Ebook TWITTER ADS tổng quan

wishpond EBOOK

A Simple Guide
to the New
Twitter Ads

wishpond.com


Table of Contents

Chapter 1
Introduction

6

Chapter 2
Types of Twitter Ads

8

Chapter 3
How to Create a Twitter Ad

12

Chapter 4
New Feature: Twitter’s Ads API

16

Chapter 5
New Feature: Self-Service Ads Upgrades

18

Chapter 6
New Feature: Twitter Ads Center Developments

21

Chapter 7
Tips to Promote Your Twitter Ads

24


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introduction
Twitter Ads are Changing
Twitter ads were launched in April 2010. By 2013, Twitter has made major developments in their advertising platforms.
The way businesses - both big and small - can use paid Twitter ads as marketing tools is changing.
With the many exciting and significant upgrades, our customers wanted to know more. We want you to be well informed, so
we’ve put together this simple guide.
There will likely be ongoing changes to Twitter ads, and we will do our best to keep you posted.
Changes include:
• Addition of Ads API
• Self-service advertising upgrades
• Overhaul of Twitter Ads Center
In this ebook you’ll learn how to create successful Twitter ad campaigns and maximize their benefit to your business,
including:
• What Twitter ads are right for your business, and when
• New features
• Tips to boost your success
and much more...


chapter 1

Introduction


wishpond EBOOK

Twitter ads can be a great addition to your content marketing strategy. Ads do not replace organic growth or the viral

growth you can achieve from social promotions. For many businesses, however, ads can complement the reach of your
more organic campaigns.
Twitter ads can offer a relatively low cost alternative to other PPC (pay per click) platforms, too.
On the onset, as in any good plan, you will want to set up goals to track and measure your campaign.
5 example of business goals when advertising on Twitter:
•
•
•
•
•

increase brand awareness
generate engagement
improve customer service
get more followers
gain more sales

Many businesses use Twitter ads for a specific purpose and for a set time. It may be:
• for an event, such as a sale, a new service offered, or a new product launch;
• for a contest or sweepstakes the business is running, to offer an additional boost; or
• to give a push in driving traffic to the business website.
Whatever your reason is for using Twitter ads, they can be quite effective. Furthermore, with the new features Twitter keeps
adding, they are becoming more targeted, more analytical, and provide more options through which to manage them.

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chapter 2

Types of Twitter

ads: Promoted
Tweets, Accounts,
and Trends


wishpond EBOOK

To give your content and Twitter account an added boost, PPC ads may be right for your business.
Always keep in mind: Just because you promote yourself does not mean your feed or tweet will go viral.
For a tweet to actually become popular and drive a large amount of engagement, the content itself has to make a deep
connection with your audience.
There are two distinct Ad clients on Twitter: Twitter Ads self-service, and Twitter Ads full service. Find out through the
ad.twitter.com page which service your business is eligible for.
With the full service, there are three options to promote your company on Twitter:
• Promoted Tweets
• Promoted Accounts
• Promoted Trends
The self-service clients are not eligible for Promoted Trends (as of this writing, anyway!)
Promoted Tweets
Promoted Tweets can be used to amplify your message to targeted groups and geographic locations. They let you extend
the reach of your best tweets to the right person, in the right place, at the right time. Because Twitter is so accessible on
mobile, the geographic location feature works particularly well if you have a physical location for your business.
Promoted Tweets can be used in search. When a user is searching for your particular keywords, your tweet will show up in
their search results.

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Promoted Tweets can also be used in timelines. Your tweet will show up in followers’ feeds at or near the top when they
refresh their timeline and even extends to users like your followers, to generate more interest in your company.
Here is an example of a promoted tweet, from @VirginAmercia:

Promoted Accounts
Promoted Accounts let you quickly be seen and followed by influencers and advocates of your brand. They are a great way
to expand or build your follower base.
Promoted Accounts are shown in the Twitter section of “Who To Follow”, located on the left hand side of your Twitter feed.
The “Who To Follow” section is Twitter’s recommendation engine that identifies accounts similar to the user, and helps
followers discover new businesses, people and content.
With a Promoted Account, you will show up in users’ “Who To Follow” list. The users are those who have been identified as
having most similar interests to your company. These campaigns can be geo-targeted by country.

