An Introduction to Twitter Ads

Index 2

Index

Introduction Twitter Ads – Summary Promoted Tweets Promoted Accounts Promoted Trends Pricing Model Twitter Analytics Twitter For B2B Case Studies & Success Stories Appendix

Introduction 3

Introduction

Twitter-Ads products are designed to help you grow your business. There are three services

Promoted Tweets (in timelines and in search) help you get your content in front of the right customers at scale.

Promoted Accounts help you quickly build an active community of customers and advocates for your business.

Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted.“

Use these products together to make the biggest impact with your marketing messages.

Run multiple campaigns to send tailored messages to different audiences or test different targeting options to see what is most effective. 

Twitter Ads – Summary 4

Twitter Ads – Summary

Twitter Ads – Summary 5

Twitter Ads – SummaryMetrics Promoted Tweet Promoted Account Promoted Trend

How it Works Tweet at your targeted audience or your followers & spark engagement..

Make yourself discoverable by asking relevant people to follow your twitter account, and make permanent engagement possible..

Stay on top of the trend list for 24 hours and create a buzz around your brand/product..

Targeting Interest, @usernames, demographic, keyword

Interest, @usernames, demographic

All twitter users

Where Ad/Account/Trend appears

Twitter search pages, search results of promoted trend, targeted user timelines, third party clients..

Who to Follow widget, people search results, account suggestions..

On top of the “top trends” list widget on the left side..

Pricing Cost Per Engagement, 20 cents - $5 per engagement

Cost Per Follow, 50 cents - $5 per follower

Flat fee, tens of thousands per day

Promoted Tweets 6

Promoted Tweets

Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

Promoted Tweets are clearly labeled as Promoted when an advertiser is paying for their placement on Twitter.

In every other respect, Promoted Tweets act just like regular Tweets and can be re-tweeted, replied to, favorited and more.

Promoted Tweets Contd. 7

Promoted Tweets Contd.

Users see Promoted Tweets at the following positions on Twitter: At the top of relevant search results pages on Twitter In Search Results for a Promoted Trend Home Timelines of Targeted Users (only if the Tweet is likely to be

interesting and relevant to that user) Official Twitter desktop and mobile clients, including TweetDeck, Twitter

for iPhone, and Twitter for Android, among others Third-party Twitter clients e.g. HootSuite

• Any Promoted Tweet people see in their timeline will appear just once, at or near the top of their timeline. Then, the Promoted Tweet will scroll through the timeline like any other Tweet.

Promoted Tweets – Application 8

Promoted Tweets – Application If your goal is to drive a particular action via Twitter, Promoted Tweets

can: Drive website traffic asking users to click on your best content Offer coupons and deals in the copy of your Tweets Drive leads using Lead Generation Cards Promote sales and giveaways

On the other hand, If your goal is to drive awareness for your business, Promoted Tweets can do this in a variety of ways: Expand the reach of your content like blog posts, white papers, and

more Connect with influencers and brand advocates by ensuring they see

your content Promote awareness around events and product launches Ask for re-tweets to gain an even broader audience for your messages

Promoted Accounts 9

Promoted Accounts

Promoted Accounts are part of Who to Follow, which suggests accounts that people don’t currently follow and may find interesting. Promoted Accounts help introduce an even wider variety of accounts people may enjoy.

Because Promoted Accounts boost your follower growth, they are best used when you would like to be more discoverable to people who are likely to love your business. Consistently growing your follower base on Twitter will help you achieve the following goals: Drive purchases, leads, downloads, and signups - By choosing to

follow you, Twitter users are demonstrating an interest in your product. You have an opportunity to connect with them in meaningful ways to drive actions.

Increase brand awareness and word of mouth sharing - When you Tweet valuable content, Twitter makes it easy for your followers to share it with their friends through retweets, driving increase reach and awareness.

Drive web traffic - Once you acquire a paid follower you have the opportunity to engage with them everyday, for free, with your organic Tweets. Your followers are the mostly like to see your Tweets and spend time on your website.

Promoted Accounts Contd. 10

Promoted Accounts Contd.

