With the growth of Twitter in recent years, it’s getting harder and harder to stay on your followers’ timeline long enough for them to notice your tweets. With over 500 million users sending over 400 million tweets per day, it can feel like your messages are a needle in a haystack. How can you get more visibility for your account? One way to promote your business is through Twitter Ads. Read on to see how you can use Twitter Ads and what to expect!
Companies can use events, local or national, that are happening now and are relevant to their audience to promote products before, during and after the event. All sizes of brands and businesses can join the conversation to highlight their products or services. Twitter users talk about the same things over and over and follow the same predictable patterns when they talk on Twitter. With this information in mind, you can run Twitter ads that deliver the right content at the right time.
With Twitter ads you can use:
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promoted Account,
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promoted Tweet,
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promoted trend.
On desktop, all three ways to promote are displayed on screen, but more importantly, with 80% using mobile devices to access Twitter in the UK, the promoted account and tweet appear in the mobile time. From this account or promoted tweet, users can click to continue with the button on the right side of the promotion. The promoted trend appears in the Discover tab.
Who will see your Twitter ads?
Twitter offers you the following targeting options:
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followers – users who already follow you,
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look-a-like: target users who are similar to your followers,
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interests: based on the interests of users that are generated from their tweets and following,
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keywords: users who talk or search for words and hashtags they use,
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location: target by country, region or metropolitan area,
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device – segment by device or platform,
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gender,
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custom audience: those who have shown interest in your product or services outside of Twitter,
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TV: those who watch and talk about particular TV shows.
So if you already have a large following on Twitter, you can use Twitter Ads to make sure your followers are aware of a certain message (promotion, new product, event, webinar) you’re offering. If you want to grow your audience first, you can target specific users on Twitter based on the description of your ideal customer: location, gender, interests, who else they follow and like, what they watch and talk about, etc.
You can address the following steps in the marketing process with Twitter Ads:
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Generate awareness about your products or brand,
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Get more targeted followers,
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Generate higher engagement for your messages,
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Research which direct response messages and text resonate best with your followers,
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Increase website traffic,
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Generate new signups for your email list,
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Convert those visitors and listing signs into purchases of your products and services.
How can you advertise on Twitter?
I previously published a post on lead generation cards that shows how to set up an account to use Twitter ads.
Once you’ve set up your account, you can use the following tools in your ad campaign:
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Promoted Accounts: To increase your following on Twitter and to let people know about you,
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Lead Generation Cards: To build your email database,
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TV Conversation Targeting: To get closer to users watching relevant shows,
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Custom Audience – Retarget contacts and prospects from your email list from those who visit your website,
Promoted accounts on the timeline
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promoted accounts help you build an audience with every tweet you send,
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ads run on mobile and home timelines along with a tweet,
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put a business or brand in front of people and give them a reason to follow,
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simple to use: one button to click to follow, but users can also reply and retweet, so you won’t be charged as much,
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increases the engagement of your posts and your number of followers.
Lead Generation Cards: Promoted Tweets
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a card is an image, video, or other rich media, which runs alongside a tweet,
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interested users give you their email address with a simple click,
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the card can direct mobile leads to specific landing pages,
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Integrate with an existing CRM (Mailchimp, Salesforce, Infusionsoft, etc.) to capture leads and send automatic follow-up messages.
Complete information on how to set up and use lead generation cards – read this post and watch a video tutorial.
Is working? Track with online conversion tracking.
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Tracking allows you to track the results of ad campaigns on Twitter,
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Reports offer a comprehensive view of conversions,
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Use statistics to optimize campaigns for more effective conversions.
Online conversion tracking can show you how and if someone buys your product after seeing your ad, allowing you to modify ad campaigns to increase sales. You can also track conversions for email list option, webinar registrations, social sharing, blog comments, depending on your campaign goal. With stats at hand, you can decide which tweets and cards perform better than others, and weed out those that don’t generate enough response.
