With billions of active users, Twitter is undoubtedly a powerful tool for businesses to advertise their products and engage with their customers. Most brands and businesses may already have profiles on Twitter, yet many are still not utilizing Twitter ads, causing them to lose opportunities. If your business hasn’t started using Twitter ads yet, try it out! Before you start on your first campaign, here are six important things you need to know.
Keep Your Profile Updated
An active Twitter profile with up to date content lets your customers know that you are currently open for business. Otherwise, it will negatively affect your brand’s credibility and can make paid Twitter campaigns unsuccessful.
Have a Clear Set of Goals
Just like any marketing campaign, you need to have an objective to make sure you are getting the most out of your money, time, and efforts. Ask yourself: “what results do I want from this campaign?”
Decide Which Ads Match Your Goals
Twitter actually has five products you can use, depending on your goals. Each works differently and produces different results, which is why it is very important that your objectives are clear.
- Followers – for gaining more Twitter followers
Shows a simple ad copy that demonstrates your brand wants people to follow them.
- TIP: The key is spelling out the benefit followers can get from your profile, may it be promos, discounted deals, or great tips.
- Website Card – directing Twitter users to non-Twitter content
Shows a small preview of the content and a call-to-action button.
- TIP: You have the freedom to customize everything in the website card, so you can try out different ads and see which ones are the most successful with your audience.
- Tweet Engagements Campaign – creating a buzz
This kind of campaign works best for topics which you want your audience to be excited about, such as a new product or service, an upcoming event, or a new promotion.
- TIP: Keep the copy simple and enticing for your engagement campaign to have a greater effect.
- App Installs or Engagements Campaign – growing app awareness and installs
A helpful tool for competition entries, signing up for mailing lists, or redeeming special offers.
- TIP: Make sure your call to action is clear and inviting.
Know Who to Target
Knowing your target audience works well with having a clear set of goals in making sure you get the best results from your campaign. Twitter allows you to target people through different ways. Targeting can be based on user interests, the keywords they use, their followers, or tailored audiences.
Another powerful feature from Twitter is the website tag for remarketing. Remarketing allows you to reach users who have already expressed interest in your business by visiting your website. All you need to do is place a code snippet in your website, which allows Twitter to collect information. Learn how to make website tags for remarketing here.
Create Compelling Content
Twitter advertisements can be seen as invasive by some since they appear in the Twitter feed next to updates of other people they follow. It’s important that you focus on conversational content as much as possible, and avoid hard-selling. The key is making sure that your ads offer something valuable to its audience. You can also make your ads stand out by using eye-catching images or videos. Lastly, use hashtags to drive more conversation.
Your Twitter campaign does not end when you launch it. You have to track and analyze its performance as well, so you can refine your campaigns for better performance. Twitter also has tools you can use to analyze and optimize your campaign, such as the Tweet Activity Dashboard, Conversion Tracking, and Mobile Apps Analytics. These provide helpful information which allows you to spot what works best and least in your campaigns.
Twitter may be a great way to connect with people, but it’s a powerful tool for brands as well, especially with its paid advertising options. Get more out of your Twitter profile by utilizing Twitter ads, and remembering the six important points we discussed before you start making your campaigns.