The document provides guidance on setting up and optimizing Twitter advertising campaigns. It discusses how to set campaign goals and target audiences through keywords, interests, locations and other criteria. It also offers tips for writing engaging promoted tweets and measuring campaign performance through metrics like impressions, engagements and cost per engagement. The overall document serves as a comprehensive guide to help users get the most out of promoting their content and accounts on Twitter.

2. You have questions. We have answers!
Whether you’re just starting your campaign or need additional ways to
optimize your Tweets, this is the go-to resource to help you meet your goals.
Here’s what you’ll learn in this guide:
1
Set up your campaigns for success
Learn how to set up your campaigns and which products to use to
help you reach your goals.
2
Strategies for budgeting and bidding
Get insights that will help you budget and bid like a pro.
3
Reach the right audience with your targeting
the options that work best for you.
4
Write engaging Promoted Tweets
Read up on best practices to put your best Tweets forward.
5
Measure your progress
Find out which metrics matter for your Twitter campaigns.
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3. 1
Set up your campaigns for success
Our Twitter Ads products are designed to help you grow your
business. There are two ways to amplify your presence on Twitter:
Promoted Tweets: Get your content in front of the right customers at scale.
Promoted Accounts: Quickly build an active community of customers and
advocates for your business.
Use these products together to make the biggest impact with your marketing
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4. Set up your campaigns for success
their campaigns.
@SoCalSurfCo
The
business:
@SamsHotSauce
Goal: Increase online sales
Goal: Grow brand awareness
This online men’s surf and beach clothing
retailer is located in southern California.
This company has been selling their
brand of hot sauces in several retail
website to increase sales.
locations and online. Their goal is to grow
awareness of their products and brand.
The
campaign:
Promoted Tweets
@SoCalSurfCo wants to reach people
who demonstrate an interest in products
or topics related to their business. They
choose to target their Promoted Tweets
to people that have written, engaged, or
searched for certain keywords on Twitter.
Promoted Accounts
@SamsHotSauce wants to promote their
account to people who are likely to be
interested in spicy foods and hot sauces
but may not have heard of them yet.
The
targeting
criteria:
Keywords
@SoCalSurfCo targets keywords like
“wetsuit,” “rash guard” and “board
shorts” matched in any order.
@usernames
They target several celebrity chef
accounts known for cooking spicy foods
and also a few well-known food blogs.
Phrases
Interest categories
@SamsHotSauce chooses “barbecues
and grilling” and “Mexican cuisine” under
the food and drink interest category.
full phrase.
Location
They choose to target a national audience
since they can ship anywhere in the US.
Gender
@SamsHotSauce knows both guys and gals
love hot sauce so they target both genders.
4