Promoted accounts are displayed in three places: As part of the Who to Follow widget

on the left side of your logged-in Twitter.com homepage and Connect tab

On the Who to Follow page, which you can reach by clicking on View all on the Who to Follow widget or tab

People search results On profile pages as part of the Similar

to you widget You may see a Promoted Account as one

of the suggestions if a Promoted Account is relevant for you. 

As with Promoted Trends and Promoted Tweets, this suggestion is labeled as Promoted to distinguish it from other recommended accounts.

Promoted Accounts Contd. 11

Promoted Accounts Contd. 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.

Promoted Trends 12

Promoted Trends

Promoted Trends began as an extension of our Promoted Tweets platform, and are now a full-fledged product in their own right. With Promoted Trends, users see time-, context-, and event-sensitive trends promoted by our advertising partners. These paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are clearly marked as "Promoted.“

Users interact with Promoted Trends the same way they interact with any other Trending Topic. They are able to click on a Promoted Trend to view all Tweets containing the trending #hashtag or trend terms. They are also able to Tweet about the Promoted Trend by including the terms in their Tweets. The only real difference is that a Promoted Trend is purchased by an advertiser and clearly marked as being promoted.

Users who click on a Promoted Trend see Twitter search results for that topic, with a related Promoted Tweet from the advertiser at the top. Tweets on the search results page for Promoted Trends are unfiltered, open, and authentic. (Tweets which violate Twitter's spam and abuse policy are filtered out as usual).

Promoted Trends Contd. 13

Promoted Trends Contd.

Promoted Trends are visible to all users on Twitter.com while they are being promoted. Check your homepage and your Discover tab's Trending Topics list to see what one looks like!

In addition to twitter.com, Promoted Trends are displayed on Twitter for iPhone, Twitter for Android, and Tweetdeck.

Pricing Model 14

Pricing Model

Model : You’ll only be charged when people follow your Promoted Account or re-tweet, reply, favorite or click on your Promoted Tweets. You’ll never be charged for your organic activity on Twitter.  You can enter a credit card to start advertising right away. If you are a

larger brand, you can work with a Twitter Ads specialist on your billing.  Daily Budget: Set your daily budget for each campaign. Twitter will

automatically stop showing your ads once your budget has been met, and you’ll never be charged more than what you want to spend.

Bidding: Our pricing system is based on bidding—you set the maximum amount you’re willing to spend per follow or click. You may pay up to this amount but it will likely be less because you’ll never pay more than one cent above a competitive bid. Average bid varies from 20 cents to $5 per engagement.

Getting Promoted: After promoting your account or Tweets for a few days, check back in to see what’s going on. Based on your performance, what other advertisers are doing and the allocation of your budget, you may want to adjust your bid. You can do this at any time.

Twitter Analytics 15

Twitter Analytics

Twitter Analytics gives you the ability to track multiple components of your Twitter Ads activity, learn more about the behavior of your customers and adjust your campaign to drive better results.

Watch your Promoted Tweets and Accounts perform in real time. You’ll see the fundamental metrics for your Promoted Tweets and Accounts campaigns, including impressions, re-tweets, clicks, replies and follows, as they happen. Larger brands can also see these metrics for their Promoted Trends.

The timeline activity dashboard provides a comprehensive look at all of your activity on Twitter. See how every single Tweet performs with mentions, follows, reach and more. Then look for insights, trends and opportunities to optimize.

Use the Followers dashboard to learn more about your audience. Keep track of the growth of your follower base and get valuable insights about their interests, geography and engagement.

Twitter Analytics Contd. 16

Twitter Analytics Contd.

Take your data to go. Do more with your numbers. You can download CSV files for each dashboard to use in presentations,

tables and databases.

Twitter For B2B 17

Twitter For B2B

Twitter for B2B 18

Twitter for B2B

Twitter’s trying to let B2B companies know that their audience is using Twitter.

The stat that should interest B2B industries the most is that 11 percent of Twitter users who saw a tweet from a B2B tech brand went on to convert on the company’s website (by completing a sign-up form), compared to only 4 percent of average Internet users.

Twitter for B2B – Statistics 19

Twitter for B2B – Statistics Twitter users who see Tweets from B2B tech brands are more likely to visit

the sites of these brands (59% compared to 40%).

