Twitter advertising has the potential to generate leads at 1/3 the cost of other marketing channels. Also, the click-through-rate for Twitter is anywhere from 8 to 24 times higher than Facebook ads. We don’t advise switching a huge portion of your advertising budget over to Twitter but we do think it is worth a small test just because if it works it can be a cheaper medium. Here are some tips for maximizing your Twitter advertising:
- Target followers of certain Twitter accounts: If you have a featured speaker, target that speaker’s followers.
- Focus on specific user devices: If your Twitter campaign is for lead generation, target desktops/laptops (since website forms are not as mobile-friendly).
- Try promoted tweets over a promoted account. Promoted Tweets are often $2-$3 cheaper than running ads from a dedicated account.
- Avoid Twitter’s suggested bid price. Go for a price that fits your budget. If you pick $.30 to $.40 clicks, you are pretty likely to find your niche users.
If you’re posting on Twitter, we think you might as well try advertising there at least as a test. For some businesses it works great and for others it doesn’t seem to move the needle at all. Even though we have done a lot of Twitter campaigns for clients we still get surprised sometimes. For instance, with realtors we generally haven’t had much luck – better to advertise on Facebook or do PPC. However, every now and again we will come across a realtor that just does fabulous on Twitter. A big part of it has to do with your following and presence. If you build up a large group of potential and active customers on Twitter, know what they respond to, and then start advertising based on what you already know works and engages people, advertising will just leverage your success. However, if you are rarely active on Twitter and just do a quick test and then forget about it your chance of seeing a positive return on what you spent is dramatically lower.
Steps to complete this task
You first need to recognize your business or advertisement goal or the reason you’re running the ad. Do you want more Twitter followers? Do you want more website views, product sales? Twitter engagements?
Go to https://business.twitter.com/en/advertising.html and click “Start a Campaign”.
Click on the type of campaign you want to run. You can promote your brand by starting any one of Twitter’s campaign types: Website Visits, Followers, Awareness, and Tweet Engagement. There are also campaigns that focus on video views, increased website conversions, and app installs.
Once you select a campaign, select your audience. Just like Facebook, you can target users based on their demographics, location, behaviors, followers, and interests.
After you’ve perfected your audience, set your daily budget. Twitter will automatically stop showing your ads once this amount has been reached. You’ll never be charged more than the amount you specify here. Daily budgets reset each day at midnight. You can also set a total budget, which is completely optional. You can allocate a maximum spend toward your campaign by setting a total budget. All campaigns default to standard delivery, but you can select accelerated pacing. Standard delivery pacing attempts to smooth your campaign over the course of the day while still allowing you to spend your daily budget in full. Accelerated delivery is good for running time-sensitive Promoted Tweets during live events, conferences, TV shows or sporting events, etc.
The last step is to “Choose your creatives”. This is where you create your tweet ad. The sky is the limit, except the 140-character count. So keep your tweet short, use visuals and add hashtags. Other than that the content of your ad is up to you. Compose your tweet keeping your goal in mind.
Once your campaign has started, use the Tweet activity dashboard to monitor engagement rates = this will help give you a better understanding of what your audience wants to see and adjust your advertising accordingly.