5. Set up your campaigns for success
their campaigns.
@MeridianandCo
@TheJoeJones
Goal: Generate leads
Goal: Grow followers
The
business:
Here we have a B2B technology company
that provides IT and software solutions.
Joe Jones is a social media expert that
uses his personal brand to add credibility to
Their goal is to identify quality leads so
they can follow up and eventually close
the sale.
his new book. To accomplish this goal, he
decides to grow his follower base on Twitter.
The
campaign:
Promoted Tweets
@MeridianandCo has a free 30-day trial of
their software, and wants to introduce the
deal to decision makers on Twitter that
are likely to be interested.
Promoted Accounts
To quickly grow an audience of relevant
followers, @TheJoeJones sets up a
Promoted Account campaign. Once
he gains these new followers, he can
continue to communicate with them over
and over again at no additional cost.
The
targeting
criteria:
@usernames
Well-known blogs in the technology
space and popular thought leaders in
their industry.
@usernames
Social media publications and well-known
social media gurus.
Interest categories
“Technology” (under business) and
“enterprise software” (under technology
and computing).
Location
They choose to target a national audience
since they can support customers
anywhere in the United States.
Interest categories
“Marketing” and “entrepreneurship”
(under business).
Devices
@TheJoeJones knows his best customers
use mobile frequently. But he also knows
chooses to target all devices.
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6. 2
Strategies for budgeting & bidding
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7. Strategies for budgeting & bidding
How pricing works on Twitter
1
Select your target audience.
The demand to show ads to
this audience will factor in to
how much you eventually pay.
#PROTIP: The most successful advertisers
target a broad, relevant audience.
2
Set your bid.
Determine how much you
value a follow or engagement
and set your bid accordingly.
#PROTIP: Bid within the suggested range to be competitive
with other businesses that want to show ads to the same people.
3
#PROTIP: The Estimated Reach bar will show you how
much of your targeted audience is likely to see your ad.
Great ads are rewarded.
The auction will take both your bid
and ad quality into account.
#PROTIP: Increase the quality score of your ads
by raising the engagement rate on your campaigns.
54 RETWEETS 36 FAVORITES
4
Determining what you pay.
When you win an auction, you pay only
slightly more than the next highest bidder
for an engagement.
54 RETWEETS 36 FAVORITES
WINNER!
5
#PROTIP: Bid with confidence! You’ll never pay more
than your maximum bid, and you’ll usually pay less.
You’re only charged when
someone engages with your ad.
An engagement is defined as a reply, Retweet,
favorite, follow, or click anywhere on the ad.
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8. Strategies for budgeting & bidding
Frequently Asked Questions
1
How do I decide how much to bid?
When setting your maximum bid, it’s helpful to think how your results on Twitter will
tie back to business outcomes. To help you achieve better results, use the tips below.
Remember, you will never be charged more than your maximum bid – in fact, you’ll
usually pay less.
Promoted Accounts
Consider how much a follower will be worth
to you over the lifetime of that relationship.
You pay once for a follower, and you can
then re-engage them over and over with
your Tweets.
Promoted Tweets
Think about the value you place on an
engagement from your Twitter audience.
Consider how much these behaviors are
worth to your business, and set your bid
accordingly.
your website, think about how much you
value clicks on your Tweets.
2
How am I charged for Promoted Accounts and
Promoted Tweets?
You are only charged when somebody on Twitter engages with your ad. Here’s how
Promoted Accounts
Promoted Tweets
You only pay when someone follows your
Promoted Account.
You pay per engagement which is
Keep these two important points in mind:
1. Anytime you tweet in the future, this new
follower can see your message at no charge.
Click, Retweet, Reply, Follow, Favorite
2. Since there is no algorithm that decides
which Tweets are shown to whom on Twitter,
your new followers can see your message in
their timeline at no charge, in real time.
You won’t be charged for any earned
engagements. For example, if your
Promoted Tweet is retweeted, any follower
that results from that Retweet is free.
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9. Strategies for budgeting & bidding
Frequently Asked Questions
3
my campaign?
you can reach with your current bid. The more competitive your bid is with other
businesses that want to show ads to the same audience, the more of your targeted
audience you will be able to reach.
Try for yourself! Increase
your bid and watch the
9

10. 3
Reach the right audience with
your targeting
10

11. Reach the right audience with your targeting
There are 230 million active users on Twitter. Here are the ways you can target
campaigns to reach your ideal audience.
Target by keywords
Reach people when your message will be most relevant by targeting them based on
keywords in their recent Tweets and the Tweets with which they’ve recently engaged.
Be ready for real time: Set up ongoing campaigns so that you can reach
potential customers whenever they tweet about or search for terms related to
your business.
Complement your search campaigns: Many of the keywords and strategies that
you use in your paid search campaigns can also work on Twitter. For example, you
can look at keyword-level reporting to see which keywords perform best and use
that information to optimize your campaign’s performance.
#ProTips
Build your list: If you need some inspiration, keep an eye on Twitter
conversations that are relevant to your industry and add any frequently used
terms to your list.
Test with a search: When you do add phrases to your keyword list, do a quick
search on Twitter to make sure they align with how people really tweet.
11