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Here is an example of a Promoted Account from @Volusion:

Promoted Trends
Promoted Trends can build mass awareness to your brand or product. They are great to use for a product launch or event,
and to build brand by association.
A Promoted Trend shows up in the Trends section on the left hand side of a user’s feed. Trends show what topics are
currently trending this moment and can be changed by geographic location, and are based on the users’ interests.
By creating a Promoted Trend, your brand is exposed to your consumers en masse and can successfully drive interest to
your product, service or event.
Here is an example of a Promoted Trend:

source: tter.

com/advertise/promoted-tweets/
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chapter 3

How to Create a
Twitter Ad


wishpond EBOOK

Creating your ad on Twitter is fairly straightforward process. The new upgrades give you a lot more options for targeting
your market with the new interest feature.
Here are 4 basic steps to making a Twitter ad:
1) Promote your Tweets, your account, trends, or a combination:
You can choose which promoted option to use: Tweets, accounts, or trends.

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2) Target the audience you want to reach:
Twitter’s new targeting technology lets you reach your
audience based on the interests you specify. You can choose
from over 350 interest categories that are relevant.

3) Choose a location:
Advertise locally, nationally or globally or hand-pick multiple

locations.

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4) Pay only for what works:
Twitter lets you set a daily spending limit. You pay only when users follow your Promoted Account or when they retweet,
favorite, reply or click on a link in your Promoted Tweet.

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chapter 4

Twitter’s Ads API:
A Game Changer


wishpond EBOOK

Twitter’s new ads API may very well be the most significant change to ads on this platform. The letters “API” may not mean
much to you, but they completely change the way your ads can be managed.
For example, Facebook launched its advertising API in 2009. It has made marketing on this platform much simpler, more
manageable, and richer in customer data. The Twitter ads API will likely have similar results.
Twitter has enabled a select groups of partners to seamlessly integrate with their ad platforms. For social media marketers,
this means a simpler way to manage Twitter ad campaigns. You get the benefit of the pre-existing management systems of
the five partners. It allows the execution of real time advertising campaigns on Twitter, scaleable campaigns, and improved
ROI, all with access to the more than 400 million Tweets generated every day.

The current Twitter ad API partners are:
•
•
•
•
•

Adobe
HootSuite
Salesforce
SHIFT
TBG Digital

The Ad API is being launched carefully. As of this writing, it is only
available to select advertisers.

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chapter 5

New Self-Service
Twitter Ad
Features: More
Powerful, More
Targeted


wishpond EBOOK

For self-service Twitter advertisers in the U.S., two major changes have been made to upgrade the ad tools. Twitter will be
launching these changes internationally at some point this year.
Eligible US businesses now have access to new targeting options.

New Targeting Options:
•
•
•
•

Fans of specific Twitter handles
Interest: 350 fine-grained interest categories
Platform: Apps and web access on specific families of devices, such as iOS or Android.
Gender: Choose male or female, which Twitter guesses but does not guarantee

Fans of specific Twitter handles
The new targeting features allow businesses to directly advertise to the followers of those with a similar interest to your
company. For example, if a travel related company were promoting itself, it could target users who were like those who
follow @travelchannel, @TravelMagazine @fodorstravel

Interest: 350 fine-grained interest categories
Businesses in the self-service advertising program can also target their ads to interest categories. This makes marketing
to a your niche market a whole lot easier. You can specifically word your messages to engage with your target market. For
example, if your travel business is promoting an adventure tour for river rafting in the Grand Canyon, you can choose from
over 350 interest categories that are relevant. Additionally, you can message your tweets to specifically mention these
interests.

