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Learn how to promote your account and tweets to reach a wider audience. Key takeaway will include: defining the target audience, learning the different campaign offerings (interest vs. keyword), best practices for promoted tweet copy, optimizing cost per engagement.
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THE POWER OF TWITTER
- 241 MILLION MONTHLY ACTIVE USERS - 25% EARN OVER $100K PER YEAR - 51% HAVE A COLLEGE DEGREE
- DIRECT AND CONSTANT COMMUNICATION WITH MILLIONS OF INDIVIDUALS INCLUDING CLIENTS AND
POTENTIAL CLIENTS
BEFORE YOU START
DO A QUICK TO CHECK TO MAKE SURE YOUR PROFILE IS IN TOP FORM
1. PROFILE PICTURE: RECOGNIZABLE & ENGAGING? 2. YOUR PROFILE: ARE YOU GETTING FULL VALUE OUT OF 160 CHARACTERS? INCLUDE NAME, LOCATION & WEBSITE
3. HEADER/BACKGROUND: USE THIS TO SHOWCASE THE PERSONAILTY OF YOUR BUSINESS
BEFORE YOU START
IDENTIFY YOUR ADVERTISING OBJECTIVES
PROMOTED TWEETS: (IN TIMELINE & IN SEARCH) HELP YOU GET YOUR CONTENT IN FRONT OF THE RIGHT AUDIENCE PROMOTED ACCOUNTS: HELP QUICKLY BUILD A COMMUNITY OF FOLLOWERS
TARGETING OPTIONS 1. KEYWORDS: REACH PEOPLE THAT SEARCH, TWEET ABOUT OR ENAGE WITH SPECIFIC KEYWORDS
TARGETING OPTIONS 2. INTERESTS AND FOLLOWERS: REACH PEOPLE WITH SPECIFIC INTERESTS OR WHO ARE SIMILAR TO FOLLOWERS OF SPECIFIC ACCOUNTS - TARGET BY @USERNAME - TARGET BY BROAD INTEREST CATEGORY
TARGETING @USERNAMES ALLOWS YOU TO REACH USERS WITH INTERESTS SIMILAR TO FOLLOWERS OF ANY OF THOSE ACCOUNTS.
INTEREST CATEGORIES INCREASE POTENTIAL REACH. WE WILL TARGET USERS INTERESTED IN ANY OF THE CATEGORIES YOU ENTER, IN ADDITION TO ANY @USERNAMES YOU ENTER ABOVE.
WHERE WILL YOUR AD APPEAR?
USER TIMELINES: - KEYWORD TARGETING - INTEREST & FOLLOWER
TARGETING
SEARCH RESULTS: - KEYWORD TARGETING
ADDITIONAL TARGETING OPTIONS
- TELEVISION - TARGETING BY CONVERSATION FOR PEOPLE
ENGAGED IN CERTAIN TV SHOWS
- TAILORED AUDIENCES - TARGER PEOPLE USING YOUR OWN LIST OF TWITTER
IDS AND EMAILS
TARGETING SUMMARY
PROMOTED TWEETS WILL TARGETING USERS: - IN NYC METRO AREA - WHO FOLLOW OR ARE SIMILAR
TO FOLLOWERS OF @CURBEDNY, @NYTIMES, @TRDNY, @WSJ
- FALL INTO REAL ESTATE INTEREST CATEGORY
- ACROSS ALL DEVICES - MALE OR FEMALE
WHEN SHOULD YOU PROMOTE A TWEET? WHEN YOU HAVE ENGAGING CONTENT AND WANT TO DRIVE AN ACTION OR AWARENESS:
- OPEN HOUSES - REPRESENATIVE PAGE - LISTINGS
WHERE WILL USERS SEE PROMOTED TWEETS - IN RELEVANT USERS FEEDS - TOP OF RELEVANT SEARCH RESULTS HOW OFTEN WILL USERS SEE PROMOTED TWEETS? - ONCE AT THE TOP, THEN THE TWEET WILL STAY IN
