6 Tips To Help With Using Twitter Ads
There are different forms of social media ads you can use to complement your organic social media strategy, with Facebook ads being the most popular and arguably the most cost-effective, businesses and brands alike have failed to capitalise on the potential of using Twitter ads.
Utilising other forms of social media ads like Twitter ads, can have various benefits compared to just sticking with the same advertising platforms. Brands have failed to really integrate Twitter ads into their marketing strategy for a variety of reasons, however, with Twitter now improving their ad dashboard, there is no time better than to try out a few Twitter ads.
Below are six tips we recommend implementing when experimenting with Twitter ads.
1) Experiment with your tweets
Experimenting with your tweets is one of the most important things to consider with Twitter ads. Twitter allows you to add as many promoted tweets as possible, so remember to take advantage of this.
Twitter will automatically display your most popular/engaging tweet amongst your targeting options anyway, so it’s within your interest to mix up your tweets as much as possible, to see what works and what doesn’t.
2) Use tweet cards
Tweet cards were only introduced in 2012, as a result of Twitter recognising the importance of driving traffic to landing pages for advertisers more so than other features.
Previously promoted tweets just weren’t cutting it, however tweet cards generally generate a lot more website clicks than just ordinary tweets. If your objective is to drive traffic to your website, make sure you use tweet cards, as they have a 43% higher click-through-rate than Tweets with just a link, on average.
3) Target the followers of your competitors
One of the main benefits of using Twitter ads is the ability to target the followers of your competitors, something that you can’t directly do through Facebook ads.
You know the followers of your competitors are potentially interested in your product (if they are a direct competitor) as they have a genuine mutual interest in similar products (depending on their brand loyalty of course) so targeting them is a great way to create brand awareness amongst a relevant audience.
When targeting the followers of your competitors, make sure you select around 20-30 relevant accounts to target the followers of, and monitor this in the Twitter handle section of your Twitter ad to see which competitor is encouraging the most engagement.
4) Fresh things up
Depending on how long you are running your Twitter ad campaign for, it’s quite important to make sure you don’t have the same tweets with the same images live for too long.
Essentially there’s the possibility that these will be appearing to the same users more than once. By freshening up your tweets in your Twitter ads with new copy/images, you are ensuring you maintain new results as opposed to having the same ads appeal to the same people.
5) Let your campaign gain momentum
Not necessarily as relevant when using Facebook ads, but ensuring that you allow your Twitter ads sufficient time to gain momentum is definitely important, especially if you’re failing to see results after the first few days.
If you find after a couple of weeks your engagement/results from your ads are non-existent, then you’ve probably targeted the wrong audience, failed to understand your market or your tweets are just rather weak.
6) Jump on keyword targeting
Another one of the main benefits of using Twitter as a marketing tool in general, is the advantages revolved around keyword targeting, due to Twitters open platform, content is visible to anyone (unless you’ve set your account to private).
Keyword targeting allows you to engage with users who have recently tweeted or engaged with a tweet containing the specific phrases/keywords you have identified to target.
So for example, this is best used by entering words or phrases your target audience are likely to use. If you are an Italian restaurant in London, this would be along the lines of ‘good’ ‘restaurants’ ‘London’ ‘Italian’ ‘food’ ‘pizza’ etc.
Basically include any keywords/hashtags/phrases you think would appeal to potential customers on Twitter.
By Chris Kyriacou
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