Since its inception in 2009, Twitter has been a micro blogging site that let users connect by sharing 140 character messages in real time. However, just like other social network platforms, Twitter recently incorporated advertising, effectively targeting specific audiences. Although it is not detailed like its rivals, LinkedIn and Facebook, it is a sure way of getting your advertisement to the right audience.
How to create a high-performance Twitter ad campaign for your business
Understanding how Twitter advertising works is paramount to running a successful advertising campaign on the site. Here are ways of creating a high-performance Twitter ad campaign for your business:
Gain Visibility with Promoted Tweets
Promoting a specific message (tweet) is one of the popular uses of Twitter. Promoted tweets are usually at the top of search results. Promoted tweets are a perfect channel of getting specific messages about services and products at the top of the news feed of potential customers. They may also boost your authority in the industry by promoting engaging content that was created by your business. Using this tactic lets you choose your target audience based on keywords that users tweet or search about, interests, etc. Even then, it is only keyword ad targeting that lets your tweet appear in search results. The beauty of ad targeting is that you are also able to target your specific ads to particular locations.
Grow followers with Promoted accounts
Promoted accounts are a great way of increasing targeted Twitter account followers quickly. The targeting options for promoted accounts are limited to reaching users who are similar Twitter followers to those of your account. This means that you can reach out to your competitors’ followers with advertising. You may also select a tweet from your account that will appear on mobile devices next to the suggestion to follow you. Thus, the tweet should be something that prompts the potential follower to make the decision to follow you.
Increase leads with lead generation cards
Lead generation cards are a superb inclusion to Twitter advertising. They refer to tweets that let businesses collect emails as well as names of potential leads for their mailing list subscribers or business directly on Twitter.
Types of Twitter Advertising Options
Before jumping into the Twitter advertising bandwagon, it is important to understand the types of Twitter advertising options so that you settle for what will work best for you. Currently, the Twitter advertising options are as follows:
Promoted Accounts – Promoted accounts let you promote your account as one to be followed. That is, you will need to select your targeted demographics to whom your account will be visible with the option to follow. Promoted accounts are visible on the dashboard as well as in search results for specific keywords. Generally, promoted accounts give the Twitter profile of your business more exposure hence helping build followers that are interested in your business. They are particularly good when you want people to discover your brand as well as help build your account prior to a big event.
Promoted Tweets – These allow you to highlight a specific tweet and eventually get more exposure. Promoted tweets will increase the reach of your updates through increased exposure on not only your profile but also across Twitter. Promotes tweets are particularly helpful when building awareness, sharing content, offering deals and building a brand voice.
Promoted Trends – These refer to hashtags and topics that are moved to the peak of Trending topics hence are visible on the homepage in the trends section. Promoted trends may be incorporated in tweets. In addition, you are also able to view pages of those who have posted updates with the particular hashtag or keyword. The account that created the trend is usually visible at the top of the tweets. Promoted trends are handy when building mass awareness for product launches, building mass awareness for events or brand building by association.
Twitter Advertising Tips
Here are some tips to help you get the most out of your Twitter advertising campaign:
Target your ad campaigns precisely. It is more rewarding to have smaller but targeted reach.
Use UTM parameters for links that are shared in promoted tweets. This refers to tags that are added to the target URL in order to identify visitors that click the Google Analytics link with the help of the set parameters. UTM parameters let you isolate traffic that clicked on a promoted tweet.
Set up conversion tracking. This is a great way of determining your ROI for your Twitter advertising campaigns. This will help you tell whether your investment is rewarding or not.
In conclusion, Twitter is helping businesses to reach their target audience with ease through creating ad campaigns that target a defined demographic.
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