How Advanced Twitter Ads Strategies Could Help You Win the Game of Thrones
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Managing Partner – Clix Marketing Digital Advertising Geek Emphasis on “Geek” Writer: Search Engine Watch, ClickZ, Clix
Marketing Blog, The SEM Post, Acquisio Blog, PPC Hero
Speaker: SMX, SMX Social, SES / ClickZ Live,
HeroConf, State of Search, Acquisio User Summit, Bing Ads Connect
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
OK, John… Twitter Ads and GoT?!?!?
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Campaign ManagementBecause we all can’t afford to have a Hand around.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Ads EditorBulk spreadsheet management.Excel. Import/Export.Manage campaigns; audit funding sources, conversion tags and tailored audiences.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
3rd Party ToolsAd Groups FTW!
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
3rd Party Tools
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
TargetingI mean, we are targeting people here ammiright?
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Long Standing Twitter Ads Targeting Location, Gender, Language Device, Mobile Carrier Keywords (with match types!) - matches to content of tweets, profiles, etc. Interests Followers - reach users with similar interests to followers of
targeted users
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
RetargetingRetargeting lives in Twitter as a Tailored Audience “from the web.”No “universal pixel” yet.Separate pixel for each audience.
Tailored (custom) Audiences Uses for Tailored Audiences
Target directly Exclude Create lookalike (similar)
audience These audiences are based On
Email Phone Mobile app users Mobile advertising IDs And…
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Tailored Audiences Based on Twitter @HandlesThank the gods – the old and new.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
TV Targeting Target Twitter users before, after or during television programs.
Target specific shows, networks or genres.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Behavior Targeting Targeting based on big data.
High level of detail for online and offline behaviors.
Purchase habits. Financial status. Media choices. Lifestyles.
BONUS: Exclude behavior targets, too!
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Event Targeting
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
BiddingBe the master of coin.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Campaign Objective Objective determines how you bid:
Per click Per lead Per install Per video view Etc. Objective determines how your data is reported in performance stats.
Nearly identical to Facebook Ads Objectives.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Automatic vs. Maximum Bids Maximum Bids You tell Twitter how much
are willing to pay for each click, lead, video view, app install, etc.
Automatic Bids Twitter will dynamically
adjust your bids
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
AdsGet their attention. With dragons.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Promoted Tweets – Tried and True Plain text copy. Can include links, hashtags, @handles and images/video separate from Cards.
Note: If hashtags, @handles and images/video are include – they can be clicked and you will be charged.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Twitter Cards RULE Pun IntendedData courtesy of Eloqua & Twitter study: bit.ly/1PSoYNi
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Lead Gen Cards 800x200 image Custom copy and call-to-action button.
User clicks button and agrees to pass their name, email and Twitter user handle to you.
Connect data directly with your CRM or email marketing platform.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Website Cards 800x320 image Custom copy and call-to-action button.
Why are Website Cards important?
Rich media in normal promoted tweets can be clicked and cost you money without getting visits to your website.
Website Cards provide the rich media, but deliver the click directly to your website.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
App Cards Promote your mobile app with deep links to iOS and Android app stores.
Comes in 3 Flavors Basic – text and link only. Image – image, text and
link. Video – video, text and link.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Video Promote video content in a streamlined format in the Twitter newsfeed.
Videos are hosted by Twitter and provide one-tap viewing and a better user experience.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
StrategyBecause smart is always sexy.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Target What’s Happening NOW As PPC advertisers, we have been instilled with the notion of “be relevant.”
Twitter Ads allows you to advertise to your audience based on events in real time.
Event Targeting, TV Targeting
Trending Topics, Hashtags
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Deep Segmentation for Retargeting Audience Creation
The Short Version Create granular targeting segments. Clearly define audience with UTM tags. Serve ads to this audience with Twitter
Ads. Create audience rules based on UTM
tags. Most retargeting platforms allow URL-
based audience rules. Google Analytics, Google AdWords, Facebook, The Trade Desk, etc.
Serve laser-focused ads to this audience across search, display and social retargeting to close the conversion loop.
HUGE Hat Tip to aimClear: selnd.com/1PSiSwi
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Top of Funnel Lead Generation Lead Generation Cards are awesome. Did I already make that point?
Until Facebook Lead Ads, Twitter was the bees-knees for First Name, Last Name, Email TOFU lead generation.
Consider Twitter Ads as a premier channel for starting the conversation with your potential customers.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
What’s Next?Creepy 3-eyed birds, that’s what.
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
E-Commerce FeaturesKaching! Partnership w/ Stripe Brings Payment Processing to Twitter FeedMore info here: bit.ly/1PSp5si
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Extended Lead FormsDid you really expect Facebook NOT to one-up the Twitters?
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
My Hope? That You Leave With More Confidence Than This…
@JOHN_A_LEE #HEROCONF WWW.CLIXMARKETING.COM
Thank You! Questions?
[email protected] @john_a_lee
www.clixmarketing.com