Twitter

Twitter

Facebook Marketing Partner

Twitter Audiences

• Twitter has a smaller audience overall than Facebook, and spends differently.

• You can target audiences in multiple ways—the most common being location targeting,

interest targeting (high volume), keyword targeting (more precision), and follower

targeting. You can also use the expand reach option to find other @usernames that are

similar.

• Twitter also lets you target based on other, less commonly used criteria such as gender,

language, device, tailored audiences, TV, and behavior.

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Twitter Ad Creative Expertise• Promoted Tweets

• Promoted Accounts

• Live Tweets & Dark / Unpublished Tweets

• Call-To-Action Cards for Promoted Content

• Website Cards - driving web traffic

• Lead Generation Cards - capture email without leaving Twitter

• Image Cards - Photo Cards and Galleries

• Video Player Cards - embedded Video Player

• App Cards - drive downloads

• Click-to-Buy Card

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Website Cards• Website Cards showcase your website content

within a Tweet to get users more interested in

your business.

• Allows users to easily discover interesting content

while giving businesses the ability to drive a

higher volume of URL clicks since users are able

to preview an image, related context and a clear

call to action all from their home timeline.

• Preferred in campaigns driving sales &

conversions


Types of Twitter Cards• Summary Card - include the title, description, a thumbnail image and Twitter handle attributions for a page

• Photo Card - features an image, title, description and Twitter handle.

• The Gallery Card - like the photo card with one exception: You can have up to four photos in your tweet.

• The App Card -they get a link to view it on the web. But if they view the tweet on their mobile device, they’re

prompted to download the app

• The Player Card - puts a live video or audio player within your tweet that users can play on Twitter and in

embedded tweets.

• The Product Card - include a title, description, thumbnail image and Twitter handle attribution for your product,

along with other pertinent details such as price, location, availability, etc.

• The Lead Generation Card - they can click one button and share the email address associated with their Twitter

account with you.

• The Website Card - drive traffic directly to your website’s homepage or other specific landing page,

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Targeting

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Twitter Targeting Expertise✴ Keywords - Target Users when Tweets include

Keywords or Phrases, Negative targeting also available

✴ Search - User searches for specific Keywords (Tweets are pinned to top of results)

✴ Interest - Conversations around Topics, Sub-Topics, and Leading Brands

✴ Followers - Specific Handle Followers and Lookalikes

✴ Tailored Audiences - Reach CRM / Email lists, User Handles, Retargeting site visitors

✴ TV / Movie Conversations - Target users discussing content

✴ Lookalikes - Targets similar users to any group, including competitors. Work with Twitter rep to receive (3rd party, CRM, email lists)


Promoted Tweet

Promoted Tweets in Timelines

• Reach users who are likely to be interested in your message, at scale

• including followers who might have missed your organic Tweets and/or users who share

similar interests with your followers.

• Your Tweet appears at or near the top of the user’s timeline and scrolls down in the

timeline like any other Tweet.

Promoted Tweets in Search

• Reach users who are searching for your brand or related topics.

• Your Tweet appears fixed at the top of the search results based on winning the auction for

the search terms.

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Create a Campaign - Step 1

Promoted Tweets

• Campaign name

• Funding source (there can be multiple)

• IO or add multiple credit cards *whitelisted

• Run dates

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Select from current tweets to promote as well

as Tweets that are already being promoted

Sometimes you can’t find the tweet —> go to

Creatives to find it that way (Navigation top

left)

Creatives (Nav Bar) —> Can add one creative

to multiple campaigns



• Budget - Campaign budget (within a group)

Total Budget - Total IO spend for a Group/Account

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• Make sure to change this! It defaults to the Remaining IO spend

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Promoted Video Post Set Up

• Add video to Library

• Can upload a video directly to Twitter to play

inline

• as well as preview the video, and edit the

title and thumbnail image.

• Create New Campaign

• Select video & add title/description


Video Ads FAQ

• Videos must be under 10 minutes.

• No maximum file size.

• .mov & .mp4 files

• Use video with a 16:9 ratio

• Promoted Video product is available exclusively for Twitter-hosted Video.

• Any sound in your video will play back click

• Twitter-hosted videos will not loop during video playback.

• Two CTAs: visit site and watch now

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Twitter Strategy

• Conquest live events and TV programs during scheduled airtime to takeover specific

conversations

• Example: Targeting an NBA game —> target for 3.5 hours

• Targeting evergreen interests should be reserved for e-commerce rather than awareness

campaigns

• The best performing content is usually images, memes and vines

• Video views and engagements are more efficient through Facebook’s platform

• Conversation-contesting campaigns generally should run for the length of the program or event

• Exclude conversations with negative sentiment

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Best Practices

• When content is fresh/new, push it out as much as you can on Twitter.

• Video —> Select a thumbnail for your video that catches users’ attention.

• A/B test thumbnails prior to launch. When launching your campaigns, it’s worth utilizing a

small percentage of your budget to test different thumbnails and/or tweet copy.

• Avoid placing external links in your tweet copy Any external links can draw attention away from

the video and may decrease the video view rate. If you would like to leverage video for ticketing

purposes, we suggest setting up the campaign under the cost per engagement pricing model.

• E-commerce/Conversion Best Practices

• Specific Music Artist - Keywords do better than Followers (Live Nation)

• Awareness or TV Conquest —> Followers out-perform Keywords

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