Twitter for B2B – Statistics Contd. 20

Twitter for B2B – Statistics Contd.

Twitter users who see B2B tech brand Tweets are more likely to search for these brands online (30% compared to 12%).

Twitter for B2B – Statistics Contd. 21

Twitter for B2B – Statistics Contd.

Twitter users exposed to B2B tech brand Tweets are more likely to convert. and complete a sign-up on a website (11% compared to 4%).

Results Analysis 22

Results Analysis

It means that there is a large B2B audience on Twitter researching, interacting and looking for these opportunities.

It also means that Tweets drive traffic to B2B brands’ websites. Most importantly, Tweets actually drive conversion for B2B brands. Summary: This study was able to illustrate the direct ROI of tweeting to a

B2B audience. In 140 characters B2B brands are generating more leads and increasing

their online business opportunities. The key is making it easy for the right people to view your Tweets and

link those message directly to forms and calls-to-action on your website.

Cast Studies & Success Stories 23

Case Studies & Success Stories

Detailed Case Study – Optify 24

Detailed Case Study – Optify Industry Domain: B2B software company Challenge: Demonstrate industry thought leadership, generate leads and

drive sales for a B2B software platform. Solution: Used Promoted Tweets in timelines to distribute product

information, free assessment promos and educational content. Used Promoted Tweets in search to target keywords related to their product.

Results 770% increase in Twitter-generated leads 600% increase in Twitter referral traffic YoY 6% conversions via Twitter

Source : Twitter.com

Detailed Case Study – Optify Contd. 25

Detailed Case Study – Optify Contd.

Optify used Promoted Tweets to Increase Twitter generated leads by over 700%

Their primary goals with Twitter’s Promoted Products were to establish Optify as a thought-leader with our target audience on Twitter and to increase Optify’s brand visibility

Their secondary goals were to generate more leads using Twitter and by generating ROI positive opportunities for the sales team

They used Twitter Promoted Products to syndicate their unique and original content in conjunction with their Twitter for Business application to have visibility into a full-circle closed-loop tracking of their Twitter activity

By doing so, they were able to track, measure and analyze their performance on Twitter and what Twitter Promoted Products contributed to the overall results

Source : Twitter.com

Detailed Case Study – Optify Contd. 26

Detailed Case Study – Optify Contd.

Their plan to achieve the goals and objectives above was broken down into a few elements Thought leadership & Leads Tweet our most-read, commented, shared content from Optify’s B2B

Lead Generation Blog Create connections with other must follow marketers on Twitter Share top industry news with our own Twitter followers Include call-to-actions in Tweets, with a required form for users to fill

out Monitor effectiveness of campaign and compare lead-driven

campaigns to generic campaigns Monitor Twitter activity on a daily basis and optimize campaigns to

achieve highest performance levels Implement a “Struck-while-it’s-hot” process to reach out immediately

to users who mention Optify’s brand name or any of their targeted keywords

Close the loop by Tweeting relevant follow up content to users who downloaded their content from Twitter

Source : Twitter.com

Detailed Case Study – Optify Contd. 27

Detailed Case Study – Optify Contd.

In order to implement and track their Twitter campaigns, Optify used Twitter for Business application and tag each Tweet to a unique campaign allowing them to tie a specific tweet to a visitor, lead, opportunity and a closed deal.

Optify’s visitor tracking and analytics reporting in conjunction with Twitter’s campaign analytics allowed them to cross reference high-engaging Tweets (as measured by impressions, replies, re-tweets, favorite and follows) with the Tweets that drove the most website engagement (as measure by visits, page-views, conversion rate and time on site).

Source : Twitter.com

Success Story – Fujitsu 28

Success Story – Fujitsu

Industry domain: Technology Challenge: Generate awareness for their LIFEBOOK notebooks within the

B2B community. Solution: Used Promoted Tweets to target B2B decision-makers as well as

users interested in technology and computer reviews. Results

3x more time spent on website Lowest CPE among marketing channels 5+% peak engagement rate

Source : Twitter.com

Success Story – Microsoft ‘s Safer Online 29

Success Story – Microsoft ‘s Safer Online

Industry Domain: Technology Challenge: Connect to Twitter users interested in tech safety and security

as a valuable, real-time resource. Solution: Worked with social marketing agency Uptown Treehouse to

effectively target users by interest and location using Promoted Accounts. Results

25% decrease in cost per follower through optimization 24K new followers over a three-month period 24% increase in follow rate

Source : Twitter.com

Success Story – KPMG 30

Success Story – KPMG

Industry domain: Finance Challenge: Drive a discussion on relevant healthcare issues while boosting

website traffic. Solution: Use keyword targeting in timeline to connect Promoted Tweets

with the target audience, spark engagement and increase visitors to a thought leadership report.

