I don’t think Twitter receives as much love as it should from businesses compared to the likes of Facebook. After all, consumers are more likely to part with their cash from content seen on Twitter than Facebook or email marketing:
Source: BuySellAds
Twitter can help you do everything from aid lead generation to promote content and offers. If you’ve never created an ad on Twitter before, today I’m going to walk you through setting up your first ever Promoted Tweet.
Getting Started With Promoted Tweets
To create any kind of advert on Twitter, you must use Twitter Ads which you can access by clicking here. After logging in, head to the Create new campaign button on the right hand side and select Tweet engagements:
You can also create campaigns to:
- Gain more followers
- Drive traffic to your website or increase conversions
- Get app installs
- Generate leads on Twitter
- Generate awareness for a video
- Custom goals
You will be asked to give your campaign a name and select whether you want to run your ad continuously or have a start and end date:
I’ve decided to customize my start and end dates to run for 14 days.
Promoted Tweets Targeting Tips
Basic targeting options include filtering prospects based on their location which can be done at a country, state, city and zip code level. You can also segregate by gender and language:
This is all pretty straightforward to use and I suggest playing around with Twitter audience insights to get a better profile on your prospects and their interests. You can learn more about Twitter audience insights by clicking here.
Twitter then asks you to choose devices and platforms you wish to deliver your ads. You can select specific operating systems, phone models and even mobile carries:
Pro-tip: mobile ads receive more engagement but generate fewer conversions. If your ad focuses on goals which directly relate to increasing conversions, avoid targeting mobile users if you’re on a budget. Bear in mind that mobile traffic generally provides a higher CPC.
Additional Targeting Criteria
To make the most of your promoted Tweet, you’re going to want to take full advantage of Twitter’s additional targeting options:
I recommend you make use of keywords as you can serve ads to users who tweet about certain topics. Keywords can be used to find broad and exact matches with the option to include negative keyword matches too:
Twitter Ads also allows you to select certain followers to better hone in on your audience. For example, I’ve decided to add Neil Patel, Growth Hackers, Entrepreneur and Search Engine Journal asmy prospects will have similar interests to their followers:
You can see the two checkboxes at the bottom allowing you to directly serve ads to your followers and target similar users. This is ideal if you don’t know the key influences in your industry as Twitter will find them for you.
You can also target by:
- Interests – hobbies and lifestyle habits
- Tailored audiences – remarketing to past website visitors
- TV targeting – users who watch particular TV shows
- Behaviors – previous buying habits
- Event – targeting prospects who search for events (sports, political, festival)
Budget
Next comes selecting your daily and total budget. You must set the maximum amount you’re willing to spend each day with the option of setting a total budget for your ad.
Your bids can be automated by Twitter ensuring your ad is served at every opportunity until your daily budget is reached, or you can manually set the amount you’re willing to spend per engagement.
Creative
The final step is to get creative and design your Tweet. You have 140 characters in total or 117 characters if you use an image (highly recommended to use an image):
If you want to promote a previous Tweet, click the Select an existing Tweet button on the right and go through your feed to select 1 or more Tweets you wish to promote.
Click Save campaign and your ad will start running once approved. If you’ve yet to add a credit or debit card to your Twitter Ads account, you will be redirected to the billing page before your order is placed.
Summary Of Promoted Tweets
Consumers are heavily influenced by social media with Twitter leading the race for getting customers to spend their cash. Twitter has also been growing as a reputable news source with 63% of Twitter users getting their daily segment of news coverage from the platform.
Promoted Tweets are a great way to increase engagement with prospects by dispensing news and special offers. Why aren’t you using it?
Nick Bridges
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