Twitter Advertising for Real Estate Professionals

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    09-May-2015

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Learn how to promote your account and tweets to reach a wider audience. Key takeaway will include: defining the target audience, learning the different campaign offerings (interest vs. keyword), best practices for promoted tweet copy, optimizing cost per engagement.

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<ul><li>1.TWITTER ADVERTISING FOR REAL ESTATE PROFESSIONALS</li></ul> <p>2. THE POWER OF TWITTER - 360 MILLION USERS - 25% EARN OVER $100K PER YEAR- 51% HAVE A COLLEGE DEGREE - DIRECT AND CONSTANT COMMUNICATION WITH MILLIONS OF INDIVIDUALS INCLUDING CLIENTS AND POTENTIAL CLIENTS 3. HOW CAN TWITTER ADVERTISING WORK FOR YOU? PROMOTED TWEETS PROMOTED ACCOUNTS 4. BEFORE YOU START DO A QUICK TO CHECK TO MAKE SURE YOUR PROFILE IS IN TOP FORM 1. PROFILE PICTURE: RECOGNIZABLE &amp; ENGAGING? 2. YOUR PROFILE: ARE YOU GETTING FULL VALUE OUT OF 160 CHARACTERS? INCLUDE NAME, LOCATION &amp; WEBSITE3. HEADER/BACKGROUND: USE THIS TO SHOWCASE THE PERSONAILTY OF YOUR BUSINESS 5. PROFILE PICTURE HEADERLOCATIONWEBSITEPROFILE DESCRIPTION 6. BEFORE YOU START IDENTIFY YOUR ADVERTISING OBJECTIVES PROMOTED TWEETS: (IN TIMELINE &amp; IN SEARCH) HELP YOU GET YOUR CONTENT IN FRONT OF THE RIGHT AUDIENCE PROMOTED ACCOUNTS: HELP QUICKLY BUILD A COMMUNITY OF FOLLOWERS 7. GETTING STARTED GO TO TWITTER ADS AND LOG IN WWW.ADS.TWITTER.COM 8. PROMOTING TWEETS 9. CREATING A PROMOTED TWEET 10. NAME CAMPAIGN CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE 11. TARGETING OPTIONS 1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET ABOUT OR ENAGE WITH SPECIFIC KEYWORDS 12. TARGETING OPTIONS 2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH SPECIFIC INTERESTS OR WHO ARE SIMILAR TO FOLLOWERS OF SPECIFIC ACCOUNTS - TARGET BY @USERNAME - TARGET BY BROAD INTEREST CATEGORY 13. TARGETING @USERNAMES ALLOWS YOU TO REACH USERS WITH INTERESTS SIMILAR TO FOLLOWERS OF ANY OF THOSE ACCOUNTS.INTEREST CATEGORIES INCREASE POTENTIAL REACH. WE WILL TARGET USERS INTERESTED IN ANY OF THE CATEGORIES YOU ENTER, IN ADDITION TO ANY @USERNAMES YOU ENTER ABOVE. 14. WHERE WILL YOUR AD APPEAR?USER TIMELINES: - KEYWORD TARGETING - INTEREST &amp; FOLLOWER TARGETINGSEARCH RESULTS: - KEYWORD TARGETING 15. ADDITIONAL TARGETING OPTIONS - LOCATION - DEVICE - GENDER 16. TARGETING SUMMARY PROMOTED TWEETS WILL TARGETING USERS: - IN NYC METRO AREA - WHO FOLLOW OR ARE SIMILAR TO FOLLOWERS OF @CURBEDNY, @NYTIMES, @TRDNY, @WSJ - FALL INTO REAL ESTATE INTEREST CATEGORY - ACROSS ALL DEVICES - MALE OR FEMALE 17. CHOOSING TWEETS MANUAL OR AUTOMATIC: 18. CAMPAIGN BUDGET SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL BUDGET SUMMARY &amp; REACH 19. CAMPAIGN OVERVIEWCAMPAIGN SUMMARYSAVE CAMPAIGN 20. WHEN SHOULD YOU PROMOTE A TWEET? WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE AN ACTION OR AWARENESS: - OPEN HOUSES - REPRESENATIVE PAGE - LISTINGSWHERE WILL USERS SEE PROMOTED TWEETS- IN RELEVANT USERS FEEDS - TOP OF RELEVANT SEARCH RESULTS HOW OFTEN WILL USERS SEE PROMOTED TWEETS?