From the SocialPro Conference in Las Vegas, Nevada, November 18-19, 2015. SESSION: Advanced Twitter Ads: Next-Level Tactics For Driving Leads & Sales In Real-Time. PRESENTATION: Advanced Twitter Ads: Doing More With Twitter Tailored Audiences - Given by Sahil Jain, @sahilio - AdStage, CEO and Co-founder. #SocialPro #14B

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Sahil Jain, CEO & Co-founder of AdStage
ADVANCED TWITTER ADS:
DOING MORE WITH TWITTER
TAILORED AUDIENCES

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Sahil Jain, CEO of AdStage
Former Co-founder & CMO of Trigger.io @ 20, AOL @ 19,
Yahoo! @ 17, High School & College dropout.
ABOUT
AdStage All-In-One Platform
Allows advertisers to create, optimize, and report
across Google, Bing, Facebook, Twitter, &
LinkedIn Ads.

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WHY TWITTER
316M
monthly active users
17.1
minutes per day
on average
Source: eMarketer November 2014Source: Twitter October 2015

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Better Targeting for Advertisers
TWITTER TAILORED AUDIENCES

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ADVANCED STRATEGIES FOR TAILORED AUDIENCES
Acquire New
Users Easier
Limit Wasted
Ad Spend
Increase
Conversions

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Exclusion Targeting
LIMIT WASTED AD SPEND

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“Half the money I spend on
advertising is wasted; the trouble is
I don't know which half.”
-- John Wanamaker

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§ Device
§ Carrier
§ Platform
§ Age
§ Gender
§ Location
§ Television
§ Keyword
Core Targeting on Twitter Ads
§ Language
§ Interest
§ Behavior
§ Event
§ Previously engaged
§ Handle followers

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Exclusion Targeting
Cross-device
retargeting
Previously
Converted
Existing
Customers
Competitors

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Types of Tailored Audiences

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Similar User Targeting
ACQUIRE NEW USERS EASIER

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Market Research for first-party data
is a $21 Billion industry.
Source: Market Research Market Research Report | NAICS 54191 Sept 2015

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Twitter Ads Includes This Data For You

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When to Use Similar User Targeting
Brand
Awareness
Product
Announcements
Lead
Generation

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Product Announcement

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Brand Awareness

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Lead Generation

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Nurture with Dynamic Retargeting
INCREASE CONVERSIONS

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In a cross-device world,
retargeting is becoming more
and more difficult

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67%
start shopping on
one device and
continue on
another
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013

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Twitter is one of the few
channels that can accurately
retarget your database

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Tailored Audiences for Retargeting
Direct
Response
Lead
Nurturing
Loyalty
Programs

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Lead Nurturing Example of Content Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Adding in Twitter Ads at Each Stage of the Drip
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Create a Website Tag for Each Conversion

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Nurture Leads on Twitter with Exclusion Targeting
Blog post subscribers
Whitepaper downloads
Case study downloads
Whitepaper downloads
Case study downloads
Webinar registrants
Targeted Audience Excluded Audience
Core Target Audience by
Keyword, Interest, etc.
Existing Customers, Competitors,
Previously Converted
Blog Post / Infographic
Guide / Whitepaper
Case Study
Webinar

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Lead Nurturing Example for End User
Visits Website and
subscribes to blog
Receives nurture campaigns
via email and Twitter

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Direct Response

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Loyalty Programs

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