5. Why Twitter Advertising?
Twitter has over 200 million active users
An active user is considered a user who logs in at least
once a month
There are over 400 million Tweets EVERY day
Twitter is where breaking news is reported first so the
subject of most Tweets is very current
The age of Twitter users is more diverse than other
social networks. The majority of Twitter users are
between 18 and 54 and more younger people are joining
Twitter than any other social network
7. Promoted Tweets
Promoted Tweets are just normal Tweets that are
featured at the top of Twitter Search results
Lets you reach a wider audience who currently don’t
follow you or to spark engagement from your existing
followers
Promoted Tweets are clearly labeled as Promoted
Promoted Tweets act just like regular Tweets and can be
retweeted, replied to or favorited
8. Where Do Promoted Tweets Appear?
At the top of relevant search results pages on twitter.com
In Search Results for a Promoted Trend
You may see a Promoted Tweet in your Home Timeline if that Tweet is
relevant to you or your profile
Brands or partners with enhanced profile pages may choose to pin a
Promoted Tweet to the top of their timelines. Enhanced profile pages are
only available to larger companies at this time.
Promoted Tweets can appear on official Twitter clients like
TweetDeck, Twitter for iPhone, Twitter for Android
Promoted Tweets can also appear on Third-party Twitter clients like
HootSuite
9. When Do Promoted Tweets
Appear?
A Promoted Tweet will appear in a user’s timeline only if
the Tweet is likely to be interesting and relevant to that
user based on a proprietary Twitter algorithm
The Twitter algorithm uses a variety of signals to
determine which Promoted Tweets are relevant to
users, including what a user chooses to follow, how they
interact with a Tweet, what they retweet, and many
more factors
10. How Often Will They Appear?
Twitter is focused on providing a great user experience. As a
result, Twitter is being very conservative about the number of
Promoted Tweets that people see in a single day.
Any Promoted Tweet you see in your timeline will appear just
once, at or near the top of their timeline. After the initial
impression, the Promoted Tweet will scroll through your
timeline like any other Tweet.
Once you have seen a Promoted Tweet in your timeline, you
will never see that Promoted Tweet again.
This means you have only one chance to catch a viewers
attention so your Promoted Tweet has to be well thought out.
11. Dismissing Promoted Tweets
If for some reason you don’t like a Promoted Tweet, you
can dismiss it
I’m not sure why this option exists since you will only
see a Promoted Tweet once so I’m sure there is an
interesting story behind this feature
14. Building an Email List
Treat the Tweet like the headline of your sales letter to
engage the viewer
Redirect them to a landing page where they can opt in
and download a report or whitepaper
34. Increase Engagement
In a recent test by Search Engine Watch
A photo in a tweet vs. no photo in a tweet experiment
revealed that a linked photo results in 120 percent increase
in engagement and 350 percent increase in clicks for a
tweet
Retweets, replies and favorites aren't affected by tweet
with a photo link vs. a tweet without a photo link. Visits to
a site from a tweet with a photo link vs. a tweet without a
photo link are the same even though a tweet with a photo
spends twice as many advertising dollars.
35. Promoted Tweets Optimization
Tips
The best Promoted Tweets are just like the organic
Tweets you find yourself drawn to every day. They are:
Insightful - Users come to Twitter to learn something
new, and get the inside scoop. Do your Tweets accomplish
this?
Exclusive - Exclusive content drives high engagement
rates. Does your campaign offer special value to Twitter
users?
Conversational - The best Promoted content avoids
‘adspeak’ and is rich in shareable insights and content. Do
your Tweets sound like they were written by someone who
genuinely loves using Twitter to interact with others?
36. Optimization Tip - Low Impression
Volume
Make your Tweets as engaging as possible.
Ongoing engagement rate is a factor in which tweets compete in and win auctions. Twitter
rewards engaging content over advertisers who are noisy or have deep pockets.
Remember that exclusive content drives engagement rates - so make your offering a special one.
Maintain fresh Tweets
Tweets typically lose momentum after they’ve been circulating for 1-2 days. Update your Promoted
Tweets frequently to maintain visibility and a steady stream of engaged users. If you are promoting
Tweets to your followers, be sure to add fresh Tweets every day to minimize user fatigue.
