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Twitter Basics


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This deck talks about everything an advertiser on Twitter would need to know. Starting from basic understanding of Twitter as a social platform to campaign creation and management, this deck covers it all.

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Twitter Basics

  1. 1. 1 Twitter Basics
  2. 2. 2 Topics Covered • General Understanding • Twitter Campaign Objectives • Account Creation • Campaign Creation & Settings • Audience Targeting • Dashboard Walkthrough • Twitter Reports • Conversion Tracking • Ad Group Creation
  3. 3. 3 3.5B Weekly Tweets World wide Why advertise on Twitter 22.5 Million Monthly active users across all platforms in India 80% On mobile Monthly active users on mobile Source: Twitter
  4. 4. 4 Indian Users… 64% Use Twitter to follow Brands 33% Use Twitter while shopping 29% Use Twitter to discover a New Brand Source: Twitter
  5. 5. 5 5 Audience Behavior on Twitter
  6. 6. 6 # Understanding Audience Behavior on Twitter Twitter is a very dynamic and trending platform Uber cool audiences to influencers, all are a part of this dynamic universe #hashtags and direct follow options with official handles gives our audience the freedom of speech
  7. 7. 7 Facebook Audience attitude: Laid back, data hungry, stalker, friends update & probably gossips Twitter over Facebook Basically audience behaviors' and the quality is a major difference between the two platforms. Facebook has more reach without any doubt but the quality audience is on twitter is better. Audience Comparison Twitter Audience Attitude: Active, Aware, Trending updater, real, enthusiastic & probably interact with something new
  8. 8. 8 Types of Campaign Objective on Twitter
  9. 9. 9 . Grow your followers with Promoted Accounts Followers are expecting the latest from your brand. Once they follow you on Twitter, they start new conversations about your brand and Re-tweet the content they love • 50% of them want to be notified about new product releases • 66% of them have re-tweeted brand tweets in the last 3 months • 53% of followers tweeted about a positive brand experience • 63% of them visited the brand’s website • 55% of them searched for the brand on the Internet • 54% of followers have bought from the brand • Promoted Accounts enhances that process for your brand to start new conversations, at scale. • Growing your follower base on Twitter consistently can help your business to achieve greater brand awareness and word of mouth.
  10. 10. 10 Maximize Visibility using Promoted Trends Trending topics reflect the most active conversations on Twitter in the moment. • Promoted Trends allows your brand to rise to the top of these topics on Twitter for a 24 hour period • Promoted Trends have always delivered long-term impact on earned media, increased brand advocacy, and greater purchase consideration for your brand • Showcase your brand message with a rich ad format within the timeline The new Promoted Trend format now delivers: • 7X more replies • 12X more followers • 10X more re-tweets
  11. 11. 11 Engage your audience with Promoted TweetsTwitter users have passionate conversations, explore topics and share interesting content. Becoming a part of that active and energetic engagement is a great way to build relationships and create advocates for your business. . • Tweets with visuals drive higher user engagement, so experiment with images or video • Get creative with Vine to create short, looping videos or add up to four images in a single Tweet • Tweet about industry, seasonal and cultural events to capitalize on the real-time nature of Twitter • Be conversational and offer exclusive or behind-the-scenes content • Share your business’ unique personality with users
  12. 12. 12 Drive website traffic using Website cards Website Cards showcase your website content within a Tweet to get users more interested in your business. • 47% of users who follow a business are more likely to visit the company’s website • Choose a call-to-action phrase that best reflects your offering • Place a conversion pixel on the landing page to track the actions like registrations, sales etc. taken by the users • Website Card is the recommended creative type used for Website clicks/Conversion objective. At the optimization level we can select the objective we want to optimize it for.
