Nowadays, Twitter advertising is continuously overshadowed by bigger, more popular marketing channels like Facebook, Instagram, and Pinterest.
With all these cool kids on the block, Twitter might seem like an advertising channel that has long lost its value.
But that’s not entirely true.
Twitter is making some big changes with how brands can and should be using the platform, which could potentially increase activity.
Even if it doesn’t rise back to its original superstar popularity, it’s still a powerhouse of a social media platform, and there’s a lot to be gained from it.
In this post, you’ll learn how to create high-performing Twitter Ads and get some inspiration from strong campaigns that have been run in the past.
Many brands are still seeing a great deal of value in Twitter advertising, and as more brands flock to other channels and abandoned Twitter, the lower the competition will be.
Moreover, the social media network has 328 million global monthly active users, (though they do admittedly have a declining active user base in the U.S.), and more than 67% of those users are likely to purchase from a brand they follow on Twitter.
Don’t give up on Twitter just yet, because with these 2018 updates they could be gearing for a comeback.
If you ran a Twitter advertising campaign a few years ago and gave up because of poor results, now might be a good time to reconsider.
Or at least create a small campaign to give Twitter ads another chance.
In fact, several brands have hit incredible success with Twitter Ads in the past.
Expand your influence
With Twitter Ads, you can get more likes, amplify your message, and get more people talking about the things that matter to you most — your cause, project, business, or brand.
Connect with new audiences
People on Twitter are looking for what’s new — for great content and stories from the people, businesses, and brands they’re interested in. Help them discover you.
Control your budget
There’s no minimum budget required for Twitter Ads. Pay only for the specific results you need, such as new account followers or sending traffic to your website.
Promote your Tweets and maximize your reach.
Promote your Tweets and get more Retweets, likes, and replies.
Promote your account and grow your Twitter following.
Promote your website and get more traffic.
Promote your mobile app and get more downloads.
Decide what you want your campaign to achieve: raise awareness of a specific Tweet, attract new followers, send traffic to your website, or increase engagement
Use targeting features to choose the audience you want to reach. Select geographic areas, the followers of a notable account, or target people's interests.
Twitter Ads run in an auction. Decide how much you will pay for each interaction, such as a new follower or a click to your website. Or use automatic bidding, which determines the best bid cost based on your budget and goals.
There’s no minimum campaign spend. Choose a daily budget for your ads. Consider starting with at least $30/day to consistently reach audiences throughout the day.
Select the Tweets you want to focus on in your campaign. Choosing 4 to 5 is a good start. Include strong call-to-actions, like “sign up” or “start today.” Avoid #hashtags or @mentions in your copy so that your audience does not click away from your ad.
- Twitter ads can be used both by B2B and B2C brands – It doesn’t matter whether you’re selling customer- or enterprise-focused products. Twitter ads can be a good solution either way.
- Don’t try to sell right away – When advertising to people that haven’t been to your website before, start with a soft sell and share high-quality content, instead of asking them to make a purchase immediately.
- Promote high-quality content – Use Twitter ads to promote eBooks and webinars and get new leads to your sales funnel by asking for people’s email addresses in exchange.
- Keep it simple – Twitter has a 140-character limit, and that’s for a good reason – people want to consume the content and messages fast. Try not to include more than one key message per one Twitter ad.
Set up remarketing campaigns – Keep nurturing your leads by creating a Twitter remarketing audience and promoting your branded content to past website visitors.
There are currently two options you can choose from when you go to create a Twitter Ad in terms of what you want to do. These options are to automatically promote your tweets and to create a conventional ad campaign.
Automatic promoted tweets is a new system that will automatically take the first ten tweets you post per day and promote them, placing them in users’ feeds. This excludes retweets and replies, and all tweets must pass Twitter’s quality inspection before they’re promoted.
For enormous businesses who want to run campaigns quickly and on an automated basis to build brand awareness and expand reach, this is one potential option.
Personally, I’d almost always choose the second, which is to manually create Twitter Ad campaigns.
You can still use past tweets, but you get to choose exactly which ones you want to be promoting. Your ad campaigns come with a wide variety of objectives, too, like the ability to increase site clicks, get more followers, or encourage app downloads.
Two different factors will determine where your ads appear: what objective you select, and then which placements you choose.
Not all objectives offer every placement, but you can choose to select or deselect any of the placements each objective gives you.
If you haven’t used Twitter as an advertising platform for a while, then you may be surprised when you log in. It’s undergone some big changes over the years, so it will likely look a little different than how you remember.
To get started, you can access Twitter’s Ad platform here.
First, you’ll be asked if you want to promote existing tweets (which works a lot like Boosted Posts on Facebook and Instagram) or create separate ads.