 #SMX #11B | @Jenerationy
  15. Campaigns There are three types of campaigns you can run: • Promoted Tweets in search • Promoted Tweets in timelines • Promoted Trends For each campaign learn: • What is it • When is it best to use • How to set it up • Best practice for targetingPage 15 #SMX #11B | @Jenerationy
  16. Promoted Tweets in Search Promoted Tweets are ordinary Tweets that show up at the top of relevant search Use Promoted Tweets in Search to reach an audience interested in a specific topicPage 16 #SMX #11B | @Jenerationy
  17. Promoted Tweets in Search – The Set Up Select keywords that are relevant to your offer Put them in quotations if you want exact match, you can target @usernames as keywords Check which organic search terms are driving the highest quality visitors to your site and to determine your targeting criteriaPage 17 #SMX #11B | @Jenerationy
  18. Promoted Tweets in Search Specify what geographic locations are important. Where do you do business?Page 18 #SMX #11B | @Jenerationy
  19. Promoted Tweets in Search Choose which devices to display on If you care about form completions choose desktop only so you don’t waste money on non conversions*Page 19 #SMX #11B | @Jenerationy
  20. *Device Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement Impression Engagement # of Leads Cost per spend Engagement rate Count LeadTargeting $640 $1.09 .85 69575 589 30 $21 iOS & AndroidTargeting $245 $1.49 .49 33590 165 15 $16Desktop Higher engagements and impressions when target iO & Android devices Lower cost per lead when targeting Desktop Page 20 #SMX #11B | @Jenerationy
  21. Promoted Tweets in Search Is your offer gender bias or neutral?Page 21 #SMX #11B | @Jenerationy
  22. Promoted Tweets in Search Choose your conversion optimized tweet with the content that aligns to the search termsPage 22 #SMX #11B | @Jenerationy
  23. Promoted Tweets in Timelines Promoting Tweets to targeting users in their timeline, at scale.Use Promoted Tweets in Timelines to reach followerswho might have missed your organic Tweets and/orusers who share similar interests with your followers.Page 23 #SMX #11B | @Jenerationy
  24. Promoted Tweets in Timelines – The Set Up Select keywords that are relevant to your offer You can target @usernames as interestsPage 24 #SMX #11B | @Jenerationy
  25. Promoted Tweets in Timelines Include followers? Include users like your followers?* Control Net New Leads vs. Total ResponsesPage 25 #SMX #11B | @Jenerationy
  26. *Followers Targeting Experiment • Promoted Tweets in Timeline • 24 hour Campaign Cost per Engagement # of Leads Cost per # of Net Cost per spend Engagement rate Lead New Leads New LeadTargeting $830 $.76 .93 72 $11.52 52 $15.96Followers onlyTargeting $745 $.83 .56 65 $11.46 57 $13.07Users likefollowers only Targeting users like followers only resulted in more net new leads versus known contacts Page 26 #SMX #11B | @Jenerationy
  27. Promoted Tweets in Timelines Pick specific locations where you do businessPage 27 #SMX #11B | @Jenerationy
  28. Promoted Tweets in Timelines Choose which devices to display on If you care about form completions choose desktop only so you don’t waste money on non conversionsPage 28 #SMX #11B | @Jenerationy
  29. Promoted Tweets in Timelines Is your offer gender bias or neutral?Page 29 #SMX #11B | @Jenerationy
  30. Promoted Tweets in Timelines Manual vs. Most recent Tweet For lead gen – always choose your ownPage 30 #SMX #11B | @Jenerationy
  31. Promoted Trends With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by advertisers "Promoted." Paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted."Page 31 #SMX #11B | @Jenerationy
  32. Reporting SuccessPage 32 #SMX #11B | @Jenerationy
  33. Reporting Success – Earned MediaPage 33 #SMX #11B | @Jenerationy
  34. Reporting Success – ROILead Profile  683 leads  150 Agencies (22%), 536 Non Agency (78%)  88 Title contains ‘marketing’ or ‘digital’ (13%)  66 Bad Information (10%), 70 out of scope (10%)Opportunities  Profile o 15 Agency – 68% o 7 Non Agency – 31%  Stage o (2) at 100%, (4) at 80%, (7) at 25%, (3) at 20%, (21) at 10%, (3) at 0% o Offers that contributed to opps: Build Your SEO Campaign in 15 Min (12), Build a Social Media Campaign (13), Link Building (1), 5 Ways to Grow Your Agency Business (4), Site Redesign Guide (4), T4B Guide (1), organic (1)Page 34 #SMX #11B | @Jenerationy
  35. Tips for Managing Campaigns • Strategy • Goals and baseline metrics • Content plan • Frequency • Set and manage budget • Track everything – but focus on the metrics that matter • Test, test, test • Social nurturingPage 35 #SMX #11B | @Jenerationy
  36. More Info About Twitter AdsCONTENT• Optify’s Case Study on business.twitter.com• The 5 Step Plan to Start Driving Leads from Social Media• Using Twitter to Increase Reach and Engagement During a Webinar CONNECT WITH ME: Email – Jennifer@optify.net| Twitter - @Jenerationy | LinkedIn - in/JenerationyPage 36 #SMX #11B | @Jenerationy

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