For a business, Twitter has long been an easy way to keep in touch with customers at little to no cost. Twitter ads aren’t new, but we’re seeing the capability of Twitter Ads enhancing in ways that can benefit businesses both large and small.
Twitter ads offer the unique ability to target and track users in more ways than other social platforms can. Clicks, follows, replies and retweets are all offering up stats that can be dissected in a multitude of ways:
- by @handle
- by device
- by gender
- by interest
- by key word
- by location
For companies diving deep into the analysis of a social campaign, these kind of metrics allow for easier and more detailed split-testing opportunities (and we all know how hard it is to measure ROI in the social world without that). These robust options are making it easier for anyone to utilize Twitter ads in a way that optimizes their investment, regardless of budget.
Twitter ads offer two types of campaigns: Promoted Accounts and Promoted Tweets.
Promoted Account Twitter ads helps advertisers gain more followers. Twitter ads lets you target potential followers who are similar to your current follower base OR those who are similar to another Twitter account (you can even upload a specific list of @handles if you want). You can also target new followers based on interests.
Promoted Tweets offer three types of targeting: keyword search, keyword timeline, and interests in timeline. Keyword search Twitter ads is the same as other paid-search ads across the internet; promoted tweets show up when key words you bid on are searched. Simple! Keyword timeline will likely get you increased impressions and engagements (compared to timeline search) because Twitter users aren’t as actively utilizing the search bar as they are engaging in their timelines. Last up is interests in timeline; this option works exactly the same way Promoted Accounts work. Target followers (in the timeline) with the same interests as your current followers, other’s followers, or upload a list of @handles.
The best part about twitter ads is that you feel like you’re getting a deal every time you invest in a campaign. The platform’s wider opportunity for engagements means your overall CPE (cost per engagement) means your money is working harder for you here than other social platforms.
Rachel is a digital marketing strategist, and CEO of Belle Strategies. She spends her time helping clients leverage the digital space to reach and convert their communities into lifelong customers.