Twitter Ad Pirates
Training Series # 17
- Getting Started
- Setting Up a Campaign
- Creating Effective Ads
- Target Like A Boss
- Terms and Conditions
Twitter can be great tool for you to market your business, and you can use it for free. Lots of people have made fortunes using Twitter as one of their primary marketing channels without spending a dime. However, social media use requires a lot of time and effort invested to get good results, even if you don’t want to spend any money. After all, time is money.
But if you don’t want to spend so much time on Twitter, you can spend a little money and skip the huge time investment. Even if you enjoy Twitter, you can reach more people with advertising. And you can expand your organic reach through selective targeting.
In this guide, you’re going to learn how to create highly effective Twitter ads, and to get the most out of the platform. Understand that it doesn’t matter what you’re advertising.
So let’s begin.
Before we get started, go ahead and sign up for your Twitter ads account at: https://ads.twitter.com/
This will let you follow along and look at some of the features in your account as we discuss them, and this will you understand how the different features work a little better. You can always do this later if you want, but it’s easier when you work along with us. This will just take a couple of seconds if you already have a Twitter account.
Twitter has been working on new elements for their advertising platform for a while. By the time you read this, they may have added or removed features.
Ads help center
Twitter Promote Mode help (As of this writing this is in BETA mode)
How does it work?
“Promote Mode works best for people who Tweet about their brand or product and want an automated, always-on advertising solution.
Each day, your first ten Tweets (that pass a quality filter) will be added to a Promoted Tweets campaign that targets your selected audience. Tweets that are promoted become Twitter Ads and appear with a small “Promoted” badge. Your Retweets, Quote Tweets, or replies will not be promoted.
Typically, your first few Tweets of the day will receive the most promotion. Simply promote your brand as you normally do — Tweeting updates, links, and media that you want your target audience to see. Promote Mode does the rest.
Promote Mode will also run a Promoted Account campaign which will increase your reach, attract visitors to your profile, and add followers interested in your brand. On average, accounts will reach 30,000 additional people and add 30 followers each month. Your performance may vary based on factors such as your account type, your targeting selection, and the type and frequency of your Tweets. In the future, higher priced tiers will be available for larger accounts that want to focus on reaching even more people.”
When The promote mode is finalized more information will be available in The Internet Visions Defined Advanced Training area.
But as of this writing, these are the options on the dashboard:
Initially this should cost and you will indicate your Country, who you are Targeting, and the Plan. (which is $99 per month)
For now, let’s move on to Twitter Ads:
Expand your influence
With Twitter Ads, you can get more likes, amplify your message, and get more people talking about the things that matter to you most — your cause, project, business, or brand.
Connect with new audiences
People on Twitter are looking for what’s new — for great content and stories from the people, businesses, and brands they’re interested in. Help them discover you.
Control your budget
There’s no minimum budget required for Twitter Ads. Pay only for the specific results you need, such as new account followers or sending traffic to your website.
These are the options that you can choose from as far as the different types of ads you can run. You need to be sure you choose the right type of ad for your business’s purposes, not just the one that’s least expensive or seems to get the most traffic.
Let’s take a look at these different ad types.
This, of course, will get you visits to your website. You can include a “Website Card” which is a preview of your website that shows up directly in your Tweet. You are charged per click for this type of ad.
This is pretty self-explanatory. You can buy followers. (NOT recommended). Any impressions or engagements you get as a result of this campaign don’t cost anything. If you just want to increase your follower count, this is an easy way to do so.
This campaign is priced based on impressions, not results. For this reason, you should only use this type of campaign on Tweets that have already been proven to work through some other method, because you don’t want to pay for impressions to an ad that may not perform.
With this type of campaign, you promote individual Tweets for the purpose of getting engagement. You don’t have to pay for impressions unless they result in engagement, and you will not have to pay for organic engagements from users who see your Tweet like normal instead of through your promotion.
Remember that even promoted Tweets must still adhere to the same character limit As of this writing the character limit is 280 (up from the original 140) characters, that regular Tweets must follow. So you’ll want to be as succinct as possible.
If you want to promote videos, GIFs, vines, etc., you can use this type of ad to do so. You pay for impressions to your video, and the video will auto-play. as users scroll in order to get more attention.
This is similar to the Website Visits ad type, but instead of just paying for clicks, you can track conversions. You can include a Website Card in this type, as well. (See diagram that follows)
App Installs or Re-Engagements
If you have an app, this is the type of ad you’ll want to use. You can use this to get people to install your app for the first time. Or you can get people who already have your app and haven’t used it in a while to use it again. You can include an App Card in this ad type, which will let you show a preview of your app, plus the app’s ratings in the Tweet.
- It also gives users the ability to open or install the app with a single click.
- Twitter Cards allow you to go beyond 280 characters by adding engaging media experiences to your Tweets. The App Card is one of these experiences.
- Adding an App Card to your Tweet enables you to feature media rich information about your app, such as an image, ratings and a call to action.
Setting Up a Campaign
When you’re ready to set up a campaign, it’s pretty easy. You’ll need to choose the type of ad campaign you’d like to use, name your campaign, and set up tracking and the dates you want to your ad to run. Tracking (via DoubleClick*) is optional, but recommended.
*DoubleClick Ad Exchange is a real-time marketplace partnered with the Google Display Network for buying and selling advertising. It represents another market for advertisers to bid on display advertising across the Internet.
Next, you need to choose your targeting options. You can target by location, even down to specific postal codes, by gender, language, device, platform, and even their cellular service carrier!
You can also, of course, target by interest, behavior, etc. This lets you choose specific keywords based on what users Tweet about and things they are interested in.
After this, you have to set up your budget. You can choose a daily maximum (which is required), and also a total budget (which is optional).
