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Make Twitter Ads Work
for B2B Lead Generation
Presented by John A. Lee
Managing Partner – Clix Marketing
#SMXsocial13– Nov...
Twitter Ads in the Wild
What You Should Expect to Learn Today

•
•
•
•
•

Twitter Ads Primer
B2B Targeting with Followers
B2B Targeting with Keywo...
“ Success is neither magical nor mysterious.

Success is the natural consequence of
consistently applying the basic fundam...
Remember the Fundamentals
• Relevant, message-matched landing
pages.
• Clearly stated calls-to-action and
benefits in prom...
Twitter Ads Primer
Promoted Accounts

Promoted Tweets for
Followers; Search; Timeline
Promoted Tweets for Followers
Lookalike Audience of Your Followers
• Leverage the followers of your business @handle.
• Target your existing followers. ...
Leverage Your Competitors and Thought Leaders
• Leverage the followers of other Twitter users.
• Create a list of target @...
Promoted Tweets for Followers
Report on @handles as if They Were Keywords
Promoted Tweets for Search / Timeline
Twitter Keyword Targeting
For Search
• Targets searches done on
Twitter.com.
• Broad, phrase, exact matches.

For Timeline...
Keywords to Target
Your brand.
Your competitors.
Products and services.
Relevant hashtags (Twitter groups,
conferences, ho...
Keywords with Match Types FTW!
Strategies for Ad Writing on Twitter
Tweets Just for Twitter Ads
• OK to use tweets posted
organically, but tracking will
be muddled.
• No way to segment organ...
Tips for Promoted Tweets
• Write promoted tweets like you would write any piece of ad copy.
• Relevant to your target audi...
URL Shortners Are Your Friend

Customize to Match Themes & Keywords
Lead Generation Cards
Lead Gen Cards
• Obtain lead information within
the Twitter timeline.
• Sign ups, offers, email
subscriptions, free trials...
Thank You!
Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee
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How To Make Twitter Ads Work for B2B Lead Generation by John A. Lee

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How To Make Twitter Ads Work for B2B Lead Generation

Slidedeck from SMX Social Media Marketing 2013 presentation by John A. Lee of Clix Marketing

#SMXsocial13 #12B #SMX

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.

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How To Make Twitter Ads Work for B2B Lead Generation by John A. Lee

  1. 1. Make Twitter Ads Work for B2B Lead Generation Presented by John A. Lee Managing Partner – Clix Marketing #SMXsocial13– November 20, 2013
  2. 2. Twitter Ads in the Wild
  3. 3. What You Should Expect to Learn Today • • • • • Twitter Ads Primer B2B Targeting with Followers B2B Targeting with Keywords Ad Writing for Twitter Lead Generation Cards
  4. 4. “ Success is neither magical nor mysterious. Success is the natural consequence of consistently applying the basic fundamentals. Jim Rohn Let us not forget about marketing fundamentals! ”
  5. 5. Remember the Fundamentals • Relevant, message-matched landing pages. • Clearly stated calls-to-action and benefits in promoted tweets and on landing pages. • Campaign segmentation for clean data.
  6. 6. Twitter Ads Primer Promoted Accounts Promoted Tweets for Followers; Search; Timeline
  7. 7. Promoted Tweets for Followers
  8. 8. Lookalike Audience of Your Followers • Leverage the followers of your business @handle. • Target your existing followers. High chance of overlap with existing leads and/or customers. • “Include followers of…” • Target Twitter users similar to your followers. • “Include users like followers of…” • Lookalike audience. • Don’t have many followers? • Participate in the Twitter universe organically to gain followers. • Prime opportunity to run a Promoted Account ads campaign.
  9. 9. Leverage Your Competitors and Thought Leaders • Leverage the followers of other Twitter users. • Create a list of target @handles using Twitter search: • • • • Competitors Thought leaders in your industry Publications covering your industry Twitter users discussing competitors or topics related to your business • Bulk upload and “include users like followers of…”
  10. 10. Promoted Tweets for Followers
  11. 11. Report on @handles as if They Were Keywords
  12. 12. Promoted Tweets for Search / Timeline
  13. 13. Twitter Keyword Targeting For Search • Targets searches done on Twitter.com. • Broad, phrase, exact matches. For Timeline • Targets the content of tweets in timelines. • Almost contextual matching, but with greater control. • Broad, phrase, exact matches.
  14. 14. Keywords to Target Your brand. Your competitors. Products and services. Relevant hashtags (Twitter groups, conferences, hot topics). • Current topics relevant to your business. • • • •
  15. 15. Keywords with Match Types FTW!
  16. 16. Strategies for Ad Writing on Twitter
  17. 17. Tweets Just for Twitter Ads • OK to use tweets posted organically, but tracking will be muddled. • No way to segment organic engagements vs. paid engagements. • Create new tweets marked as “Promoted-only” with properly tagged website links.
  18. 18. Tips for Promoted Tweets • Write promoted tweets like you would write any piece of ad copy. • Relevant to your target audience and keywords. • You only get 140 characters, so use a URL shortner. • Test bit.ly, t.co, ow.ly. • Test creating customized, keyword specific URLs (e.g. bit.ly/ClixRocks). • When creating shortened URLs, make sure all links have tracking tags. • Analytics, 3rd party tools, etc. • Create a schedule to keep promoted tweets “fresh” and to sustain testing initiatives. • Use Twitter’s tweet scheduling feature to plan ahead.
  19. 19. URL Shortners Are Your Friend Customize to Match Themes & Keywords
  20. 20. Lead Generation Cards
  21. 21. Lead Gen Cards • Obtain lead information within the Twitter timeline. • Sign ups, offers, email subscriptions, free trials. • Download lead data via CSV. • Sync with CRM software via APIs.
  22. 22. Thank You! Have questions? Let me know! Email: john@clixmarketing.com Twitter: @john_a_lee

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