On a channel where you only have 140 characters to convey your message, every word counts.
You only have enough space to convince your followers to learn more, shop, or download. The simplicity of Twitter can be a challenge for marketers.
But when it comes to Twitter advertising, it pays off. Twitter has 288 million monthly active users, of which 49% follow brands. The click-through rate (CTR) of Twitter ads is 8 to 24 times that of Facebook. Needless to say, if you have not kept up with the trend, then it is time to start.
Naser Emad, Director of Demand Generation at LinkShorteners, breaks it down into five steps:
Step 1: Set Up Your Campaign & Twitter Audience Platform
At LinkShorteners, we found that the retargeting campaign was a great success. Here, we provide users with personalized content based on the actions they have taken before.
Through our "7 Ways Brands Use LinkShorteners Activities" e-book, we are retargeting users who have previously visited our platform. Our goal for this event is to bring them back to our website and eventually convert them.
When we first set up our campaign, we chose "Start now and run continuously." This ensures that the campaign only ends when the budget is exhausted. This also provides us with more space to test and optimize runtime copywriting and creativity.
In the past, we tested a number of variables, from time of the week to copy and image, and found that follower targeting was the most successful. The users we targeted were similar to those who had already followed us.
Step 2: Conversion Tracking
Twitter has a tracking pixel that allows you to understand conversions after clicking. With pixels, you can see how users convert after the first touchpoint—whether it's buying, downloading, registering for your service, or more. You can even connect interactions between devices, for example, users interact with your promotional tweets on their mobile devices, and then visit your website on their computers.
In our example, we use pixels to track how our ads successfully motivate users to download our e-books.
It’s very easy to get this tracking pixel up and running to start seeing a deeper analysis. All you need to do is add the Twitter code snippet to the converted page on your website.
Step 3: Select Your Audience
Before choosing an audience, you need to consider your budget. Generally, the greater your coverage and the higher the cost, the less likely it is to get someone to click.
Like Facebook, Twitter also has a series of filters that can help you narrow down your audience and bring you the most benefits. In the Twitter Ads Editor, you can target by language, gender, interests, keywords, etc.
For us, because we are running a retargeting campaign, we are advertising with a tailored audience. We have previously set up some audiences through tracking pixels, including LinkShorteners users, website visitors, and people who have previously filled out lead forms.
Step 4: Set Your Budget
When setting your budget, always start from the lower end. Twitter allows you to adjust the campaign while it is running, so please test it at the lowest cost. In this ad, we have selected a bid slightly below the recommended range of Twitter. This gives us the flexibility to increase our bids until we find the best spot that just meets our daily budget.
Starting with more conservative parameters can also prevent you from using up your budget prematurely in your campaign. It ensures that you can reach a large number of users over a longer period of time because some people may not check Twitter every day or at the same time every day.
Step 5: Choose Your Creative
Last but not least, our favorite part of creating Twitter ads: creativity. Here, you can create a new tweet from scratch or choose an old tweet to promote it.
At LinkShorteners, we found that website cards are great for increasing engagement. These cards include a large featured image and a CTA button, where you can directly capture email addresses or drive application installations.
In the past few months, Twitter has also released a series of new updates to make your ads more dynamic and help expand your reach.
Earlier this month, Twitter followed in the footsteps of Instagram and Facebook and announced that it would release carousel ads soon. Carousel ads are sliding ad units with multiple pictures, videos, and text slides. Companies such as Disney and Volvo have begun testing this and have found that using carousel ads as a "brand enthusiast gallery" to promote user-generated content has great value.
Earlier this week, Twitter also announced that it would launch emoji-based positioning. This provides many opportunities for advertisers to talk to users based on their mood or enthusiasm that is not suitable for 140 characters. For example, an ice cream company in New York might target users who publish ice-cream emojis during the summer. According to Twitter, since 2014, more than 110 billion emojis have been posted.
For our "7 Ways" campaign, we are running a new tweet with an A/B test. We ran two tweets with the same copywriting and creativity, only one with a customized second half and the other with an automatically generated link. We’ve seen brand promotion increase click-through rates by 34%, so we wanted to see if this would also increase engagement in Twitter ads.
Throughout the campaign, we will use the LinkShorteners campaign to track winning tweets and compare our paid social strategy for this e-book with organic content on other channels and devices. With the help of conversion insights from the Twitter tracking pixel, we can fully understand the performance of our promotional tweets.
Why Twitter Ads Are So Powerful
Twitter is a dialogue platform. Brands can insert themselves into real-time events or trends that are unfolding on the channel. Users can participate in the promotion of tweets just like processing natural tweets from friends. Think of Oreo's blackout tweet.
In an era where consumers value instant gratification, authenticity, and trust, short and dynamic advertising products will become the key to eliminating noise.