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Leveraging Twitter as a form of advertising is a basic necessity for any business wanting to move forward. Twitter advertising can bring your business leads, generate sales and help with branding once you understand how to make the most of this social platform. Marketing via social media has really taken off over the last few years, Twitter today provides businesses with a number of methods and payment options to help maximize their campaigns.

This article is designed to be your very own crash course in not only helping you understand how Twitter ads work, but what the best option is based on your goals and budget.

Ways to advertise on Twitter

Twitter has six different ways you can advertise on their platform, they include:

Promoted Tweet – This promotes a single tweet. The tweet can be anything from a special offer, product release, information or a visual image or video to increase engagement.

Promoted Accounts – Will promote your account. This is the quickest way to gain more followers and build up a strong brand image.

Promoted Trends – Will attach your account with a particular trend that is gaining traction on Twitter. This method is very effective for real-time or seasonal campaigns but comes at a cost.

Lead Generation Card – Lets you collect user information without users having to leave Twitter.

Website Card – Specialised tweets that redirects users to the URL of your choosing.

App Card – Comes with a simple call-to-action allowing users to directly download your app from the click of a button.

Twitter’s pricing model

Twitter’s motto is ‘pay only for performance’, which quite simply means you only pay when a user has made the desired action. For example, if a user has clicked on your link, followed your account or handed over their personal details, only then will you be charged.

Every campaign you set can have a daily, weekly or lifetime budget. For example, if you daily budget is set to $5, once your budget is reached your ad will stop until the following day. Twitter allows you to set the lifetime of each campaign and once any budget is set, Twitter will ensure you never go over by more than $1.

Twitter’s pricing model is based the auction method. You set the maximum amount you’re happy to pay per action and your ads jostle for space with other ads space. You will never pay more than 1 cent above another advertiser’s bid, nor are you charged for organic engagements.

Note: A common mistake several people make when selecting what they would like to pay per action is to price it extremely low, sometimes as low as $0.05. While on paper this may sound like a good idea, in reality it’s totally ineffective. Twitter’s revenue comes from adverts, why would they show your ad which gives them $0.05 per click when several hundreds others offer them $1+ per click.

When choosing your bid, Twitter provides you its own ‘suggested bid’ based on a number of relevant factors. Use their bid as a starting point and run a few tests to see what the sweet spot is for your particular campaign.

Advertising objectives

When creating any sort of marketing campaign you should always have a clear goal in mind to obtain optimal results. Typical goals for businesses advertising on Twitter include:

       1.Increasing followers – Great if you want to build a community or help brand your business.

We recommend using Promoted Accounts.

  1. Website Conversions – Best used when offering a special offer or launching a new product line.

We recommend using Website Cards.

  1. Tweet engagements – Ideal for press releases, leads, generating sales and much more.

We recommend using Promoted Tweets.

  1. App installs – As the name suggests, Twitter has specific options to increase app installs or engagement.

We recommend using App Card.

        5.Lead generation – To find leads who can be nurtured to become future customers.

We recommend using Lead Generation Cards.

       6.Attach yourself to a trend – This can help your business gain a massive amount of attention in a short amount of time.

We recommend using Promoted Trends.

Listed are 6 impressive features Twitter offers businesses to help better plan their marketing strategy. From the list above select what best fits your goal and find the appropriate section below to get started.

Increase followers

To increase followers you will want to setup a Promoted Account campaign. Your Twitter campaign should be focused around providing users a persuasive reason to click the follow button. The Promoted Account tweet should include a relevant profile picture, a clear message that describes your business while keeping hashtags and usernames to a minimum.

Define your audience: Promoted Accounts allow you to target your audience by selecting over 350 interest categories, who they follow (ideal when targeting a specific niche), location specific information such as state or zip code, language and gender.

Pricing: Promoted Accounts uses the cost-per-follow (CPF) model, meaning you only pay for each follower gained as a result of the ad. You will not be charged for organic followers.