Then you have a couple of options for setting your pricing. You can either bid automatically, or set your bid price manually by using their recommended bids for each type of campaign. Automatic bidding is the easiest option, but you may notice spikes in pricing that leave you with a nasty surprise later. So you will want to keep an eye on your campaigns if you choose automatic bidding.
Finally, you have to choose your creative. You can promote existing Tweets or create an entirely new one for your ad, including adding media.
Then just click “Publish Tweet” to launch the ad, and you’re done!
On our website internetvisionsdefined.com, there is a full tutorial on setting yourself up on Twitter, with the tips and tricks other members have used successfully.
Creating Effective Ads
As you probably know, it’s not enough just to run an ad. Any type of ad must be optimized well for maximum conversions. Let’s take a look at some ways to get the most out of Twitter ads.
Remember that a Twitter ad must fit within the 280-character limit (unless you’re using an ad format that doesn’t publish a Tweet, such as Followers). This means you must be concise with your ad. Say what needs to be said, but don’t go overboard.
Studies have shown that when the twitter character limit was 140. the most effective promoted Tweets have between 120 and 139 characters. So try to say what you have to say in a reasonable number of characters, but don’t keep it too short. We will update you when new studies are completed for the higher number of 280 characters.
*After some initial testing on November 7, 2018, Twitter late last year officially upped the character limit on tweets from 140 characters to 280. In one fell swoop, Also, photos, videos, GIFs, polls and quoted tweets will no longer count towards the 140-character limit.
Use The Right Words
There are certain words that you can use in Tweets to increase your response. They’re a lot of the same words you may have heard work well in sales. Words include:
- You – You is one of the most popular words in sales, because people want to know how things benefit them. Focus on what you have to offer your potential customers.
- Free – This one is obvious. People love free.
- Now – Now provides a sense of urgency, making people feel they need to respond right away. You can also use hurry, quick, limited, while supplies last, or other similar terms.
- New – Anytime people think they can be one of the first to try something, it makes them happy.
Don’t Include Prices
If you want people to re-tweet your ads, don’t include prices. Ads with prices are 30-35% less likely to be liked and re-tweeted. So unless your prices are so low they are unbelievable, leave them out.
Use a Specific Landing Page
Try to make a landing page that fits specifically with your Twitter ad, because you’ll leave users with a much more favorable impression if the Tweet matches the landing page.
For example, if you have a promo code for Twitter users, create a special landing page that has that promo code on the page so it matches your ad.
Include Images or Cards
Ads without images or cards included get much less attention. Make sure you attach an image to your ad or use a website or app card as appropriate.
Ads with images or cards are several times more likely to be liked and re-tweeted.
Target Like A Boss
Targeting is definitely one of the most important elements of running an ad, but Twitter makes it MUCH easier than some places.
For example, running an ad on Facebook can be a nightmare in some subject areas, because there’s literally nothing available to target. The best thing you can do is target something slightly similar. For example, if you want to target a very specific type of novel reader (in a genre that isn’t big enough to have its own “interest”. Or it might be focused on any authors that are traditionally published and popular enough to be targetable) on Facebook. The best you can do is target people who read a similar genre. However, this is not very effective.
But on Twitter, you can target by #hashtag, (on social media sites such as Twitter it’s a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic.by interests, by the TV shows they watch, and (best of all, perhaps) you can even target a specific user’s followers! That means you could, for example, find several people in your genre and target all of their followers! This is super effective!
It should be relatively easy to figure out how to target for your particular product since there are so many options for targeting, but you may want to run different ads based on what you target. For example, if you have a retro-style video game you want to promote and you might also want to target fans of Pac-Man and fans of Donkey Kong. You would want to use two different images and two different forms of ad copy to adjust the ad to what you’ve targeted.
Targeting the fans of your competitors is probably one of the most effective ways to reach the audience you need to reach. That’s a great place to start. If you don’t have any competition to target, such as when you have a product that is so new or innovative there’s no true competition, you can target complimentary accounts. For example, if you created a unique kitchen tool, you could target accounts like Food Network and Food & Wine Magazine.
Twitter has a great article on targeting best practices here:
Twitter ads can be remarkably effective if you are careful with your targeting and your ad creatives. You may want to experiment with different combinations until you find the ad that gets the best result at the lowest cost. Once you do, you may find Twitter outperforms other platforms for the price.
Don’t forget to use some of the techniques that you’ve learned in this guide for creating more effective ads. Use images, use the right words, don’t include prices. These tips will help you create ads that will get results.
Don’t forget to check out Twitter’s targeting best practices, as well. They have some very good tips for helping you find just the right methods for targeting just the right audiences.
Best of luck with your Twitter promotions!
Here are links to the resources found in this guide:
About verified accounts: A note from Rich
The blue verified badge on Twitter lets people know that an account of public interest is authentic.
The badge appears next to the name on an account’s profile and next to the account name in search results. It is always the same color and placed in the same location, regardless of profile or theme color customizations.
Accounts that don’t have the badge next to their name but that display it somewhere else, for example in the profile photo, header photo, or bio, are not verified accounts.
Verified badges must be applied by Twitter. NOTE: Accounts that use a badge as a part of profile photos, background photos, or in any other way that implies verified status, are subject to permanent account suspension.
What types of accounts get verified?
An account may be verified if it is determined to be an account of public interest. Typically, this includes accounts maintained by users in music, acting, fashion, government, politics, religion, journalism, media, sports, business, and other key interest areas.
A verified badge does not imply an endorsement by Twitter.
Twitter suspended its “Verified” accounts program in November 2017, however, Marty and I believe that they are re-formatting their program and will soon offer this process in the near future.
So, make sure your profile has ALL the necessary information to get “Verified”, and you will be one of the first to act when they announce it.
This information will be published immediately on our forum as soon as they announce it.
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