Use relevant keywords or interests
For Promoted Tweets in search, be sure to include any important keywords and hashtags in both
the Tweet copy and the keyword list to maximize relevance.
Head terms will drive the bulk of your volume, and you should be sure to increase your bid
accordingly when targeting general keywords. For Promoted Tweets in timelines, be sure to include
any important interests to maximize relevance.
Have a competitive CPE bid
Remember that the bid you specify is your maximum bid, not necessarily the price you will
pay per engagement.
37. Optimization Tip – Improve
Engagement
Improve your Tweet copy
Keep in mind that the most engaging tweets are:
timely, witty, relevant, informative & platform-specific. Be
sure to take advantage of popular #hashtags, in-stream video
and photos, and trending topics.
Bid on long-tail criteria
Selecting highly-relevant and specific keywords or interests
will drive higher engagement by targeting those most
interested in your brand.
Optimize based on your analytics
Tweet analytics, available in the Promoted Tweets
dashboard, clearly demonstrate which Tweet copy is most
engaging for a given a set of keywords. Identify your top-
performing Tweets and apply their successful elements to
future content.
39. Promoted Accounts
Promoted Accounts are displayed in the Who To Follow
section
Helps you expand your Follower base with targeted
Followers suggested by Twitter
40. How Do Promoted Accounts Work?
Promoted Accounts are suggested based on a user’s public list
of whom they follow.
When an advertiser promotes an account, Twitter’s algorithm
looks at that account’s followers and determines other
accounts that those users tend to follow.
If a user follows some of those accounts, but not the
advertiser’s account, then Twitter may recommend the
advertiser’s Promoted Account to that user.
For example, a lot of people who follow several education-
related accounts also follow @teachforamerica. If someone
follows education-related accounts, but not
@teachforamerica, Twitter may recommend
@teachforamerica to that user.
43. Enter @usernames
Search for @usernames or import a list of @usernames
Notice you can Include users like my followers when you
search for @usernames
The import works exactly the same way as Promoted
Tweet campaigns
46. Who is Your Target Audience?
Location targeting works exactly as the Promoted
Tweets campaign
Notice there is Gender targeting but not Device
targeting as we saw in Promoted Tweets
49. Promoted Trends
You must contact Twitter to run Promoted Trends
campaigns. They begin at $25,000 for 24 hours
depending on the popularity of the keyword
51. Lead Generation Cards
Just released this week
Lead Generation Cards help advertisers highlight specific offers,
products, or services more effectively, and capture user interest
directly from within a Tweet
Give you control of how your content is displayed with Tweets
Drive traffic to your site
Increase the number of people following your Twitter accounts
through content attribution
Users don’t even have to fill out a form—since their information
(name, email and username) is already pulled into the card.
They literally just have to hit Submit on the Card's call to action.
52. 4 Step Process
Set up CRM endpoint integration
Create a Card
Create content for the Card
Configure technical settings
63. Definitions
Clicks: Those made anywhere on the tweet, including any
hashtags, links, avatar, username, or tweet expansion.
Retweets: Occur when someone who was served your promoted
tweet shares your message with their followers. This is the
number of retweets of the specific tweet while promoted, so
retweets generated organically are not counted.
Replies: Number of replies made to specific tweets while
promoted. Replies generated organically are not counted.
Follows: The number of follows that resulted from Promoted
Account impressions
Engagement/Follow rate: The number of clicks, retweets,
replies and follows divided by the total number of impressions
67. What You Learned Today
Why Twitter Advertising
Promoted Tweets
Promoted Accounts
Targeting
Promoted Trends
Lead Generation cards
Campaign Management
Analytics
68. What’s Next?
Twitter is evolving faster than ever with new features
and advertising options
Download a free chapter of Ultimate Guide to Twitter
for Business at www.tedprodromou.com
Get your copy of Ultimate Guide to Twitter for Business
at www.tedprodromou.com
I’ll keep you updated with blog posts and webinars
Getting Started With Twitter Advertising eBook will be
available soon
