Twitter is a completely unique entity in the world of social media marketing. Different than Google+, different from Facebook, and much different from Pinterest. Twitter excels in the moment, and this has lead to their ad offering, Twitter Ads, to be different from the other social media platforms as well.
Specific points about Twitter which make it different are:
- Twitter prides itself on being a largely unfiltered feed of the messages (tweets) sent out by everyone you follow. None of Facebook’s extensive algorithms come into play.
- Twitter does not collect as many data points on users as other social platforms. This lessens your ability to target specific group of people.
Twitter give a good overview of their ad campaigns. This article looks a little deeper into the tips you’ll need for a better Twitter Promoted ad campaign.
Check the size of your Twitter Audience first
Having a proper audience size is key in any marketing situation. This is as true on Twitter as anywhere else. The Twitter campaign team at the head office makes sure you understand this.
When I went to setup a test Twitter Promoted Ad campaign I was contacted by a member of the Twitter team. He advised me that I would need a potential audience size of at least 300,000 potential people. Having that number meant that there would be a large enough reach to make a Twitter Promoted Ad Campaign worth my time, effort, and cash.
This doesn’t mean that you need to have 300,000 Twitter followers. This means that your potential reach should be over 300,000. Say you’re a small time sports retail store. You’re in a city of 35,000 people. You estimate that, at most, your potential customers are around 20,000. A Twitter Promoted Ad campaign may not be best for you.
Now let’s say I’m running a trade show in a city of 35,000. This time I estimate that over 300,000 people could be interested in either attending or learning about what is presented in some way. Now that Twitter Promoted ad is worth my time!
A good deal of this will also be decided by your Geo-targeting goals. That same sports retail store could be opening their new online store. With their reach expanding vastly, beyond the borders of their small city, they could very well change their mind on Twitter ads.
Hashtags become trickier in Promoted Ads
Hashtag marketing is one of the key online marketing tools that people use on Twitter to vastly grow their audience. When using them in Promoted Ads on Twitter, there are two occasions when you will not actually want to use them:
- You’re bidding on a keyword that is part of the hashtag. You’ll be wasting characters as the Promoted Ad will take care of associating your tweet with that keyword.
- When you’re trying to promote a link to your website. A hashtag shows up in tweets as a link. This gives your potential audience two different choices for what to click on. If you really want to focus on that referral to your website, don’t give them the choice of also clicking on a hashtag.
- If you already have two hashtags in the tweet. Adding a third hashtag can drop your engagement by as much as 17%, according to a Buffer app study.
As you’re planning your Twitter Promoted Ad strategy, hashtags will play a role. You may want to use them, you may not. Whatever you do, don’t look like this guy:
— GRAY (@oceanshaman) April 5, 2010
Too many hashtags, dude!
A few extra pennies on your bid can make a big dollar difference
Twitter Promoted ad campaigns revolve around bidding on keywords. Each one has a suggested amount associated with it. The vast majority of users choose this amount as their bid automatically as they think it’s a sale price. It isn’t, it’s an auction.
If you add just a few cents on top of the suggested amount you can find yourself winning a much higher majority. You have to have a strategy from top to bottom, and this is that last vital step in getting your promoted tweet out there.
Those few extra cents that you add on top typically don’t impact the amount you actually pay out either. CPC is usually lower than what you’re bidding on the keywords. You get more for your money, with just a few cents – not a bad ROI!
Author bio: Matthew is the writer over on the Devumi.com Social Marketing Blog. You can stop by the blog to learn more about Devumi, or follow this link. Going to the blog will give you news about YouTube, SoundCloud, Twitter, Vimeo, Instagram, and Pinterest every week, twice a week! That bad old animal, the Devumi Gorilla, can be found on Twitter all day long