Paid advertising is the quickest way to bring exposure and awareness to your business. It is a critical component of every effective marketing strategy, and it should be top-of-mind for every marketer, agency, and business owner.
Facebook and Instagram (along with Youtube) are the two social media channels that receive most of the industry’s focus. They reach over 3 billion people monthly.
However, your options don’t (and shouldn’t) end there. Other social media platforms have underpaid attention and can bring positive ROI for your business.
One of them is Twitter.
But what are the differences between advertising on Twitter and more mainstream channels? How can your business benefit from it? Is it even worth your time?
Because of their demographics, every social media platform is best suited for a different type of marketing goal. Just like Instagram works best for highly visual brands, Twitter is most effective when used to target B2B decision makers and to build an audience of loyal consumers.
There are three types of Twitter ads:
Promoted Tweets: mainly used for generating website clicks and leads, they allow you to show your tweet to people that don’t follow you. They can interact with it (like, retweet, and comment) and follow the link outside the platform.
Promoted Accounts: if your goal is to build an audience, advertising your Twitter account is the most efficient way to bring a continued stream of followers.
Promoted Trends: you can pay to have your own trending topic sponsored for the day. For this option, you’ll have to contact a Sales Representative and have a budget of around $200,000.
How to set up a Twitter Campaign
First, you will need to create a Twitter account. Head to ads.twitter.com, select your country and time zone and click on Let’s Go.
Now you’ll have to choose an objective for your ad campaign. Depending on the stage of your marketing strategy, you can pick from awareness, tweet engagement, followers, website clicks, app installs, and video views.
Thirdly, you’ll select your creative and ad placement. You can pick one of your existing tweets or create a new one just for this ad. Your ad placement is where your promoted Tweets will appear: either on user’s timeline, profiles, or search results.
Next up, you can define your target audience. There are three layers to it: demographic (gender, age, language, etc.), geographic (location), and Audience Features such as interests, keywords, and behaviors.
You are now ready to go! Click on Launch Your Campaign, and it will be live shortly.
But before you do, we have some last-minute tips:
Review your organic tweets and find common themes between those that got the highest engagement. Use high-quality pictures and videos (check out Unsplash and Camtasia). Make sure you always include a call-to-action at the end. And test everything.
Twitter ads can become an integral part and fit your marketing mix. They are easy to set up, offer different objectives, and can help your business diversify where leads and revenue come from.
Marti writes about digital marketing and entrepreneurship. Find him with coffee and a laptop while traveling back and forth between Barcelona and Charlotte. Connect with him on LinkedIn.