  13. 13. 13 Drive video views using Promoted videos Twitter is the place for great video storytelling and promotion. Whether it’s to stay updated on breaking news, a game-winning goal or timely messages from brands, people turn to Twitter to discover what’s going on in the world. • 400% growth (QoQ) in video consumption on Twitter • 82% of the Twitter users watch video content on Twitter • The video starts auto playing once the video is 100% in-view • Works on a Cost per View (CPV) model wherein a user will be charged when he/she watches the video for a minimum of 3 seconds • Plan for moments such as Festivals, Sporting events and own the event with Twitter • Add a call to action to your video to direct users to visit your brand’s website or watch more video content
  14. 14. 14 Generate leads using Lead cards Lead cards helps you find potential customers for your businesses. • On Twitter, you can generate leads by collecting email addresses from potential customers.. • Use a relevant image and compelling copy and give users something in return for their email id • Make people feel special with exclusive offers – words like “get”, “win”, “enter”, “receive”, “find” and “sign” often inspire action • Once someone submits their email address, you can reach out to the person with your marketing communication or ask your sales teams to reach out.
  15. 15. 15 Get more installs using Mobile App install cards Since 80% of Twitter’s users access the platform from a mobile device, mobile application developers have a huge opportunity to reach a relevant audience. • Showcase the in app experience so that people know what to expect • Show the right device. If you are running an Android campaign don’t show an iPhone • Use the image to reinforce your targeting. If you’re trying to reach teenagers with one campaign and busy professionals with another, you should create different images that show the appeal of your app for those unique groups. • Including key messaging points as text in the image itself will help to drive app installs • You can optimize in one of the following ways: a)Optimize for app clicks, pay for app clicks b)Optimize for installs, pay for app clicks c)Optimize for installs, pay for installs
  16. 16. 16 How to Kick Start a Twitter account?
  17. 17. 17 . Step 1 : Dashboard Creation & Pre Requisite Like we have Google AdWords interface where we can create campaigns for advertising on Google networks. We have an advertiser Dashboard that serves the same purpose. • We need an official Twitter handle for that account. Account • In order to create a dashboard to advertise we need a minimum of $ 10,000.00 Advertiser Dashboard • Once the dashboard is created by the Twitter/Komli team we can create campaigns Campaigns Currently the conversion rate for $ 1 = INR 72.00. These rate are revised every quarter, do ensure that you check with twitter team every quarter.
  18. 18. 18 . Concept of Funding Source • As a first time advertiser on a Twitter you require $10,000 • Imagine this money to be a pre paid card, in short you can promote various types of campaign worth $10,000 or it’s dollar equivalent in our case INR. which changes every quarter • Now if you finish you initial $10,000 you can add another funding source worth $5,000 which will act like a top up card • Every funding source you create has a time limit, please ensure that you keep a check on the funding source before it expires
  19. 19. 19 How to Create a Twitter Campaign?
  20. 20. 20 . • Login to your twitter account • You will see a list of links to your right had corner • Click on Advertise link and will redirect you to advertiser’s dashboard OR • Direct Link : which will directly take you to the advertiser’s dashboard
  21. 21. 21 . New Campaign Twitter Helps you select the campaign objective that suits best for your campaign requirement
  22. 22. 22 . Set Up Your Twitter Campaign Add the desired campaign name, it can be edited anytime after the campaign begins. You can select the funding source from which you want the campaign should spend. One account can have one or more funding sources. Helps you select date range and time that you want promote the campaign. For Indian accounts the twitter clock runs on Singapore time so ensure that you consider the time difference.
