Learn about the latest and greatest features from Twitter Ads and how you can put them into action for your own campaigns.

1. How Advanced Twitter
Ads Strategies Could
Help You Win the
Game of Thrones

3. Managing Partner – Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Writer:
Search Engine Watch, ClickZ, Clix Marketing Blog,
The SEM Post, Acquisio Blog, PPC Hero
Speaker:
SMX, SMX Social, SES / ClickZ Live, HeroConf,
State of Search, Acquisio User Summit, Bing Ads
Connect

4. OK, John… Twitter Ads and GoT?!?!?

5. Campaign
Management
Because we all can’t afford
to have a Hand around.

6. Ads Editor
Bulk spreadsheet
management.
Excel. Import/Export.
Manage campaigns; audit
funding sources, conversion
tags and tailored audiences.

7. 3rd PartyTools
Ad Groups FTW!

8. 3rd Party Tools

9. TargetingI mean, we are targeting
people here ammiright?

10. Long Standing Twitter Ads
Targeting
Location, Gender, Language
Device, Mobile Carrier
Keywords (with match types!)
- matches to content of tweets, profiles, etc.
Interests
Followers
- reach users with similar interests to followers of targeted
users

11. Retargeting
Retargeting lives in Twitter as a
Tailored Audience “from the
web.”
No “universal pixel” yet.
Separate pixel for each
audience.

12. Tailored (custom) Audiences
Uses for Tailored Audiences
Target directly
Exclude
Create lookalike (similar)
audience
These audiences are based On
Email
Phone
Mobile app users
Mobile advertising IDs
And…

13. TailoredAudiencesBasedonTwitter@Handles
Thank the gods – the old and new.

14. TV Targeting
Target Twitter users before,
after or during television
programs.
Target specific shows, networks
or genres.

15. Behavior Targeting
Targeting based on big data.
High level of detail for online
and offline behaviors.
Purchase habits. Financial
status. Media choices.
Lifestyles.
BONUS: Exclude behavior
targets, too!

16. Event Targeting

17. BiddingBe the master of coin.

18. Campaign Objective
Objective determines how you
bid:
Per click
Per lead
Per install
Per video view
Etc.
Objective determines how your
data is reported in
performance stats.
Nearly identical to Facebook
Ads Objectives.

19. Automatic vs. Maximum Bids
Maximum Bids
You tell Twitter how much are
willing to pay for each click, lead,
video view, app install, etc.
Automatic Bids
Twitter will dynamically adjust
your bids

20. AdsGet their attention.
With dragons.

21. Promoted Tweets – Tried and True
Plain text copy.
Can include links, hashtags, @handles and images/video
separate from Cards.
Note: If hashtags, @handles and images/video are
include – they can be clicked and you will be charged.

22. TwitterCardsRULE
Pun Intended
Data courtesy of Eloqua & Twitter study: bit.ly/1PSoYNi

23. Lead Gen Cards
800x200 image
Custom copy and call-to-action
button.
User clicks button and agrees
to pass their name, email and
Twitter user handle to you.
Connect data directly with your
CRM or email marketing
platform.

24. Website Cards
800x320 image
Custom copy and call-to-action
button.
Why are Website Cards
important?
Rich media in normal promoted
tweets can be clicked and cost you
money without getting visits to
your website.
Website Cards provide the rich
media, but deliver the click
directly to your website.

25. App Cards
Promote your mobile app with
deep links to iOS and Android
app stores.
Comes in 3 Flavors
Basic – text and link only.
Image – image, text and link.
Video – video, text and link.

26. Video
Promote video content in a
streamlined format in the
Twitter newsfeed.
Videos are hosted by Twitter
and provide one-tap viewing
and a better user experience.

27. Strategy
Because smart is always sexy.

28. Target What’s Happening NOW
As PPC advertisers, we
have been instilled with
the notion of “be
relevant.”
Twitter Ads allows you
to advertise to your
audience based on
events in real time.
Event Targeting, TV
Targeting
Trending Topics,
Hashtags

29. Deep
Segmentation
for Retargeting
Audience
Creation
The Short Version
Create granular targeting segments.
Clearly define audience with UTM tags.
Serve ads to this audience with Twitter Ads.
Create audience rules based on UTM tags.
Most retargeting platforms allow URL-based
audience rules. Google Analytics, Google AdWords,
Facebook, The Trade Desk, etc.
Serve laser-focused ads to this audience across
search, display and social retargeting to close the
conversion loop.
HUGE Hat Tip to aimClear:
selnd.com/1PSiSwi

30. Top of Funnel Lead Generation
Lead Generation Cards are
awesome. Did I already make
that point?
Until Facebook Lead Ads,
Twitter was the bees-knees for
First Name, Last Name, Email
TOFU lead generation.
Consider Twitter Ads as a
premier channel for starting the
conversation with your potential
customers.

31. What’s Next?
Creepy 3-eyed birds, that’s what.

32. E-CommerceFeatures
Kaching! Partnership w/ Stripe Brings Payment Processing to Twitter Feed
More info here: bit.ly/1PSp5si

33. Extended
Lead Forms
Did you really expect Facebook
NOT to one-up the Twitters?

34. My Hope? That You Leave With
More Confidence Than This…

35. Thank You!
Questions?
john@clixmarketing.com
@john_a_lee
www.clixmarketing.com