Twitter ha over 330 million monthly active users worldwide. Twitter ads can help business to reach their right audience across the globe with different targeting options. Twitter offers various campaigns objectives like sending traffic to you website, raise awareness of a tweet, attract new followers, etc. Businesses must pick the campaign objective to align with their strategy and goals.
CAMPAIGN TYPES
1. Awareness Campaign
Awareness campaign are meant to increase the reach of your tweets as much as possible. Marketers only pay for the impressions but people are likely to follow, visit your website, or even retweet after discovering your tweets. These campaigns allow you to reach to reach more of your customers and increase the brand awareness in general.
2. Website Clicks Campaigns
This type of campaign is used to increase the website's traffic, or generate leads or increase sales. The tweet in the campaign is called a website card. These cards will be visible in the timeline and search results.
3. Follower Campaigns
One should use this campaign to increase to in crease their followers count on Twitters. Eighty-five per cent customers and users say that they fell more connected to a brand after following are more likely to become loyal customers. According to Compare, 72 per cent of twitter users say that they are more likely to purchase from a brand they follow on Twitter.
4. Followers Campaigns
Individuals or brands use this campaign when they want their followers to retweet more, increase favorites, and use mentions. It will also play a pivotal role in building brand awareness by creating a buzz. These tweets will be clearly labelled as promoted and will appear in timelines, on profile pages, and in search results. This is called promoted Tweet Campaign where on pays only someone engage.
5. App Campaigns
The name of the campaign itself suggests that this to be used when one wants to increase their app downloads or encourage people to re-engage with their app. Around 80 per cent of Twitter users use Twitter via mobile.
6. Video Views Campaign
The video views campaign is the perfect way to maximize your videos' views as the videos auto-play, which encourages engagements by tap or click.
TARGETING AUDIENCE OPTIONS
There are several types of targeting defined by twitter to find exact matching needs of advertisers. They are as follows:
Demographic Targeting
Language Targeting
Twitter allows you to target users to target users based on demographic profiles including gender, age, device, language, and geography
When accounts are registered, to determine a users' s language. Twitter asks for their language in their language in their profile setting and that data.
Gender Targeting
Twitter determines the user' gender by their behavior (tweets, shares, etc.) along with their usernames and accounts they follow.
Device Targeting
Device targeting is useful if the product is operational on limited devices or the audience primarily users a type of device or operating system. They may be cases when one just wants to display their campaign to desktop users or tablet users.
Age Targeting
Twitter allows you to target people in age brackets from 13 years old up.
TARGETING BEST PRACTICES
Then above section covers serval targeting options, which might confuse an advertiser while setting up campaign. There are some best practices that might make your work easier.
1. Cover the Basics - Before selecting additional targeting criteria, use a combination of basic targeting options like appropriate location, language, gender, and device targeting.
2. Experiment - To learn which audience is the best for the brand and which messages resonate with different groups, do A/B testing and continue with audience that gives best results.
TWITTER ADS PRICING
One' s campaign type defines which actins one bidding for. The available campaign types and associated actions are listed as follows:
a. Website Clicks or Conversions Campaigns - Advertisers are charged only for the clicks obtained from the campaign. Engagement and actions like impressions, replies, and retweets are not charged.
b. Follower's Campaigns - Advertiser will be charged only for the followers that they get; they'll not be charged for any other actions or engagement.
c. Tweet Engagement Campaign - Advertisers are charged only charged only for engagements on the promoted tweets.
d. App Install or App Engagement Campaigns - One will be charged for the clicks to download the app or open the; every other engagement is free.
e. Leads Campaigns - One will be charged only for the leads acquired from the campaign, not for any other engagement and actions.
f. Video Views Campaign - One will be charged only for the video views garnered during the campaign; every other engagement is free.
g. In-stream Video Campaign- One is charged only when the video is viewed; the system is the as that of video views campaigns.
METRICS
A brand's Twitter marketing can be evaluated using the following metrics:
1. Follower Growth - It is the number of new followers a brand gets every day, week, or month.
2. Conversion - How many users sign up for the service that the advertiser offers or buy their product.
3. Impressions - It considers replies, likes, and retweets as measures of engagements rate of the tweet to the total numbers of followers/reach.
4. Cost per Result - Amount paid for each relevant action performed on the campaign.
5. Overall Result - This reflects the overall results of the campaign like app downloads, leads collected, etc.
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