  23. 23. 23 . Set Your Campaign Budget Set up your campaigns daily budgets in ‘$’ Setting up a total budget ensure that you campaign never over spends the projected budget. This field in Optional
  24. 24. 24 . Set Your Pricing Manual Bidding Set the bid manually. For example: If it’s a CPE campaign, adding the desired bid will ensure that post campaign the CPE value doesn’t exceed the projected value. Automatic Bidding (Default) Twitter automatically adjusts your bids. In twitter you have two Pacing options
  25. 25. 25 . Select your Creative Directly create a tweet, Select any of these type of tweets This gives you a preview of how your ad would look
  26. 26. 26 . Audience Targeting There are millions of people who interact on Twitter on a daily basis. Imagine the left side as a pool of all possible audience and then by using audience targeting you can narrow down to the desired list of audiences on right side
  27. 27. 27 . Location Targeting Enter the desired location for targeting We have a big list of locations that needs to be targeted, instead of going one by one we could add a complete list of cities or courtiers in this blockThis box shows the list of already selected locations and also the list of cities that is available with Twitter interface
  28. 28. 28 Gender & Language - Targeting Gender targeting allows us to select the gender that we want to target The campaign settings default to targeting all languages, but you can limit targeting to specific languages if preferred. Underneath gender targeting, select “Limit targeting by languages” and select your preference. Default targeting Gender – Any Gender Languages – All Language
  29. 29. 29 . Devices & Platforms Unlike any other social media platform twitter on the other hand has an extensive device and platform preference that you can use for targeting your customers This helps you select your device preference. Default selections is All Devices. We can target audiences on a specific mobile network like Vodafone, Airtel, etc. Target users who have recently used Twitter on a new device.
  30. 30. 30 . iOS Devices & Platforms You can select iOS devices as a whole or specific device according to a model of your choice By using the above setting you can select whether you want to target iOS mobile/tablet users who are using Wi-Fi. This setting comes handy in Video Views Campaign
  31. 31. 31 . Android Devices & Platforms You can select Android devices as a whole or specific device according to a model of your choice By using the above setting you can select whether you want to target Android mobile/tablet users who are using Wi-Fi. This setting comes handy in Video Views Campaign
  32. 32. 32 . Other Devices & Platforms Unlike other platform Twitter allows us to select a wide range of devices according to our campaign requirements
  33. 33. 33 . Mobile Carriers (Networks Provider) Mobile carrier setting allows us to select the mobile network providers You can select the carrier by manually entering the field You can select the predefined carriers based on countries
  34. 34. 34 . Target New Mobile Device Users Target users who have recently used Twitter on a new device. For example: if someone changes the device from one device to another, we can target these user accordingly and you can also select the timeframe for the same
  35. 35. 35 . Audiences Targeting Based on their Interests, Follows, Behavior, etc. Target using keywords and match types Target Audiences who follow a specific page Target Audiences using predefined Interests categories Target Audience using their data like email ids Target Audiences depending on TV shows or channels Target audiences depending on their Online & Offline Behavior Target audiences interested in events from event calendar
  36. 36. 36 . Keyword Targeting on Twitter Keywords target their search queries, recent Tweets, and Tweets they recently engaged with. Match Types: Broad, Phrase, Exact Same for negatives as well You can upload the complete list of keywords with their match types.
  37. 37. 37 . Follower Targeting on Twitter We can manually enter the names of the handle that you feel will be relevant to your audiences We can add multiple handles together using the Import button, ensure that we have to add @ before the name of handles Maximum Number of Handles we can target = 100 You can also target people who follow your handle and similar audiences to your handles
  38. 38. 38 . Interest Targeting on Twitter Target users based on the varied interests which would be inline to your product We can manually enter the interests that will be relevant to your audiences We can add multiple predefined interest categories and browse all possible categories
  39. 39. 39 . Tailored Audiences on Twitter You can directly add the list of emails, twitter ids or Advertising Ids that you would like to target This list of people depends upon the website visitors that we get and can be used for various type of campaigns to re engage with shoppers, app user and website visitors.
  40. 40. 40 . TV Targeting on Twitter Target the TV specific to a country. Only available for 16 Countries. Currently NOT available in India Helps you target a Specific TV show / shows We can select a particular TV channel / channels We can select a particular genre of TV show which we want to target and we can also target multiple genres Countries: Argentina, Brazil, Canada, Chile, Colombia, France, Germany, Ireland, Italy, Japan, Mexico, Netherlands, Spain, UK, USA, Venezuela.
