Getting started with twitter advertising

Getting Started With Twitter Advertising

Ted Prodromou

www.tedprodromou.com

Welcome

Welcome

HousekeepingAsk your questions in the Questions box during the

presentation I’ll answer all questions after the main presentation

What You’ll Learn Today

Why Twitter Advertising

Promoted Tweets

Promoted Accounts

Targeting

Promoted Trends

Lead Generation cards

Campaign Management

Analytics

Why Twitter Advertising?

Twitter has over 200 million active usersAn active user is considered a user who logs in at

least once a month

There are over 400 million Tweets EVERY day

Twitter is where breaking news is reported first so the subject of most Tweets is very current

The age of Twitter users is more diverse than other social networks. The majority of Twitter users are between 18 and 54 and more younger people are joining Twitter than any other social network

Promoted Tweets

Promoted Tweets

Promoted Tweets are just normal Tweets that are featured at the top of Twitter Search results

Lets you reach a wider audience who currently don’t follow you or to spark engagement from your existing followers

Promoted Tweets are clearly labeled as Promoted

Promoted Tweets act just like regular Tweets and can be retweeted, replied to or favorited

Where Do Promoted Tweets Appear?

At the top of relevant search results pages on twitter.com

In Search Results for a Promoted Trend

You may see a Promoted Tweet in your Home Timeline if that Tweet is relevant to you or your profile

Brands or partners with enhanced profile pages may choose to pin a Promoted Tweet to the top of their timelines. Enhanced profile pages are only available to larger companies at this time.

Promoted Tweets can appear on official Twitter clients like TweetDeck, Twitter for iPhone, Twitter for Android

Promoted Tweets can also appear on Third-party Twitter clients like HootSuite

When Do Promoted Tweets Appear?

A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user based on a proprietary Twitter algorithm

The Twitter algorithm uses a variety of signals to determine which Promoted Tweets are relevant to users, including what a user chooses to follow, how they interact with a Tweet, what they retweet, and many more factors

How Often Will They Appear?

Twitter is focused on providing a great user experience. As a result, Twitter is being very conservative about the number of Promoted Tweets that people see in a single day.

Any Promoted Tweet you see in your timeline will appear just once, at or near the top of their timeline. After the initial impression, the Promoted Tweet will scroll through your timeline like any other Tweet.

Once you have seen a Promoted Tweet in your timeline, you will never see that Promoted Tweet again. This means you have only one chance to catch a viewers

attention so your Promoted Tweet has to be well thought out.

Dismissing Promoted Tweets

If for some reason you don’t like a Promoted Tweet, you can dismiss it

I’m not sure why this option exists since you will only see a Promoted Tweet once so I’m sure there is an interesting story behind this feature

Promoted Tweet Example

Twitter Search for New York

Promoting a Case Study

Building an Email List

Treat the Tweet like the headline of your sales letter to engage the viewer

Redirect them to a landing page where they can opt in and download a report or whitepaper

My Landing Page

Setting up Promoted Tweets

Log into your Twitter account at www.twitter.com and select Twitter Ads

Next Sign Into Twitter Ads

Click on Create Campaign Then Promote your Tweets

Choose Target by Keywords or Target by Interest

Target by Keywords

Enter Keywords or Import Your Keyword List

Who is Your Target Audience?

Import Locations

Select your Device and Gender Targeting

Select Tweets to Promote

Promoted Tweets - Target by Interest

Who is Your Target Audience?

Add @usernames or users like your followers

Or Import a list of users

Notice @usernames will be verified

Add Interest Categories

Or Browse Categories

Notice the detailed categories and subcatgories

Select your Device and Gender Targeting

Select Tweets to Promote

Increase EngagementIn a recent test by Search Engine Watch

A photo in a tweet vs. no photo in a tweet experiment revealed that a linked photo results in 120 percent increase in engagement and 350 percent increase in clicks for a tweet

Retweets, replies and favorites aren't affected by tweet with a photo link vs. a tweet without a photo link. Visits to a site from a tweet with a photo link vs. a tweet without a photo link are the same even though a tweet with a photo spends twice as many advertising dollars.

Promoted Tweets Optimization Tips

The best Promoted Tweets are just like the organic Tweets you find yourself drawn to every day. They are: Insightful - Users come to Twitter to learn something new,

and get the inside scoop. Do your Tweets accomplish this?

Exclusive - Exclusive content drives high engagement rates. Does your campaign offer special value to Twitter users?

Conversational - The best Promoted content avoids ‘adspeak’ and is rich in shareable insights and content. Do your Tweets sound like they were written by someone who genuinely loves using Twitter to interact with others?

Optimization Tip - Low Impression Volume

Make your Tweets as engaging as possible. Ongoing engagement rate is a factor in which tweets compete in and win auctions.

Twitter rewards engaging content over advertisers who are noisy or have deep pockets.  Remember that exclusive content drives engagement rates - so make your offering a

special one.

