The Complete Guide – Twitter Ads Campaign
Twitter Ads content you create in your campaigns will appear to a broad audience of your choice for increased exposure and visibility. Twitter Ads can help you connect with this audience and get meaningful results.It’s easy to get started.
Get Started With Twitter Ads
Visit ads.twitter.com and login using the credentials for the account you want to run a campaign from.
2. Add a payment methodBefore you can run a Twitter Ads campaign, you need to add a payment method. You will not be billed unless you launch a campaign.
3. Create your adsCreate your Tweet, keep the Promoted-only box checked, and hit “Tweet.” Repeat until you’ve created all of the Tweets you’d like to promote.
4. Build your campaignSelect “Create campaign” from the “Campaigns” drop-down menu in your Ads Manager. Follow the prompts to choose your objective and fill in your campaign details.
5. Launch and optimize!Once your campaign is live, you’ll be able to track results in real-time from your Ads Manager dashboard.
Twitter Ads Campaign Objectives
Twitter Ads campaigns are objective based, meaning they are optimized towards the objective you select, and you are only billed for actions aligned with that goal.
See Twitter’s available campaign objectives below.
1. Awareness – Reach more people with your ads
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- The reach objective maximizes the number of people who see your ad within a set period of time. Select this objective when you want to build brand awareness, improve brand perception, or get as many people to see your ad as possible such as when you’re launching a new product or brand message, or trying to build relevance around a certain occasion, topic, or event. This campaign objective also gets your name out there, drives awareness, and connects you with potential new customers.
2. Consideration
a. Video Views campaign Increase your video views and brand recall
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- Video Views campaigns extend the reach of your videos and help brands drive awareness with efficient, quality views. These campaigns also foster connections with customers who are more likely to engage and watch your video with all kinds of media-friendly formats including native video, GIFs, and live video.
b. Pre-roll Views campaign – Leverage premium publisher content to promote your videos
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- Your target audience is already watching videos — tons of them. Amplify campaigns help you build brand relevance and align with consumers’ interests, while providing customization and integrated brand safety measures along the way. Your pre-roll video or branded sponsorship will be paired with some of the best video content from the world’s most-watched and rising publishers.
c. App installs campaign -Get more people to download your app
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- App install campaigns are the perfect way to connect with Twitter’s mobile-first audience and drive more app downloads. This objective helps promote widespread visibility of your app to the people who are most likely to convert seamlessly from Twitter to the app store.
d. Website traffic campaign – Drive qualified traffic to your website
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- Increase traffic to a designated webpage and encourage visitors to take action once they get there — whether that’s reading your latest press release or driving audiences to a subscription page. This campaign leverages Twitter’s unique data signals to find the audiences most likely to take action on your website.
e. Engagements campaign – Get people talking about your brand
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- The engagement objective is designed to get more people to see and interact with your Tweets and videos. They raise awareness, start conversations, and increase engagement metrics. This means more likes and Retweets, replies and profile visits, link clicks, and more. Use this campaign to promote awareness around launches, connect your brand with events and influencers, and create a dialogue between you and your customers.
f. Followers campaign – Build your community of engaged and loyal followers on Twitter
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- The follower’s objective allows you to promote your Twitter account within the timeline to attract new followers and grow your audience on Twitter. Run a followers campaign when you want to increase the number of prospective customers who follow your account.
3. Conversion – Encourage action from your app users
Drive people to open, update, or take a specific action in your app with app re-engagement campaigns. This campaign objective will keep your app top of mind, and drive brand loyalty and in-app conversions from your existing customers.
Twitter Ad Formats
1. Promoted Ads
can support a variety of media formats through the following sub-categories:
a. Image Ads allow you to showcase your product or service with a single photo.
b. Video Ads help bring products to life and drive people to a website, app, or simply to engage with your brand’s message.
c.Carousel Ads give advertisers up to six horizontally-swipeable images or videos to showcase multiple products or promotions. Learn more about Carousels. Moment Ads allow you to create, curate and promote a collection of Tweets to tell an immersive story that goes beyond 280 characters.
d.Text Ads with all the elements of a standard Tweet, these simple and native Text Ads feel like the rest of Twitter content and allow you to expand the reach of your Tweets beyond your followers to your desired target audience.
2. Follower Ads
The Follower Ads formats are designed to increase visibility and can be used to promote an account to a targeted audience to build awareness and attract new followers.
3. Twitter Amplify
Twitter Amplify allows advertisers to align their ads with premium video content from the most relevant publishers. Amplify offerings are broken out into two ad formats: Amplify Pre-roll allows advertisers to select the content categories of the videos that their video ad will be served on from 15+ categories, including select Curated Categories in markets where they’re available. Amplify Sponsorships give advertisers a 1:1 pairing with a single publisher during a moment of their choice and Tweet-level control for the duration of the campaign. Please note that Amplify Sponsorships are not available to self-serve advertisers at this time.4. Twitter Takeover
Twitter’s Takeover products are the most premium, mass-reach placements that drive results across the funnel by taking over the Timeline and Explore tabs. They give brands exclusive ownership of Twitter’s premium real estate across desktop and mobile, allowing you to maximize reach and drive lifts across the funnel.5. Twitter Live
Twitter Live enables advertisers to broadcast their biggest moments to the world and allow audiences to join in real-time. From product launches and conferences to watch parties and fashion shows, Twitter Live helps brands maximize their best livestream content and drive conversation with the audiences that matter.Twitter Ad Features
Twitter offers a corresponding suite of standard and branded features that can be applied across the other five format categories. These include:
Polls add an interactive, eye-catching feature to ads and enable followers to engage with content.
Conversation Buttons drive engagement and conversation with embedded buttons that prompt people to Tweet about branded content. They include call-to-action buttons and customizable hashtags.