  41. 41. 41 . Behavior Targeting on Twitter Behavior Targeting is only available for USA and UK. You can target people basis their behavior online and offline characteristics You can target already predefined behavior
  42. 42. 42 . Event Targeting on Twitter You can target important events like a sport event or any particular day You can manually enter major event / events Twitter has a predicated list of events which you can select
  43. 43. 43 . Placement Targeting on Twitter The ads that are served on a users timeline This helps you advertise on the users profile or a profile that user is going through.
  44. 44. 44 Twitter Dashboard Walkthrough
  45. 45. 45 . Understanding Twitter Dashboard Helps you select the type of campaign you want to create Date range selection Filter options You can see the performance at these levels Interface Options
  46. 46. 46 . Options on Twitter Dashboard Campaign Dashboard – for reporting and stats You can select and upload creatives or view the creatives. This comes in handy for adding a video for more than 30 seconds Twitter has its own analytics that can help you analyze your campaign and help you optimize These are various tools that twitter interface has to offer
  47. 47. 47 . Campaign Overview Campaign Name with objective Select the metrics you want to view Total stats overview for that date range
  48. 48. 48 . Ad Groups Overview Campaign Name with objective Select the metrics you want to view Total stats overview for that date range
  49. 49. 49 . Tweet Level Overview Preview of the Tweet and the creative Total stats overview for that date range
  50. 50. 50 . Platform Level Overview Gives you a complete platform level stats for a selected date range Total stats overview for that date range This helps you optimize your stats basis your platform. We will be discussing about platform optimization in audience targeting
  51. 51. 51 . Location Level Overview Gives you a complete Location stats for a selected date range Total stats overview for that date range Gives your stats basis your location that you have already targeted. We will be discussing about Location optimization in audience targeting.
  52. 52. 52 . Demographics Level Overview Gives you a complete Gender level stats for a selected date range Gives your stats basis the Demographics that you have already targeted. We will be discussing about Demographic optimization in audience targeting.
  53. 53. 53 Twitter - Reports • Custom Columns NOT available in twitter. The report will contain all possible column value • Download granularity options that are available are either Weekly, Daily or Hourly. It all depends on the timeline that you select. • Download type available are CSV or XLS
  54. 54. 54 Twitter - Bulk Reports • Available Segment options: Tweet Creative Platforms Locations Demographics Ad Group • Multiple selection available • Default - Download granularity: Daily • Default - Download: CSV
  55. 55. 55 Conversion Tracking Set-up
  56. 56. 56 Conversion Tracking – Implementation Guide Conversion tracking for websites enables you to measure the number of users who perform a desired action on your website after viewing or engaging with your Promoted Tweets. User interacts with your Promoted Tweet on web or mobile User completes an action on your website. Conversion tag fires View conversion reporting on and optimize towards cost- effective campaigns
  57. 57. 57 Conversion Tracking 1. Navigate to Tools and Conversion tracking 2. Review program terms and policy 3. Click on “generate website tag for conversion tracking”
  58. 58. 58 Conversion Tracking - Snippet Copy the code snippet or email instructions to your developer
  59. 59. 59 Step 1 - Install TAG Across Your Entire Website Paste the tag into every page on your website <head> INSERT TAG CODE HERE </head> Insert code into an approved third party container tag INSERT TAG CODE HERE Please contact your account manager for a list of pre- approved third-party container tags We recommend placing the code immediately before the closing </head> tag in your HTML OR
  60. 60. 60 Step 2 - Verify the Website Tag is Installed Properly • Tracking: Twitter has gotten pings from the tag on at least one page within the last 24 hours • Unverified: Twitter has not gotten any pings from the tag on any page • Dormant: Twitter has not gotten any pings from the tag on any page in the last 24 hours