Results 70% of website traffic to the report driven by Twitter 3% engagement rate on Promoted Tweets 9.76% increase in followers

Source : Twitter.com

31

Success Story – HubSpot

Success Story – HubSpot

Industry domain: Software Marketing Challenge: Increase B2B sales through more effective lead generation. Solution: Used Promoted Accounts to build their follower base of business-

to-business marketers. Engaged followers and users similar to their followers with Promoted Tweets in timelines.

Results 150% increase in sales 46% lower cost per lead 32% ROI

Source : Twitter.com

Success Story – New Relic 32

Success Story – New Relic

Industry domain: Software & IT Challenge: Establish thought leadership to engage with five distinct web

developer communities and generate B2B leads. Solution: Used Promoted Tweets in timelines to become a visible, valued

participant in developer communities on Twitter. Used Promoted Tweets in search to demonstrate real-time thought leadership around industry events.

Results 500% increase in web traffic 50% lower cost per acquisition 20% attribution of revenue to Twitter

Source : Twitter.com

Success Story – Lenovo UK 33

Success Story – Lenovo UK

Industry domain: Technology Challenge: Gain new followers and generate revenue during the UK’s

biggest consumer electronics show. Solution: Used Promoted Accounts to extend reach and Promoted Tweets

to create awareness of Twitter-exclusive offers during the Gadget Show Live.

Results $27K in revenue directly from Promoted Tweets 694% increase in brand mentions 2,576 new followers

Source : Twitter.com

Appendix 34

Appendix

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Example Walkthrough – Sams Hot Sauce

Example Walkthrough – Sams Hot Sauce

@SamsHotSauce has been selling their hot sauces in several retail locations and online. 

Here are the campaigns they might set up to help them grow awareness of their products: Promoted Tweets targeted by interest.

▪ @SamsHotSauce wants to promote their products to people who are likely to be interested in spicy foods and hot sauces but may not have heard of them yet.

Strategy – Promoted Tweets 36

Strategy – Promoted Tweets They choose to promote their Tweets and target them in the following

ways: InterestCategories – @SamsHotSauce chooses “barbecues and grilling”

and “Mexican cuisine” under the food and drink interest category. @usernames – they choose to target  several celebrity chef accounts

known for cooking spicy foods and several well known food blogs. Location They choose to target a national audience since they can ship

anywhere in the United States from their online store. Gender @SamsHotSauce knows both guys and gals love hot sauce so

they target both genders. To help drive engagement with their content, they promote certain types

of Tweets. For example: Tweets that include photos or videos Timely Tweets that tap into popular conversations New Tweets that contain fresh content every 1-3 days

Strategy – Promoted Accounts 37

Strategy – Promoted Accounts

@SamsHotSauce uses Promoted Accounts to build an audience of relevant followers. Once they gain these new followers, @SamsHotSauce can communicate with them over and over again.

To reach people who are likely to be interested in their business, they target their Promoted Account to the same interest categories and @usernames that they targeted with their Promoted Tweets campaign.

@SamsHotSauce wants to build their follower base consistently over time, so they choose a daily budget rather than an overall campaign budget.

38

Strategy – Promoted Tweets With Keywords

Promoted Tweets targeted by keywords in timeline. @SamsHotSauce wants to reach people who demonstrate an interest in

products or topics related to their business. They choose to target their Promoted Tweets to people who have recently

included relevant keywords in their Tweets or engaged with Tweets that include those keywords. 

Targeting criteria Keywords: @SamsHotSauce targets keywords like “habanero,”

“peppers” and “spicy food” matched in any order. Phrases: They also target “Toledo Chili Festival” as a full phrase.

Thank You