Social media advertising has become an important part of the advertising campaigns of various brands around the world. Getting placement, reach, and visibility is the key to increasing sales, and that is why the use of these ads has grown a lot in recent times. One of these is these is Twitter Ads.
Twitter Ads is one of the most widely used today and offers excellent benefits to all who use it. In order to achieve good results in terms of sales, it is necessary to have a good Twitter Ads strategy that reaches potential customers efficiently. Knowing the pros and cons of this platform can be crucial.
Learn more about Twitter Ads
Twitter Ads or Twitter Advertising is a very useful way to promote a particular brand’s content to a specific audience on the Twitter platform. The use of Twitter Ads can increase user interaction with the brand itself.
Among the goals pursued by Twitter Ads is to get the tweets sent by the company to be seen by as many people as possible, which in turn generates the possibility of getting more sales.
Likewise, Twitter Ads seeks to make sure that the messages reach an increasingly segmented audience along with the advantages and disadvantages that this entails. Tweets that carry a Twitter Ads campaign will be labeled “promoted.” However, the behavior of these messages will be the same as any other tweet.
A point in favor of Twitter Ads is that it allows people to view, share, retweet, reply, and even mark these ads as favorites. This gives them a very important interaction compared to other social networks.
A guide to using Twitter Ads effectively
There are some important steps that need to be considered in order to create and implement an effective Twitter Ads campaign, which are as follows:
A.- Set up your Twitter Ads account.
The first step in creating Twitter ads is to log into the account you want to work with and go to the Ads section. If you can’t get into this section in the first few days of editing, you can try in subsequent days. This is because new accounts are constantly being reviewed.
The main functions of Twitter Ads include the following:
Create Ads. You can create tweets from scratch which in turn will be the ones to be sponsored. To create them, all you have to do is click “write.”
Develop Twitter Ads Campaigns. In the Create Campaign button you can set up a campaign step by step.
Measure performance to determine whether or not a campaign is working. These results will be displayed in the Twitter Ads panel screen.
B.- Add a payment method.
In order to publish a Twitter Ads campaign, you must choose a payment method, which generally must be a credit card. If you’re running a campaign with a large budget, you can request a purchase order to prevent your ads from stopping when you reach your credit limit.
C.- Create Twitter Ads
At this point, you have to choose the tweets you want to promote in the different Twitter Ads. There are two very good options which are as follows:
Sponsored tweets created specifically for the campaign and will not be displayed on the profile.
Organic tweets are used within the tweets that have already been published on the account.
D.- Configure the campaign
To develop a campaign in Twitter Ads you need to choose a goal, so a campaign will be optimized to generate the most relevant shares. In order to choose a clear goal, you must select “Create Campaign” in the drop-down menu of the ad manager.
Among the goals of a Twitter Ads campaign are:
Reach.
Video replays.
Pre-roll reproductions.
App downloads.
Interactions with publications.
Increased followers.
Website clicks.
E.- Measuring the results of Twitter Ads campaigns.
Once the campaign is published, the results can be measured in a real way from the ad manager panel. Among the results that can be found are:
The campaign level which measures the number of results and the cost per result or CPR.
The ad group level which is a comparison of the performance of different ad groups and then determines if there are some that stand out significantly from the others and why.
Ad level: is used to know which tweets perform best and what common characteristics they share to be ranked that way.
Measures audience level in tweets. It measures the behavior of the target or audience of each tweet launched. This information is essential for boosting a certain group over the rest.
What types of formats does Twitter Ads offer?
The American social network offers very important advertising products available to all people and businesses. They are all easy and very intuitive for advertisers to use. This allows them to create and have quality content to develop the best possible format.
1.- Sponsored ads
The Twitter Ads promoted ad offering is very diverse and can be used in many ways within the digital marketing funnel. Among its advantages is the fact that it can be integrated with polls, questions, and conversation buttons. Among the best known are videos, which help bring the publications created to life and serve to direct a person to a web page or app.
Illustrated ads are another way to promote a product or service. Carousel ads also work very well as a source of engagement for up to six horizontally scrolling images or videos. They serve to promote products or offers and develop a narrative through images.
Moment Ads help companies create, curate and promote an entire collection of Tweets to tell a story that goes well beyond 280 characters. There are also text ads that contain all the elements of a standard tweet and allow the reach of tweets to be extended beyond the target audience.
2.- Ads by followers
This format is designed to increase visibility and can be used to promote an account to a targeted audience to increase recognition and placement in the minds of consumers. Another of its great goals is to capture people’s attention.
3.- Twitter amplify
This Twitter Ads format allows you to align or place different ads with the video content of different publications. They are divided into two different formats which are as follows:
Amplify Pre-Roll allows advertisers to select the content categories in which a video will be published.
Amplify Sponsorships gives individual advertisers individual links to a single publisher for a period of their choice. It also gives control over tweeting for the duration of a campaign. This tool is only available to advertisers who do not use the self-service option.
4.- Twitter TakeOver.
Take Over products are those that have the best performance of the social network and in particular Twitter Ads. This occurs because they occupy the top spots in the Timeline and Explore tabs. They grant brands exclusive ownership of the most important areas of Twitter.
Take Over products are offered in two different types that are the Timeline Take Over, which is the one that places brands at the beginning of the conversation as the first topic of the day. It will be the first thing people see when they access Twitter, so it is very interesting as a strategy to attract attention.
5.- Twitter Live
This is another Twitter Ads tool that is used to broadcast the most important moments of an activity to the world and allows users to participate in real time. It helps improve the reach, visibility and engagement of content.
In addition, Twitter Ads offers another set of tools that can be applied to the five formatting strategies, which are:
Polls
Conversation buttons that generate interactions and conversations about the brand’s content. Buttons can include CTAs and hashtags.
Website buttons are those that allow you to click on illustrated and video landing ads.
Buttons on the app allow you to click on ad creative
Branded Hashtags that serve to express a personality and provide a visually interesting creative element.
Branded Notifications: allows you to receive valuable content directly from brands and at the most opportune times.
Want to leverage Twitter Ads for your brand and don’t know how? Don’t worry. At Antevenio we are specialists in managing social Ads campaigns, enhancing their optimization to get the best conversions.
