Twitter is a great marketing channel for driving traffic and generating leads. Twitter ads help to put your message in front of the audience who is more likely to be interested in your products or services. According to social media studies, 40% of users say that they are more likely to buy products or services of the brands that they see on Twitter.
If you didn’t get started using Twitter ads for your business yet or just want to get better knowledge about advertising on Twitter, then keep reading.
In this article, you are going to learn how to setup and launch your first Twitter ads campaign in order to reach the exact audience you want.
Let’s walk through all the main steps of setting up a Twitter ad campaign.
1. Set up your Twitter ads account
The process of setting up Twitter ads profile is quite similar to Facebook ads creation. In order to start creating your Twitter ad, you need to go to ads.twitter.com. You will have an opportunity to select between 2 promotion options:
- Promotion mode, which lets your tweets appear on Twitter users’ feeds or search results.
- Twitter ads that assist you in setting up and managing objective-based ads campaigns.
If your goal is to increase your followers’ base, boost engagement or establish your online audience, then it is recommended to choose Twitter ads suggestion.
After deciding which promotion way to choose, you will be asked to enter your country and time zone and press the “Let’s go” button. However, remember that you will not be able to change this data once you have created your Twitter ads account.
That’s it! Now you have your Twitter ads account. So, let’s move to another step of making your first ad campaign.
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2. Select the objective of your ads campaign
While creating Twitter ad campaign, the first thing which you need to think of is objectives. It means that your task is to decide what goals you want to accomplish by using Twitter ads.
It is advised to not hurry and understand the reason why you are advertising and what you want to achieve. Otherwise, you can get lost among the suggested options of objectives and pay for the actions that are irrelevant to your ad campaign’s goals. Consequently, you will make Twitter ad which doesn’t match your target audience’s preferences, what means that your ad campaign will be ineffective.
In this case, it is recommended to set clearly defined goals of your digital strategy and even more specific objectives for each Twitter ad campaign that will help to measure the success of your ad performance.
Twitter provides you 8 different objectives to choose from.
- App install. Use it, if you want to encourage users to download your app. In this case, you are billed for each app install.
- Followers. Use it, if you want to build an engaged Twitter audience. In this case, you are billed for each new follower, however, not for these new fans’ re-tweets, likes or comments.
- Tweet engagements. Use it, if you want to boost engagement of your tweets. In this case, you are billed per initial engagement of each Twitter user.
- Promoted video views. Use it, if you want more Twitter users to see your videos or GIFs. In this case, you are billed for each video view.
- Website clicks or conversions. Use it, if you want Twitter users to visit and take an action on your webpage, for instance, make a purchase. In this case, you are billed per click or conversion.
- App re-engagements. Use it, if you want Twitter users who already have your app to open and start to use your app. In this case, you are billed for each app click.
- In-stream video views (pre-roll). Use it, if you want to run a short video ad at the beginning of premium content videos. In this case, you are billed for each video view.
- Awareness. Use it, if you want your tweet to be seen by as many Twitter users as possible. In this case, you are billed per 1000 impressions.
3. Fill in the details of your ads campaign
Once the objective is chosen, you will be directed to “Create you ad campaign” screen, where you can choose the name of your campaign, set its budget, decide whether to start your ad campaign right now or schedule for later.
Remember, while setting the budget, you can choose the sum which you want to pay per day and the total amount of money you are willing to spend on your whole Twitter ad campaign.
What is more, you can be asked to fill in other unique details related to your ad campaign, however, it depends on the objective which you have selected before. For example, if your objective is app install, you need to connect your app with Twitter.
After filling in all the details, click the “Next” button.
4. Set up your ads group and bidding
The following step is to create the ad group for your campaign. What does it mean? Actually, it is as a sub-category of your ad campaign.
If it is your first ad campaign, it is advised to stick to one ad group. However, after getting experience in Twitter advertising, you can split up your ad campaign to target different audiences, in this case, create several ad groups.
Ad groups are individual ads designed for the particular audiences that include their own budget, schedule, placement and bid type, but operate under the whole ad campaign. Bid types give you an opportunity to bid on a promoted ad placement. Costs of ad placements depend on your audience and where your ad appears on Twitter.
If you select the automatic type of bidding, Twitter automatically set your bid in order to receive the best results every time the audience interacts with your ad at the lowest price based on your ad group’s budget.
However, if you want to control the bid amounts, then there are other suggested types of bidding – maximum and target bid. Maximum bid provides you with full control of how much you want to spend whenever the audience engages with your ad. Target bid lets you specify what amount of money from the budget of your ad group you want to pay every time the audience interacts with your ad. We recommend to choose the later one in order to fully control your ad campaign.
5. Choose your target audience
In order to be a good fit for your Twitter ad message, another important step is related to customization of your ad group’s audience. Actually, the more targeted audience is, the more probability that you will receive qualified leads.
In this case, you shouldn’t worry because Twitter gives you targeting options to help you define the right audience for your ad and maximize your budget.
Determination of your audience will start from demographic targeting, which includes the following criteria, such as gender, age, location, language and device type. Also, while targeting you can use option “Audience features” which lets to define audience based on particular users’ characteristics, like interests, behaviors or even keywords, events, movies or conversation topics users are interested in.
Moreover, in order to help you understand how many users you can reach, Twitter shows you an estimated size of the audience which varies depending on your added Twitter ad’s targeting options.
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6. Pick the creatives and ads placement
Your another task, while setting up your Twitter ad campaign, is to select the creatives you want to run. Creatives, in other words, are the tweets you want to promote. In this case, you can either choose from a list of existing tweets or you can create a new tweet for your Twitter ad.
If you decide to create a new tweet for your ad campaign, you need to click the blue icon in the right corner of your screen, write your tweet’s text and put a tick near “Promoted-only” button.
What is more, in order to not only promote the tweets on users’ timelines, you can choose your tweets to appear in users’ profiles and “Tweet detail pages” of particular Twitter conversations. In this way, you will be able to reach the exact audience, who are searching for or interacting with those keywords that are included in your ad.
7. Launch your ads campaign
Finally, this is the last step in creating your Twitter ad campaign. Review all the details of your ad campaign that you selected earlier. If everything seems right, then click “Launch campaign” button to run your ads.
That’s it! Looks easy, isn’t it?
In conclusion, now you have a step-by-step guide how to setup your Twitter ads campaign, so don’t miss a chance and try to create your own Twitter ad.
However, if still something seems unclear for you, don’t hesitate to write your questions or just a feedback in the comments’ box below!