Website conversions

To get users on your website you will need to setup a Website Card. Twitter allows you to create a super effective ad that includes an image, text and call-to-action. Having the right call-to-action text is essential when setting up a Website Card. For example, if you’re redirecting users to specific product, “View now” will get more clicks, while a redirect to an article would be more suitable with a “Read more” tag.

Define your audience: Can be defined by interests, keywords, location, followers and users who tweet about specific TV shows. An extra feature with Website Cards is you can set ads to only show for users who are connecting via a specific device, OS version or Wi-Fi connectivity.

Pricing: Is done using the cost-per-click (CPC) model, meaning you only pay when a user is redirected to your website via the Website Card. You’re not charged for organic clicks.

Tweet engagements

Is the ideal method to engaging with your followers, discuss interests and create stronger relationships within your industry. The goal is to create killer tweets that are share-worthy, highly interactive and interesting. For example, using Promoted Tweets you can setup a competition that offers anyone who retweets your Promoted Tweet to be in for a chance to win.

Define your audience: Same as website conversions.

Pricing: Is set using the cost-per-engagement (CPE) model. When a user retweets, favorites, clicks, replies or follows your account from the Promoted Tweet, you’re charged for each action. You’re not charged for organic clicks.

App installs

Getting your mobile app out to your target market has never been simpler thanks to Twitter’s App Card. Using the App Card you can offer a preview of your app, its current app store rating and a call-to-action redirecting them to a specific store to download. To create an App Card you’re required to write a short description and add a picture.
Define your audience: Same as website conversions. Using the Twitter App Card, you can tailor your ad to a specific OS versions to ensure everyone who views your App Card has a device that is able to download the mobile app instantly.

Pricing: Is set using the cost-per-click (CPC) method, meaning you’re only charged when a user clicks on your App Card.

Lead generation

Twitter’s Lead Generation Card is a great concept, it’s sole objective is to allow users to express an interest in your business without having to leave Twitter. With just a few clicks they can hand over their details so you can follow up later.

Your job is simple: to create a compelling description accompanied with an image to persuade the user to opt-in. Once the user clicks the call-to-action all their data is pre-populated and meaning they are only a single click away from opting in. The data collected can be easily exported from Twitter as a CVS spreadsheet.

Audience: Same as website conversions.

Pricing: Is set using the cost-per-lead (CPL) model, you’re only charged when a user submits information via your Lead Generation Card.

Attach yourself to a trend

These are best implemented by finding out what’s currently trending on Twitter relating to your business. Promoted Trends can be found at the left-hand side of your Twitter homepage. Attaching yourself to the right trend can help expand your reach further in a small amount of time. When a user clicks on a particular trend, all Promoted Trends appear at the top of the list, meaning you’re above everyone else. The amount exposure you can get from Promoted Trends is huge, but so are the costs.

Pricing: You will need to contact Twitter directly when wanting to go down this route. But we will warn you, it’s not cheap!

Measuring campaigns

Taking full advantage of Twitter’s Campaign dashboard is the best way to manage, tweak and track all your engagements. Here you can test different Cards and tweets to see which receive the most engagement and how much they are costing you. The Campaign dashboard also helps you to test, learn and optimize each ad to produce the best results at the lowest cost.

Don’t expect your first Twitter campaign to be a huge success, only after testing and understanding the metrics can you truly harness the full potential Twitter ads to blast your business to infinity and beyond.

Summary

If you managed to get this far, you’re now ready to start your first Twitter campaign. The first step in starting any campaign on Twitter is to identify your objective. Once you have decided what you wish to achieve the next step is to use the appropriate method to maximize your ROI. Then devolve a rock star Card or tweet that will persuade users to make the appropriate call-to-action to get the most of your Twitter campaign. Although we have provided some great examples of what your cards and tweets should look like, it’s important to test several different methods to find out what works best to get the most out of every dollar you put into advertising.

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