advanced twitter ads: doing more with twitter tailored audiences by sahil jain

#SocialPro #13B @sahilio

Sahil Jain, CEO & Co-founder of AdStage

ADVANCED TWITTER ADS: DOING MORE WITH TWITTER

TAILORED AUDIENCES


Sahil Jain, CEO and Co-founder of AdStage, @sahilio

§  Co-founded first company, YC &

SV Angel backed, Trigger.io at 20 §  Dropped out of UC Berkeley to

join AOL Corp Dev. at 19 §  Dropped out of High School to

join Yahoo! Mobile at 17 and worked in the professional video game industry before that

ABOUT ME


ABOUT ADSTAGE

AdStage allows you to create, manage, and report on search and social ad campaigns from a single platform


WHY TWITTER

310M monthly active users

12.33 minutes per day

on average

Source: ValueWalk May 2016 Source: Twitter March 2016


Better Targeting for Advertisers

TWITTER TAILORED AUDIENCES


ADVANCED STRATEGIES FOR TAILORED AUDIENCES

Limit Wasted Ad Spend

Acquire New Users Easier

Increase Conversions

Reach Influencers


Exclusion Targeting

LIMIT WASTED AD SPEND


“Half the money I spend on advertising is wasted; the trouble is

I don't know which half.”

-- John Wanamaker


§  Device §  Carrier §  Platform §  Age §  Gender §  Location §  Television §  Keyword

Core Targeting on Twitter Ads §  Language §  Interest §  Behavior §  Event §  Previously engaged §  Handle followers


Types of Tailored Audiences


Exclusion Targeting

Cross-device retargeting

Previously Converted

Existing Customers Competitors


Similar User Targeting

ACQUIRE NEW USERS EASIER


Targeting users that are similar to your existing users requires market

research - a $21 Billion industry.

Source: Market Research Market Research Report | NAICS 54191 Sept 2015


Twitter Ads Includes This Data For You


When to Use Similar User Targeting

Brand Awareness

Product Announcements

Lead Generation


Product Announcement


Brand Awareness


Lead Generation


Handle Targeting

REACH INFLUENCERS


Nearly 40% of Twitter users say they’ve made a purchase as a direct result of a Tweet from an

influencer

Source: Annalect and Twitter, May 2016


Handle Targeting

Upload a list of user handles that are considered influencers are target them with Promoted Tweets so they are exposed to your products and services


Nurture with Dynamic Retargeting

INCREASE CONVERSIONS


In a cross-device world, retargeting is becoming more

and more difficult


67% start shopping on one device and

continue on another

Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013


Twitter is one of the few channels that can accurately

retarget your database


Tailored Audiences for Retargeting

Direct Response

Lead Nurturing

Loyalty Programs


Lead Nurturing Example of Content Drip

Blog Post / Infographic

Guide / Whitepaper

Case Study

Webinar


Adding in Twitter Ads at Each Stage of the Drip


Guide / Whitepaper

Case Study

Webinar


Install the Universal Website Tag


Create a Conversion Event for Each Conversion


Nurture Leads on Twitter with Exclusion Targeting

Blog post subscribers

Whitepaper downloads

Case study downloads

Whitepaper downloads

Case study downloads

Webinar registrants

Targeted Audience Excluded Audience

Core Target Audience by Keyword, Interest, etc.

Existing Customers, Competitors, Previously Converted


Guide / Whitepaper

Case Study

Webinar


Lead Nurturing Example for End User Visits Website and subscribes to blog

Receives nurture campaigns via email and Twitter


Direct Response


Loyalty Programs


Automate Delivery for Maximum Conversions

ADVANCED CAMPAIGN SCHEDULING


Analyze Your Time of Day Conversion Reports


Set Up Campaign Schedules


THANK YOU!

MORE INSIGHTS: blog.adstage.io

TODAY’S PRESENTATION: bit.ly/adstage-socialpro2016

advanced twitter ads: doing more with twitter tailored audiences by sahil jain

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