How to create a paid Twitter ad campaign

How to create a paid Twitter ad campaign

It’s important for small business owners to invest in only the most effective types of ads. Twitter is one of the best social platforms out there for promoting small businesses. You can use paid Twitter ads to help grow your following, generate leads and drive traffic to your website. If you’re experiencing stagnant results, it may be time to invest in growing your business. Read on to learn how you can utilise Twitter’s paid ads.

What are the benefits of Twitter adverts?

According to Small Biz-sense, 63% of Twitter users follow small business accounts, making it one of the most relevant platforms for small business owners to use.

Although organic social media can be effective to an extent, it is often necessary to incorporate paid advertising to allow your business to excel in reaching its goals. Paid advertising on Twitter can be an essential step towards getting your content seen by a new audience.

It can be difficult deciding whether paid or organic social media is the best option for your business. If you’re interested in finding out more about the differences between paid and organic social media, read our post that explains the pros and cons of each.

Some of the main benefits of paid advertising on Twitter include:

  • They can have significant reach even when using a small budget
  • You can set your own budget based on how you would like the ad to perform
  • They can reach a much wider audience outside of your existing followers
  • They can be effective at generating targeted leads
  • You are able to choose from various different types of ads and customise them to whatever is most relevant for your business
  • You can target your desired audience by location and  interests (you can choose up to five for each)
  • You can use keyword and hashtag targeting
  • They typically have a low cost-per-click (CPC)

Should I use Promoted Tweets or Twitter Ads?

When advertising on Twitter, you are asked to choose from either using Promote Mode (only available to those in the UK, USA or Japan)  or launching a Twitter Ads campaign.

Whether you should use Promoted Tweets or Twitter Ads depends on the individual needs and goals of your business.

TOP TIP: Promoted Tweets are more effective for getting exposure to a specific part of your business and driving traffic to your website or blog, whereas Twitter Ads are most useful for growing your Twitter following.

How to use Promoted Tweets

Promoted Tweets are ads that boost single tweets at a time. These ads can be targeted to your desired audience based on their location or interests.

Let’s run through how to promote a tweet:

1. After selecting ‘Promote Mode’, choose ‘Get Started’

2. Choose the country and timezone that you would like to promote your tweet to

3. Select your targeting method – either interests or location

4. Once you’ve chosen your targeting method, you can select up to 5 interests or locations

Make sure your selections are as relevant as possible to your business. For example, Fiona the florist would select:

  • Home and garden
  • Hobbies and interests
  • Events
  • Business

TOP TIP: Make sure your tweet is also relevant to current events and industry trends. If you relate your content to current events and holidays, it is more likely that your target audience will notice your tweet and engage with it

5. Once you’re happy with your selections, click ‘Proceed’

6. Enter your billing information and promote your tweet

TOP TIP: Attach an engaging form of content such as an image, gif or video.

How to use Twitter Ads

Setting up a Twitter Ad campaign is slightly more in-depth than quickly setting up a Promoted Tweet.

Launching a Twitter Ad campaign can help you to:

  • Expand brand awareness
  • Increase engagement
  • Grow your following
  • Drive more clicks to your website
  • Increase downloads of your app or eBook

Let’s look at how to launch a Twitter Ad campaign:

1. Choose the objective of your Twitter Ad

Firstly, you need to choose what you want to achieve through your Twitter Ad.

The eight objectives you have to choose from are:

  • Followers (a.k.a ‘Promoted Accounts’ – focuses on promoting your profile in your target audience’s newsfeeds rather than promoting your tweets)
  • App installs
  • Tweet engagements
  • Promoted video views
  • Website clicks or conversions
  • App re-engagements
  • In-stream video views (pre-roll)
  • Awareness

2. Enter the details for your ad campaign

After you’ve chosen your main objective, you’ll be asked to enter the details for:

  • The campaign name
  • Its start and end date
  • Other details that are relative to the objective you have chosen

3. Choose your campaign’s budget

When choosing the amount of money you’re willing to invest in your Twitter Ad campaign, you’ll be asked to select a daily budget and an optional total budget.

4. Create an ad group

On the left-hand side of your Twitter Ads page, there will be at least one pre-created ad group. If you want to create another group, click on ‘Copy ad group’.

From the ‘Details’ tab, fill in an ad group name, a start and end date, your budget and the bid type.

Bid types are what allow you to bid on the placement of your promoted Twitter ad. You can choose from how your ad group bids for a placement by selecting one of the following options:

  • Automatic bid – This charges you with the most cost-effective amount every time your audience engages with your ad. The cost is based on the budget you have selected for your ad group
  • Target bid – This bid allows you to choose how much money from your ad group’s budget you would like Twitter to bill you every time you get engagement. This cost will reflect the average daily cost of each ad placement
  • Maximum bid – This bid allows you to fully control the amount of money you pay every time your audience interacts with your ad

4. Choose your target audience for each ad group

Select ‘Targeting’ to customise your target audience. You can choose the criteria for the following options:

  • Age
  • Gender
  • Location
  • Language
  • Device
  • Audience features (keywords, conversation topics, events and any related interests)

5. Create your content

Select the ‘Creatives’ tab to work on the tweet you’re going to promote. You can choose to select a previous tweet or create a new one. You can choose to have your promoted tweet to appear on users’ timelines, on others’ profiles and any detail pages of specific Twitter conversations.

TOP TIP: Keep the content short and sweet. A lot of people will be scrolling past your ad, so the shorter the tweet the easier it is for people to process the information quickly. We recommend  100 – 150 characters at most.

6. Launch your Twitter Ad campaign!

You’re finally all set to launch your campaign! Look over your campaign details by clicking on the ‘Review your campaign’ button. If you’re happy with everything looks, you’re good to go. Select ‘Launch campaign’ to set your ad live.

Examples of Twitter Ads

Here are a few examples of Promoted Tweets that follow some of the best practices mentioned above:

1. PlayStation UK

This promoted tweet from PlayStation is effective for multiple reasons. The copy is short and direct, it uses video which is the most engaging form of content and it highlights its exclusivity by stating ‘only on PlayStation’.

TOP TIP: Use words that put an emphasis on urgency such as ‘for a limited time only’ or ‘whilst stocks last’.

2. Xero

This promoted tweet from Xero is also very effective due to its simplicity. The copy is intriguing and includes emojis and two relevant hashtags. Also, as with PlayStation, posts that include video tend to perform the best.

TOP TIP: Don’t go overboard with your hashtags. Choose a couple of the most relevant ones and have them be the main focus of the tweet

3. Dropbox

This promoted tweet from Dropbox engages the audience by asking them a question. Your target audience is more likely to feel as though an ad relates to them if it asks them a question that sparks their curiosity.

TOP TIP: Write a strong call to action (CTA). Try your best to avoid the generic ‘find out more’ and ‘click here’. Tailor your CTA to your brand’s personality, make it attention-grabbing and unique. Asking a question is also an effective indirect CTA.

Thanks for reading!

We hope you now have a better understanding of paid Twitter Ads. Good luck with launching your Promoted Tweet or Twitter Ad campaign! We’re sure you’re going to smash it.

For more advice on creating campaigns for social media, check out this infographic explaining the 7 trends you need to know for a successful marketing campaign. Or, if you’re after more tips on growing your following, have a read of our guest post from Tony McDonough where he explains the best practices for building an audience for your online content.

Make sure you’re following J&R on Instagram and Twitter for more helpful tips on all things content marketing!