27 February 2013

Top Tips

Getting The Most Out Of Your Twitter Ads

Towards the end of 2012, Twitter decided to give its users the opportunity to promote their account, tweets and trending topics and individuals have been trialling with this new social pay-per-click (otherwise known as PPC) method ever since.

Many companies have experimented with this method achieving great results and you can do the same! Want to know how to utilise Twitter ads for your business, well read on…

By promoting your account, businesses have the ability to encourage new followers, specific tweets that promote your content (such as eBooks, events, blogs, articles etc.) and promoted trends that highlight specific keywords and hashtags that are associated with your company.

First things firsts…

To begin ask yourself the following questions:

  1. Who is your target audience?

  2. What are the main aims of your ads?

  3. How will you monitor how successful your ads are?

  4. How much are you willing to spend?

Once you can confidently answer these questions it’s time to log in as normal and then create a twitter ads account.

Once in, you will have the option to click the “Get Started” button to begin the creating ads process. Who you are able to target with your ads are limited to geographical location and Twitter gives you the option to target either a large area, or an area which is more specific. Ensure you choose an area that makes the most sense for your business.

You will then be directed to a screen which gives you the option to promote your account; this is very handy for your brand awareness and attracting new followers. Depending on your business’s budget, you can break down your spend for that month or quarter into a per-day cost.

If you are on a tight budget you can choose a maximum bid which will not be exceeded, but it is important to remember that a higher bid will result in more exposure.

Next, Twitter will give you the option to promote your tweets. You can either promote the most recent tweets or you can select specific tweets that you want to be advertised. It is best to manually select the tweets that direct people to your website. To prevent the promotion of responses to other Twitter users, be sure to select ‘Hide @replies’. You will notice that the bidding method is very similar to promoted accounts, but by default there will be a lower maximum bid.

Unfortunately, Twitter does not give you the option to promote trends, but you can run keyword campaigns which will show up in the “What’s Trending” box on the actual Twitter page. These campaigns are a great idea, as they highlight a new product, brand or event by keyword/phrase citation.

How to manage your campaign…Twitter Ads

Twitter’s analytic report, that shows you how well your promoted account and tweets are doing, is live and can show stats as soon as a business starts a campaign.

The dashboard will show you analytic information about your:

  • Campaigns
  • Including impressions
  • Clicks
  • Retweets
  • Replies
  • Engagement rate

If you want to change your campaigns, this can be done very quickly and easily. You may decide that you no longer want to promote a specific tweet (for various reasons), so you can simply unselect that specific tweet and it will be no longer promoted.

Time to shine…

Want to know how to make the most out of twitter ads and budget on Twitter? Follow the tips below…

  • It’s all about experimenting! Trail this method for up to 60 days, trying out the different “promoted options” and then evaluate the results to determine which campaigns come out on top.
  • Yes, Twitter is all about sharing and engaging with others, but if you want to advertise your business then it needs to be about you! All promoted tweets that include images/links should always relate to your brand.
  • It’s always a good idea to plan ahead. If you have blog posts, a webinar, new eBook or marketing campaign coming up, make sure they are included in your Twitter ads campaign. It is also recommended to include a separate budget for Twitter in your marketing plan.
  • As promoted tweet/trends have limited characters, make sure your post gets the point across but also uses keywords that will entice your target audience to engage with your ads.
  • Make sure that you are always monitoring your campaigns, if you set ads up and then leave them to manage themselves them things could go wrong. Put time aside to check on them, maybe 3 times a week, and make the required adjustments to the ads that are not performing as well as you would like.
  • Try to post promoted tweets around trending topics on Twitter. Keep an eye on the “what’s trending” topics, and if relevant to your company launch campaigns that have something to do with what people are talking about on Twitter.
  • Don’t stop tweeting! To enhance your presence on Twitter, don’t just rely on paid options. On a daily basis make sure that you are always sharing, retweeting and talking with other Twitter users!

Written By Sarah

Image By Andreas Eldh


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