Using Twitter as a promotional tool has become an essential marketing tactic for all businesses looking to make advancements in the digital marketing landscape, but you can’t just tweet and watch the magic happen. There are tricks to the trade.
The challenge many face is finding a balance between organic and paid campaigns. Growing organically is understandably the preferred option as it’s the least expensive, allowing tweets and accounts to grow naturally. But once organic growth has stalled, turning to paid campaigns is an option that will maximize results and conversions.
Below I will walk you through the process of launching a campaign with Twitter ads, creating an effective paid promotion.
Promoting your tweets allows you to reach more of the people you want and need, creating real results. The great thing about promoted tweets is that you only pay when users’ engage with your content. (For the noobs: when I say engagement, I mean a click, retweet, reply, favorite or follow.)
Step 1: Planning
Give your campaign a name and schedule its start and end date.
Choosing a name should be an easy step, but you need to make sure the name reflects the objective of the overall campaign. This will make it easy to recognize later and will help with reporting once it is time to pull results.
Scheduling can be a little trickier as the dates and times when your tweets are promoted will directly affect the outcome. You want your tweets to be visible when your audience is most likely paying attention. If this is your first time promoting a tweet you don’t have past activity to lean on, so you’ll want to look through your history to see when followers are most active organically.
Step 2: Targeting.
This determines how you will reach your audience.
This may be one of the most vital steps in the entire promotion process. Selecting the appropriate targeting method will determine who your ads reach and ultimately how much you spend. There are two options: Keywords or Interests and Followers, each with a slightly different purpose.
Selecting the keywords option allows you to reach people who tweet about specific words or terms. This is best used when you know who you are targeting and have a clear idea of what their interests are. The more relevant keywords you are able to use the better the results will be. Having multiple keywords that trigger engagement will result in lower Cost per Engagement (CPE) rates.
Keyword targeting will appear in one of two sections:
- The user’s timeline- The promoted tweet will be placed in the user’s timeline among their other tweets.
- Search results- If a user searches select keywords then the promoted tweet will appear as a result in their search.
Interests and Followers
Choosing this option helps to find new audiences that have specific interests and resemble followers of specific accounts. This is a viable option if you know of an account that is similar to yours and want to attract their followers. You already know those followers are interested in a specific topic and type of account which will give you a better chance of getting their attention.
Interests and Followers targeting will only appear in users’ timelines.
Step 3: Location, location, location
Choose the location where you want your ads to appear. Your ads can target a specific city, state, or country.
Determining location really depends on yours business and if you’re running a local or national campaign. If there is an event or promotion in a specific location this is where you would specify that information and target accordingly. You would not want a tweet to go national if an event is only being held in one city.
Step 4: Devices
Selecting which device or platform you wish to target. I recommend you select all the devices unless you have a specific reason to narrow it down.
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Step 5: Gender
Know your target audience. This allows you to target male users, female users, or both. If your tweet is aimed at a female audience you can save money and unwanted impressions by just targeting them.
Step 6: The Content
This is the most important part of the process- selecting a tweet for promotion. The copy in the tweet plays a pivotal role in creating engagement. Picking the right tweet mixed with the steps above will determine the promotion’s outcome. There are two ways to select tweets for promotion:
- Manually Select: You add or remove tweets from the campaign at any time. Use this option when you have a specific tweet you want to promote and would like to be in complete control of what is being promoted.
- Automatically Promote: Twitter will promote up to five of your tweets. They are chosen by the levels of engagement. The five most engaged tweets will be selected.
Step 7: Budget
The final step is setting your total budget, daily maximum and maximum spend per engagement.
In order to launch a successful promoted campaign, make sure there is a firm strategy in place with a full understanding of your objectives. The steps above will guide you through the process but can only take you so far. Recognizing who your core audience is, their habits, and what will get their attention mixed with the proper use of this process will take your twitter presence to new heights. This is a relatively new field but one that is worth exploration. Don’t hesitate to ask any questions in the comments.