THE MAIN QUESTION THAT A CLIENT ASKS
IS “HOW MUCH SHOULD I SPEND?”.
THE RESPONSE TO THAT SHOULD BE “HOW
MUCH DO YOU WANT TO SPEND?”.
• Start with £5k – it gets you a friendly Twitter Account Manager
• Promoted Tweets work on a bidding system
• You’ll be asked to bid somewhere in the £1 – £2 region, but it varies according to demand
IF YOUR CONTENT ISN’T
INSPIRING OR INFORMATIVE,
IT’S GOING TO FAIL.
• Make sure your Promoted Tweet has a call to action
• Keep your copy below 120 characters: it makes it more retweetable and gives you
space for an image
• Make sure your tweet has a visual to accompany it
THIS TIES IN TO THOSE
OBJECTIVES YOU SET
OUT AT THE START
• Do you want people to click through to see content on another site? Tell them “Visit
• Do you want them to share your content? Tell them “Retweet us!”
• Do you want them to know more about your brand? Tell them “Follow us!”
• Impressions – the number of times your Promoted Tweet has been served
• Engagement Rate – the number of clicks, follows, retweets your Promoted
tweet has had as a proportion of impressions
• CPE – Cost per Engagement, or the price you’ve paid per click
YOU WANT IMPRESSIONS TO
BE HIGH, YOUR ENGAGEMENT
RATE TO BE HIGH AND YOUR
CPE TO BE LOW
WE LIVE AND BREATHE FOR
THE COMMUNITIES WE
SERVE – WE KNOW THEM
BETTER THAN ANYONE
• Twitter ads allow you to constantly fine tune your programme based on the
keywords people are looking for, the main topics of the day and the amount
of money you want to bid for each content serve
• Know your community are always online between 6-8pm? Up your bid to
reach them and then lower it overnight
I am a Digital Manager at Burson-Marsteller in London with more than 5
years’ experience of working in social media and the digital space,
managing and executing UK, EMEA and global programmes for
I have cross sector experience in the social business, corporate, financial,
FMCG, consumer and pharmaceutical industries, in strategy development,
landscape analysis, crisis and issues management, paid media, editorial
management, content creation and community management.
I work with companies to help them understand the digital landscape that they operate in and to
identify the opportunities that social media can bring to their business. The aim of this is to help
them provide a service that their customers will want to interact with and ultimately benefit from –
for me, the community comes first.
Feel free to drop me a line at firstname.lastname@example.org or @geetarchurchy.
All images courtesy of www.unsplash.com.