12. Reach the right audience with your targeting
Target by interests and @usernames
People turn to Twitter to connect to their interests. To help you reach the people who
are likely to be interested in your business, you can choose from over 350 interest
categories to target your campaigns.
You can also target more niche groups of people by specifying certain @usernames
that are relevant to your business.
#ProTips
The more the merrier: Your target audience includes all of the interests you
choose – the more interests you choose, the broader your reach.
Keep things in line:
relevant so make sure that the interests you choose to target align with your
content.
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13. Reach the right audience with your targeting
More ways to target your audience
By location
Focus on the people in areas where you do business. Reach your local community
with city targeting or target a national audience with country targeting.
By device
Reach your target audience at home on their laptops or on the go with their mobile
device. Releasing an iPhone app? Target iOS users! Or have an ebook you want
people to download? Try desktop.
By gender
Have a product or a service more suited for guys? Or maybe for gals? Reach either
or both with gender targeting.
Did you know?
*76% of active Twitter users access the service from a mobile device.
#ProTip
Make it easier for customers to make purchases by targeting devices that display
optimized landing pages.
*Source: Twitter internal data
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14. 4
Write engaging Promoted Tweets
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15. Write engaging Promoted Tweets
Before you create your Promoted Tweets campaigns, make sure you have a clear
understanding of what you want to accomplish. For example, you may want to:
Only once you identify your goals can you create content that helps you achieve them.
To drive a direct response:
leads? Use these best practices to produce an immediate action from your audience.
Tweet contains no hashtags,
@mentions or rich media that
distract from the link
strong call to action
that clearly explains what to
expect when you click through
SoCal Surf Company @SoCalSurfCo
Winter is coming! Get 15% off on all our wetsuits when you
purchase within the next 7 days. Visit our store:
bit.ly/53esgwVg
Reply
Includes a relevant,
Retweet
Favorite
Uses the real-time nature of
the Twitter platform to create
a sense of urgency
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16. Write engaging Promoted Tweets
To grow followers and your brand:
or service? Use these best practices to build your brand with Twitter.
Sam’s Hot Sauce
@SamsHotSauce
We make our hot sauce with fresh red
habanero peppers. Just one reason to try
Sam’s at your #BBQ this summer.
pic.twitter.com/qHXE5cbXIF
Reply
Retweet
Keep it conversational.
This is a chance to show
wit, and know-how.
Favorite
Share a picture or other
rich media (like video).
Seize the moment.
Tweet about industry
based, seasonal, and
cultural events.
like
behind-the-scene photos or a
Twitter only promotion.
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17. 5
Measure your progress
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18. Measure your progress
What to measure
at things like:
• Follower quality: What types of users interact with your account?
Have you seen an increase in visits to your store or website?
• Conversion: Have you seen an increase in sales or signups for your service?
How to measure it
Impressions: The number of times
Spend: The total amount spent to date
someone sees your Promoted Account or
Promoted Tweet, in timeline or in search.
on Promoted Tweets and/or Promoted
Accounts campaigns.
Engagements: The total number of
interactions with your Promoted Tweet.
This includes Retweets, replies or
eCPE: The total number of engagements
with Promoted Tweets divided by total
spend to date.
click anywhere (hashtags, @usernames,
avatars, links) on the Tweet are also
included.
CPF: The total number of followers
gained through Promoted Accounts
divided by total spend to date.
Engagement rate: The number of
clicks, retweets, replies, follows and
favorites divided by the total number of
impressions.
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19. Measure your progress
Best Practices
Try these simple best practices:
1
Test and learn. Set up multiple campaigns and check your analytics
frequently. You can compare across your campaigns to understand which
targeting options, links and Tweet copy work best for your business.
2
Monitor your eCPE. This metric shows the average cost of all your
for various aspects of your campaigns.
3
Invest in your best campaigns. Find additional funding for your most
successful campaigns by pausing the underperforming ones. This strategy
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20. Measure your progress
Your tools
With Twitter Ads analytics, you can look at your campaign’s success in several
Overall performance data
Look at impressions, engagement, and spend for all of your Promoted Accounts
and Promoted Tweets campaigns in aggregate. Specify a date range to see your
impressions, engagement and spend for that time period and look at your progress
over time.
Individual campaigns
and follow rates across device, location, gender, interest and keyword options to see
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21. Measure your progress
Additional analytics
Two additional dashboards will help you along the way.
Timeline Activity Dashboard
This dashboard shows both your organic and paid activity on Twitter and is a great tool
to identify trends related to your content. Use these learnings to inform your tweeting
strategy moving forward.
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22. Measure your progress
Followers Dashboard
This dashboard provides a real-time look at your follower growth and provides
insight into the location, gender and interests of your followers. You can look at your
overall follower base as well as the followers you’ve gained as a result of individual
campaigns.
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