NEWSFEED LIKE NORMAL TWEET
TIPS FOR OPTIMIZING PROMOTED TWEETS
IMPROVE IMPRESSION VOLUME - MAKE TWEETS ENGAGING: ENGAGEMENT RATE IS A
FACTOR IN BID AUCTION, ENGAGING CONTENT IS REWARDED. EXCLUSIVE CONTENT CAN INCREASE ENGAGEMENT RATE
- MAINTAIN FRESH TWEETS: TWITTER IS REAL TIME, TYPICALLY LOSE MOMENTUM AFTER 1-2 DAYS – BE SURE TO ADD FRESH PROMOTED TWEETS
- USE RELEVANT KEYWORDS OR INTEREST: INCLUDE IMPORTANT KEYTERMS & HASHTAGS IN TWEET COPY & KEYWORD TARGETING
- HAVE A COMPETITIVE CPE (COST PER ENGAGEMENT) BID
IMPROVE ENGAGEMENT - IMPROVE TWEET COPY: ENGAGING TWEETS ARE:
TIMELY, WITTY, RELEVANT, INFORMATIVE & PLATFORM-SPECIFIC. USE POPULAR #HASHTAGS, VIDEOS, PHOTOS, ETC
- BID ON LONG-TAIL CRITERIA: SELECT HIGHLY RELEVANT AND SPECIFIC KEYWORDS OR INTERESTS
- OPTIMIZE BASED ON PREVIOUS PROMOTED TWEETS: DASHBOARD WILL IDENTIFY TOP PERFORMING TWEETS, APPLY SAME TACTICS FOR FUTURE TWEETS
PRACTICES TO AVOID - USING ALL CAPS: LOOKS SPAMMY - INTERCHANGING NUMBERS FOR LETTERS: LOOKS
SPAMMY IF DONE TOO MUCH - IRRELEVANT OR INSENSITIVE HASHTAGS - PROFANITY AND VULGARITY
EXAMPLE DASHBOARD
IMPRESSIONS: MEASURES THE NUMBER OF TIMES A USER IS SERVED A PROMOTED TWEET ENGAGEMENTS: THE TOTAL NUMBER OF TIMES A USER HAS INTERACTED WITH A PROMOTED TWEET. THIS INCLUDES ALL CLICKS ANYWHERE ON THE TWEET, INCLUDING ANY HASHTAGS, LINKS, USERNAME, OR TWEET EXPANSION; RETWEETS; REPLIES; FOLLOWS; OR FAVORITES. SPEND: THE TOTAL AMOUNT SPENT TO DATE IN PROMOTED TWEET CAMPAIGNS. ECPE: TOTAL NUMBER OF ENGAGEMENTS DIVIDED BY TOTAL SPEND TO DATE. ENGAGEMENT RATE: THE NUMBER OF CLICKS, RETWEETS, REPLIES, FOLLOWS AND FAVORITES DIVIDED BY THE TOTAL NUMBER OF IMPRESSIONS.
ACCOUNT SUMMARY WILL GIVE YOU THE OPTION TO LAUNCH CAMPAIGN, SAVE AS DRAFT OR MODIFY DETAILS (SAME AS PROMOTED TWEETS)
BILLING
ENTER PAYMENT METHOD UNDER ACCOUNT AND BILLING IN TOP RIGHT CORNER ALSO FIND BILLING HISTORY AND ACCOUNT SETTINGS HERE
TWITTER AD POLICY
1. RESPECT TWITTER’S TERMS OF SERVICE, RULES, ETC 2. COMPLY WITH LEGAL REQUIREMENTS 3. DON’T DISTRIBUTE SPAM, HARMFUL CODE OR
DISTRUPTIVE CONTENT 4. PROMOTE HONEST, AUTHENTIC AND RELEVANT
CONTENT, TARGET RESPONSIBLY 5. SET HIGH EDITORAL STANDARDS FOR TWITTER
CONTENT YOU CREATE 6. SET HIGH STANDARDS FOR OFF-TWITTER
CONNECTIONS
FOR MORE INFO AND GUIDELINES: https://support.twitter.com/groups/56-policies-violations#topic_239
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