Maintain fresh Tweets Tweets typically lose momentum after they’ve been circulating for 1-2 days. Update your

Promoted Tweets frequently to maintain visibility and a steady stream of engaged users. If you are promoting Tweets to your followers, be sure to add fresh Tweets every day to minimize user fatigue.

Use relevant keywords or interests For Promoted Tweets in search, be sure to include any important keywords and hashtags

in both the Tweet copy and the keyword list to maximize relevance. Head terms will drive the bulk of your volume, and you should be sure to increase your

bid accordingly when targeting general keywords. For Promoted Tweets in timelines, be sure to include any important interests to maximize relevance.

Have a competitive CPE bid Remember that the bid you specify is your maximum bid, not necessarily the price

you will pay per engagement.

Optimization Tip – Improve Engagement

Improve your Tweet copy Keep in mind that the most engaging tweets are: timely, witty,

relevant, informative & platform-specific.  Be sure to take advantage of popular #hashtags, in-stream video and photos, and trending topics.

Bid on long-tail criteria Selecting highly-relevant and specific keywords or interests will

drive higher engagement by targeting those most interested in your brand.

Optimize based on your analytics Tweet analytics, available in the Promoted Tweets dashboard,

clearly demonstrate which Tweet copy is most engaging for a given a set of keywords.  Identify your top-performing Tweets and apply their successful elements to future content.

Promoted Accounts

Promoted Accounts

Promoted Accounts are displayed in the Who To Follow section

Helps you expand your Follower base with targeted Followers suggested by Twitter

How Do Promoted Accounts Work?

Promoted Accounts are suggested based on a user’s public list of whom they follow.

When an advertiser promotes an account, Twitter’s algorithm looks at that account’s followers and determines other accounts that those users tend to follow.

If a user follows some of those accounts, but not the advertiser’s account, then Twitter may recommend the advertiser’s Promoted Account to that user.

For example, a lot of people who follow several education-related accounts also follow @teachforamerica. If someone follows education-related accounts, but not @teachforamerica, Twitter may recommend @teachforamerica to that user.

Promoted Account Campaigns

Select New Campaign from your Twitter Account

Select Promote your Account

Who Do You Want to Follow You Back?

Enter @usernames

Search for @usernames or import a list of @usernames

Notice you can Include users like my followers when you search for @usernames

The import works exactly the same way as Promoted Tweet campaigns

Add Interest Categories

Or Browse Categories

Notice the detailed categories and subcatgories

Who is Your Target Audience?

Location targeting works exactly as the Promoted Tweets campaign

Notice there is Gender targeting but not Device targeting as we saw in Promoted Tweets

Import Locations

Promoted Trends

Promoted Trends

You must contact Twitter to run Promoted Trends campaigns. They begin at $25,000 for 24 hours depending on the popularity of the keyword

Lead Generation Cards

Lead Generation Cards

Just released this week

Lead Generation Cards help advertisers highlight specific offers, products, or services more effectively, and capture user interest directly from within a Tweet

Give you control of how your content is displayed with Tweets

Drive traffic to your site

Increase the number of people following your Twitter accounts through content attribution

Users don’t even have to fill out a form—since their information (name, email and username) is already pulled into the card. They literally just have to hit Submit on the Card's call to action.

4 Step Process

Set up CRM endpoint integration

Create a Card

Create content for the Card

Configure technical settings

CRM Integration

Salesforce

Mailchimp

Acton

Constant Contact

Eloqua

Exact Target

Hubspot

Infusionsoft

Marketo

Optify

Pardot

Vertical Response

Accessing Twitter Cards

Creating Your First Card

Choosing Your Card

Populate Your Card

Add Embed Code to Your Site

Enter URL

Campaign Management

Campaign Management

My First Campaign

Definitions

Clicks: Those made anywhere on the tweet, including any hashtags, links, avatar, username, or tweet expansion.

Retweets: Occur when someone who was served your promoted tweet shares your message with their followers. This is the number of retweets of the specific tweet while promoted, so retweets generated organically are not counted.

Replies: Number of replies made to specific tweets while promoted. Replies generated organically are not counted.

Follows: The number of follows that resulted from Promoted Account impressions

Engagement/Follow rate: The number of clicks, retweets, replies and follows divided by the total number of impressions

Analytics – Timeline Activity

Analytics - Followers

Analytics – Add Website

What You Learned Today

Why Twitter Advertising

Promoted Tweets

Promoted Accounts

Targeting

Promoted Trends

Lead Generation cards

Campaign Management

Analytics

What’s Next?

Twitter is evolving faster than ever with new features and advertising options

Download a free chapter of Ultimate Guide to Twitter for Business at www.tedprodromou.com

Get your copy of Ultimate Guide to Twitter for Business at www.tedprodromou.com

I’ll keep you updated with blog posts and webinars

Getting Started With Twitter Advertising eBook will be available soon

Q &A

www.tedprodromou.com

info@tedprodromou.com