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wishpond EBOOK

Platform: Apps and web access on specific families of devices, such as iOS or Android
Self-serve advertisers have the option to choose the exact devices and platforms on which the Promoted Tweets are
displayed. This is particularly useful for apps or other products designed for one particular device. For example, a
Blackberry app could be directed to Blackberry devices or an Android, or Apple, or Samsung, etc.

Gender: Choose male or female, which Twitter guesses but does not guarantee
Like Facebook, gender is now an option when you are targeting. Twitter only guesses on this, based on behaviours and
does not actually collect gender information when someone signs up.

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chapter 6

Twitter Ads
Center Upgrades


wishpond EBOOK

Upgrades to Twitter’s Ads Center means better reporting for campaigns, more control over campaign performance, better
analytics and spend, and better ability to manage all your Twitter ad campaigns in real time.

It is easy to switch to the advanced interface through your dashboard if you are already signed up as an advertiser on
Twitter.
Once you sign in, you will see the button on the dashboard to allow you to upgrade.

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Additionally, the upgraded Ads Center provides much more detailed campaign breakdowns. Marketers will have a more
targeted understanding of how their audiences engage with Promoted Tweet and Promoted Account campaigns. It can
now be broken down by device, location, interest, and gender preferences.
For a marketer, this makes it much easier to do A/B testing, target specific segments of their market, and even target users
of particular mobile devices. The best part is that you no longer need to use a third party to see these results to optimize
your campaigns.

Example of analytics and spend
in the new Twitter Ads Center.
(source: tter.
com/2013/03/The-new-Twitter-Adscenter.html )

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chapter 7

Tips to Promote
Your Business by
Promoted Tweets


wishpond EBOOK

Twitter’s advertising platform overhaul will make your Twitter campaigns more manageable. These tips we put together at

Wishpond may help too!

Here are 7 Tips to boost your brand by Promoted Tweets:
•
•
•
•
•
•
•

Promote Great Content
Focus On Events
Increase your Budget
Own the Hashtag
Geotarget
Promote Tweets That Will Be Shared
Drive Action

1. Promote Great Content:
Make your content engaging and interesting; think informational or inspirational, not salesy. Remember, a Promoted Tweet
is only the beginning of a long engagement conversation. You’ll need to continue tweeting great, shareable content via
both regular and Promoted Tweets, so your followers continue to get frequent updates on your messages and promotions.
2. Focus on Events:
Make your ad spends exciting, and time based. Promote events you are having to spread the word quickly and
exponentially.
3. Increase your Budget:
Twitter recommends using up to 6 tweets in a rotation for your Promoted Tweet campaigns – all aimed at one specific
landing page. Having 6 different tweets to play with means you can tweak messaging, create a story, and give additional
info about your campaign or offering.

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4. Own the Hashtag:
Promoted Tweets are a great way to introduce a new hashtag you intend to use either for an event, new product, or new
brand campaign. Introduce and use the new hashtag in all your Promoted Tweets. Make sure that the Promoted Tweet
you’re purchasing contains phrases and keywords that are directly relevant to your business.
5. Geotarget:
Even if your business doesn’t operate in one geographic place, target your Promoted Tweets to an area where your
demographic lives. Start by targeting traffic that’s more specific than U.S.-based so you aren’t wasting your money on
people who won’t buy.
6. Promote Tweets That Will Be Shared:
As with any social media push, you need to provide consumers with “information they can use.” When using Promoted
Tweets, make sure to give readers a reason to either follow you or retweet your message. If they simply read your message
but take no action, you have missed a major opportunity for engagement.
7. Drive Action:
Focus on Promoted Tweets that promise to deliver immediate value if readers click through. Mentioning that you’re an
awesome company is far less effective than describing why you can make a difference in people’s lives. Make the call to
action clear, and time based to drive quick retweets and click throughs.

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