  61. 61. 61 Create Website Conversion Events Step 1 - Click “Create new conversion event”
  62. 62. 62 Step 2 - Enter Conversion Event Details, Tracking & Rules Fill in the details Requires a new code snippet for each conversions event (25 event maximum
  63. 63. 63 Step 3 – Setup Attribution Window & Additional Details
  64. 64. 64 Step 4 – Additional Setup for Single Event If specified the universal website tag, you’re all set. However, if you’ve specified the single event website tag you have just one more step
  65. 65. 65 Step 5 – Website Tag Code
  66. 66. 66 Advanced Implementation : Transaction Values & Order Quantity Transaction values and order quantity implementation for web pages: <script src="//" type="text/javascript"></script> <script type="text/javascript">twttr.conversion.trackPid('ntozh', { tw_sale_amount: AMOUNT_HERE, tw_order_quantity: QUANTITY_HERE });</script> <noscript> <img height="1" width="1" style="display:none;" alt="" src=" txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity= QUANTITY_HERE" /> <img height="1" width="1" style="display:none;" alt="" src="// txn_id=ntozh&p_id=Twitter&tw_sale_amount=AMOUNT_HERE&tw_order_quantity= QUANTITY_HERE" /> </noscript> If you want to capture the transaction value on the page you are tracking, you may do so by setting the highlighted parameters “AMOUNT_HERE” and “QUANTITY_HERE” to the values you want to record. Should you not want to track transaction values or order quantity enter “0” for each parameter
  67. 67. 67 Best Practices For TAG Installation Consider Your Sales Cycle Place your tag across your entire site Don’t forget mobile pages How to phase out Single Event Tag Consider how to remarket How engagements are measured How site visits are measured Reconciling your analytics Keep checking TAG status
  68. 68. 68 Ad Groups On Twitter What is an ad group? Ad groups are part of a new campaign structure to make it easier for you to organize, optimize, and manage your campaigns.
  69. 69. 69 How to create and edit ad groups? Select ad editor Export spread sheet
  70. 70. 70 Ad Group Creation In Exported Spreadsheet Once you’ve exported your spreadsheet, you will see new columns for ad group creation: •Ad Group Name •Ad Group Start Time •Ad Group End Time •Ad Group Serving Status •Ad Group Total Budget •Ad Group Placement
  71. 71. 71 • You will now need to enter in “new C1”, “new C2”, “new C3”, etc in chronological order for each new campaign in the Campaign ID column • Each new campaign will automatically create a new adgroup, so it is advised to add an ad group name within the campaign row. • Once you’ve created your new campaigns, insert new rows below each campaign for each additional ad group you want to build. Associate each of these new ad groups with the correct campaign by matching the “new C1” “new C2” campaign ID (in blue below). How to Create New Campaigns with Ad Groups
  72. 72. 72 How to Create New Campaigns with Ad Groups • Leave the Ad group IDs blank & create a new Ad group name. The system will recognize an ad group is associated with a particular campaign via the nesting order & matching your campaign ID. • In the example below, @baristabar has created two new ad groups for each campaign (one within the main campaign row in red, one as an additional nested ad group in blue). Pro tip: ad groups must have the same campaign objective as their parent campaign. After entering in targeting criteria & Tweet IDs for your new campaigns & ad groups, save & import. Upon upload the Ads editor will create IDs for your new campaigns & ad groups.
  73. 73. 73 How to Add New Ad Groups to Existing Campaigns • Insert the campaign ID & funding source ID for the campaign you want your ad groups associated with. In the example above, you would enter in “i5394759” into the campaign ID column & “i31248553” for the funding source ID. Ad group funding source must match the funding source of its parent campaign • Leave the ad group ID column blank. Upon upload, the Ads editor will create new ad group IDs for you. • Ensure your ad group objectives match their parent campaign objective
  74. 74. 74 Congratulations! Now you are a Twitter Hero