App Buttons also add clickable functionality to ad creative and links to a specific App Store or Play Store app download page. If users already have the app downloaded, this button can also be configured to open into the specific app on mobile.
Website Buttons add clickable functionality to image and video Ads, allowing users to click through to a specific landing page.
Branded Hashtags allow advertisers to express their personality and add a fun, visually-appealing creative element wherever the hashtag is used across Twitter.
Branded Notifications enable people on Twitter to raise their hand to receive valuable content or experiences directly from brands, at the moments that matter most.
Twitter Ads targeting
Reach the right people at the right time with Twitter’s targeting tools
1. Demographics –
Use demographic targeting to reach people based on location, language, device, age, and gender.
a. Location targeting – Reach people in the countries, regions, metro areas, cities, or postal codes that matter most to your brand.
b. Language targeting Speak to your audience in their primary language based on their own Tweets and those they engage with.
c. Device, platform, & Wi-Fi targeting Layer in additional targeting based on phone model, new devices or carriers, or Wi-Fi connected devices.
d. Age targeting Focus on reaching people in specific age ranges using broad (e.g. 18+) or narrow (e.g. 18-24) age targeting.
e. Gender targeting Exclusively target males or females, or reach people of all genders.
2. Audience types
Use audience targeting to serve ads based on conversations, events, interests, movies and TV shows, keywords, follower look-alikes, and engagement.
a. Conversation targeting Reach people based on the content of their everyday conversations across 25+ categories and 10,000+ topics.
b. Event targeting Use event targeting to join the conversation around the biggest online and offline events in the world.
c. Tweet Engage targeting Remarket to people who’ve already seen or engaged with your previous campaigns or your organic Twitter presence.
d. Keyword targeting Target or exclude people who searched for, Tweeted, or engaged with specific keywords.
e.Movies & TV targeting Target people who Tweet about or engage with movies & TV shows in a specific market.
f.Interest targeting Reach people interested in any of our 350+ pre-set interests across 25 categories.
g.Follower look-alike targeting Target people who behave similarly to another account’s followers.
3. Your audiences
Target ads to your known audiences, such as your followers and Custom Audiences.
a. Follower targeting Include followers of your account @name to your target audience. b. Custom Audiences Message your most valuable audiences using a variety of secure data-sharing capabilities.Tips for Successful Twitter Ads Campaigns
1. Strategy
When planning campaigns, look for opportunities to share your latest news and connect with the conversation of the moment.
02 Tweet copy
a. Keep it concise – Make sure your Tweet is simple, gets straight to the point, and focuses on one clear message.b. Include a strong call-to-action -Be clear and straightforward with your desired action and explicitly say “follow us”, “click to read more”, or “reply with your favorite. This practice is especially important for follower and engagement campaigns, but is a best practice for all campaign objectives.
c. Convey a sense of urgency – Give people a reason to take immediate action and visit your site, download your app, or follow you.
d. Avoid unnecessary exit points – Whenever possible, keep your ad free of #hashtags and @mentions. they’re distracting, clickable opportunities that drive people off your ad and away from your content.
3. Images – Incorporate strong visuals
97% of people focus on visuals on Twitter2, so it’s important that yours is eye-catching and features your product or key message. And whether you’re using an image, GIF, or video, make sure that there’s a clear connection between your imagery and your Tweet copy.
4. Video – Keep it focusedWherever possible, aim to include at least one video in your campaign. Among all creative formats, video is one of the strongest and fastest-growing medium on Twitter.
Here’s our top video tips:
a.Cap your video at 15-seconds or less to maximize branding impact and higher completion rates. For pre-roll campaigns, remember that viewers have the option to skip your video after 6 seconds.
b. Show movement in the first few seconds to grab attention quickly.
c. Include captions or text-overlay so that you can still get your message across to mobile or sound-off viewers.
d. Include clear branding within the first three seconds of the ad, if not for the full length. Video ads with clear logo placement drive 30% higher unaided brand recall.
a. Start with auto bid Your bid is one of the main factors that determine how frequently your ad is shown to your audience, and starting with auto-bid will help ensure your bid is competitive in the auction and will be served. Make sure to monitor your bids and once you get initial learning, increase your bid for well-performing campaigns or that are close to but not quite meeting your goals.
b. Run multiple Tweets and vary your creative Using 3-5 different ad formats has been shown to drive brand lift, campaign awareness, and purchase intent.
c. Explore different targeting options to find your audience For initial campaigns, try keeping your targeting broad. After a couple weeks of learnings, you can see which audience groups your content is resonating most with and continue building off that. Use Tweet Engager targeting to remarket to groups who’ve engaged with your past content.
d. Monitor and adjust Periodically check on your campaign performance while it’s still in-flight and make adjustments to keep it on the path to success. Replace under-performing Tweets and targeting with fresh alternatives. After making edits, wait two to three days to allow the learning to process and see results. If it still continues to under-perform after that, pause or delete the campaigns and try again.
Twitter Analytics
Twitter Analytics shows you how your audience is responding to your content, what’s working, and what’s not. Use this data to optimize your future Twitter campaigns and get better results.
- Account home – Your monthly Twitter report card
This dashboard features high-level statistics and is a gallery of your greatest hits. We’ll spotlight your top-performing Tweets and introduce you to the influencers in your network. - Tweet Activity Dashboard (TAD) -Metrics for every single Tweet
You’ll know exactly how many times people have seen, Retweeted, liked, and replied to each Tweet. You can also filter by Promoted-only Tweets. You can adjust the date range and export the data as a .CSV file. - Video Activity Dashboard (VAD) – A deep dive into your videos
This dashboard displays retention, view rate, and completion rate for all of your videos on Twitter. You can also filter by promoted views on videos. You can adjust the date range and export the data as a .CSV file.
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