Digital Marketing Guides

Everything You Need to Know to Master Twitter Advertising

Smartphone with twitter open on a wooden table with a coffee mug

Twitter is one of the world’s largest social networks, boasting more than 320 million monthly active users. It’s also one of the most effective digital platforms for gaining business exposure. According to Twitter stats, 85 percent of people feel more connected with small businesses after following their Twitter profiles. And 47 percent of Twitter users who follow a brand’s profile are more likely to check out that company’s site.

That’s a lot of opportunities to get your business in front of a receptive audience.

Although you can do this organically, using Twitter advertising will accelerate your small business’s growth on the platform.

Getting started with Twitter advertising

Like Facebook and LinkedIn, Twitter requires users to have an account before they can run ad campaigns. Since your Twitter ads are meant to promote your business, create a business account using your company name. People that click on your ads will be redirected to your Twitter profile, so it’s also essential to include a description of your company and site URL, in case they decide to visit your website.

After creating a Twitter account, you can register for Twitter advertising by visiting this page. Users need to enter their time zone and location during the registration process.

Ensure you select the right time zone as there is no option to change it later. Additionally, Twitter requires you to link your credit card to your account, but don’t worry, your credit card is charged only after your Twitter ads deliver traffic.

Next, Twitter asks you to choose an objective for your campaign. There are 6 main objectives to choose from:

  • Website clicks or conversions
  • Followers
  • Awareness
  • Tweet engagements
  • Promoted video views
  • App installs or re-engagements

Each objective affects the behavior of your ads and the way you’re billed. For example, if you select “followers” as your campaign objective, the ads will include a follow icon and Twitter will charge you for each follower your account gains from Twitter advertising.

If you select “website clicks or conversions” as the objective, you’ll have to pay a certain price per click. Businesses that want to generate traffic to their website from Twitter should use this campaign objective.

If you can’t decide on the objective, Twitter has a brief summary of each to help you choose the best objective for your ad.

After selecting your objective, you can start building your Twitter ad campaign.

You’ll be prompted to enter a name for your campaign on the following page. You can choose to start Twitter advertising immediately, making the ads run continuously until you stop it yourself, or schedule a start and end date for the ads.

You can also run ads on Twitter Audience Platform (which is an expanded display network). Keep this option unchecked for now to limit your ads’ visibility to the Twitter app and website.

Next, you’ll select an audience. Twitter displays a wide variety of demographic options, enabling advertisers to reach people based on their age, gender, spoken language, and more. There’s also the option to narrow down targeting using specific choices. For instance, you can target people based on the keywords they use in tweets or the profiles they follow to reach the ideal audience that will respond to your offer.

After selecting an audience, you’ll be asked to define a budget for your campaign. Choose a daily budget that you can spend on a continuous basis. The budget can be adjusted later based on the performance of your campaign.

Bidding options also need to be specified. Twitter will ask you to choose the amount you want to pay for each ad click if you decide to bid manually. Twitter will suggest a default bid range. Choose the lower end of this range if you want to pay the lowest amount possible for each click. You can increase the bid if your campaign spend falls short of its daily budget.

Once the budget is decided, you can move onto the ad creatives. You can create a new tweet for your campaign, or select from your existing tweets to promote via Twitter advertising. If you’re going to use images in your tweets, be sure to read the media specifications.

To create a tweet, write your copy in the text field and upload any images using the field below it. Twitter will then present a live preview at the right hand of the screen. There’s also an option to schedule your promoted tweets to go out at a specific time.

Advertisers can also display a card. This will add an image and headline to the ad, which can help it gain visibility. Some cards also allow you to include a call-to-action button, such as click to visit your website or shop now.

Once done with the ad creative, hit the “Launch” button at the top right of the screen to start advertising. Design a variety of ads, each with varying images and ad copy, to find out which one resonates best with your target audience. You’ll be able to track your campaign results, such as the impressions earned over a period of time, in the analytics section.

There’s no doubt that Twitter advertising is a great opportunity for small businesses and is up there with other social media marketing tactics. Take a good look at your Twitter strategy and consider using Twitter ads to gain traction. By using the right mixture of objectives, ad creative, and audience targeting, you’ll be able to get more visibility (and traffic) on Twitter.

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