Twitter advertising offers unique benefits due to less competition compared to platforms like Facebook, with 310 million active users monthly and a focus on engaging conversations. The user-friendly interface and various ad formats, including event targeting and lead generation cards, allow businesses to effectively reach their target audience. Additionally, Twitter's advanced audience targeting options enhance the effectiveness of advertising campaigns, making it a promising platform for marketers.

1. Twitter advertising
BUSINESS POTENTIAL AND BENEFITS

2. Considering the fact, that Twitter has only
expanded its advertising reach across majority of
Europe in the second half of 2014, it should be
much easier to differentiate yourself with a good
ad copy, than it would be on Adwords or
Facebook, where your competitors have already
established firm ground.

3. Less competition does not neccessarily mean
bigger profits, but let`s look at a couple of facts
that go a long way in proving that advertising on
Twitter might be the thing you are looking for to
go into the untapped portion of your target
market:
• 310 million ACTIVE users each month
• 1 billion monthly visits
• 83%Twitter users are mobile
• 79%Twitter user accounts are outside the US

4. Facebook vs.Twitter

5. Conversations on Twitter is
much more constructive and
meaningful
Unlike the Facebook, Twitter encourages
conversations (primarily through the use of
hashtags) and connects an audience that doesn`t
have to have any other social or family
connection. This alone brings the quality of
conversation on Twitter to a whole different level
than on Facebook.

6. User friendly advertising
interface
It is well worth noting that the UX is quite easy to
use and much simpler than that of Facebook.
make it possible for virtually anyone to start an
advertising campaign on their platform.
Unlike Facebook, Twitter even lets you advertise
your regular user profile.

7. Twitter event targeting
Event targeting allows you to time and display your ads
together with the happening of a certain event in the
world, for example, such an event would be this year`s
European footbal championship.
The nature of Twitter itself is such that it has become a
very important live news source for the entire world.
Enormous amounts of tweets that happen each second
(500 million tweets published each day) and the
immediate nature of those tweets are just not
comparable to any other digital (or offline) platform.

8. Twitter Lead Generation Cards
One of the more interesting advertising possibilities on
Twitter is the “Lead generation” campaign. It gives you
the ability to collect contact information (primarily e-
mails and names) of Twitter users who are exposed to
your ad.
From a marketing perspective, there`s some brilliance
to this – unlike similar e-mail collection strategies (for
example, via a Like Tab on Facebook, or through a
website), in the “Lead generation” ad, the visitor’s
information is already pre-filled in the opt-in form
within the ad itself. The only thing the Twitter user has
to do, is click the button – and the e-mail is yours.

9. Other advertising options onTwitter

10. Followers
The goal of this campaign is to build a base of
followers for your Twitter user profile. Building
your Twitter follower base should be done
through quality content and constructive
conversation – paying for followers is not inline
with that. Organic follower base makes much
more sense, even though it’s much more difficult
and takes more time. But, in the long run, there’s
really no alternative, because to get quality
conversations, you really need a follower base
that expresses interest in what you say.

11. Website clicks / conversions
The goal of this campaign is to increase traffic to
your website. This means that the ads take
Twitter users directly to your website. This type of
campaign is displayed in the Twitter timeline and
in between the search results on Twitter. Payment
is pay-per-click.

12. Tweet engagements
The goal of this campaign is to encourage
conversation, which can revolve around a
promoted or organic tweet that is already present
in your timeline. This type of campaign is
displayed in the Twitter timeline and in between
the search results on Twitter. This type of
campaign is quite useful if you want to encourage
a conversation around a certain topic and include
a broader audience, or you just want to increase
the exposure of your profile into a particular
theme segment.

13. App installs
The goal of this campaign is to promote your
mobile app. The users are displayed an ad with a
button (inside the timeline) that either opens
your app (if it is already installed in the user’s
phone) or install your app on the phone (if it is not
already installed). The ad is displayed in the
Twitter timeline only on mobile devices. Payment
is based per app open or installation.

14. Video views
A new type of campaign (still in beta version)
where users can watch your video within the
timeline through a native Twitter video player.
The user experience of watching such a video is
quite good, which makes it more practical to,
well, watch it. This in turn increases your chances
of someone actually viewing your video and
sharing it with their Twitter followers. This
campaign is displayed in the Twitter timeline and
in between the search results on Twitter. Payment
is per video views.

15. Leads on Twitter
As I’ve mentioned earlier, this type of campaign
gives you the possibility to collect contact
information from Twitter users directly inside the
Twitter timeline and search results.

16. Promoted-only tweets
Creating tweets that are only promotional in
nature (therefore, they are not visible in your
timeline) and are used only for advertising
campaigns. In essence, this is a textual ad in the
form of a tweet with a possibility to add image –
even though Twitter does not recommend adding
images and notes that text-only ads bring better
results.

17. Scheduled Tweet
Same principle as the aforementioned promoted
tweets, with the possibility of timing the
publishing of the tweet inside the campaign. This
is pretty useful if you want to run the campaign
for an extensive period of time, without the need
to manage it on a daily basis. This also keeps your
campaign fresh (by publishing new tweets / ads
regularly) in the eyes of your audience, so that
you don’t annoy anyone with the same ol’ ad.

18. Organic Tweets
Displaying organic-only tweets in your ads, which
means you are publishing ads based on the
tweets that are already present in your timeline –
we can draw a parallel here with Facebook – the
boosted posts is a similar strategy where you
promote already published posts on the Facebook
page.

19. Each of the above campaign types provides the
same targeting possibilities, which is done
through the following:
• Audience targeting through selecting a particular (or multiple) country, Language,
Sex and Devices and platform (iOS,Android, Blackberry, desktop and other
devices....).
• Targeting newTwitter users – you can choose to display ads only to those users
that have begun usingTwitter for a predetermined period of time (for example, one
month ago on the current device).
• Mobile carriers – for about 20 countries worldwide,Twitter gives the ability to chose
only thoseTwitter accounts that connect to internet through a particular mobile
carrier
• Interests – this is the ability to target certain interests present with your audience
through the usage of given keywords, followers (you can even enter followers by
using the @ symbol), targeting ofTV audiences that follow certainTV shows and
programs.You can also targetTwitter profiles that follow certain events and are
involved in the conversation around that event live onTwitter.

20. Through numerous audience targeting
options that are simply not available
on similar platforms,Twitter advertising
deserves our attention as a very promising
promotional platform.
Not just in terms of technical availability
of a certain targeting feature, but through the possibilities that are
derived from the fact that conversations onTwitter
are much more topic oriented and easy to
target with the high amount ofTwitter
profiles weighing in on the conversation than would be
case on Facebook.

21. Thank you for your time!
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