The importance of social media in digital marketing can’t be overstated. The core of it is great content, but as more and more brands jump on the social media sites, sometimes content promotion needs the occasional paid campaign.
There is advertising on Facebook and Instagram, of course, but also Twitter, which often gets disregarded, and it shouldn’t be. Twitter Ads deserve your attention and here is why:
1. The Audience
As of Q2 2020, Twitter has 186 million daily active users who see ads. This number is much lower than say Facebook’s 1.79 billion daily active users, but Twitter is the only platform that makes a difference between daily active usage and monetizable daily active usage, and as a business running a paid campaign, this is by far a more useful statistic.
2. The Subtlety
Unlike ads on Facebook and Instagram, Twitter Ads are more subtle. They raise awareness for a product or brand without being aggressive or intrusive. Instead, they naturally integrate into the feeds of relevant Twitter users and make them stop in their tracks without screaming “Paid Ad”.
3. It’s Cost Effective
On Twitter, you can pace any campaign by controlling its budget. You can do this in one of two ways: Total Budget, which is the total amount you’re willing to spend on the campaign, and Daily Maximum, which is the maximum amount you’re willing to spend per day. Twitter advertising also works on the premise of billable actions. This means that you only pay as and when your campaign objective is achieved.
4. The Ads Are Highly Customizable
And finally, with several types of campaigns and ad formats, Twitter has one of the most customizable advertising setups, which you can control from your Twitter Ads Manager. Promoted tweets, cards or video, you have so much freedom on how to use Twitter for business.
And in this post, we focus on the last part.
The Different Types Of Twitter Ads
You can divide them in terms of campaign type or ad format, and to make the most of your Twitter advertising, and really shine in terms of creativity and ad performance, it’s important to understand each.
The Different Campaign Types
1. Quick Promote
This campaign works just like the name suggests: It lets you quickly promote a Tweet to increase its reach. This is Twitter’s most straightforward advertising product and you can see the results in real-time by clicking on the “View Tweet Activity” icon that appears for Promoted Tweets.
2. Twitter Promote Mode
It’s no longer available to new users, but Twitter Promote Mode works by providing an always-on advertising solution that targets a selected audience over a specific period of time. The campaign then automates the promotion of your Tweets for a set monthly fee, and you can choose to target by geographic location or interest.
3. Reach Campaign
This one’s for brands looking to build awareness. The campaign is designed to make your ad reach as many people as possible, and you only pay per 1,000 Tweet impressions. This means that, if subsequently, a user follows you or Retweets you, nothing’s coming out of your pocket. For this campaign, you can choose to optimize by maximum unique reach or reach with engagement.
4. Followers Campaign
It’s Twitter’s solution to helping businesses get more real Twitter followers. With this campaign, you only pay when someone follows you, and you can use one of two bid types. With Automatic Bid, your campaign is automatically optimized to get the best results at the lowest price; With Target Cost, you choose how much you’d like to pay per follow.
5. Engagements Campaign
Just like the followers campaign, with Twitter’s engagements campaign, your Tweets reach the audience you want to target but you only pay when the people engage with the content in some way. This includes all clicks on your Tweet, including poll votes and hashtag clicks.
6. Website Clicks Campaign
This one’s a no-brainer: It’s designed to drive traffic to your website with things like Website Cards. You can optimize the campaign by link clicks or website conversions; With the latter, Twitter only shows your ads to people most likely to convert once on your website.
7. App Installs Campaign & App Re-engagements Campaign
One’s a way to target a mobile audience to install your app; The other is a way to target your existing users to take action in your app. Like with the other campaign types on the platform, you only pay per app click or app install. Depending on whether you want to achieve scale quickly or refine campaign performance for the highest ROI, these advertising options are great to find the best audience for your ads.
8. Video Views Campaign & Pre-Roll Views Campaign
And finally, video ads make for the bread and butter of Twitter advertising, and the platform has two great campaign types dedicated to it. One’s to maximize your video views and the other is to put you in front of your customers with a targeted pre-roll ad that plays just before a video they want to watch. For this particular campaign type, Twitter partners with over 200 brand-safe publishers across 15 categories to ensure premium videos and good brand equity.
In the next post, we talk about how to build the best playlists for your YouTube channel. Stay tuned!