Last week we took part in the #HitYourGoals Webinar with Twitter’s very own @Lav, to find out about their latest paid ad offering.
We thought you might be interested, so here’s the digested read. The long and short of it:
Before launching a twitter campaign, think about your objectives.
Do you want more followers, do you want to increase engagement or capture data for your email database? Twitter have kept it really user-friendly and named their campaign types after these objectives.
You have 4 possible options:
- Followers Website clicks or conversions
- Tweet engagements
- App installs or engagements
- Leads on twitter
The above key areas also represent the metric that you will be charged for. So if its followers, you pay per follower gained from your promoted tweet. If you also happen to gain clicks through to your website or an email sign up from this follower, you won’t be charged for it.
Who sees my ads?
You have a few options here, and there are some interesting and potentially very effective methods available.
- You can use your own list; either your own followers, data from a third party provider or visitors to your own site (via a Twitter Pixel placed on your site).
- You can filter by interest or followers of Twitter accounts relevant to your target audience.
- You can use keywords to target people who search on or mention predefined terms in their tweets.
- The final option is television – thanks (we think) to those clever little hashtags you can now target those who interact with specific television programmes.
So the more you know about the type of person you want to target and the things they like, the better.
How much does it cost?
This was difficult to pinpoint – much like AdWords, the value of an interaction or follower depends on how much are willing to pay. From the demo, it looked quite expensive (£1.50 per follower, for example), but this may have been due to the specific terms and types of followers they were targeting.
What did we like about it?
We really like the Leads on Twitter campaign option. Anyone viewing your ad on Twitter can sign up to your email database with one click of a pre-populated form.
What’s not so hot?
When it comes to Geo targeting, there is much to be desired, however with a bit of local knowledge and clever thinking there are definitely ways around this issue.
The verdict?
Go Twitter! We are genuinely excited about some of the features that Twitter Ads offers and are looking forward to seeing them in action.
If you need any assistance in getting started or any other aspect of paid digital marketing don’t hesitate to contact us.
Want to know more? Here’s the full webinar
