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Twitter Ads is gaining popularity as a social media marketing platform, and with relatively high click-through rates, it makes sense as to why.

Twitter Ads, like most social media ad platforms, has a large number of targeting options that marketers can choose from when running ad campaigns. While the large number of targeting options is a definite benefit of the platform, a lot of advertisers can be overwhelmed, especially if they’re new to Twitter Ads; this is especially true considering Twitter is working on updating their ad system, meaning that things sometimes change just as you’re getting used to them.

In this ultimate guide to targeting options on Twitter Ads, we’ll go over all the options you have to choose from, some great uses of Twitter Ads, targeting strategies specifically for mobile ads, and why you should limit targeting options per campaign.

Targeting Options

Twitter’s targeting options are thorough and can be highly customized. They can also be combined, which in moderation can be a huge advantage (we talk more about this later on).

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When you’re choosing your targeting options, you want to be specific enough so that you’re actually reaching your target audience, while not getting so specific that you start excluding portions of your target audience for that campaign. To keep an eye on this and monitor your potential reach, you can monitor the blue box found on the right hand side of the targeting options, which gives you a summary of your targeting options and an estimated audience size.

ultimate guide to twitter ads targeting

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Great Uses for Targeting on Twitter

While you can run a variety of campaigns on Twitter with the ambition to accomplish any objective and goal you can dream up (Twitter even has a “Custom” objective), there are a few uses of Twitter Ads that can have exceptionally great results when used with the correct targeting.

Two non-mobile specific examples include:

Twitter Targeting for Mobile Ads & Mobile App Installs

Twitter Ads can be shown to users using mobile devices, and while all campaigns can do well on mobile, perhaps the best specific use of mobile ads comes with the objectives to increase mobile app downloads, installs, and engagement. The objectives to “App Installs” or “App Engagement” will allow users to open or download an app right from the tweet, and you can carefully track the metrics of what happens next.

When you’re looking to increase installations or engagement on your mobile app, there are a few great targeting options to consider (after you choose app installs or re-engagement as your objective for the campaign). Some of these options include:

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Why You Should Limit Your Targeting Options 

When it comes to targeting, having a large variety of options is fantastic. While you want to take advantage of those options, you also want to limit the number you use per campaign.

A common mistake people make with Twitter Ads is to start combining all types of accounts (many of which will fit into different categories) and as many targeting options as possible into one single campaign.

This is an error for two reasons. The first is that your targeting may become so specific in so many categories that you actually start to accidentally exclude a large amount of your target audience.

The second, which has much more serious long term ramifications, is that when targeting options are all used at once, you won’t be able to determine what option(s) specifically are providing the results. If you keep targeting options separate (or at least limited) per campaign and take note of the results with split testing, you’ll be able to see what is affecting your campaigns and how, giving you more information to create more successful campaigns in the future.

Final Thoughts

Twitter Ads is picking up steam with recent updates to their system and interface; their targeting options are now better than ever, and it’s likely they’ll continue to improve. Whether you’re running a remarketing campaign or looking to increase sales, Twitter Ads has a variety of targeting options to help you get the conversions you want to see.

What’s your favorite targeting strategy for Twitter Ads? How do you use their Ads system? Leave us a comment and let us know!

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