getting started with twitter advertising
Post on 13-May-2015
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Getting Started With Twitter Advertising
Ted Prodromou
www.tedprodromou.com
Welcome
Welcome
HousekeepingAsk your questions in the Questions box during the
presentation I’ll answer all questions after the main presentation
What You’ll Learn Today
Why Twitter Advertising
Promoted Tweets
Promoted Accounts
Targeting
Promoted Trends
Lead Generation cards
Campaign Management
Analytics
Why Twitter Advertising?
Twitter has over 200 million active usersAn 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
Promoted Tweets
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
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
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
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.
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
Promoted Tweet Example
Twitter Search for New York
Promoting a Case Study
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
My Landing Page
Setting up Promoted Tweets
Log into your Twitter account at www.twitter.com and select Twitter Ads
Next Sign Into Twitter Ads
Click on Create Campaign Then Promote your Tweets
Choose Target by Keywords or Target by Interest
Target by Keywords
Enter Keywords or Import Your Keyword List
Who is Your Target Audience?
Import Locations
Select your Device and Gender Targeting
Select Tweets to Promote
Promoted Tweets - Target by Interest
Who is Your Target Audience?
Add @usernames or users like your followers
Or Import a list of users
Notice @usernames will be verified
Add Interest Categories
Or Browse Categories
Notice the detailed categories and subcatgories
Select your Device and Gender Targeting
Select Tweets to Promote
Increase EngagementIn 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.
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?
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.
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.
Promoted Accounts
Promoted Accounts
Promoted Accounts are displayed in the Who To Follow section
Helps you expand your Follower base with targeted Followers suggested by Twitter
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.
Promoted Account Campaigns
Select New Campaign from your Twitter Account
Select Promote your Account
Who Do You Want to Follow You Back?
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
Add Interest Categories
Or Browse Categories
Notice the detailed categories and subcatgories
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
Import Locations
Promoted Trends
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
Lead Generation Cards
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.
4 Step Process
Set up CRM endpoint integration
Create a Card
Create content for the Card
Configure technical settings
CRM Integration
Salesforce
Mailchimp
Acton
Constant Contact
Eloqua
Exact Target
Hubspot
Infusionsoft
Marketo
Optify
Pardot
Vertical Response
Accessing Twitter Cards
Creating Your First Card
Choosing Your Card
Populate Your Card
Add Embed Code to Your Site
Enter URL
Campaign Management
Campaign Management
My First Campaign
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
Analytics – Timeline Activity
Analytics - Followers
Analytics – Add Website
What You Learned Today
Why Twitter Advertising
Promoted Tweets
Promoted Accounts
Targeting
Promoted Trends
Lead Generation cards
Campaign Management
Analytics
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
Q &A
www.tedprodromou.com
info@tedprodromou.com
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