Advertising Through Twitter – Social Media Marketing Guide 2018

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| Table of Contents

  • About Twitter- Advertising Through Twitter.
  • Types of Twitter Ads.
  • What targeting options does Twitter offer?
  • What is the minimum budget to advertise on Twitter?
  • How to get started - Advertising Through Twitter

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|About Twitter

Twitter, also known as the “SMS of the Internet”, It was founded in 2006 and now has more than 500 million registered monthly active users User can post up to 140 Character, can add links, photos and videos to their tweets, include hashtags to help people find their message, User can also run polls within a tweet.
For advertisers, Twitter offers a variety of ad types that target different campaign objectives, from increasing website visits and sales to creating a bigger following for a company’s Twitter account.
Twitter also offers rich options to target a specific audience, including demographics, interest and behavior targeting.

|What ad types does Twitter offer?

Twitter organizes its different ad types by campaign objective: i.e., the action an advertiser wants a user to perform. Depending on which campaign objective you choose, Its bit different from Instagram and Facebook. The ad will be displayed in a different format, they are called “Cards.”

Take a look at Twitter’s technical specifications of the different card types, documentation
Here is an overview of the different campaign objectives you can choose from, and what the ads look like to the user: Here are the examples

Tweet engagement:

Hey, Twitter has a very interesting option, If you prefer to maximize brand, you can only focus on the brand awareness. you can book an Awareness campaign. Here you pay for the number of impressions (CPM). You can attach up to four images to your tweet. If you do this, only 116 characters are available for your Tweet, as 24 characters are used for the images.

Here on Twitter, you can promote a new or existing tweet to your target audience. You will be paying for engagement with the tweet, e.g., clicks, retweets, likes, follows and replies on your account
Image

Video views:

You can also embed a video in a tweet and promote it to your desired targeted audience. Mostly videos will auto-play muted on a scroll, By default If a user has not changed autoplay setting

This will encourage users to tap or click to open the tweet and watch. Twitter will show your ad as a “Video Card” that consists of your ad copy (max. 140 characters), a video, a video title (max. 70 characters), and a video description (max. 200 characters).

In these type of campaign, you pay for video views,
This is how twitter charge for video views – “A view occurs when a video is at least 50% in-view on the user’s device Screen During scroll and has been watched for at least 2 seconds, or the user clicks to watch the video in fullscreen.”
Video Image

Grow your followers:

Increasing your Own audience can be an asset for promoting yes If you have your own loyal audience you need not spend money again and again, and that will also create a mouth to mouth marketing segment In future,
You can promote your own Twitter account to grow your follower base, by running this campaign in which Twitter will suggest People and public follow your twitter account, These ads show up in the user feed and in the “Who to follow” sidebar on Desktop. You pay for every follower the ad generates. according to your selected audience
 Side bar Image , and Feed image of following adds

Website Visits:

Gain traffic to your website, Drive your audience to your website using this campaign type. Twitter will display your message in a “Website Card” that consists of your ad copy (max. 116 characters), an image and a website title/description (max. 70 characters).
You will pay for website link clicks.
Image of website click ads

Website conversions:

Its almost same to website visit, This ad type makes use of the “Website Card” shown above, but optimizes campaigns for conversions also optimize audience and show ads to more interested audience who have high-interest rate in your product service to achieve high conversion such as purchases, downloads, and App installs from your website link.

Advertisers have to integrate the Twitter website tag on their site, which we perform in Facebook pixel likewise. So that Twitter can track conversion rates. You still pay for website link clicks.

App installs and re-engagement:

This ads focus on app install and rebrand your existing product or service. If your campaign objective is to generate downloads of your mobile app or motivate people to open it again, this could be a great ad type for you.
This promoted tweet is shown as an “App Card” which consists of an ad copy (116 characters), an image, the app name, price and rating (pulled from the app store), and a call to action button. You can choose to either pay for app link clicks or app installs.
App install image

Lead generation:

With the lead generation campaign type, you can create promoted tweets that aim to collect the user’s email address, so you can follow up with a newsletter or offer. The Lead Generation Card includes your ad copy (116 characters), a Call to Action button (20 characters), a short description (50 characters) and an image. If a user clicks the Call to Action button,

Twitter will ask the user to enter name and email and submit also twitter automatically submit email and name associated with the user’s Twitter account and show a customizable message (100 characters). You pay for the number of leads generated.
Image lead generation

|What targeting options does Twitter offer?

Twitter offers the following nine targeting options that you can combine as needed:

Location:

Target users by country, state, region, metro area, or ZIP, code. If you are promoting blogs here is the country from you can promote sorted by languages and high CTR.

Gender:

If you a blogger I suggest you select both the audience. You can target only male or only female users or both according to your product category or services. Twitter infers genders from information users share as they use Twitter, e.g., their profile names.

Languages:

Prefer English By default, But so make sure to target only people who understand your message. Twitter delivers campaigns to all languages, Make a notes

Devices:

Its very Important Option: You can Target users who use specific mobile devices (e.g. iOS, Platforms and Android, Blackberry) and mobile phone carriers (e.g. AT&T, Carriers Verizon) to access Twitter

Twitter gives you a tremendous option You can also target users based on when they first used Twitter on a new device or carrier. I will explain this in detail, You can choose the audience who are Newly registered on twitter, and do have a new phone or Tab, here the click-through rates are high you can get much more click.

Interest:

Target users based on 25 interest categories that expand into 350 subtopics, from Automotive to Travel. Twitter identifies user interests based on what content users engage with and what usernames they follow.

Followers:

Provide Twitter with a list of usernames and your ad will reach users who have similar interests as those who follow any of the accounts you have listed. How to get the username of your twitter follower?

Keyword:

If you can research and find a good keyword for which the search volume is high, you can Reach users based on the keywords of their search queries, recent Tweets, and Tweets they recently engaged with. For each keyword, you can define whether you want to target users with exact keyword matching, broad matching (i.e., Twitter will also target related keywords) or negative matching (i.e., Twitter won’t target users who match for this keyword). These keywords options are exactly same as we use in Google AdWords

Behavior:

This option is very useful For E-commerce and affiliate marketing optimize this according to the market, To target users based on their online and offline behavior (e.g., product or shopping preferences), Twitter utilizes user data that third-party data providers have shared with them.

Tailored:

With tailored audiences, you can target existing customers, Its same as the custom option of Facebook

Audience’s leads or website visitors:

To do this, you have to upload a list of emails, Twitter IDs or mobile advertising IDs. Alternatively, you can put a code snippet on your website so Twitter can identify your website visitors. You can either focus a campaign on a tailored audience or exclude the tailored audience if you prefer to reach only new prospects. Refer Conversion option

|What is the minimum budget to advertise on Twitter?

Here Twitter have some complex issue, You have to set a minimum Bid and the rates will be given according to the other advertiser who is competing with the same set of audience which you are targeting. Twitter requires you to set up a maximum daily budget for your campaigns. Optionally, you can also set a maximum budget for the duration of the whole campaign. The cost of an action (defined by campaign type, as explained earlier).

|How to get started

To get started you need an active Twitter account. Go to Twitter Ads and you will be prompted with a screen where you select your campaign objective.
These objectives match the ones I have discussed above. If you get stuck, have a look at Twitter’s documentation for Businesses. Or comment your Querry I will Surely resolve it

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