- ONCE AT THE TOP, THEN THE TWEET WILL STAY IN NEWSFEED LIKE NORMAL TWEET 21. TIPS FOR OPTIMIZING PROMOTED TWEETS IMPROVE IMPRESSION VOLUME - MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A FACTOR IN BID AUCTION, ENGAGING CONTENT IS REWARDED. EXCLUSIVE CONTENT CAN INCREASE ENGAGEMENT RATE - MAINTAIN FRESH TWEETS: TWITTER IS REAL TIME, TYPICALLY LOSE MOMENTUM AFTER 1-2 DAYS BE SURE TO ADD FRESH PROMOTED TWEETS - USE RELEVANT KEYWORDS OR INTEREST: INCLUDE IMPORTANT KEYTERMS &amp; HASHTAGS IN TWEET COPY &amp; KEYWORD TARGETING - HAVE A COMPETITIVE CPE (COST PER ENGAGEMENT) BID 22. IMPROVE ENGAGEMENT - IMPROVE TWEET COPY: ENGAGING TWEETS ARE: TIMELY, WITTY, RELEVANT, INFORMATIVE &amp; PLATFORMSPECIFIC. USE POPULAR #HASHTAGS, VIDEOS, PHOTOS, ETC - BID ON LONG-TAIL CRITERIA: SELECT HIGHLY RELEVANT AND SPECIFIC KEYWORDS OR INTERESTS - OPTIMIZE BASED ON PREVIOUS PROMOTED TWEETS: DASHBOARD WILL IDENTIFY TOP PERFORMING TWEETS, APPLY SAME TACTICS FOR FUTURE TWEETS 23. PRACTICES TO AVOID - USING ALL CAPS: LOOKS SPAMMY - INTERCHANGING NUMBERS FOR LETTERS: LOOKS SPAMMY IF DONE TOO MUCH - IRRELEVANT OR INSENSITIVE HASHTAGS - PROFANITY AND VULGARITY 24. EXAMPLE DASHBOARDIMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A PROMOTED TWEET ENGAGEMENTS: THE TOTAL NUMBER OF TIMES A USER HAS INTERACTED WITH A PROMOTED TWEET. THIS INCLUDES ALL CLICKS ANYWHERE ON THE TWEET, INCLUDING ANY HASHTAGS, LINKS, USERNAME, OR TWEET EXPANSION; RETWEETS; REPLIES; FOLLOWS; OR FAVORITES. SPEND: THE TOTAL AMOUNT SPENT TO DATE IN PROMOTED TWEET CAMPAIGNS. ECPE: TOTAL NUMBER OF ENGAGEMENTS DIVIDED BY TOTAL SPEND TO DATE. ENGAGEMENT RATE: THE NUMBER OF CLICKS, RETWEETS, REPLIES, FOLLOWS AND FAVORITES DIVIDED BY THE TOTAL NUMBER OF IMPRESSIONS. 25. PROMOTING ACCOUNTS 26. PROMOTING YOUR ACCOUNT 27. NAME CAMPAIGN &amp; CHOOSE TO RUN CONTINUOUSLY OR A SPECIFIC START AND END DATE 28. TARGETING - LOCATION - GENDER*NO KEYWORD TARGETING- @USERNAME - INTERESTS 29. CAMPAIGN BUDGET SET MAX DAILY BUDGET, TOTAL CAMPAIGN BUDGET OPTIONAL BUDGET SUMMARY &amp; REACH 30. ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY DETAILS (SAME AS PROMOTED TWEETS) 31. CAMPAIGN DASHBOARD- PAUSE OR LAUNCH ADS HERE, REVIEW STATS 32. BILLING ENTER PAYMENT METHOD UNDER ACCOUNT AND BILLING IN TOP RIGHT CORNER ALSO FIND BILLING HISTORY AND ACCOUNT SETTINGS HERE 33. TWITTER AD POLICY 1. RESPECT TWITTERS TERMS OF SERVICE, RULES, ETC 2. COMPLY WITH LEGAL REQUIREMENTS 3. DONT DISTRIBUTE SPAM, HARMFUL CODE OR DISTRUPTIVE CONTENT 4. PROMOTE HONEST, AUTHENTIC AND RELEVANT CONTENT, TARGET RESPONSIBLY 5. SET HIGH EDITORAL STANDARDS FOR TWITTER CONTENT YOU CREATE 6. SET HIGH STANDARDS FOR OFF-TWITTER CONNECTIONSFOR MORE INFO AND GUIDELINES: https://support.twitter.com/groups/56-policiesviolations#topic_239 34. ANY QUESTIONS?CONTACT INFORMATION: EMILY BIBEAULT EMILY@NYLMEDIA.COM212-355-9090 X227 </p>