The Ultimate Guide to Twitter Advertising

Written by Fatih Alper Ozen

The birthplace of the “hashtag” concept Twitter is no longer just a social media network. It’s also a great way of getting exposed to a defined audience with its advertising opportunities. With being the third most preferred social media platform in the world, Twitter is one of the most preferred channels by marketers.

Twitter enables advertising to anyone who has an account. So let’s see how you can create and manage ads on Twitter with screenshots and valuable tips.

Creating a Twitter Ads Campaign

After opening your ad account at https://ads.twitter.com/, you will see the campaign creation screen. 

On this screen, you can create different campaign types according to your goal.

Tweet engagement: You can choose this target to maximize interaction (retweets, replies, etc.) with your promoted tweets.

Promoted video views: You can choose this option if you want Twitter users to watch your videos or GIFs. You are charged for each video view.

Awareness: You can choose this option if you want to maximize the number of people who see your promoted tweet. In this campaign model, you are charged based on CPM (the cost per 1000 impressions).

Website clicks or conversions: It is a suitable campaign model if you want users to visit and interact with your website. In this model, you will be charged per click (CPC).

In-stream video views: In-stream refers to the ads displayed before the video. It is a type of campaign that you can use on Twitter’s premium content partners to run a short video ad at the beginning of the videos. You are charged for every video view.

Followers: It is a campaign model if you aim to expand the number of your followers. You are charged for each new follower, but you are not charged for other interactions such as their retweets and likes.

App installs: This is the campaign model you should choose if you want Twitter users to install your mobile application. In this model, you will be billed for each app install.

App re-engagements: If you want to prepare campaigns to trigger people who already have your mobile app to open and use the app, you should use this model. You are billed for each app click.

After choosing the most suitable one from these campaign models*, the Campaign Setup screen will appear. 

*As an example, we chose the most preferred objective: “Website click or conversion”

On this screen, you can define details such as campaign name, budget (daily or total budget), and the time of publishing of the campaign. On the next screen, you will see the details of the ad group.

The ad group is a subcategory of your Twitter campaign. You can divide your campaign into ad groups to target different audiences in Twitter ads, use different visuals, or test different budgets and timings.

For this reason, if you want to give your ad group a separate budget, you can do so – this is completely optional. If you do not budget your ad group, it will be distributed equally to all the groups you create from your campaign’s budget.

You can also select the bid type (Automatic bid, Target Cost, and Maximum bid) on this page. If you choose Automatic bidding from the Bid type section, it will automatically adjust your bid to get the best results at the lowest price based on your Twitter budget. This is a good way for new Twitter advertisers to start and learn how the Twitter offer works.

In the Optimization preferences section, you can determine whether your campaign will be optimized by click or conversion. You can choose whichever is the priority for you in this area.

After making the necessary selections on the Ad Group screen, you will see the targeting screen.

Audience Targeting for Twitter Campaigns

You can select age, gender, location, and language from the Demographics area.

Here you can also make more technology-based targeting such as device, operating system, operator.

Then you can start making detailed targeting from the “Audience features” section.

The main targeting breakdowns are:

Events: Suitable for event targeting. Sub-breaks such as cinema, politics, sports, and conferences can be selected by browsing. Or you can find the desired activity type by searching.

Interest: You can choose the general interests of Twitter users you will target from the options. There is a wide range of interests, from sports to health, science to games.

Conversation topics: In this option, you can target people who tweet or interact with specific conversation topics.

Follower look-alikes: You can target people with similar interests to the followers of an account. For example, @Eurosport will target people likely to be interested in the TV channel Eurosport.

Keywords: As the name suggests, here you can enter custom keywords that define or target your audience, and show ads to that audience.

Movies and TV shows: In this option, you target people who tweet or interact with movies and TV shows in a particular market.

You can create your target audience in the best way by choosing one or more of these targeting options mentioned above.

Creating a Tweet for Twitter Ads

After opening an account, creating a campaign, choosing an ad group and audience, you will create the Tweet that you will promote in the last stage.

You can choose the tweet you will promote from the Creatives area from your previous tweets. This is a very quick and easy way, but in this example, we will use a tweet specific to your advertising campaign. For this reason, we continue with the Create Tweet button.

A new screen opens under the ads.twitter domain, and after that, it is almost the same as the classic tweet logic.

You can enter the text, link, image, or video of the tweet you will create on this screen and add hashtags.

You can also add a tweet card you created using the card library or add a poll.

You can set your tweet to be shared at a specific time if you wish.

After sharing your tweet, your campaign and ads go through a review process and run if they comply with the policies.

After that, what is left is to review the data of your campaign, to optimize and to make your Twitter ads more efficient.

Bonus: Paid Media and PPC Planning Guide & Tactics

PPC Planning Guide

Twitter advertising is just a small fraction of Paid Media and PPC Marketing. So we recommend you to get familiar with the whole concept of Paid and PPC marketing to be able to utilize each channel effectively.

Since paid media marketing is an essential component of business growth, it needs to be planned carefully. You need to strategize wisely, calculating all the angles and components (such as main goal, budget, target audience’s needs, and the characteristics of each paid media channel) to be able to measure, report, and optimize.

In order for you to plan and track your PPC activities easily, take a look at our Paid Media and PPC Planning Guide and learn how to create a paid media marketing plan with some growth tactics to use in your paid media marketing activities. Moreover, here’s our tool for Paid Media and PPC Planning for you to practice and exercise on how to create new plans and track them.

PPC Tactics

Last but not least, here’s also a wide range of PPC tactics we have prepared for you to implement to your growth marketing activities. You can choose the tactics according to your main goals (Brand awareness + traffic generation, conversion, and retention) as well as the difficulty level (beginner, intermediate, advanced).

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