Introduction
Twitter is one of the most popular social platforms in the world, with an extremely diverse audience. As well as being very dynamic, thousands of tweets are shared in a second. A piece of content can reach thousands of users and, if it is shared, it can reach even more people.
Regardless of your type of business, you can use Twitter as a way of communicating with your audience, creating a network of loyal customers for your brand. People use this platform as a way of finding out what's going on in the world and sharing instant information.
Like Facebook and several other social networks, which rely on the presence of companies on their platforms, Twitter has also started investing in ads.
And to be able to run ads on Twitter and take advantage of the full potential of this platform, we use the tool Twitter Ads. And that's what we're going to talk about in this article. Let's go?
Twitter Ads
Twitter Ads is the central place to promote tweets, accounts and trends, allowing you to plan, create, manage and analyze your campaigns. These campaigns can be aimed at increasing traffic, gaining relevance or branding and generating conversion.
In order to use the platform, you must first have a Twitter account. When you create your Twitter Ads account, your @handle becomes the administrator by default. This is the highest level of access on the account and you can give access to other users with different levels. (Check out how to give access to users in this article).
With Twitter, you can do three types of promotion, based on different campaign objectivesThese are: Promoted Trends, Promoted Accounts and Promoted Tweets. We'll look at each one below.
Promoted Trends
They are located at the top of the "trends" box with a promoted sign, these being the most discussed topics on Twitter that occur at a specific time, context or event.
Promoted Accounts
Twitter will suggest users for people to follow, according to the segmentation defined. When you promote an account, it is at the top, which is a way for brands to get more followers on the social network. These accounts are marked "promoted", to differentiate them from recommended accounts.
Promoted Tweets
These are Tweets that are advertisements, functioning like normal tweets, which can be shared, replied to or liked, but may or may not appear on the account's timeline.
They can appear in different places:
- User profiles: they will appear in specific profiles that match the segmentation configured in the campaign;
- Twitter feed: can appear in the user's timeline if the promoted tweet is relevant to them;
- Search result: appears at the top of the search results page
If the aim of your campaign is to increase traffic to your website, you will pay for the number of clicks your site receives. If your goal is to increase your organic audience, you can pay for followers. If you want to grow your brand presence, you can pay per impression or per first user engagement.
Audience segmentation
As well as choosing the objective of your campaign, you can define various parameters to find the best audience for your brand.
Initially, you can define location, language and the device the user uses. Now we can move on to more advanced segmentation.
Follower look-alike
With this segmentation you can target users who are similar to the followers of accounts that are relevant to your business. When you select this option, Twitter's algorithm automatically creates an audience based on the interest of these followers.
To use this segmentation, it is important that you study your competitors, influencers and accounts relevant to your brand beforehand.
Key words
Twitter allows you to target people who have published or searched for certain keywords. In this way, you can appear to the users you want and when it is most relevant to them.
You can use Twitter's insights to guide yourself later on, seeing which words bring results and which don't, and thus improve your performance.
Public of Interest
Twitter offers 25 interest categories divided into 350 sub-categories, where you can choose a maximum of two interests per campaign, so you can analyze what really works.
As this segmentation is very broad, it's important that you focus on subcategories so that you can reach the best audience.
Personalized audience
You can create personalized audiences from people who have visited your website, application, or from a list. This is basically Twitter remarketing, allowing you to get in touch with those who have already interacted with your brand at another time.
Benefits of using Twitter Ads
There are many ads that are not pleasant for the user. However, it's different with Twitter, as the ads appear in a subtle way, very similar to organic content, without disturbing the user's experience on the platform.
With this, you can be free to be creative when making your ad. You can promote videos, cards from your website and other content that is aligned with your business.
Advertising online is usually cheaper than traditional forms of marketing. However, compared to other digital marketing platforms, Twitter Ads are even cheaper! This is because the number of companies on Twitter is smaller than on other platforms, which means that there is less competition.
What's more, you can target a specific audience with various filters, so that you only spend money on those who are relevant to your business. You can also target people who are searching for or talking about subjects of interest to your brand, with keyword targeting, reaching the user at the right time.
Conclusion
For this and other reasons, Twitter Ads is a platform that can be very interesting for any company. You can communicate directly with your audience and take advantage of all the dynamism that is Twitter.
In addition to being able to save money on a less competitive platform in the market and having the freedom to explore the various segmentations that Twitter allows you to make and thus find the best audience.
Check out these other articles about Twitter here on the Pareto Blog:
