Twitter is one of the most popular social media platforms out there — and even though it’s relaxed the 140-character limit a little bit, there’s still not a ton of room to get your point across, so effective marketing is crucial. Gone are the days of just hoping your tweet will get noticed or hoping you’ll get caught in the midst of a #FollowFriday stream. Like other social media platforms, it takes a bit of strategizing to get eyes on your tweets these days. In fact, there are several different ways to get your brand out there on Twitter. Read on to learn about and decipher which one may be the best choice for you.
First Things First: Setting Up Twitter Ads
Before you begin to strategize about what type of promotional route you want to take, you’ll have to create a Twitter Ads account. While you’re logged into your Twitter account, head over to ads.twitter.com. After entering your country and time zone, click on Let’s Go. From here, there are several different objectives to choose from. You can choose from Awareness, Consideration or Conversion. Now it’s time to think about what route you want to take.
Different Types of Promotions
If you’ve been using Twitter, no doubt you’ve seen promoted tweets, trends, accounts and other advertisements. Promoted tweets look like regular tweets, but they are paid advertisements. They can also contain videos, which advertisers pay more for. A promoted account can appear in a user’s timeline, even if the person doesn’t follow them, as a “Who to Follow” suggestion. A promoted trend is a trending topic that — essentially — was paid for. It didn’t start trending on its own.
Now that you’ve signed into your Twitter Ads account, you can decide which direction you want to go in. Under “Awareness,” reach charges you for a promoted tweet that is billed for every 1,000 impressions, and in-stream video views charges you for every view.
“Consideration” charges you for every video view, every app install, every website click or conversion, every engagement with a promoted tweet and every new follower.
“Conversion” bills you for every app re-engagement or for every app click.
How Twitter Helps You Choose
Once you’ve decided how you may like to handle your ad campaign, you’ll be directed to a new page where you’ll enter your budget and choose a demographic. Twitter won’t make you choose a minimum budget, so if you’re confused on this step and don’t have much to spend, choose “automatic bidding.” What happens here is, if you’re not sure how much to pay for each interaction (remember, you’re charged a certain amount per click or view, etc.), Twitter will figure it out for you based on your budget.
Twitter will also help you choose the correct audience and location targeting if you’re not sure how to proceed with this step either. As you grow your brand with ads, you can add more locations or demographics later on.
What Twitter can’t help you with is writing the ads — and remember, you don’t have a lot of space. So, write concise, to-the-point copy that will get readers’ attention, and be sure to describe your brand so readers understand the purpose of the ad. Also, get verified on Twitter as soon as possible because it makes your ads look much more credible.