Getting Started with Twitter Marketing: Part 3

Ads on Twitter

Ad Types

There are several different types of paid ads you can utilize on Twitter. Each one serves a specific purpose and should be chosen with a particular goal in mind.

• Follow Ads: used to gain more followers. These ads show up in the “Who to Follow” suggestions. These are typically the most expensive type of ad, averaging $3 per follower added.
• Awareness Ads: used to build brand awareness and get your content in front of more users. You will pay for every 1000 impressions rather than new followers. These tend to be more effective than Engagement ads.
• Engagement Ads: used to get more likes, tweets, and retweets. You will pay for each action taken by a user. These can be helpful for getting a particular tweet noticed.
• Clicks/Conversion Ads: used to get clicks on links that lead to conversations (email signup, purchase, etc.). You will pay for clicks, not impressions with these ads. These ads are optimized for clicks and have a specific/set bid.

Ad Campaign Tips

• Target interests and keywords for the most effective results
• DON’T use photos, links, or hashtags in Follow campaigns
• DO use photos and links in Engagement campaigns – helps increase clicks
• Trust the suggested bid from Twitter – they have detailed analytics the suggestions are based off
• Follow ads should NOT be sales pitchy, but should instead describe your brand and tell people why they should follow

Twitter Analytics

Twitter has in-depth analytics that can help you determine whether or not your everyday tweets and ad campaigns are effective. Studying the analytics can help you perfect what type of content works best for your followers and what types of ads will be most effective for your brand.

Using Analytics Effectively

Use Twitter Analytics to determine what content is performing the best and meeting your brand’s needs

• Retweets show that followers value the content enough to share it
• Likes show that they appreciate the content
• Clicks show they are actively interested in the content and want to learn more

You can also use analytics to learn more about your followers and what they are interested in by reviewing the “Audience” section. This will tell you more about your organic audience.

• Use demographic info of your organic followers to fine tune what types of new followers to target
• Use information on your audience’s current interests to plan your content – check back often and adjust to any changes
• Check out the Top Ten Interests of your followers and incorporate keywords and hashtags into your tweets

Marketing on Twitter starts with strong content curation and understanding your audience and their interests. Once you have a firm grasp on that, moving to paid advertising can help you improve brand awareness, grow your following, and increase engagement with customers.