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  • Gail Malcolm

Social Ads 101: Beginner's Guide to Twitter Ads

Twitter advertising

Are you thinking about promoting some of your tweets but have no idea where to start? You’ve landed on the right blog!

Some Basics

To begin, you’ll want to make your profile as attractive as possible to encourage Twitter users to not just follow you but to trust your brand. The best way to do this is to fill out every field provided when editing your account, making sure you have a clear bio, link to your website and a location.

Make sure your profile picture and header image are clear and high-quality. You can include your key message for the season in the header image, such as your current promotion or upcoming campaign. You’ll need to update this each season to keep your content current and interesting.

Another way you can use your Twitter profile to promote your service or product is by using a Pinned Tweet. You can keep a tweet with your most important message pinned firmly to the top of your Twitter feed, meaning it’s the first message users will see when the visit your profile.

Planning Your Ads

Of course, it could be that you are already doing all this and are ready to start advertising on Twitter beyond organic means.

So, let’s get started!

If you haven’t got a Twitter Ad account set up already, do it now. Depending on your levels of engagement, it can take a few weeks for Twitter to authorise your account.

To start building a Twitter campaign, you’ll need to visit the Twitter Ads page and choose the objective best suited to your campaign.

Have a think about what you want your tweets to achieve when you promote them. Is it click-throughs? Impressions? Engagement or followers? Video views? This will be an important decision-making factor when choosing your objective.

Objectives to Choose From:

  • App Installs – To get users to download your app

  • Followers – To build your audience

  • Tweet Engagements – To increase the engagement on your tweets

  • Promoted Video Views – To get more users to see your GIFs or videos

  • Website Clicks or Conversions – To get more users to visit your website

  • App Re-engagements – To get your existing app users to use your app again

  • In-stream Video Views (Pre-roll) – To pair your videos with premium content

  • Awareness – To get as many people as possible to see your tweet

Depending on which one you choose, your tweets will be optimized and served to the audience that best suits that objective. Not quite sure what your objectives are? We can help you create a strategy and define how to make your social flourish.

Know Your Audience

If you still aren’t sure which objectives would be best suited to your content, get to know your audience a bit better with Twitter Analytics.

Here you’ll find a whole tonne of information from what your audience is interested in to who their wireless carrier is! This will be extremely beneficial in helping you to understand your audience and what they will engage with best.

Advertising on Twitter

Like Facebook, Twitter’s ad platform lets you target exactly who you want and lets you spend as much as you want.

You can set up your Twitter campaign in just a few simple steps from naming your campaign, choosing your budget, establish your targeting, choosing your placement and creating your tweets. Or if you have already published a tweet you think will perform well, just hit the promote button.

Tweet Best Practices

  • You have 280 characters to use but the shorter the tweet, the better

  • A tweet has a shelf life of 17 minutes, so it needs to grab your audience’s attention from the moment it goes out. Try to emphasise some urgency with call to actions

  • Don’t over-do it with the hashtags. Keep them relevant and keep it to only one or two

  • Tweet between noon and 10pm when engagements are likely to be higher.

  • Use an image or a video that has a ratio of 2:1 and make sure that it’s mobile friendly

To really understand if your tweets are performing well with your audience, we recommend that you run a few campaigns at the same time. About 2-3 would be enough to start. The engagement generated will tell you which tweet is performing best with your audience.

But don’t just let them run their course – check up on their performance every few days and tweak them to see if it could be doing any better. If your campaign is struggling, stop them and try something new or change the targeting. You’ll be surprised at the audiences that might react to your ads!

Now that you have reached the end of this blog, we hope that you have a better understanding of Twitter advertising!

If you have a question or two or need our help, you can always drop us an email.

Want to have a go at Facebook or Instagram advertising as well? Check out our Beginners Guide to Facebook Ads or Beginners Guide to Instagram blog

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